Đề tài hoàn thiện chiến lược phát triển thương hiệu, ĐIỂM CAO

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 : A19766
NGANH : 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 trong
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') do 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
do 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 9 cilia cac thiy co giao. Di chinh la hanh tang qu9
gia gig p em hoar thien kien tic cilia minh sau nay.
Em xin chin thanh cam an!
Thang Long University Library

LOI CAM DOAN
Toi xin cam doan Khea lufm tofu nghiep ntly li do Ur ban than thgc hien c6 sg hO
trq tit giao ten huong din vit kh8ng sao chep the tong trinh nghien dm ctia ngtrai
khic. Cac da lieu thong tin dill cap sir dung trong 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 1. CU SO Lir LUA4N CHUNG vi CHIEN LIXIC PRAT TRIEN
THVONG HIS 1
1.1 Ttng quan throng hitu 1
1.1.1 Cic kbii them vi throng hitu 1
1.1.2 Thinh phAn cfia throng hitu 1
1.13 Clic lopi throng hitu 2
1.1.4 Val trio cfia throng hitu 3
1.1.4.1 Vai trio cita diming hisu dii vdi doanh nghifp 3
1.1.4.2 Vai trio cia throng hi€u dii v64 khdch king 6
1.1.5 Chic thing cfia throng hifu 7
1.1.5.1 Cher Ming nhon Wit vi phin b* 7
1.1.5.2 Chit thing thong tin vi chi din 8
1.1.5.3 Chair Ming Ego sir aim nhOn vi tin cry 8
1.1.5.4 Chit ning kinh Ic 9
1.2 Ding quan chitin Itrwc phit trait throng bleu 9
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 9
1.2.2.1 Tim nhin vise mfnh Avow Neu 9
1.2.2.2 Dinh vi tit:sung hi& 10
1.2.2.3 Lira chpn mo hinh ducting ha 12
1.2.2.4 milt ki It( thing nhen dien shining hiiu 13
1.2.2.5 Edo vg diming hifu 15
1.2.2.6 Chien Myr marketing-mix trong xdy dyng vi phis hilts shining hitu 17
1.2.2.7 Quing bd shining hifu 18
1.2.2.8 Khai thdc ducting hieu 20
1.2.2.9 Quin tri rtii ro ducting hifu 21
1.2.2.10 Buy tri vi ph& Min throng ha 22
KET LU4N CHUONG 1 24
CHU'ONG 2. THUC TRANG PRAT TRIEN THUZING HItU CiJA CONG TY
TNHH CONG NGH$ THONG TIN BLITZ VIET NAM .25
2.1 T6ng quan vi Cling ty TNHII Cling nghf thong tin Blitz Vitt Nam ........ - --25
2.1.1 Qua trinh hinh thinh vi phut bean.. 25
2.1.2 Co clu tã chic 26
2.1.2.1 Gitlin 41k 26

2.1.2.2 Phbng Tai chink — 8e loan 26
2.1.2.3 Phbng Minh chink ruin try. 26
2.1.2.4 Phbng To chic nhin sr 27
2.1.2.5 Phbng Binh doanh 27
2.13 Linh vvc klnh doanh cia tang ty 27
2.2 Ket qui hogt dung sin xuAt kinh doanh cia cling ty trong giai dogn 2011 —
2013 28
2.3 Mai trwimg kinh doanh 29
2.3.1 Mai truing ben trong cia doanh nghiep 29
2.3.1.1 Con nye& 29
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 30
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
thong tin Blitz Viet Nam 34
24.1 Tem nhin vi se. menh cia Cling ty TNHH Cling nghe thong tin Blitz Viet
Nam 34
2.4.1.1 Tim nhin. 34
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 trong ding tic phit triers throng hieu cia cong ty
39
2.4.5.1 Chan luvc son phim 39
2.4.5.2 Chitin htvc gid 40
2.4.5.3 Chan luvc phtin phk. 41
2.4.5.4 Chiin haw gating bd.. 42
2.4.6 Khai thic throng hieu 46
2.5 Dinh gli chung ye thyc trgng phit triers thuung hieu cia cling ty 46
2.5.1 Nhling think cling dgt dirge 46
2.5.2 Nherng hgn chi, ton tgi 47
KET LU3N CHVONG 2 48

CHliONG 3. CAC GUI PHAP HOAN THIPI CHLEN LUQC PHAT TRIEN
THITONG MU CHO CONG TY TNHH CONG NGHt THONG TIN BLITZ
VI€T NAM 49
3.1 Plurang huirng yi myc tieu phit triin thuong hien ciia Cling ty TNIIH BLITZ
Viet Nam 49
3.2 Phan tick SWOT 49
3.2.1 Diim mph 49
3.2.2 Thin) yin 50
3.23 Cu h(ii 51
3.2.4 Thfich that 51
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 52
33.2 Nang cao mot 88 nhan Bien tharong him 53
33.3 Duy tri, tang cuirng yi di mai cac hogs dung gluing hi thuong Men 54
3.3.3.1 Qudng cao 54
3.3.3.2 Quan ht cong cluing 55
33.4 Tang cuing dAu tir bio ye thwong hieu 57
33.5 Nang cao chit hrgng dich vy 58
33.6 ThInh lap csic pilling ban chuyen man has vi marketing 59
KET LUAN CIlliONG 3 60

DANH MVC VIET TAT
Ky hien vat tit Tin day di
CNTT CEng nghe th8ng tin
Quan he Ong chi mg
PR (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
ang ty TNHH Ong nglif thong tin Blitz Vift Nam 28
Bing 2.3 Bio gii dich vg ning cip SWIFT 41
Bing 3.1 Dry kiln cic chtrong trinh going cio 55
Bing 3.2 Dy kiln tic throng trinh (plan hf tong thing 57
Hinh 2.1 Ban truing Ong ty TNHH ang nghf thong tin Blitz Viet Nam 37
Su dO 2.1 Ca au to chic cia ang ty TNHH ang nghe thong tin Blitz Viet Nam
26

LUl NO MU
Trong nhftng nim gin day, do nhin thirc cos ngutri tieu dung va doanh nghiep ve
thuong hieu duct nang cao nen thuong hieu tar thanh yin de cap bach cin thyc hien
trong cat doanh nghiep va dtrqc ca xi hui quan tam.
Ngay nay, thuong hi'eu khong chi con hi ten gqi ctia doanh nghiep, la cat diu
hien nhin blot hang Ma, le cam nhin coa ngu&i lieu dung ma con 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 con 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 trong 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 1. CO So Li? LU4N CHUNG VE CHIEN LUI;1C PHAT MIEN
THUVNG
1.1 Ting quan thwang hitt'
1.1.1 Cic khii niem vi thirung hien
Tir "thin:mg hieu" (Brand) c6 nguen etc to chit Branch, theo tieng Iceland co
nghia clang diu, xuit phit tir thbi xa xua, khi nhOng chit trai chin nuoi mute phin
biet din ciru cua minh yea nhitng din ciru khic, hp di dimg met con diu bing sit nung
de deng len lung tang con met, thong qua Q6 khing djnh gii tri hang hoa vi quyen se
hitu dm mirth. Nhu the, thuong hieu xuit hien tfr nhu ciu to sv khic biet cho sin
phim cua nhi sin xuit.
Hien nay, thuot ngit "finical hieu" dang dtrqc sir Mpg rat reng rii 6 Viet Nam.
Tuy nhien, yin dang tan tai nhieu cich giii thfch khic nhau xoay quanh thuilt no/ niy.
C6 nhieu cich di djnh nghia thuung hieu:
Thuong hieu, theo TO chirc so Mtn trf tue the gi6i WIPO, la mat defu hieu dac
biet de nhan biit mat san pham, mat hang Ma hay mat djch vy new do dupt san xue rit,
chtqc cung ccip bbi mat to chtic hock mat ca nhan.
Hiep hei Marketing Hoa Ky (AMA) (Anil nghia:
"Thuong hieu la mat cal ten, tit ngIt, kY hieu, bilu titcmg, hinh that hock
tap hop cac yiu to Din nhc3m xcic djnh va plan biet hang hem, djch vy caa mat nguai
hock mat nhom ngueri ban veri hang hoa va djch vie ctia ccic dot thti cgnh tranh".
Theo quan diem mei nay nay efts Kevin Lane Keller, thus:mg hieu li "mat tap
hpp nheng lien Mang trong tam tri ngueri tieu ding, lam tang gici tri nhan that ctia
mat san phtim hock djch vv"
Tom loi, du sir ding nhOng cich thirc vi ciu chit khic nhau de the hien nhung
hiu het cic nhi nghien city cling nhu cic nhi kinh doanh ngity nay deu c6 chung met
then nhat ring thuang hieu kheng chi li sin phim, mi n6 c6 nhftng yeu t3 elm phin
biet sin phim d6 v6i nhitng sin phim khic dtrqc thiet ke de dip img cling met nhu
eau.
1.1.2 Thinh phin cilia thin/mg hien
Thuong hieu bao gem hai thenh phin nhu sau:
Phdn dpc dupt
Bao gem thong yeu to c6 the dqc &um, tic deng vio Minh giic cic ngtrei nghe
nhu ten gqi ding ty, doanh nghiep (vf do this: Gateway, Pgrand, 3M...), ten sin phim
(555, Coca-Cola...), ciu Ichiu hieu (slogan) (tic trung (Rd yeu Viet Nam), dotm nhoc,
vi cic yeu to phit am khic.
1

PhAn khong doc dtax
Bao gam then yeu t6 khong doe dutrc ma chi c6 the cam nhon duce bang thi
giic nhu hinh ve, bieu tuqng (hinh bong sen cua Vietnam Airlines), net che, mau sec
(miu xanh cila Nokia, de ciut Coca-Cola), kich cb hay kieu ding thiet ke, bao bi vi cac
yeu t6 nhOn biet bing met khic.
1.1.3 Cic loii throng hita
The tiep con dm quirt trj thuong hieu vi marketing, thuang hieu c6 the chia
thinh brin nh6m: thuong hieu ci biet, throng hieu gia dinh, thuang hieu top the
(throng hieu nh6m) vi thuung hieu qu6c gia.
Throng hieu cb bift
Thuang hieu ci biet (con duqc gpi IA thuong hieu a the hoOc thucmg hieu rieng)
la thuang hieu ctia tang cluing loci hoec tang ten hang hem vi djch vo co the. Val
throng hieu ca biet, mai lotti hang Ma, djch vo se mang mOt thuung hieu, nhu voy mOt
doanh nghiep sin xuit vi kinh doanh nhieu hang hem khic nhau ce the c6 nhieu
thucmg hieu khac nhau. Vi dµ nhu Ong Thp, Dielac, VFresh... IA nhemg throng hieu ci
biet ciut Cong ty sera Viet Nam Vinamilk.
Dec diem ciut loai thucmg hieu nay la thtrimg mang nheng thong diep ye nhting
Wing Ma co the (nhu firth niing n6i trOi, tinh uu viet, nheng den ich dich thvc...) vi
duce the hien tren bao bi hoec chinh 1£1 s r ca biet ctia bao hi hang hoa. Lodi thuang
hieu nay cling ce ci tinh rieng biet, luen to cho ngu?ri lieu dung mOt co hOi Iva chon
cao ngay ca trong truong hop d6 IA nhang thuong hieu thutic sa her alga cling mOt
cong ty.
Throng hifu gia dinh
Thuang hieu gia dinh la thucmg hieu chung cho tit ci cic hang Ma, djch vo cita
mOt doanh nghiep. Mpi hing Ma thuOc cic chung loci khic nhau caa doanh nghiep
deu mang thucmg hieu nhu nhau. Vi dµ nhu Vinamilk (gin cho tit ca cic sin phim
cilia Vinamilk, to sita tuoi, sera chug, ph8 mai...)
Dec diem curt thuong hieu gia dinh IA Unit khiti quit rat cao vi phiti co tinh dai
dien cho tit ca cic chimg loci hang h6a cart doanh nghiep. Mgt khi tinh dal dien vi
khai quit bi vi pham hay mat di, ngteri to se phiti nghi ngay den viec tao ra thong
thuang hieu ca biet cho timg chAng Iota hang h6a, djch vo co the de chin khong Anti
htrang den thucmg hieu gia dinh. Vi nhu Kinh D8 IA thucmg hieu gia dinh vi de tao ra
cho khich Wing mOt top hinh Anti ve nhitng sin phim birth kg°, ntumg khi doanh
nghiep nay ce y d$ kinh doanh riffling sin phim thuOc nhem king khic nhu ca phe, mi
An lien... thi viec sou dtmg thuong hieu gia dinh c6 the se trey nen bit lqi cho viec nhon
2

dien thuong hieu. Thucmg hieu gia dint c6 the xuat hien doe lop tren hang Ma hoac ce
the di ken' Gang thuong hien ca biet hay thuong hieu quit gia.
Thuong hieu tdp the
Thuong hieu top the (con dtrqc gqi la thuong hieu nh6m), la thuong hieu ciut mot
them hay mOt so chimg lo#i hang has nao de, c6 the do mOt don vi san )(at ho6c do
cac don vi khac nhau cling sat xuit va kinh doanh, vi du nhu g6m Bat Trang, nuor
main► Phu Quoc...
Thuong hieu tap the cling c6 the la thuong hieu chung cho hang hea coa the
doanh nghiep khac nhau trong con mOt lien ket nao d6 (hiep hOi nganh hang, khu vuc
dja ly, tap Joan kinh te...). Vol mOt cling ty cling 0 the hinh thanh thuong hieu nhem,
nhu trtrOng hqp cita Tap &In Unilever c6 rat nhieu cac thuong hieu khac nhau nhu
Dove, Omo,...
Thuong hiesu quoc gia
Thuong hieu vac gia lit tap hqp the lien ttemg va nhan thirc cita tong dang lie
hinh anh va ban sac ctia mot qutic gia, trong d6 hinh anh qua& gia glint cac yeu t6 nhu:
ten pi, khiu hieu, ljch sir quec gia, tic vj tri dja 15f &lc thu, con nguiri, moi trueng
song va lam viec, du ljch, thanh ttru lie kinh to - van hea - xi hOi, nhen thirc cita tong
ding, hinh imh lie sq van dOng caa qu6c gia din de ben sic tuong lai... Ban sic qu6c
gia thuong the hien hinh anh mong tree trong tucmg lai cua qutic gia gin ten quOc gia
d6 Teri cac gia try' nhu: than thien, da clang, yin mirth, truyen thong, sang tao, chit
luqng, hal Thuong hieu quit gia ciut Viet Nam la Vietnam Value hay cilia Thai
Lan la Thailand's Brand...
DO diem cilia thuong hieu quit gia la thuong 0 tinh khai quat va trim tucmg rat
cao va king bao gib dimg dOc lap, luon phai gin lien vai the thuong hieu ca biet hay
thuong hieu thorn, thuong hieu gia dinh.
1.1.4 Vai tro cult thuong hi4a
1.1.4.1 Vai trb ctia thuong hi!u aWidth:nit nghifp
Thuong hieu gift mot vai fro quart trong doi vei doanh nghiep trong viec tao citing
vi bito ye birth firth, gia tit omen so hftu trong qua trinh phat trier cfia doanh nghiep.
Thuong hieu mo dyng hinh anh doanh nghiep va san phcim trong Mm tri ngurn
tieu dung
Ngtrbi tieu dung se ltra chip hang Ma thong qua su cim than ciut mirth, khi mot
thuong hieu lan diu xuit hien tren thj trubng, ne holm town chtra co duqc mot birth firth
nao trong tam tri nguei tieu dimg. Nhitng thuOc tinh cita hang hea nhu ket tali, hinh
clang, kith think, mitu sic,... hottc cac djch lip sau ban hang se la tier de de ngtrobi tieu
3

ding Iva chcm chimg. Qua thbi gian, bing kinh nghiam trong sir dung WI 'thing th8ng
dip ma thucmg hieu truyen tai den ngubi tieu dimg, vi tri vi hinh anh dm hang Ma
duqc djnh vi din din trong tam tri khach hang.
Th8ng qua djnh vj thuong hieu, tuna tap khach hang duqc !filth thimh, cac gia tri
ca nhan ngubi tieu ding din dtrqc khing djnh. Khi di, gia tri cua thuang hieu dtrqc
djnh 1111111 vi ghi nh#n thong qua cac bieu hien nhu ten pi, bieu trung va khiu hieu cia
thuong hieu. Nhung tren het, acb duqc sv ghi nlartn d6 chinh la chit lucmg king hem
djch vu va nheng gia tri duqc gia tang ma ngubi tieu ding va khach hang cua doanh
nghiep co duqc tir hoot gong cia doanh nghiep (phuang thirc ban hang, m6i quan he
chart mvc trong giao tiep kinh doanh, cic djch vu sau ban, quan he ding ching, cac
gia tri truyen thong cia doanh nghiep...)
Thurmg hieu nhu mat led cam kit giaa doanh nghiep va khdch king
Su dm nhon cua ngubi fieu ding d6i vOi sin phim cia doanh nghiep dva vao rat
!lieu yeu t6 nhu cac thu6c tinh dm hang hia, dich vu di kern, uy tin va hinh anti cia
doanh nghiep trong din tri ngubi tieu ding. Mat khi ngubi tieu ding di Iva chip son
phim mang mat thuang hieu nao d6 tic la hq di chip nhan va girl gim long tin vao
thuang hieu db.
Cac thong diep ma thuang hieu dua ra trong the chuong trinh truyin thong Won
to mat sv kich thich, I8i cutan khach hang. NO chia dung mat n'Oi dung nhu nhUng
cam ket ngim djnh nao di cua doanh nghiep ye chit lucmg hang hem ho#c nhemg lqi
ich tiem An ti viac sir dung hang Ma. Tuy nhien, nheng cam ket nay hoan toan 'thong
hi rang buac ve mat phap 19, nb chi ductc ring buac bing uy tin cia doanh nghiep va
sv trung thinh cia khach hang. Khach hang o5 thi ngay tic quay lung loi vai
doanh nghiep va toy chay hang Ma cia doanh nghiep neu sv cam ket ngAm djnh bj vi
phom. Ben canh de, yeti m6i son phim con cb nhing cam ket mang tinh phap 19, buac
sin phim phai dip ing. DO la cam ket ve thanh phin, di) ben, ket cAu... vi !thong cam
ket chit ltrung khic.
Thurmg hieu nhdm phan doon thj truemg
Trong kinh doanh, the cong ty lueon dua ra mat to hqp the thuac tinh ly Meng ve
cac the monh, lqi ich dich dive va dac ttung not trOi dm hang Ma, djch vu sao cho phi
hqp 'yea nhu ciu vi thj hiku tang nhim khach hang col the. Thucmg hieu vbn chic fling
/than biet va phin biet se 1;4 doanh nghiep phan doon thj tru?mg. Bing cach Mo ra
nhitng thuang hieu ci biet, doanh nghiep di thu hit duqc sv chi 9 dm khach hang
hien hitu cling nhu tiem nitng cho tang citing loci hang Ma. Vai timg citing loci hang
Ma cu the mang Wiling thuang hieu cu the se Luang ing veri tong tap khach hang nhit
dinh.
4

Thuong hieu kheing trqc dip phan dogn thj truong ma chinh qua trinh phial dogn
thj truth% da doi hei an ce thuong hieu thick hip cho tang phan dogn de djnh With
mOt gia trf ca nhan nio d6 curt ngubi tieu dung. VI the thuong hieu thyme sir quan trong,
gop phan djnh Ifinh it net han cho mai phan dogn thi trvong.
Thuong Neu tgo nen str khdc biet trong crud trinh phdt triin san phdm
XuAt ph& tir nhftng djnh vj khac nhau cho thing chimg logi hang hi% yeti nhftng
thuong hien khac nhau, qua trinh phat then ciut san phtun cling dirge khic sau han
trong tam tri ngubi lieu dung. Cling Arai sir phat trier cua san pham, ca tinh thuong
hieu ngay tang doge djnh Ifinh vi the hien r8 net, thong qua de cac chitin lucre sin
pham se phiti phi) hip va hiti hem hon cho tong chfing tool hang h6a. MOt san pham
!chic biet vii nhftng sin pliant khac beri cac tinh nang, ding dung cling nhu djch vu
kern theo ma theo d6 to ra stir gia tang ctia gia tri stir dung. Thuong hieu c6 &Au hieu
ben ngoai de nh6n citing sub Ichfic biet de. Mei chung logi hang h6a hoc Pin hip
hang h6a duct djnh vj cu the se ce nhftng khac biet co bin ve cling dung ho(ic tinh
nang chit yeu va chang thuong mang nhOng thuong hieu nhat djnh phu thuOc vim
chitin huge ciut doanh nghiep. VI the chinh thuong hieu da tgo ra khac biet de nhon
thay trong qua WM phat thin curt mOt t$p hocmOt deng sin pham.
Thuong hieu mang Igi nhismg 10 ich cho doanh nghiep
MOt thuong hieu khi de ducat chap nhon se mang Igi cho doanh nghiep nhftng lqi
ich dich thqc, de nh$n thay. D6 la khit nang Pep thj trubng mOt each a ding han,
sau rOng hon, ngay ca khi d6 la mOt Chung loaf hang h6a m6i.
MOt hang h6a mang thuong hieu ntoi Peng e6 the bin dirge vii gia cao hon so vii
cac hang hem tuong to nhung mang thuong hieu xa la. Dieu d6 c6 duce la nho long tin
cua khach hang vii thuong hieu. Thuong hieu uy tin yeti chat luqng cao khong the c6
gia thAp, do de lqi ich doanh nghiep fro nen cao han khi kinh doanh sin pham cart
thuong hieu uy tin.
MOt thuong hieu mph se gifip bin duce nhieu hang han. Khi thuong hieu dirge
ngubi fieu dung chap nhen va tut chuOng se tgo dung ducat long trung thanh cua Ichfich
hang, lie d6 ngubi lieu dung se kh8ng xdt net km chip hang hem ma hq 'dm c6 xu
hiring Itra chqn hang h6a tin ttemg. Day chinh la vai tre rat tich eve coa thuong hieu
xet theo goc dO thuong mai va lqi nhufm.
Thuong hieu gitip thu hilt cdc nha ddu to
Thuong hieu n6i tieng kheing chi tgo ra nhftng lqi the nhat djnh cho doanh nghiep
trong qua trinh ban hang va cung cap djch At ma can tgo dieu kien va nhu mOt sir dim
bao thu hitt dau to va gia tang cac quan he bgn hang. Khi da c6 duqc thuong hieu noSi
cac nha du to cling Idtang can e ngai khi dau to vio doanh nghiep, co phieu ala
5

doanh nghiep se dugc cac nha diu to quan tam hat; bun hang cita doanh nghiep cling
se sin sang hgp tic kinh doanh, cung dip nguyen lieu va hang Ma cho doanh nghiep.,
nhu vay se to ra met mai truing thuen lgi cho doanh nghiep trong kinh doanh, gep
phin giam gia thanh sin phim va ruing cao sirc canh tranh ccut hang h6a.
Thuang hieu M tai san vo* hinh va rat có gia aria doanh nghiep
IChi thuang hieu tre nen c6 gia tit ngubi to se sin sang thgc hien vier chuyen
nhugng holtc chuyen giao quyen sir dung thuong hieu de. 'Chi thuang hieu d3 ceo chi
dung trong bang khach hang, gia tri curt n6 phai bao grim ci uy tin va str yeu thich ma
Ichach hang danh cho n6 cling nhu dO pit trong thin thfrc tren thj Inking va ke ca
nguton than lgc tet !that dang lam viec tai doanh nghiep.
1.1.4.2 Vai trb cot; awn hies dai vat Mulch hang
Truett day, chimg to thublig sir dung thuang hieu kern theo ten Ong ty va sin
phim lam ding cu M trq chling tre nen hip din han dog vei ngubi tieu dung. Ngity
nay, met thuang hieu con c6 kha nang phan biet, dim bao ve chit lugng, ca se ctia
niem tin, to ra gia tri cam xfic, twig thanh trong ngubi tieu dung va dinh huOng trong
tieu dimg.
Thuang hieu ghip nguai tiers dung phan bier hang hoa
Thuong hieu giup ngubi tieu dOng phan biet nhanh cheng hang Ma can mua
trong muon van cfic hang Ma cling loci khac, gep plan xac djnh dugc nguen gee xuAt
xir dm hang hea. Mai hang hea do met nha cung cap khac nhau se mang met ten ggi
hay cfic din hieu khac nhau, vi the thong qua thuang hieu, ngubi tieu dimg ce the then
clang a clang hang h6a hoac djch vu cua tfrng nha cung cap. C6 met thgc to la ngubi
tieu dimg luen quan tam den cong dung Mac lgi ich dich thgc ma hang h6a, djch vu
mang lui cho hq. Nhung khi can phai lya chpn hang h6a, djch vu thi hAu het hg lai luon
de y den thuang hieu, xem xtt hang Ma, djch vu cita nha cung cap nao, uy tin hoac
thong diep ma hq mang den la gi, nhitng ngubi fieu clung khac c6 quan tat' n va de sr den
hang hea mang thuang hieu de khemg. Nhu v$y, thgc chit thuang hieu nhu met lbi
giei thieu, met thong diep va diu hieu quan frog de ngubi tieu clang can al vao de
dua ra phan quyet cuei cling ye berth vi mua sAm.
Musing hieu g6p ph4n tgo ra gib tri cá nhon cho nguiri tieu dung
Thuang hieu geop phalli too ra met gia trj ca nhan cho ngubi tieu dimg, met cam
giac sang trgng va dugc ton vinh. MOt thuong hieu nog geng se mang den cho Ichich
hang met gia tri ca than ntio de trong cOng clang, ne lam cho ngubi tieu dimg c6 cam
giac sang trcong ham, not bat hot, ding cap han vi dugc ton vinh khi tieu dung hang
hea mang thuang hieu d6. Dieu de chi c6 the c6 dugc met kW thuang hieu da dugc
djnh vi r8 rang va da dugc ding chimg biet den, tin ttemg. CO the thin they ring,
6

chinh doanh nghiO vei chien lucre djnh vi cos minh da too ra mat hinh tuvng ye hang
hes trong tam tri khach hang nhung chinh khach hang loi lit nhang nguoi dua hinh
tutyng de trO nen c6 y ngifia hcm, khac biet hon.
Throng hieu gitip ngued Wu clang yen tam hcm ve chdt luvng, gicim thiiu nii ro
trong tieu ding
Khi nguti tieu dung Iva chip mot throng hieu tic la hp da girl gam niem tin vao
throng hieu do. HQ holm town yen tam ve chit luqng hang Ma, nhang djch vv di kern
vi thai dO (mg xir ciut nhit cung cap voi cic sv c6 xity ra vai hang Ma, djch vv.
Nguti tieu dung khi can din do ve the dO bao hanh &Si win hang hem mang mot
thuong hieu nao d6, hp se khong dua ra guy& djnh mua sum hang h6a d6. CO rat nhieu
hang h6a Iva chin ma chit luqng curt cluing ye co ban kh8ng thua kern hoac thorn chi
hoan town ngang bing nhau yeti hang hes tircmg ttr mang thuong hieu Ichac. Nhung sv
gia tang nhang gia trj ma hang h6a mang loi (che dO bao hanh, djch Ai di kern, sv an
can va chant chat khich hang) va nhang thong tin ve thuong hieu se lutln too cho
khkh hang mot tam 19 tin ttkmg, dim dit hp di den quyet djnh tieu dung hang hes.
Lva chin mot thuong hieu, ngirM tieu citing luen by vong giam thieu duqc da
nhang riti ro c6 the gap phai trong tieu dung. Tit ca nhang rao can d6 c6 the loci be
khi thuong hieu da duqc djnh With trong tam tri khich hang.
1.1.5 Chin Bang ala thmmg hieu
1.1.5.1 Char ming nhOn biit vd ph& bit
Day la chirc Wing rat 4c trong vi quan tong ala throng hi'eu. Co the n6i, chirc
tiling gac curt throng hieu la Oki biet va nhOn biet. Kha nang nh#n biet duqc ctia
thuong hieu la yku quan tong khong chi cho ngrubi lieu dung ma can cho ca doanh
nghiep trong quan trj va dieu Wirth hoot dung curt doanh nghiep. Thong qua thuong
hieu, nguM tieu dung va nha sin xuit co the aclang phan biet va nhon biet hang hea
dua doanh nghiep nay v6i cic doanh nghiep khic. Top hqp cac dau hieu curt thuong
hieu (ten hieu, bieu trung, bieu ttrqng, khan hieu hoac kieu clang dac biet ala hang h6a
va bao bi...) chinh la can dti de nhon biet va phan biet. Thucmg hieu ding deng vai tr6
rat tich cvc trong phan clop thj twang cum doanh nghiep. Mei hang h6a mang thuong
hieu !chic nhau se dua ra nhang thong dip khic nhau dva tren nhang diu hieu nhit
djnh nhim dip img nhitng ky vpng vi thu but sv chi 9 dm nhemg tap khic hang khic
nhau.
Khi hang Ma cang phong phO, da dung thi chirc Wing phan biet cang tar nen quan
trpng. MQn dau hieu gay khe khan khi phan biet se lam giarn uy tin va can ter sv phit
trien curt mot thuong hieu. MOt thuong hieu dirge duet lop nhang thieu ving chirc
7

!tang phan biet vi nhan biet se khong duqc ding nhon dual gee dO phap ly va co the
din den sir that bai trong chien luqc cita doanh nghiep.
1.1.5.2 Cher ning thong tin vd chi din
Chirc nang thong tin va chi din cua thuang hieu the hien 6 chi, th8ng qua !thing
hinh anti, non net hoac cac dau hieu khac cling nhu khiu hien coa thuong hien,
ngteri tieu dung c6 the nhan biet duqc phin nao ye gia trj sir dung ctia hang h6a,
nhirmg ding ding dich thvc ma hang has de mang lei cho ngubi tieu eking trong hien
tpi va tuong lai. Nhfng thong tin ye nai san mat, ding cap cilia hang hem cling nhu
dieu kien tieu cling ce the phan nao duqc the hien thong qua thuong hieu.
NOi dung cita thong diep ma thuang hieu truyen tai lute rat phong phu va the
hien chirc Hang thong tin, chi din dui thuong hieu. Wit thong diep cling c6 the duqc
hieu vi cam Stan khfic nhau ear nhing khu vuc khac nhau v6i nhing deli ttrqng tieu
dung khac nhau. IChong phai tat ca mqi thuang hien dang ten t4i tren thj throng deu c6
chirc fling My. Tuy nhien, khi thuang hieu the hien rei duqc chirc Hang thong tin vi
chi din se la nhang co hOi thu$n lqi de ngubi tieu clang tim hieu va di den chip nhon
thuang hieu.
1.1.5.3 Cher nong t(to cdm nit& vd tin city
Thuang hieu con ce chirc fling tao sir cam nhen. DO lit cam nhan cfia ngubi tieu
dimg ve sum sang Mpg, sir Ichtic biet, mOt cam nhon yen tam, thohi mai va tin ttr?mg khi
tieu dung hang h6a, dich vir d6 vi sir tin Wang khi hp chip tieu dung hang hea do.
Nei den sit cam nhan la ngubi to nal den mOt An ttrqng nao de ve hang h6a, dich
vii trong tam tri nguiri tieu dimg. Su cam nh$n colt Ichach hang khong phai tu nhien ma
c6, ne duqc hinh thanh do tong hqp cac yen tto cita thuang hieu nhu mau sic, ten gqi,
bieu ttrqng, bieu trung, am thanh, khan hieu, gia tfi khac biet... va ca sir trai nghiem
cua ngubi fieu clang. Cling mOt hang h6a nhtmg sir cam nhon coa ngubi tieu dung c6
the khac nhau, phy thuOc vio clang thong diep hotIc hoar can't tiep Tilton thong tin hale
phq thuOc vao sir triti nghiem trong tieu dung hang hes. To ra mOt gia tri ca nhan cho
ngubi tieu dung II mOt thanh tong quan trong cult mOt thuang hieu, nhu viec khi mOt
ngubi so hilt chiec xe hal Mercedes se cam thay minh tr6 nen sang twig hon, thanh
dot han gifta nhftng ngubi khac.
Sr tin c$y va sin sang Iva chip hang h6a mang mOt thuang hieu nao da da mang
cho doanh nghiep mOt tap khach hang Ming thanh. Dai da s6 khfich hang deu khong
muon minh la nguai this nghiem dal vsfri mOt thuang hieu mai, khi ma hq di c6 su triti
nghiem ve mOt thucmg hieu nao de cho hang Ma tuong hr. Chit luqng hang h6a,
dich vii IA yen to guy& djnh Ring trung thitnh ells lchach hang nhtmg thuang hieu la
8

dOng lac ctrc ky quan tang agift chin khich hang 6 loi vOi hang hem vi la dja chi de
nguai tieu dung dat long tin tha mirth.
1.1.5.4 Char Ming kink ti
Thuang hieu mang trong n6 *It gia hi hien tai vi tiem niing. Gia tri de duqc the
hien it nhat khi sang nhuryng thuong hieu. Thuung hieu duqc coi la tai sari vo hinh vi
rAt ce gii cr5a doanh nghiep. Mac du gia tri curt thuang hieu rAt kho djnh doat nhung
nth nhftng lqi the ma thuong hieu not tiling mang loi, hang hem se ban duqc nhieu han,
tham chi vOi gia cao han, de thtun nhop thj trubng han. Thuang hieu khOng kr Mil&
ma ce, ne duqc to ra veri 5, nhAt djnh vi vOi rAt nhieu Ichoin dAu to va chi phi khic
nhau. Ben conh do, sv not tiling dot thuang hieu se lam cho gia cua thuang hieu tang
len gAp bpi vi de chinh IA chin /tang Unit to cua thuang hieu. Lqi nhuan hien toi vi
tiem nAng ma doanh nghiep c6 duqc nher sv not tiling tha thuang hieu se quy djnh gia
tri tai chinh tha thuang hiau.
1.2 T6ng quan chiEn hrgc phit triin thwung kilo
1.2.1 Cic khai niem chiEn Ivgc phit triin thwung hien
Chien luqc 11 viec xac dinh djnh thong vi pham vi hoot dOng cim *it t6 chirc
trong dli bon, 6 del t6 chat phii gilt/1h duqc lqi the thong qua viec kat hqp cac nguan
ltrc trong mOt mei truemg nhieu dui thich, nhim th6a man tot nhAt nhu au tha thi
trutmg va dap ?mg mong mu& dot cac tic nhin th lien quan den t6 chat.
Phat trien thuang hieu IA mOt qua frith c6 tinh ha thing vi 15p di lap lai de cling
a') thuang hieu. NO duy tri, nu8i len cac gia tri ma doanh nghiap toa lop trong long
khich hang. Vi voy, chien luqc phat hien thuang hieu IA dot sach ma mOt to cluk lip
chon de quilt tranh vOi cac d6i din khic dip tren nhftng lqi the canh tranh ben vfing
dm mirth nhim citi hien lien toc theo chieu huOng nfing cao uy tin thuang hieu cho
doanh nghiep. CO the hieu rang, dip tren thuang hieu da co, phat hien thuang hieu
chinh IA lam cho thuong hieu d6 len moth ban, co lath huOng den khich hang va tong
chimg nhieu ban.
1.2.2 Quy trinh thyc hien chiEn luvc phit triin thwung hieu
1.2.2.1 Tam nhin va sk mink tinning kiln
Tam nhin thuong hieu
Tam nhin thuang hieu gqi ra mOt (Unit thong cho twang lai, mOt khat yang air%
mOt thuang hieu ve nhftng dieu ma n6 mute dot t6i. Tam thin II mOt hinh inh, mOt
brit tranh sinh dOng ve dieu c6 the thy ra tha mOt thuong hieu trong tuong lai. Khi de
cap den mOt y djnh, mOt moc dich mang tinh chiEn luqc, chting to thubng hay hinh
tucmg hOa ne bang mOt hinh anh ctia tuang lai. Tim nhin bao ham y nghia cim mOt
9

tieu chart tuyet hio, met dieu 19 ttr?mg. NO mang tinh Iva chip met trong nhftng gii
tri tuyet voi that cua met thuong hieu. Tam nhin con co tinh chit cua met sv d0c dio,
n6 am chi den viec trio ra met diet' gi de d#c biet.
Tam nhin thuong hieu lit met thong die!, ngin gun va xuyen suet djnh huong
hog dOng dubng dai cho met thuang hieu. Vai tre cua tam nhin giong nhu met thin
kinh hei to tit ca sue math cua met thuang hieu vim met diem chung. Doanh nghiep
th8ng qua tam nhIn se djnh hiring ducrc din la viec can lam va diu la viec Icheing an
Ikn cua mot thuang hieu.
Sze menh thuong hieu
Sir menh cua met thuang hieu la Iduii niem dung de chi mvc dich cua thuang
hieu 46, 19 do va y nghia cua sv ra diri va teen tai dm no.
Viec xic djnh met ban tuyen be sir menh dung din tieing vai tr6 rat quart tong
cho sv thanh cong cua met thuang hieu. Tnthc het, nit trio ca sir quan trung cho viec
Iva chcm dung din cac muc tieu va chien lugc cua cong ty, mat khac n6 c6 tic dung
to lap va cung c6 hinh inh cua thuong hieu twit cong chung, cling nhu trio ra sv hip
cem den cic dei Mang lien quan (khach hang, co doing, drii 19, nhi cung cap, ngfin
hang, chinh MOt doanh nghiep hieu re sir menh cua minh se c6 nhieu ca hei
de thanh cling han doanh nghiep kheng the hien r8 19 do ve sv hien hftu cua minh.
1.2.2.2 Dinh vi thuang hi&
DWI vj thuang hieu lit Stang djnh lureng, hog dung cua doanh nghiep nhim
truyen tai d#c firth thuang hieu vio tam tri khich hang, to de to ra sv nhan thirc ve
thuang hieu meet cach nhat quin vi dfing din.
Dinh vj thuong hieu cling la viec to ra vi the rieng biet cua thuang hieu trong
met milli twang earth truth de bio dim ring mai ngtrici tieu dimg trong thj truing critic
tieu co the phan biet dirge thuang hieu ay vai ac thuang hieu cinh tranh khac. Viec
djnh vj thuang hieu mang tinh chat quasi tong la do n6 co lien quan trvc titp den suy
nghi vi nhan djnh cua ngubi tieu dung.
Theo tic gia Marc Filser, djnh vi thuang hieu "Ni5 lvc dem 1a1 cho sin phalli
met hitt kilt rieng, a di vao nhan thirc cart khich hang la dieu ma doanh nghiep
muen khich hang lien Wong tin mai IN deoi dien vdri thuong hieu cua minh".
De c6 the djnh vi thuong hieu thanh cong thi doanh nghiep can phai khio sit that
Icy vj tri hien tii ten thj throng cua thuang hieu. Cic but cua met tiEn tranh djnh vi
gOm 5 buit sau:
10

Swot 1: Nh$n d;ng khich hing mgc lieu
Xic djnh duqc khich hang mvc tieu lit dieu rat quan tong bai le nhamg Skim
khich hing khic nhau thi e6 nhung miSi quan tam vi nhon thirc ve thuong hieu khic
nhau. Khich hang mvc tieu la top hqp cic ci nhiin hay nhom ngudri ma doanh nghiep
huOng teri. Viec nhon dung khich king mvc tieu &Op xic djnh mOt cich chinh xic
nhang dk tinh vi lien ket mlo cua thuong hieu la khic biet, not trOl vi phu hqp.
Btnk 2: Phin tich dgi thi cgnh tranh
Doanh nghiep can tim hieu ve d6i thu canh tranh fru& khi guy& djnh Iva chop
twang di rieng cim minh nhiim phin Img kip thin vi djnh huong chien luctc tuong lai
cim minh cho phu hqp tren co so:
So sixth town dien cic d#c tint: thuong mpi, ky thuot vi xic dinh sv khic biet cua
minh trong mai tuong quan d6.
So sinh cic hoot dOng quang do, tiep con khich hang vi Vic tien Mn hing cua
cic dtti thu canh tranh trpc tiep.
Butt 3: Tim Idim sg khic hilt cis sin phim
Tat ca nhang thuOc tinh nao c6 inh hueng teri quyet djnh mua cim khich hang
deu can phii duqc nghien can can thk, tar d6 doanh nghiep se tim ra Ice he chinh la
nhang diem khic biet cua thuong hieu de tier: himh djnh vj. CO the phan tich cic thuOc
tinh dva vio hai trvc chinh: cong dung — caw to (hieu qui n6i b$t, thinh phAn nguyen
lieu, cong nghe sin xuAt...) vi djch vv thucmg mai (che dO bio hinh, dieu kien thanh
chinh sich h$u mai...). Tit ket qui nay, nhi thiet ke chi'e'n luqc se lOp so d6 dinh
vj.
But 4: Lip bin thitlinh vj vi quyit djnh phtrung in djnh vi
Sau khi da ties hinh nghien ciru thj trubng met cich ti mi, doanh nghiep se thiet
lOp sa d6 djnh vi. So d6 djnh vi li nhong trim tqa dO the hien gii tri cua cic thuOc tinh
khic nhau mi nhi nghien et: co the dva vio de xic djnh vj tri sin phAm cim minh
trong Mang quan van d6i thu canh tranh.
So da*sixth vj giOp mo tit vi the the thuong hieu hok sin phAm hien c6 vi la can
car de Iva eh:in mOt vj the cho sin phAm tren thj truerng mvc tieu. M6t vj the tren bin
do djnh vj se djnh hufmg cho doanh nghiep phii tao dung trong tam tri khich hang
hinh ash, sin phAm cim mink nhu the nio vi chi ro sin pham curt doanh nghiep phii
canh tranh v6i nhang sin phAm nio.
Thy theo tinh chit cim sin phAm vi mvc tieu kinh doanh mi doanh nghiep c6 the
guy& dinh phuong in djnh vi khic nhau.
11

Bunt 5: L$p ki knack marketing mix di thyc bi4n chitin Inge dinh vj thuong
hieu
Nhi quitn trj thuong hieu phid thiet ke chucmg trinh marketing mix de thuc hien
chitin luqc dinh vj thuong hieu de chop. Marketing mix la chia khoa quan trong dl
thuc hien chitin ltrqc dinh v1 gop phan tao ra stir khic biet cho thuong lieu. NOi dung
cim ck nhOm bier phip trong marketing mix phai phuc vu cho xay dung hinh imh
dinh vi ciut thuong hieu mi doanh nghiep mong muen. He thong cac hien phip
marketing mix phai co str nhAt quart trong Ong viec khic hqa hinh inh ve thuong hieu
va doanh nghiep dung yea chitin luqc dinh vj ma doanh nghiep da chcon.
Kiem tra ket quit dinh vj thuong hieu vi dieu chinh boat Ong, doanh nghiep
danh gia hints inh thuong hieu da co trong then thin khkh hang. Tren co sir danh gia,
nha quan tri marketing tim ra nhang han the trong quit trinh xay dung hinh inh dinh v1
thuong hieu vi de xuit ck giii phip marketing be sung hoc they
1.2.2.3 Lya am: md hints thwo'ng hien
Kay dung thuong hieu li met qui trinh lau did, ben bi vi dei heti can co met
chitin ltrqc cu the co tinh khoa hqc, pith hqp yin thuc tien cim doanh nghiep vi thj
tut:mg. Tinh khoa hqc the hien i stir phu hqp coa me hinh thuong hieu yid chitin law
marketing. Tinh thuc den din hi% m6 hInh thuong hieu phii xuAt phut fir dieu kien thuc
to cim doanh nghiep nhu khi Wing tai chinh, nhan su, ck tru the, bAt lqi trong kinh
doanh...
CO the chia me hinh xay dung thuong hieu thinh ba Whom co ban nhtr sau:
Mei hinh thwang hieu gia dinh
Theo m8 hinh nay, viec xay dung thuong hieu coa doanh nghiep chi tien hinh
tren thuong hieu gia dinh, tirc li doanh nghiep chi co met hoc hai thuong hieu tuong
Ong cho nheng chimg loci hang him khic nhau.
MO Milt nay duqc coi li me hinh truyen thong trong xay dung thuang hieu, duqc
rift nhieu ding ty, $p doin ion tren the giai ip dung bei uu diem chi phi thAp, tiep con
thj truing nhanh chimg, de ding hon. Tuy nhien nhtrqc diem chinh ciut m6 hinh nay 11
nguy co rei ro cao, chi can met chting loci hang hem nao de mat uy tin se inh hi:Ong
ngay den thuong hieu chung ciut doanh nghiep
Mo hinh thwong Neu cb biet
Xay ch,mg thuong hieu ci biet li tao ra cic thuong hieu rieng cho timg chin lout
hoc timg dimg sin phitm nhAt dinh, mang tinh dee lip, it hoc khong co lien he yin
thuong hieu gia dinh hay ten doanh nghiep. Ngtrici fieu dimg chi bitt den thuong hieu
12

cos timg hang h6a co the ma kh8ng hitt hoc rat it biet den doanh nghiep sin xuat ra
hang hes do.
Mo hinh nay thuang duqc cic doanh nghiep lqa chip khi them nhop vio mgt thj
trubng men vai mite tieu dOt kich tai boo vi thu6ng nit phi' hqp veil cic doanh nghiep
c6 quy mo vtYa va nhe nhung niing dOng. Liu diem not b#t caa m8 hinh la hp the
duqc rai ro vi sir suy glint uy tin caa doanh nghiep trong trubng hop ce so co ve chat
luqng hitng Ma. KM thuong hieu that boi thi uy tin doanh nghiep se IchOng bi inh
huOng nhieu. Ben cot* tin diem thi nhtrqc diem chinh cult m8 hinh nay la dei hOi
doanh nghiep phiti dau to khi nhieu de phit trien thuang higu, do biet la khi them
nhap thj trubng v6i nhieu ching loci hang hoe 'chic nhau.
Mo hinh da thuang hien
Day la m8 hinh to ding ding thbi ca thuong hieu gia dinh va thuong hieu ci
biet, th#m chi ca thuong hieu nh6m. M8 hinh da thuong hieu ce the duqc thin hien
theo cich to ra so kat hqp song song ho#c bit song song.
Ket hqp song song la (long kat hqp ma vai ire Gila thuang hieu gia dinh vi
thuong hieu ci biet la nhu nhau, ha trq tot da cho nhau nhu hai b0 phk cue mOt
thuang hieu.
Ket hop bit song song IA ding ket hqp, trong da mOt thuong hieu (hoc gia dinh,
hoc ci biet) duk the hien it hen, mang firth chit duo va thuang hieu con lai se co vai
tr6 136 sung, ha trq.
M8 hlnh da thuang hieu s8 lam tang khi rang chiem link vi tri trung bay hang
Ma dm doanh nghiep trong cic sieu thj, dbi ly. Tuy nhien m6 hinh nay cling to so
earth tranh ngim gifts cic thuong hieu ens cling mOt doanh nghiep, dei hen doanh
nghiep phai dau to cho thuang hieu rat 16n. Do v#y mo hinh nay chi thich hqp vai cic
cong ty c6 quy m8 16n, the ding ty da qu6c gia.
1.2.2.4 Thiit ktf he thing nhiln din tinning ha
He thong nh#n dien thuong hieu bao g6m cic quy dinh sir ding mau sic, ten
goi, each thirc sip xep va bto tri cic nOi dung, thong dip cita thuang hieu, so thong
nhit dm tit ci cic yeu t6 thuang hieu theo mOt hinh &it ding nhat Ichien khich hang
c6 the lien twang duqc den thuang hieu ve mat hint' anh va sau sac hon 11 ve m t thin
cich thuang hieu.
He th6ng nhon dien thuong hieu phai duct thiet ke ding b0, nhat quin cho ca
thuong hieu doanh nghiep va cic thuong hieu sin phim de khach hang moc tieu de
biet vi ghi nh6, ding theri phai dim bio he thOng nay mang tinh ma cho khi
Wing cai thien vi stia dOi trong Prong lai cho phe hqp yeti cic yeu t6 mai trubng dang
13

khong ngimg thay d6i. Cic thanh t6 co ban la: ten thuong hieu, bleu trung vi bieu
fining, cau !IL hieu (slogan), nhac hieu, bao
Ten thuong hieu
Ten thuong hieu lit yeti t6 diu fien dirge hi& toi vi gitip khang djnh slit ton tai cim
thuong hieu. Mqi thanh ding trong viec xAy dung thuong hieu deu co lien quan met
thiet den ten thuang hieu. el bat lijr nginh nghe ciao, ten thuong hieu tieing vai tr6 rat
quan trqng trong viec too nen su nhon thirc ciut nguai fieu dung vi too nen vien canh
twang lai cho sin pham. D6 IA mOt tir hay mOt cum tir ma qua da mOt doanh nghiep
hoc mOt sin phim dirge biet den. MOt ten thuong lieu hieu quit bon dua ra An tugng
ban dAu tot hay gqi len nhung lien twang t6t.
Ten thuong hieu thuimg khoi d$y tri tuang tuqng, too cam xac, gqi nio den met
nal nghiem hay mOt thai dO nito do. M#c de ten chi la mOt thanh phan nhung no loi co
inh hieing nhat djnh len each mit thuong hieu dirge tiep nh#rt.
Biau truing va bieu Ming
Mk bleu truing ctia doanh nghiep thuimg dirge xem la yeu t6 the hien hinh Anh
quan trcmg that cim thuong hieu. Bleu trung 11 met che hay mOt hinh Anh d6 hcat co
the phAn biet dirge doanh nghiep hoc sin phi= khi sir dung thuong hieu trong qua
trinh giao dep. X& met cach chtit che, miu bieu truing la thiet kt cim ten thircmg hieu
dirge sang to tir tic chit cii vefi phong each dOc &to rieng. Tuy nhien trong that te,
miu bieu trung thuang chi IA bat ky sir kit hqp nito giva each xir 19 ten thuong hieu
vai die yeu t6 the hien hinh inh d6 heat deg thM sir ket hqp de dirge ip dung met
each nick quan nharn xitc djnh firth then Net ciut thuong lieu.
Bieu tucing trong thuong hieu CO the lit hinh kill cim mOt tu9p nguai nito d6 ho#c
mOt nhan vot cu the ma ding thing ngtremg mo, ding c6 the bieu tuqng lit sir each
dieu tir mOt hinh inh gin gill vai cling chting. Hinh inh the nguai mat vi dien vien
TIM tieng cling hay dirge dung lam bieu tuqng chi) thuong lieu.
Cau khdu hieu (slogan)
Khan lieu lit mOt b0 phon ciu thanh cua thuong hieu. NO 11 met doo ► van ngin
truyen dot thong tin mo tit hoc thuyet phut ve nhan hieu theo mOt each nao do. Slogan
trong thuong mai dirge hieu nhtr la khau hieu thuang moi cua tong ty. Mil slogan
thuang c6 y nghia trong mOt giai Boon that djnh. 'Chi chuyen sang giai don khic hale
chitin lucre eta doanh nghiep thay d6i, thi slogan cling thay d6i cho phu hqp veri dieu
kien Inc do.
Tom loi, slogan trong kinh doanh dirge hieu la mOt thong diep truyen tai ngin
gqn nhat den Ichich hang bang tu. VI di nho, de hieu, c6 sire thu but cao v'e y nghia,
14

Am thanh. Slogan 11 su cam ket ve gii tri, chit lacing phim tha thuang hien vii
khich hang. MOt so khAu hieu con lam tang nhtin thtic nhAn hien met cach r8 ret han.
Quan trong nhit IA khAu hien gitip cling ces, dirt vi nhAn hien. Kau hieu truyen dat
duqc khi reek thong tin b6 sung vl tao dieu kien de ngubi tieu thing tiep cen nhanh
hits, de han yeti nhttng thong tin von trUu tucmg ter bieu trong va ten thuong hieu. D6i
yeti cic nhAn hieu hang tau, khAu hieu can la nfrang tuy'en b6 ve tinh din du vl su
dec dio tha minh.
Nhoc hieu
Nhac hieu la don nhac duqc viet rieng cho nhAn hieu thuang do Sang nhac sy
not tieing thut hien. Nhttng dote' nhac the vi in du vlo tar' n tri ngtrbi tieu &mg, de hp
c6 mutm hay khong. D6 cling la met cach nhac the tuyet veri ve thuang hieu.
Trong thuang hieu, khi ttA xem met phim cluing tho ved hinh anti va Am nhac hba
quyen yeti nhau, am nhac thuong c6 vai fro quan frog hon, di vao tam thirc situ km
hinh Anh nen khi nghe 13i down nhac quen thu0c, ngtari tieu dung se nhe ve thuang
!lieu duqc piing cio. Vii Am nhac, hq c6 the lien ttemg tei thuong hieu qua thinh giic
va su lien tuong nay con manh me hits thi giic rat nhieu vi n6 duqc rung dOng to au
tham trong tam thtrc.
Cling giting nhu khAu hieu, down nhac thu?mg mangy nghia triru tucmg va c6 tac
dung (lac biet trong nhen thee nhAn hieu.
Bao bi
Bao bi, xet 6 g6c dg don than la v$t dung chin dung, blo ve hang hes trinh
khed nhihig tic dOng c6 hai tit mei trutmg ben ngthi.
Cling vii cherc sang bao ve, bao bi con e6 tic dung cue kjr quan tong de shit sin
xuat dua vim de dua ra cic thong tin quan trong lien quan den hang hoa.
Su da clang tha bao bi Il co hei test de aped tieu dimg phan biet hang h6a. MOt
kieu ding dic biet efts bao bi se II mOt diu hieu die trong de phis biet va nhon ding
hang hOa; met trang tri hitp can Arai mlu sic gqi dun se thu hitt sq chit' y cua ngtred tieu
dung.
1.2.2.5 Bdo ve thwong hien
Viec blo ve thuang hieu cling quan trong kh8ng kern viec xly dung thuang hieu.
Holt dOng blo ve thuong hieu giup blo ve quyen lqi tha cong ty khi co b'At lcy mOt
trash chip nao, blo ve guy& lqi cua khich hang khi mua sin phim. Hog dOng boo ve
thuang hieu an duqc len ke hoach trek vl there hien song song vii viec )(ay dung
thuong hieu. Neu met doanh nghiep Ichang bao ve duqc thuang hieu cua minh se
15

thong the to niem tin cho ngtrei tieu ding, cho the doi tic lam an de ma rOng phit
trien ding viec kinh doanh.
Hang kj bao hei
Diing ky bio h0 the thanh t6 ctia thuong hieu la viec thu tien ma doanh nghiep
can lam de bio ve thuong hieu. Viec Ming Icy bito he glop cho doanh nghiep c6 ca s6
phip ly de gild quyet nhOng tranh chap co the phat sinh ve sau. Hien nay, trong the
van bin phip lu$t dm Viet Nam thong de cop den thuat nger thuong hieu, vi the clang
Icy bao he thuong hieu can phii ducat hieu la ding ky bao ho cac d6i ttrqng sa ham tri
tug lien quan thu than hieu hang h6a, ten gqi xuat xu, chi din dia 1Y hoc kieu ding
ding nghiep, bin quyen...
Tay thuOc vio pham vi kinh doanh ma the doanh nghiep c6 the clang IcY bao h0
thuong hieu tren pig= vi quit gia hogs quec to. DE dirge bio h0 thuong hieu tren th1
truting trong nuac, doanh nghiep chi can Clang Icy bito he theo the thirc quec gia.
Nhung di mOt thuong hieu &Km chap nhOn 6 nuac ngoii, theo quy djnh ctia him het
cic nuOc, thuong hieu da phai &Km ding IcY bio he thuong hieu tai nuac cim chit ser
hffu vi tien hank cac thu ttre dang ky thuong hieu; hogs theo quy djnh cos cic hiep
uOc hoc thOa vac quit to ma nuac tits chit sa hilt vi nuirc ma chit sir hOu muon dang
IcY bao h0 thuong hieu 11 Math vien tham gia; hogs theo quy djnh trong cac hiep djnh
song phuong lien quan den bio h0 sir hau tri tug.
Tao cac rao can cheing zeim pham Chuang hieu
Tao Ito can chemng xfun pham lit the bien phip vi Minh dOng nham hun the hok
can fro nhftng chit the Chic ve firth hay coy xftm phom thuong hieu. MOt thuong hieu
math can ph& c6 gitli phip de chOng doge t6i da cic xam pham tir ben ngoli hay suy
thoai tir ben trong.
He cheing Iii cac )(Am pham, doanh nghiep can to ra mOt boat cac Tao can ngan
chart, tac 11 cac bien phip, tic nghiep vit hoot dOng doge chit dOng dua ra tir phis
doanh nghiep. Cac nio can thu&ng dugs chia than!) hai them:
- Nham cac rito can Icy thuat
Cac bien phip nay thuong duct thiet lop ngay tir Ichi xiy chrng thuong hieu. Cac
bign phip thueng duqc dua ra trong thorn nay 11: too ten thuong hieu vti bieu trong
kW) trimg 14p, too the diu hieu quan trong di thin dien hang h6a, vi du thu tern, mac
dOc quyen, bao bi vai cic hinh anh, chi flit An...; thiet lap hg axing thong tin phan h6i
cim nguiri tieu dimg tir the nhi phan ph6i ho$c dal ly ve chfit Itrqng hang h6a, djch At,
mac hai king trong cung dip hang h6a cling thu the djch vp sau ban; earth bio xam
pham thuong hieu, al soat thj twang de phit hien hang gii, hang nhai.
16

- Nh6m cic rio can kinh to vi tam lY
Gilm the bien phip nhu me rOng he thong than ph6i vi bin le hang h6a, tang
cuOng quan he vai khich hang vi cung cap thong tin day du ve hang heia vi doanh
nghiep, tao sv than thien vai khich hang, duy tri vi nang cao chat lugng hing
chat luting phvc vv.
1.2.2.6 Chien lwp'c marketing-mix trongx8y dying va phat Irian tinning hien
Marketing mix li mOt t#p hqp cac bien s6 mi cling ty c6 the kilm soit vi quit ly
duqc. N6 digit sir dung di co ging dot tdd Stang tic dOng vi gay duqc nhUng &oh
hi:Ong c6 lqi cho khich hing mvc tieu. Day chinh la chic khOa quan tong de thtrc hien
chien luqc phat trien thuang hieu.
Cic bO phein au too nen marketing mix li sin pham, gii, phan ph6i, the tien Mn
hqp.
San pham (Product)
Trong xay dung vi phit then thuang hieu thi chat luting sin phim vi djch vv
deng vai at trung tam trong the guy& dinh lien quan den san phim.
San phtun vi chit luqng sin phtun chinh la "trai tim" cua gii trj thuong hieu blii
n6 li this Mu tien khich hang duqc nghe, nghi hoc hinh dung ve mOt thuong hieu.
San pham thou man tai da mong muOn vi nhu au cua khich hing la dieu kien tien
quyet de dim bao cho stir thanh cong cart the chuong tranh marketing vi tao dying gii
trj thuong hieu. Thuong hieu chi c6 the phit trien tree co so chit luting cao dui sin
phim vi ngtrqc loi, chit luting nhanh chong duqc tiep Mon khi thucmg hieu da chiem
duqc cam tinh cia c8ng chthg. Chinh vi v#y, viec dua ra cic quyet djnh ve sin phim
can xuAt phit tit chien luqc thuong hieu, d#c biet la chien lutic djnh vi thuong hieu thi
moi co the xay dung ductc hinh anh thuong hieu ding nhit trong tam tri khich hang
dung thai phit then dutic thuong hieu ve Mu dii.
Gici (Price)
MOt trong nhang yeu t6 quan trung cho str sang con cita doanh nghiep la chi&
luqc gii ch. DOi vai thucmg hieu, chien luqc gii cling li mOt phin quan fixing too nen
diming hieu vi nguqc loi. MOt sin pliant c6 thuong hieu moth thi thOng thubng gii ca
1u8n dAn dau philn Mac thi trubng d6 vi khich Ian luton chip nh#rt mirc gii cao hon
the thuong hieu conh tranh khic. VI v(ty, viec djnh gii chju inh hu?mg Ion tir vj tri
thucmg hieu nhung hien nhien cling phii xet den chi phi mi doanh nghiep be ra de sin
xuat sin pham nhIm dim bio lqi nhtgin thu duce
17

Ngoii ra, thy tang thbi diem vi moc tieu marketing nei chung vi mix tieu
thuong hieu n6i rieng mi doanh nghiep ra cic guy& dinh co lien quan den gii nhu
giim gia, chi& khan.
Phiin phin (Place)
Viec dila ke vi chcm kenh phan ph6i cling inh huerng rat Ibn dE'n chi& luqc phit
trien thucmg hieu. V6i viec xic (lath phin khfic thj tatting, kenh phin ph6i khong
nhUng gitip nhanh eh/mg tieu thy sin phi= mi con Ii meat ding co heti hieu gifip dui
thuang hieu flip can duqc khich Ming moc tieu.
Quyet djnh phfin ph6i dtti vii doanh nghiep chit yen Ii cac quyEt djnh ve dja
diem bin hang. Doanh nghiep nen dat cira hang, chi nluirth cua minh b diu? Quy m8
Ong hay hgp? Ne'n c6 bao nhieu cira hang, chi nhanh tren mOt khu voc thj trutmg?
Doanh nghiep thutmg phii phin van gifts viec nen b6 tri mOt s6 cira Ming the b nhiEu
dja diEm hay thrang cira hang kfm b mOt sto it dirt diEm hen. Nhang guy& djnh nay
thutmg inh hutmg nhiEu den hinh inh thucmg hieu doanh nghiep, djnh hinh thuong
hieu de li thucmg hieu cao cap hay binh din.
Xtic Hein ban hang (Promotion)
Xoc hen bin hing la cong co quan tong nhit trq cho viec xiy (long vi phit
hien thuong hieu. Diy li tit ci cac hog dOng nhim dim bio ring khich hang than
biet ye sin phim hay (Lich vo cua doanh nghiep, ce An tutmg tet ve chung vi thoc hien
giao dich !Ma bin that so. Nhang hoot dung fifty bao gem quang cao, quan he cong
chimg, khuyen mai,... em xin phdp duqc With bey ky ham b phttn 1.2.2.7.
1.2.2.7 Quong bd thweng hien
Quing bi thuong hieu Ii lam sao cho thj trubng bi'E't den Wu cach rOng rai, chap
nhan vi ghi nu, thuong hieu dm minh. Toy thuOc vio tinh chit dm sin phim, thj
trtrtmg moc tieu vi khi niing tai chinh mi cong ty c6 the ip dung cic phueng phdp
quing bi bring cic chien luqc nhu quing cao, khuyen mai, quan he cong chung...
Quang cao
Quin cao li mOt hog dOng quan tong trong cic hinh thac quing bi thuong
hieu. NO kh8ng chi c6 tic clung trong thbi lcje sa lchai bit dau than nhap thj trubmg mi
dm gap phin timg btrerc duy tri than thin ciut ngubi tieu dimg ye thuong hieu trong
suet qui trinh phat trien ciut doanh nghiep.
Muc tieu caa quing cao li too ra nh#n thirc ciut khach hang ve so ten tai cim
thuong hieu, ne to ra duqc mOt so hitu blot ve thuong hieu bang &tang thong tin c6
tinh khii quit, cif) Wilt gqi mtr vi thuyet phoc khich hing mua sin phim bang nhitng
18

lei him dua ra thong tin quang cao. Ben cgnh d6, quang cao con duy tri long trung
thinh cia khach hang d6i yen thuang Mau.
Hirsh dam quang cao cling het sic phong phi vi da ding nhu pang cao trtrc tiep
thong qua kenh ban hang twc tiep ca than bang cich sir ching lgc lugng bin hang gi6i
thieu vi thuyet phip khach hang, quang coo tren cac phirong tien truyen thong (truyen
hinh, radio, bio, tap chi...), quing cao trtrc tiep (sir dung thu tin, dien thogi, email, tO
rai, intemet, catalogue,...), quimg cao nai ding cling (bang non, ap phich, pano...),
quang cao tgi cac diem ban hang (cac gian hang tgi khu thuang mai, tin dung cac 16i
di, quay kg, b6 tri am thank, tivi, video, catalog, ap phich, trung bay sin phim hoic
cac phuang lien truyen thong ngay tai dm hang).
Thy vio cac do tinh cis thuang hieu hay dieu kien tai chinh ma doanh nghiep
co the yin dung tong hinh thirc h$c phoi hqp chung lai to thanh matt the trot' lien
thong dua ra thong tin ngin nhit, hi7 u ich nhit den khach hang.
Quan he ding cluing (PR)
PR la mOt phucmg thirc quan trung trong truyen th8ng thuang hieu, nhim vao doi
aging muc tieu khong chi li khach hang dem Wing ma con thiet lop va khai thac quan
he vii cac t6 chirc xA hOi, gi6i truyen thong, chinh quyen, to chat tai chinh, ngtrai
trung gian, nha phan ph6i, nhi cung cap, cOng ding... de to dieu kien ph6 hien
thuong hieu
PR li viec dimg cac tieng n6i khach quan, y kien cis nhang ca nhan hay to chirc
dqc lAp de nOi ye thuang hieu, sin phim, qua di to Mem tin cho ngued tieu dimg.
PR ce nhieu diem nOi hot, de 11 mOt qua trinh thong tin hai chieu, doanh nghiOp
khong chi truyen tai cac th8ng tin ye thuang hieu ma can c6 the ling nghe cac y kien,
phan h.& tir khach hing. PR co tinh chit khich quan rat cao do thu&ng sir dimg cac
phuong tien trung gian (Hi vitt, tai trq, hoot dOng tir thien...) do 46 thOng dip den vii
nhem 46i tugng muc tieu de dugc chap nhin vi tgo long tin han. Hoot dOng PR cling
truyen tai mOt lugng thong tin nhieu han cac hoot dOng quang cao dan thuan khi sir
dung cac bai viet, phong sg, chucmg trinh giao luu...
Khuyin mai
Marketing hien dai 401 hOi nhieu host dung han chit khong chi co sg phat
djnh gia de to ra sirc hip din vi to dieu kien cho khach hang muc tieu tiep can dugc
yeti sin phim ma nhi san xuit con phii thong tin cho khach hang hien ce vl tiem
Ming. Nhu viy, m8i citing ty se phai ding vai trO la nguen truyEtn thong, nguiri khuyin
mgi. Hoot dOng khuyen mgi dugc khai niem nhu sau:
19

Khuyen mai la mot trong nhttng hinh thirc giao tiep marketing nhim khai vi
khuyen kich, thtic dity ngtrbi lieu (king mua sin pan, djch vu cita doanh nghiep.
COng ell nay of) the giiip ngtrbi lim thj tnreng di clang tiep con nhem khich hang muc
tieu mot cich c6 hieu qui vai chi phi khiem ton. Nhieu doanh nghiep xem khuyen moi
khong chi la ding cu kich thich tieu dung, tang doanh s6 bin hang ma con li mot hoot
Ong marketing, cam an khich hang va xiy dung hinh anh thuong hieu, lam sal dOng
tti trubmg conk) tranh, thu but nhieu khich hing mai...
Ban hang al nikin
Ban hang a nhan la qui trinh nguti ban tiep xuc tivc tiep veri khich hang hien
tai va khich hang tiem fling vai muc dich bin cho hQ nhUmg hang Wm, djch vu ma hQ
an.
Nhu vey, ca ngueri mua vi ngueri bin deu ce lqi trong qui trinh mua bin, trao d6i
nay va nhung ngtrbi trong luc luqng bin hang c6 the co nhemg chirc vu, danh vj khic
nhau nhung ho deu la nhftng nguiri tiep xtic trim tiep vOi khich hang vi ce trich nhiem
truc tiep ve viec bin cic sin phim, djch vµ curt Ong ty, don vi hQ.
Marketing trIrc tiep
Marketing trtic tiep la mot he thong tuong tic. Marketing cc!, sir dung mot hay
nhieu phuong tien quing cio de tic Ong den mot phin img dip loi do duce hay viec
giao djch thi bit kSr dirt diem nio.
Theo djnh nghia nay thi bin chit cos marketing true tiep la thu dtrqc phin img
dip 10 do ducat tar khich hang, dip img co the xem la mot don hang. Nhu v$y,
marketing truc tiep nhim tic dOng den de dei ttrqng trer thank khich hang, Ay dung
mot quan he c6 lqi nhuon.
1.2.2.8 Kiwi thdc thuong hieu
Khai thic thuong hieu la mot he thong cic tic nghiep khic nhau nhim phit huy
throe tiliftng lqi the coa m6i thuong hieu thong qua ac ytu t6 thtrcmg hieu lam cho
thuang hieu tr6 nen ce gii tli tai chinh tient Wing cao hon nhOng gii trj thong thubng
c6 the nhOrt biet than thy. Long trung thanh elm khich hang la tieu chi vo ding quan
tong de xac djnh gii tri tai chinh cua thuong hieu, vi the khai thic thuong hieu Wang
the be qua cic hoot dOng nhim phit trien long trung thanh cfmt khich hang. Neu nhu
cluing bi thuong hieu nhim lim cho ngtrbi lieu dung biet den thuong hieu thi hoot
Ong khai thic thuong hieu hueng den viec Qua ra sin phim den vei ngtreri tieu Ong,
dem lai lqi nhuin cho doanh nghiep. Du6i diy la hinh thirc ph6 Bien trong chien luqc
khai thic thuong hieu.
20

Ma rOng viephdt trio' n he thing phein phi!
Keith phan phai lit mOt top hap cic ce nhan, t6 chile dOc lop vi phi thuOc Ian
nhau tham gia vio qui trinh von dung hang hes tin nai sin 'wit den mci tieu &mg. MOt
kenh phan phai phai dam bio yeu eau 5 "dimg": dung hang h6a, dimg khach hang,
ching then gian, dimg dia diem yeti chi phi thap nhit. Chinh vi the, veil moi loki sin
pham, by thuOc vio khich hang mgc tieu ma doanh nghiep phii t6 chic kenh phan
phai de dem 131 sin pham den dimg dia diem vi thin gian yen chi phi thap nhat.
Nhuung quye'n thuong hieu
Trong Chien luqc phit trien thuong hieu cua meth, cac doanh nghiep c6 the khai
thic khong chi ck gia tri tinh thin tir yeu tea thuong hieu de thee day kinh doanh,
mang Iii hieu qua kinh to cho minh ma con c6 the khai thic trirc dip nhamg gii tri kinh
to tiem An do chinh thuong hieu mang Igi thong qua viec chuyen rilurqug quyen so het
hay chuyen giao quyen sir dung thuong hieu cho mOt d6i tic khk.
Nhugng quy6n thuong hieu dem lai hieu qua cho ca ben nhugng quyen kinh
doanh cling nhu ben nhon quyen. NO ce van tr6 rat quan trong dai veil cac doanh
nghiep bat din khoi sg kith doanh nhlim khai thic duqc gia tri cua thucmg hieu dem
Igi hieu qui kinh
1.2.2.9 Quan tri run ro thitung hit u
Quin tri run ro la chat Ming gift') doanh nghiep xic dinh va gill quyet the van de
phat sinh c6 khi Wing gay inh hireng Ian. Quin tri nil ro tot vim gift!) doanh nghiep
bio ye thi phan, tgo dieu kien di Eft phi, )(Ay dung hinh inh thuong hieu, vita ngiin
ngira duqc killing holing, thorn chi con c6 the Bien run ro thinh co hOi.
Khiing holing thuimg den dOt net, bit ngO vi thong tin thuong bi Ian truyen yeti
t6c ck) nhanh. Khi de, cac chit doanh nghiep tilt de ran vio tong thai thieu sang suat,
dua ra each xir 15, khong chinh xic din den khong kiem sok duqc firth hinh, lim cho
khfing hoping cling Ian rung.
Mai doanh nghiep thuling phii sang chung yeti nhieu nil ro tiem An vi co nheng
run ro se at thinh khimg holing. Thgc to nay dOi heti doanh nghiep phai sing suat de
lOp trinh mOt he thing phong ngira nil ro vi ling phe nhanh nhgy khi khung hang xity
ra.
Vai fro cim nha quan tri nil ro trong qui truth lam thucmg hieu la xic dinh ducm
ac logi run ro, phan logi vi xic dinh nguan got hinh thanh run ro. Ve can bin phii
shin nhatn duqc cac that bai nay den qui truth lam thucmg hieu yeti 5 khia cQnh mkt
mOt he th6ng: str that bki ve phan cling, su that bki ve phan mem, six that bki trong viec
to chire, sit that bai ve con ngubi vi the that bgi den tir ben ngoii. Sau do, plan logi vi
21

danh gia cap 40 ciut cac yeu t6 nli ro tir d6 xay dung duqc cac phuong phitp tai
trq vit kiem soar thich hqp vi viec quail trj rii ro se h6 trq cho viec thvc hien chitin
luqc thuang hieu thinh cong.
1.2.2.10 Duy tri va ph& trim Chuang hieu
ray dung thuang hieu hoi ► tan khong phiti IA viec chi tao ra mOt thuang hieu,
tien hinh ding 14 bio h0 cat yeu t6 au thinh thuang hieu de vi r6i co the yen tam
khai thac nhttng lqi ich mi chting mang lai cho doanh nghiep. MOt thuong hieu se
khong the phat then, thorn chi khe ton tai neu chi so hum n6 khong co cac chitin luqc
hqp 19 de duy tri vi phat trien dun ton nheng yeti t6 thj throng vi djnh huong phat
trien chung cult cong ty.
Duy tri, they thi va ddi mai thtrang bleu
MOt thuang hieu dang tan tai cling deng nghia yen viec no dA tao 1#p duqc cac
lien ket, mai t6 chirc se xem zit ac lien ket d6, nhUng lien ket nao nen duy tri,
nhang lien ket nit° nen loci b6. Viec hra chqn My se inh htremg den dOng thai cim thj
trtamg, dk biet 11 dOng thai cue ngtrei mua 461 v6i thuang hieu. Dieu quart tong IA
nhang lien kit phai tao ra sq Ichac biet ved did thu.
Thong thutmg, ngutri to sir dung mOt thuang hieu da thinh cong cho mOt sin
phAm khk, dieu nay tan tai rai ro song hinh IA Mm djnh v1 thuong hieu trey nen me
nhat. Vi v#y cac ding ty van Iva chqn cling mOt loci sin phim trong cling mOt ngitnh
de ma Nog. Do dua ra mOt thuong hieu mei se Mn kern rat nhieu nen sir dung lien ket
vio mOt thuong hieu myth IA mOt y ttr?mg an tan.
Viec ma rOng ten thuong hieu c6 the del be qua co hOi tao ra cac thuang hieu
m6i, vi the cong ty cling c6 the tao ra the thuong hieu mai bin each d6i ten thuong
hieu do cac tinh ve sin phAm vi each thee tieu dimg cling nhu nhOn thirc ve dong
sin phAm dang khong ngtmg thay 461. Viec 461 ten thuong hieu phai dirge xem xet
trong m6i quan he ved cac thuang hieu Idnic vi 114 ph& dang bien dei cue thuang hieu
ra sao.
Tren thvc te, nhieu doanh nghiep duce mua lei, chia tech hok ban di mOt s6
thuong hieu sin phalli cia n6 cho the d6i tic Iduic hoc chuyen nhucmg quy'en sir dung
thuong hieu, dm den viec nhA quan trj thuang hieu phai tinh town dirge gia tri thuang
hieu trong qua trinh chuyen d6i nay vi thvc hien cac chitin lucre hqp 19 trong giai doa ►
c6 bran dOng vi chia tech vi sap nhop. Kb ban Ong ty hok chuyen 46i mOt s6 sin
phitm sang Ong ty khk thi di ten ban diu co the bi earth giinh. De dua ra mOt su
phan chia hqp 19 can c6 sum &UM gia khach quan to ben ngoai ve gia trj thuong hieu mai
cong ty dang so heir de tai sin thuong hieu dirge chia tech mirth bach.
22

Dau he cho thuong hieu
DE dux hiEn mOt chian luqc thuong hieu, mOt t6 chirc truck hEt an stir nhAt quan
va quyet tam tir cap Midi doo cao nhAt mkt to chirc, tiep theo phai ce NI ph'An chuyen
teach ve xay dung vi phat trien thuong hiEu. Nguem !than luc dm by phon thuong hieu
phis' thuOc vio muc dich, quy m8 vi khit nang tai chinh dm t6 chat
De dim ra mOt mirc ngfin sach hqp ljr &Si hoi nha hooch djnh chi& Itrqc phii du
bao vi can d6i duqc cac el:mg vi'ec trong mOt tong the chung ding ty. NhArt thtic duqc
'tam quan tong dm ngan sach &nit cho cac hoot dOng, nhi quan tri chi& Itrqc thucmg
hiEu mai c6 kha nang xAy dung cac budrc di mang tinh sang too hqp 157. MIA Gong ty
phiti dtra teen thi phAn va xu the thj phAn d6i voi cac thuong hiEu khic nhau de tir d6
tinh toan viEc phan b6 nem sach cho cac thuong hiEu.
23

ICET LIJ4AN CHUtING 1
Thuong hieu la tai san quy gia thing vai to quan tong doi vai stir ton tai va phat
trien cua doanh nghiep. Xay dung met thucrng hieu mph mang den cho doanh nghiep
lcri the rat to lin, khong chi vi no tdo ra hinh anh dui san phArn va doanh nghiep ma
con c6 5, nghia quan tong trong viec tao uy tin cho sin phiun, thic day viec tieu the
hang hod va la vu khi sic ben trong canh trash.
Trong chucmg 1 em dd trinh bay re cric khai niem, thuot ngCt, vai tro, chic nang
cis thuang hieu dOi yeti doanh nghiep va khach hang cling nhu lien trinh thvc hien
cong tic cia chien luqc phat trien thuong hieu. Nhim trien khai y nghia cac khai niem
ye thuang hieu o chuang 1 met ctich dAy di, chuong 2 se di sdu nghien dm, phan tich
va danh gia ye firth hinh thvc hien chien luqc phat trien thuang hieu tai tong ty
TNHH COng nghe thong tin Blitz.
24

CHUtYNG 2. TH1,CC TRANG PEAT TRIEN THUtING 111tU CIJA CONG TY
TNHH CONG NGHt THONG TIN BLITZ VieT NAM
2.1 Tong quan vi Cong ty TNHH Ong ughe thong tin Blitz Viet Nam
2.1.1 Qua Huh hlnh thinh vi phat trier
Veri met niem tin mash liet rang cac giii phip CNTT hen lien ce the mang den
sv det pha cho cac t6 chic kinh to trong khu Arc Chau A — Thai Binh Duang, vzlo nam
1998 nhOng ngtrtri (king sang lop quyet tam ducmg dau veri thach thfrc va thanh 18p nen
Blitz IT Consultants Pte Ltd tai Singapore dyed sv dieu birth tha Chit tich Top doim
Han Meng Chia. Trong nhemg nam qua, cong ty da phat trier nhanh chong va n6i len
nhu mOt d6i tac thuong mai vtrqt tr$i. Ging ty duqc thanh 1$p vol nganh nghe chinh la
to yin, cung cap cac giai phap va dich At tin hqc hang du 6 chin A, thutmg xuyen c6
mirc tang throng hai con s6 va la 661 tic chi dinh beri nhi'eu nha cung cap c8ng nghe
hang Mu the gieri.
Vol hon 150 khkh hang VA 10 quific gia tren khip chau A, Blitz IT Consultants
Pte Ltd da xay dung duqc mOt nen m6ng yang chic veri dank tieng tuyet v6i trong linh
we phan ph6i va cac dich vv trq gill phap tin hoc. Ding ty cling duqc xep vao mot
trong s6 flitting cong ty phan ph6i ding nghe phit trien nhanh 'that trong khu Arc. Hien
nay, cong ty la d6i tac cung cap the giai phap lien quan den SWIFT cho cac nem hang
6 Singapore, Viet Nam, Philippins, Campuchia, Myanmar, Brunei, Malaysia...
Thing 7 ram 2010, Cong ty Blitz da chinh thIrc thanh lap chi nhanh tai thi trutmg
Viet Nam yen try sa chinh 6 Ha NOi va van phOng dpi Bien tai TP. H6 Chi Minh veri
ten dAy du la Ging ty TNHH Cong nghe th8ng tin Blitz Viet Nam.
Trong thing Mm qua, Blitz ttr hito di xay dvng duqc mai quan he hqp tic tat
dep veri rat nhieu doanh nghiep, vuan len fro thimh nha phan ph6i an ninh mang hang
dau va xay dvng thanh cong tinh da dung We la ket qua caa sv phat trier khong ngimg
ca ser kinh doanh 6 Singapore va Viet Nam. Blitz WI cung cap khong chi gill phip tai
chinh cho cac ngan hang ma con bao gem he thong mang, cac thiet hi va giai phap to
van him met, thiet bi thong tin cho chinh phi*, cho cac doanh nghiep vira va nh6,
truttng hqc va cac ding ty truyen thong.
Val tinh than doanh nghiep it rang va tun tam phat trier quan he hqp tic gate
4, Blitz da va dang vtron len ter thanh mOt ding ty da qu6c gia hang dau trong ngimh
Tu yin thanh toan va tich hqp he thong, d8c biet la trong linh Arc phan phei cong
nghe, giii phip ngan hang, RIGS va SWIFT.
25

2.1.2 Ca cin to chic
Se do 2.1 Ca an tó chic dm
Cong ty TNHH Cling agile thing tin Blitz Viet Nam
Gam doe
Phan
TM chinh - ke than
Pheng
Hinh chinh quail
tri
Pheng
TO chirc Man stir
PhOng
Kinh doanh
BO Plgin BO Pherl
Dich yv thuit
(Ngucin: Phong To chic nhan sit)
2.1.2.1 Gidm lac
Guam d6c cua CEng ty TNHH Ging nghe thong tin Blitz Viet Nam lit 'Ong Han
Meng Chia, nguyen chit tich Top doin Blitz Singapore. Guam dtc c6 nhiem vtit quin ly
vi (lieu hinh toast b0 cic hoot dOng slut xuat kinh doanh cia cling ty, chlu trich nhiem
truk cOng ty ye viec thvc hi4n cic quyen vi nhiem minh theo quy dinh cia
cOng ty vi phap WO. Giant doe con cO trich nhiem ban hinh ck quy ch id pan ly, bt
nhiem, mien nhiem, cich chirc cic chirc danh trong cling ty de bi) may cling ty hoot
dOng duqc ading, hieu qui.
2.1.2.2 Phbng Tai chink - loan
Phong Tat chinh - Ke tam g6m ke toin truOng vi ck ke tok vien, chit' trich
nhiem trq giip Giam dtc ve ding tic quin ly tit chinh, dim boo win vi giam sat sir
ding von cho ck dg an &mg mvc dick, ding nguyen the vi co hieu qui; ghi chop clic
nghiep tql ke town phat sinh; xay dvng vi thvc hien ale ke hooch tai chinh ngiin vi dii
hut; lop dv town, t6 chirc cOng tic ke Wan, can doh thu chi trong cOng ty; lip nen cic
Bao coo tai chinh theo you au, quy dinh cia nhang ngutri co lien quan.
2.1.2.3 Phbng Hank chink gubn tri
Phi:mg Hinh chinh quin tri li pheing c6 nhiem v4 to chirc tuyen dvng nhan vien
theo ding nhu cau cua ding ty de m vi thin theo etic quy dinh elm phap luot; quin ly,
theo dbi tai sin, vat dung cent ding ty; quin 15, luu tra ho so, van ban theo dung quy
dinh; t6 chirc vi quip ly lye Itryng bit° ye, dim bio tat tit, an toast chi)/ no vi dim
26

bao tai san cita cong ty khong de xity ra sp e6; chain to dei song cita can b0 cong than
vien twin Gong ty
2.1.2.4 Phbng TB chac nhin slr
Phbng T6 chirc nhan su c6 chin tiling tham muu cho Giam d6c ve viec sip xep,
b6 tri can b0, &to to va phan loth lao (long de b6 tri dung ngtr6i, dung ngiuth nghe,
cOng viec, thanh quyet town the dO cho ngu&i lao dung theo chinh sach, the dO nha
nu6c va quy cht cua cong ty.
2.1.2.5 Phbng Kinh doanh
Phbng Kinh doanh c6 nhiem vy t6 chirc, phial phoi, tim kiem khach hang va cung
img hvc tiep hang h6a, djch vu cho mqi doi ttrqng, quan 19 tier, hang h6a, ca sec vat
chit do cong ty giao.
Bd phem djch vu
BO phin nay c6 trach nhiem gisi quyet cac lchieu noi, tranh chip gitta kith hang
va cong ty trong va sau thin gian sir dung djch vy, san phan theo quy djnh. HuOng
din, giai thieu san phim, djch vu, giai dap sic thic mac ten nhOng khach hang can to
van ve san phArn. Dinh gia chit luqng san phim th8ng qua tim hieu, thu thap phan h6i
cna khach hang, sau d6 lam cac ban phan tich, bao cao gran Phbng Kinh doanh va Giam
d6c.
phdn K9 thudt
Nghien tint img dyng nhang tien b6 khoa hoc lcy thuit de phyc vu cho hoot dOng
kinh doanh, quan 19, tang cao chit lucmg sat phim, djch vy cua cOng ty.
Nhin chung, ca ciu t6 chirc ttia Cling ty TNHII tong nghe thong tin Blitz Viet
Nam ce tinh lien ket cao. Day la me hinh dien hinh cho co ciu t6 chat cila cac doanh
nghiep TNHH va tren thqc to a chimg minh, mo hinh nay da dem lai hieu qua kinh
doanh tit tot cho doanh nghiep. Viec phan cap quan 19 a glop doanh nghiep hooch
djnh re, rang cac cong viec tit cap quan 19 den cac cap chirc tang, tao thuan Iqi cho
viec ra quyet djnh cOng nhu tao moi lien he met thiet, dem lai hieu qua cao trong ding
viec. Nei tom lai, vol cac clic diem sin =At kinh doanh rieng biet cua minh thi dAy la
co au to chitty holm toan phit hqp v6i cong ty.
2.1.3 L1nh vvc kinh doanh cis cong ty
Cong ty TNHH Gong nghe thong tin Blitz Viet Nam la nha cung cap cac djch vu
CNTT chuyen nghiep hang dill tai Viet Nam. Hien cac djch vy chinh dtrqc cong ty
cung cap nhu sau:
• Tu yin thanh than va tich hqp he thong, chuyen ve SWIFT, RTGS
• Cung cap giiti phap va djch vu CNTT
27

• Tu yin lap va xfiy dung du an deu to img dung CNTT, to van them tra va giam
sat thi ding cac du an afrr cho the doanh nghiep, ca quan, chile
• Tu van va phan tich thiet ke mang LAN va the phan mem 1mg dung
• Ph& then phiin mem 1mg dung
• Kinh doanh thiet bj CNTT
• Thiet ke website va ct holt
2.2 Kit qui host dung sin 'tat kink doanh cia thug ty trong giai down 2011 —
2013
Bing 2.1 Kit qui host dung sin auk kink doanh giai dogn 2011 — 2013 cia
Cong ty TNIHI Ong ugh. thing tin Blitz Viet Nam
Don vi tinh: Hong Viet Nam
STT Chi tieu Mm 2013 Nam 2012 Nam 2011
1 Doanh thu than 2.436.471.392 2.861.435.421 3.319.170.171
2 T6ng chi phi 4.968.219.328 5.314.323.381 5.510.222.561
3 Lqi MIS (2.531.747.936) (2.452.887.960) (2.191.052.390)
STT
Chenh Itch
2012 — 2013 2011 — 2012
Tuyet 661 Twang
d6i (%)
Tuyet di Twang
di (%)
1 Doanh thu than (424.964.029) (14,85) (457.734.750) (13,79)
2 T6ng chi phi (346.104.053) (6,51) (195.899.180) (3,55)
3 Lqi nhu$n (78.859.976) 3,21 (261.835.570) 11,95
(Nguan: Phong Tai chinh — Kg toan)
Doanh thu thuin
Doanh thu than ve ban hang va cung cep djch vu cua nam 2013 la
2.436.471.392 VND. Giant 424.964.029 VND (trong (mg giam 14,85%) so vol nam
2012; Doanh thu nam 2012 giant 457.734.750 VND so vai Mm 2011 (Wang (mg giant
13,79%).
Giiti thich cho ly do giam doanh thu nhu voy la bbri trong nhemg nam vita qua
Gong ty phai d6i mg yeti rat nhieu kh6 khan khi phii canh tranh v6i hang bat cic
doanh nghiep 16n cung nganh nhu FPT, CSC, VNPT, Viettel.... trong khi Blitz van la
28

mOt cai ten meri, chua quen thuOc voi thj tnrOng cong nghe thong tin Viet Nam. Cac
doanh nghiep toi Viet Nam van co xu huerng tin Wong va sir ding cac san pham, dich
vv den tit cac cong ty cong ngh'e thong tin c6 tieng chit chua hoan town d#t tro niem
tin vio mot citing ty ma ten tu6i con chua ph6 bien trong nu& nhu Cong ty Blitz. Ben
earth d6, do chua c6 kinh nghiem hoot dOng toi thj tru&ng Viet Nam ma Blitz cling
chua nfun bit duqc nhCmg nhu au caa khach hang de dap img, gap phan nang cao
doanh thu.
TIng chi phi
Ten chi phi cong ty b6 ra nam 2013 11 4.968.219.328 VND giam 346.104.053
VND so voi nam 2012 la 5.314.323.381 VND (tuong ling giam 6,51%); chi phi trong
nam 2012 giam 195.899.180 VND so voi nam 2011 (tuang img giam 3,55%).
C6 the nth ring do tinh hinh kinh doanh ells cong ty trong 2 nam trer loi day
Ichong duqc tot, bei vay cong ty buOc phii c6 nhilng bien phap cit giam mOt s6 chi phi
Ichong can thiet trong the dv an, cong tic Owe hien quang bit, marketing cho thucmg
hieu de &nil chi phi dim to cho chit Itrqng sin pham, djch vµ ctia minh mOt each teal
shat, toi da h6a lqi nhuon.
Lqi nhufin
Lqi nhu(in ells cong ty trong nam 2012 giant 261.835.570 VND so v6i nam 2011
(twang ling giam 11,95%); nam 2013 &Am 78.859.976 VND so yen nam 2012 (tuang
img giam 3,21%).
Tir nhitng s6 lieu tren to nhon they m#c dit co sv dieu chink trong phan 136 chi phi
nhung lqi nhu#n caa cong ty du van clued mitt 0 cho they hoot dOng kinh doanh ells
cling ty van chua tien 130. Beri v$y, trong Prong lai, cong ty can c6 !thing bien phap sir
chmg chi phi vi nguan von hqp 15r de toi da hea lqi nhuon.
2.3 M8i trufing kinh doanh
NhOng nam gan day, voi sv conh tranh ngiy cling gay gat gifra cac cong ty cimg
nginh da anh huOng moth me den sv phit trien ells cong ty. VOy, de co the ton toi vi
duy tri sv phat trien thi Cong ty Blitz cling nhu the doanh nghiep khac can phai quan
tam danh gia va phan tich cac anh huOng ctia cac yeti t6 tit mei trtrimg ben ngoiti ding
nhu nOi bO doanh nghiep, to d6 lkn can cit quan trong giap nha quart tri co the c6 cac
chien luqc phat trien Ong ty mOt each dung din.
2.3.1 Mill tririmg ben trong cfia doanh nghiep
2.3.1.1 Con ngual
Ngu6n nit lqc lit tai san vo gia cult doanh nghiep, d#c biet trong link vpc
CNTT. tong ty so hem Ivc luqng lao dung duqc dio too chuyen situ v6i be day kinh
29

nghiem trong Milt Arc CNTT tin hoc. Day chinh la yeu to quyet djnh den thanh ding
cita Blitz. Ben d6, ding ty con c6 mOt dpi ngct cong tic vien dung dio ca trong va
ngoii nu& la nhOng chuyen gia uy tin trong we tin hoc de dam Ho 118 trq Mt
hcrn vi toan dien hon cic yeu eau cum khach hang.
NguOn nhan lye chuyen nghiep, linh hoot trong to van, sang to dua ra the giii
phap nhim to ra cic sin phim, djch v4 mai, chit Itrqng cao, phit hqp dip img nhu
au va quyen duce lua chqn curt khich hang.
Ben canh da, cling ty cling bon chit trong then khai cic cling tic dio too, tai dio
to del ngu cin bc) cling nhan vien trong viec nang cao trinh dO chuyen mon nghiep vu,
thai dt) tiin tam phut vu khfich hang, phong cich lam viec chuyen nghiep, tinh thin
&Ong dei, tinh thin trich nhiem cao. Ding that cling ty cling xfiy dung khong gian lam
viec doan ket, than thien de tong ca nhan xem top the nhu mui nha this hai cis mirth,
mOt tang bio ve vi phut trier thucmg hieu.
2.3.1.2 Thi chink
D6i v6i mai doanh nghiep thi nguin von li met yeu to rat quan thing gap phin
xiy dung vi cling c6 the hoot dOng kinh doanh curt mirth citing th6i n6 dim Ho su tan
tai vi yang chic cho cling ty.
Qua bang s6 lieu ye tinh hinh tai chinh curt cling ty nhu tren co the thiy ring,
doanh nghiep thus quan 19 Mt chi phi b6 ra; chtra sir di,mg nguin von hqp 19 S den
tinh hinh kinh doanh trong nheng nom gin day khong duqc Mt.
2.3.2 Mai trtrivng ben ngoii cart doanh nghiep
2.3.2.1 Moi InningInningvTm8
M8i throng vi m8 la tat ca cic lye luqng nim ngoii t6 chile doanh nghiep. Mac
dit khong lien quan Mire tiep va r8 rang nhung Iii co anh htrimg rat math me den
doanh nghiep. Moi truing vi mo bao gam the yeu Kinh te, Chinh tri, Van hOa — XA
hei, Kg thuet — C8ng nghe, Ty nhien.
Moi truing kinh to
NhAmg Bien dOng curt cic yeu to kinh to c6 the to ra co hOi vi ca nhang thach
thac NT& doanh nghiep. De dim bio thanh ding curt hoot dOng doanh nghiep fru& Bien
dOng ye kinh te, doanh nghi'ep can phiti theo d8i, phan tich, du bao Bien dOng dui ding
yeu t6 ve thj truing, ve nguan khich,... de dua ra the giai phap, cic chink sach Wang
ling trong timg thoi diem ell the nham t$n dung, khai that &tang ca hOi, ne frith, giant
thieu nguy car va de Oa.
Trong Stung nom gin day, Vi'e't Nam di dat duce nheng thanh tqu ding k'e trong
phat then kinh M. Cling yea mai quan tam ve the giii phap cling nghe img dung, cac t6
30

doanh nghiep phat trien cling math se cling sin sing du to ngu6'n yen cua minh
vao vise sir dung, biro tri vi ding cap the ha tang mang. Tuy Innen, MI* luc cita cac
t6 chine, doanh nghis@ la khac nhau, beri v#y Cling ty Blitz yin gap phai met s6 khe
khan nhat djnh, nhu phei xac djnh vi thiet ke cac djch vu hoc gei djch vu nio phi
hop vii kha niing ciut cac khach hang.
He thong giao th8ng, thong tin lien lac a cac thank phi 16n nhu Hi N0i, TP H6
Chi Minh dil vi dang duqc dau to thigh ding. Internet dang duqc phi c#p nhanh
chung, mac vien thong, buu chinh duqc dieu chinh giam ding k'e so yen truac day cho
phop cling ty ce the sung cap cac san pham, djch vp cua minh tai nhieu khach hang
!chic nhau ding thin &up tiet giim chi phi, nfing cao hieu qua host dung.
Mot truing chinh tri - phcip lucit
Day la met nei dung khong the xem nhe khi phan tich moi tuning vi mo. Mai
tnrbng chinh tri - phap kat bao gOm phap, the chinh sach va co the NM nude de&
yeti nginh kinh doanh. Bit cu su thay 46i ve chinh sach hay the dO cua Nhi nude deu
c6 anh huang Ian den hoot dOng sin xuat, kinh doanh cua doanh nghiep. Dac biet,
nganh CNTT lai la met trong cac nhanh rat nhay cam yeti cac van de nhu On djnh
chinh tri, the the chinh tri vi tip trung guy& lye, quan hg quOc te...
Viet Nam duct danh gia la met trong the cut& gia ce nen chinh tri it bien dOng
nhat. Nhftng chinh siich kith te, van bin Minh chinh duqc Nhi nude dua ra dua tren
thuc tien filth hInh cac doanh nghiep trong nude vi hoc hei kinh nghiem ten the gidi
da din khac phyc duce nhitng kh6 khan cia nen kinh te hien nay, to chi dua yang
chic cho cac doanh nghiep phat trien trong then gian tot Them vao 46, nh#n thay tam
quan tong cita phat trien cua CNTT trong tien trtnh xay dung vi dei mai dirt nude,
Nha nude citing c6 nhieu M trq clanh cho the doanh nghiep hog d'Ong trong link vuc
nay not chung vi Cong ty Blitz not ri'eng.
Mai Mien lift thuCit — cong nghe
Day li yeti t6 mo ra nhieu co hei vi du% mang I?i nhieu thach thirc buOc doanh
nghiep phii tim hieu Icy de lip dung cho vise phat trien sin pham djch w cua minh. La
met trong nhang yeu t6 dau vao dm qua trinh sin xuat nen day la yeu t8 quan tong
quyet djnh vies sin xuat cita doanh nghiep c6 hi@ qui hay khong.
COng nghe li met trong s0 cac than t6 quan tong thee day sv phat trien cua
cong ty. La met doanh nghiep hoot dOng trong linh vuc CNTT, Blitz c6 rat nhieu cu
hei de tiep xuc yeti cac khoa hoc, ding nghe, k9 this mai nhlit, tien tien nhat de ti de
h6 trq nghien cum vi phat trien cac sin pliant vi djch vu cunt minh ngiy tang holm
thien hon.
31

DE c6 the wan len trer thanh mOt doanh nghiep hang diu cong ty di ldiong
ngimg thir thach vi to hoan thien chink minh de new mOt phat trien. DO'i thuftt
vien yeti plunmg thire hoot Ong lureng den tinh thong nhit, str dOe dio va hieu qua
trong viec tiep cin the giiti phap, dam bao chit luqng va lchit ning dieu plied du an
chinh xfic cho khich hang.
COng nghe cring phat trien di dem lai cho Blitz nhieu each thin ap dung de cung
cap the san phim djch vu mai de Idling djnh thuang hieu ctia minh. Cling ty di ling
dung nhieu thanh tuu mai ve cac loci may mot, trang thiet bj cling nhu the Ong dung
CNTT de cung cip the san phim, djch vu dat hieu quit ve chit !turn.
Cling ty kh8ng ngimg cling c6 kha ruing Nghien cfru va Phat trien giai phap yeti
viec phat trien thuang hieu rieng cho the img dung phin mem dm Cling ty. Budc dOt
phi trong viec phat then plan mem di dat dupe nhOng thanh cong nhit djnh nhu phin
mem Earmarking cho cac Cling ty Chung kholm, phtm mem trong gian chuyen dien vi
phin mem phvc vu Pheng ch6ng rira tier (AML) cho cac Ngin hang. Nhting &Si mdri
trong cong nghe d8 g6p phtm xay dung nen tang vit vj the vOng chic cho Blitz tren thj
trtrang CNTT.
Mai flaw van hoc, xa hat
Tnr6c day, con ngutri chtra c6 &tang hieu biet va nhin thtic ye tam quan trung
cim cong nghe thong tin. Ngtly nay, khoa hqc cong ngh'e n6i chung vi nganh tin hqc
nal rieng ngay tang duct quan tam, chit trong phat trien vi wan len fro aka mOt
phan khong the thieu duqc cat nhieu nganh trong cong cu'Oc xiy dung va phat trien xl
hOi. Cong nghe thong tin den yeti timg ngutri din, timg ngued quan 19, nha khoa hqc,
ngu8i Ming din, bit nOi trq, hue sinh tieu hqc... Tin hqc di than nhop kha mirth me
vito Viet Nam 6 nhieu link wc host dOng, tir linh vuc quart 19 hanh chinh, quan 19 kinh
te, to dOng h6a cong nghiep... den the lialt we giao due vi &to Mo. Tit ca cac linh vuc
nay deu co thay d6i clang ke nhir img dung cong nghe thong tin.
Bit cu nganh nghe, rah vuc nio cling an ten sit geop mit atm cong nghe thong
tin. Dic biet trong qua trinh phat trien cita cite doanh nghiep, t6 chile hien nay deu c6
nhitng m6i quan tam ve cac Ong dung, gill phip h8 trq ve quart 19 di chinh va an ninh
mang.
La mOt cong ty chuyen nghiep trong linh vuc cung cip cac sin phim, djch ni
lien quan den cac giai phap ngftn hang, to yin thanh toast, tich hqp he thong va bao
mit thong tin, Blitz hoan tan c6 nhieu lqi the trong viec tim kiem cac khach hang va
phat huy the math cim minh.
32

Moi trufmg tv nhien
Viet Nam tam a vi tri tuong d6i thu$n Iqi trong khu Arc, cit dueng be hien di,
TIMM tang bien lan thfran lqi cho viec nh#p khiu hang hoa cia cOng ty.
Tuy nhien, khi Nu bon mkt phan hos r8 ret tai Viet Nam can nhieu bit tier. Day
khong chi la kh6 khan cua ring C8ng ty Blitz ma can la kh6 khan chung tat al cat
doanh nghiep dang host dung tai Viet Nam. D#c biet, vao cac mita nOng, cac doanh
nghiep phiti firth tang I6i ky thuttt, heng cac linh kien, sin phArn thing ngh .e do
tac dOng cua dO Am. Day chinh la thin diem ma Cong ty Blitz c6 the the hien the miuth
dm mirth bang viec img dung the gill phap tong nghe thong tin de khic phut met
each hieu quit.
2.3.2.2 11181 Man vi me
flitch hang
Khach hang IA di tutyng ma tong ty can phut vu va la yeu t6 quyet djnh sv
thkth ding hay that bai cult ding ty.
Khi phan tich khich hang cult cong ty can phiti lam it met s6 yin de nhu: ltrqng
Iduich hien tai? Tir dau tai? Co eau khach xep the cac tieu chi: dOng ca va muc dich
chinh cult viec tim den cac sin pham va dich vu CNTT. Chinh vi Aly, de dim bio "du
ra" dtrqc thueng xuyen thi doanh nghiep can chi tong den vied Itra chqn cac met
hang, phtrang that bin hang, phucmg thirc phyc vu, cac hinh Mix thanh toan de dip
img-t6t filth nhu cAu tine khich hang ma mirth dang phyc vv.
Khich hang cult C6ng ty Blitz chi yeu la khich hang den tir cac doanh nghiep c6
nhu au ve the giai phap tin hoc cling nhu ung dung CNTT vao cac hoot dOng quit ber
kith doanli cita mirth. Moi ke hooch vi hanh dung cult Citing ty Blitz phiti top trung
phut vu khach hang chu do, dip img nfrang nhu au da ding cult khach hang yea dich
vu tot nhAt, ding tin c#y nhAt va duqc thqc hien met each trong thqc nhim gift vang
khach hang hien c6 d6ng thin phat then khach hang tiem Ming.
Doi thti canh tranh
Trong nen lcinh to thj truing, canh tranh la xu the tit yeu ma cac doanh nghiep
den phai chilp nh$n. MOi met cong ty pith di mat Wu the d6i the cunh tranh khk
nhau. D6 la nhitng lvc Itnyng, cac cong ty, t6 chirc dang ho#c c6 kha nang tham gia vac)
thj fruiting lam anh huimg den thj twang vi khich hang dm ding ty. Day 11 nhitng
ngtrei dOng hanh cling doanh nghiep vi cling la flirting nguei dua doanh nghiep den
vii kh6 khan bit cif lac nao.
Hien nay, ding yin s r phat thin mitt khoa hqc Icy thuot thi nhu cau duoic to van
sir dung va ip dung CNTT trong quan doanh nghiep ngay cling dugs chi tong.
33

Chinh vi voy ma sir Garth tranh dui ctic doanh nghiep hoot dOng trong linh we CNTT
tra nen ngay cing gay gat han bei nhieu deit thit trong va ngoii nuerc. La mOt cai ten
mai tren thi twang CNTT Viet Nam, Cong ty Blitz phii canh tranh vai hang loot cac
Ong lan cling ngimh nhu FPT, VNPT, CMC,... trong do, &Ong ty chi chiem thi phan rat
nho, du& 0,1% (theo s6 lieu dm Stich Thing CNTT-1T Viet Nam nfun 2014).
Nha cung cap
La the t6 clam, ca nhin duqc hOi cho ph6p cung cap cac ngu'O'n lac can thiet
cho doanh nghiep va cac doi thu quilt tranh to ra cac sin pham va djch vu CNTT. Tit
ca nhttng nguai thaw gia vio viec cung cap ngu6n lire deu duqc coi la nhi cung ling
cfm doanh nghiep. Viec phan tich the nha cung cap phiti chi ra &Km so luang, chit
lugng, tam quan tang ctia hp a vai doanh nghiep.
Cie nhi cung cap dm Blitz bao Om: SIDE International, Data Security Systems
Solutions Pte Ltd, Thomson Reuters Accelus, Preminium Technology... Cong ty luon
ph& chiu sac ep lem Ut nhi cung cap bai cac sin phim cua C8ng ty Blitz hiu het dell
duqc nhap tlr nuac ngoai Uri trong nu& chua co ca sa sin xuat. Dieu nay lam cac sin
pham bj Ming gia so vai gia tri thin. Do do, trong dai hen cong ty nen Om kiem, lien
110 vai clic nha cung alp kink e6 mac gia thap han.
2.4 Thtrc trang chitn Intim phit triers thung hitt: cfia Cong ty TNHH ang nght
thong tin Blitz Vitt Nam
2.4.1 Tim nhln vi sir menh cfia ang ty TNHH Cong nght thong tin Blitz Vitt
Nam
Qua tang buac phat trien yang yang, Arai me hinh host (tong duqc t6 chi=
chuyen nghiep, Blitz gift day di tra think nha cung cap gill phap CNTT hang dau toj
khu Arc Chau A — Thai Binh Duang. Vai muc tieu tiep tic chinh phuc thich thierc teen'
nhOng buoy &rang mai dm nginh Ging nghe thong tin, ding ty Ilion gift yang tarn
nit phat trier cua minh, na lye mang den cho Ichfich hang nhang giai phap CNTT vai
gia tri hftu hinh vi ben vitng.
2.4.1.1 Tim nhin
Tam nhin thuang lieu gqi ra djnh hueng cho twang lai va khat yang cfm mOt
thuang hieu vi nhOng dieu ma n6 muon dat tai. Val Cling ty TNHH COng ngh'e thong
tin Blitz Viet Nam, dim nhin duqc the hien mOt cfich el ring, mang tinh thai va dap
ling dirge yew eau ve tinh dii han, vinh con dui thuong hieu:
Cong ty mong main tra tranh tra tranh doanh nghiep hang ddu aia nganh djch
vy to van CNTT tat Viet Nam, eluvc khdch hang tin nhtem va danh gia cao, la sit lira
chpn tai uu cua khach hang khi tim kilm cac djch vy va giai phcip CP177:
34

2.4.1.2 M. ntenh
MOt sir menh phi hqp theo thin dal se mang lei thanh cling lin cho thuang hieu.
C'Ong ty Blitz tuyen b6 sir menh cia minh dua tren ca set dinh huing khach hang hen
toil.' Myth th6 Viet Nam, mang den nfrang gia tri sir dung cao nhat cho hp. Cong ty
1u8n nh$n thirc duce rang doanh nghiep can phai cung cap tai cac khach hang nhitng
giiti phap vi djch vu CNTT ma khach hang can. Beef voy, deg ty lam mang sir menh
tra thimh mot cong ty nag ddng yeti lieu chi chcit Wang son plam va djch vg dupv ddt
Mn trin hit, dcim kio ca set hg king CPTIT yang chac, hi 'en dpi, phyc vy cho sv nghiep
phdt men kinh ti, xci hdi ctia deft mac.
Nhin chung, can dr vao &ring ngu6n lire ve tai chinh, con ngueri,... cilia ninh,
cac dieu kien tic Ong den cong ty nhu nen kinh te, chinh sach nha nuic, tu nhien-xa
hOi... , vii tam thin va sir menh nhu tren, Gong ty Blitz di xac dinh duqc ro rang muc
tieu chung vi mix tieu Got 181 cim mirth phi hqp yeti firth hinh phat trien cite ding ty va
dot nuerc.
2.4.2 Ht thong nh3n Win thwang hi%u
He th6ng nh(tn dien thuang hiOu bao g6m tit ca cac yeu t6 c6 the cam nhen duqc
va gay An ham nhim truyin dat ten khach hang muc tieu va cling ching th8ng diep
cfut t6 chic. Berl vOy, cling ty luem coi vies nhan Wet thuang hieu la giai down dsu lien
trong qua trhih mua sim, la mOt tieu chi quan tong do luting sic manh cilia thuang
hieu.
2.4.2.1 Tin thuang hien
Ten thuang hieu cluqc xem la yeu t6 quan tong nhat cim mOt thuong hieu vi
cling la yeu t6 trong tam lien he gins sin phihn va khach hang. C6 3 each dat ten cho
thuang hieu la: at ten theo each mo hi, do ten theo lien ttremg vi dot ten tu do. Tay
theo muc dich cart mai c8ng ty ma hm chip cho mint' each dot ten phi hop.
Ten thuong hieu Blitz dirge dot ten theo each thin hai, tic la at ten theo each lien
Wong. Ti "Blitz" trong ten ding ty xuat phat ti y nghia "mgt cute oanh tac" trong
tieng Anh, veri mong mu6n tree thanh mOt thuang hieu phat trien mph me dm lath duo
cong ty. Ben canh do, cal ten "Blitz" can the hien nhieu y nglffa khac nhau.
"Blitz" IA mOt t6 hip cac cher di dirge ghep ti IcSr tu dau tien dm clic tit Brains,
Listen, Integrity, Teamwork, Zest yeti nhang j nghia sau, the hien phuang chain host
dung ctia c8ng ty:
Brains (Tr/ tire)
LuOn dua ra nhang giiti phap sang to vi d6i mei phi hop nhu eau kinh doanh.
35

Listen Milt king ngke)
Ulan thu thOp phim hoi tir khach hang de hieu va tim each dap img tot nhit nhu
cau thi twang.
Integrity (Chink trim)
Tutu' thit nguyen talc dao dire trong kinh doanh, xay dung niem tin trong long
khach hang.
Teamwork (Lam vie theo nkdm)
Lion na lye hqp tie hieu quit, c6 tinh thin trash nhiem va het minh vOi cong viec
nhim chit duqc nhCmg myc tieu chung.
Zest (Dam me ang vlfc)
La mOt top the math, diy nhiet huyet, va chit dOng.
BLITZ — Tri tut, Ling nghe, ChInh trwc, Lim vies nham, Dam me. Nhu
chinh cai ten cim mirth, cong ty da neu dirge phuang sham lao dOng trong ding viec
mkt minh de chinh la: DiSi yeti khach hang, cemg ty luem sir dung tri tug ciut minh mOt
each tot da, cung cap cho khach hang thong giiti phap sing too, mang tinh ling dung
thing thin hitt ling nghe khitch hang can gi de kip thbi dap ling; DM yen ding nghiep
phai lute c6 tinh thin chinh true, c6 tinh thin trash nhiem trong cling viec khi lam
viec trong mOt tap the da truOc la dot dirge Stang myc tieu chung ciut than the thing ty,
sau la xay dyng niem tin trong long khach hang; Doi voi ban than phai luon th tinh
thin dam me, nhiet huyet, hang say trong c6ng viec mOi c6 the too nen the san.phim
djch vu co chit lugng tot nhit.
Ngoai ra, Blitz d6ng thin cling la thong diep cua lanh dao cOng ty giri gain tai the
khach hang dm minh ve melt doanh nghiep lute thiu hieu khach hang, chuyen nghiep
ca trong nghiep vu va djch vu.
Khi &cm thimh lap tai Singapore, ding ty mang ten Blitz IT Consultans Pte. Khi
them nhtip vao thj truang Viet Nam, c8ng ty da thay din thanh "COng ty TNHH Cling
nghe thong tin Blitz Viet Nam" de litm r8 nginh nghe ma minh theo du6i, giup khach
hang buck du hieu han ve linh Arc kinh doanh cua minh.
Nhin chung, ten thucmg hieu tha Cling ty Blitz rat c6 y nghla, dOc dth dung thbi
the hien dirge phucmg sham, phong each trong ding viec cua mink. Tuy vay, chinh vi
each dat ten theo lien Wang nen de nay sinh de rat nii do thing lap ten gifts cling ty
vi cac doanh nghiep kthic c6 cling ten nhu Blitz Sport dm Anh, Blitz Motorcycles tha
Phap... se Ichien khach hang g#p lchit khan khi tim kiem the thling tin vi song ty va
Ichien khach hang bi nhim
36

2.4.2.2 Bib trung — gum
Ten thuong hieu duqc xem la yeu to trung tarn coa mOt thuong hieu nhung ben
quilt do, you to mang firth d6 hqa khic nhu bieu trung cong (long vai trd quan trqng
trong viec hlnh thanh nen gia trj thuong hieu, ac biet la ve kha Ming nh(in bier thuong
hieu. C6 the n6i ring, bieu tnrng chinh la bleu tuqng ac trung, la "b0 mat" dm
thuong hieu.
Bieu tnrng cos Cong ty Blitz duqc thiet ke kha don gian, chinh la ten thuong
hieu vai sir ket hqp gem 2 phew. phiin chit va phan hlnh yeti 3 mau sic chit ao la xanh
bien dim, den va tring. Day la nhftng mau sic net b$t, tuong phan nhau, a clang gay
chit y cho nguai xem. Ben earth d6, viec sir dung mau xanh bien d#m vai ham St huang
den sv hien dui, phat trien deg nghe trong tuong lai rat pha hqp vai nganh nghe ctia
cong ty.
litz
IT Consultants
Hinh 2.1 Min trong Cling ty TNHH Cling nght thong tin Blitz Vitt Nam
Phiin chit trong bieu trung chinh la ten cong ty yeti chit B each dieu d#t trong
khung vuong vii nen mau xanh am nto An tuqng mph me cho khich hang. Bien
trung duqc sir dung phang chit dung, in am, r0 net, 1,6 tri khoa hqc. 6 phis dtroi cong
dm bleu trung la deng chit IT Consultants" — Tu van cong nghe thong tin, vira the
hien duce ten day dit cua doanh nghiep, vtta the hien duce nganh nghe efts tong ty va
la mOt b0 ph#n gap cho gong the Neu hung nto duqc su yang chic, can d6i.
Phan hinh cos bleu trung ngoai IA& tuqng chit B each dieu (UR trong khung con
c6 Neu tuqng lubi liem mau xanh ma n)ng in vi hiking len tren. HInh imh nay mang
nghia trey Tog ve su phat trier theo xu huemg di len dm cong nghe hien dui d6ng thbi
phat trier pham vi kinh doanh cling nhu dash tieng cos Blitz tren wan cau.
Nhin chung, bleu trung c6 thiet ke hii hos, gqn gang theo khOi chit it* vii
nhang dubng net dent the hien sire manh, sv quyet doan ctia ban linh duo. Tuy nhien,
ve tong the, each the hien bieu trtmg lai qua don giitn vi thieu in tuqng. Them vito d6,
Blitz cling chua cho thiy duce cal rieng c6 dui ding ty minh. Hinh anh vi each the
hien thuong hieu doanh nghiep chua gay dupe an tuqng manh d6i yen khach hang hien
tui va khich hang tiem fling. vi v$y, cong ty can c6 &lieu chinh sach de phat Wen he
thong nh#n dien thuong hieu hen nits.
37

2.4.2.3 au khiu hieu vii nhgc
Hien nay, trong be nh#n dien thuong hieu ctia Can ty TNHH Cling nghe thong
tin Blitz chua co eau khiu hieu vi nhac hieu. Dieu nay se trb thinh bat kyi cho thong ty
trong viec phti song vi nang cao de nh#n hitt thuong hieu cua khich hang. Bbi thy,
trong tuang lai, clang ty can thiet ke, bb sung vi hoAn thien the thinh phin nay duqc
dAy dii.
2.4.3 Bin ve thuang hieu
Nhiun ditm bito cho thuong hieu Blitz boat dung du& str bito he an thin cua phip
lg trong nubc vi qu6c th, Blitz &I tiM hAnh ding kg thucmg hieu tai Singapore, Viet
Nam vi Hoa Ky. VII') ngiy 25/4/1999, Blitz chinh thin nhon bin giao gilt)/ cluing nhon
dugc clang ky tai Co quan Nhan hieu vi Sang the Hoa Ky vbi nhang tieu chain dirge
xac djnh 11 phi hop WA the yeu eau elm phip Itht vi the quy djnh cita giant doe Ca
quan Nhan hieu vi Sang the Hoa Ky.
Ngay 10/2/2011, Cue S6 hiku cong nghiep thuec BO Khoa hoc Cling nghe Viet
Nam ding di cap gity cturmg nhon ding kg than hieu hang h6a, cong then thuong
hieu bieu trung (nhan hied hang Ma) elm Blitz duce bito he ding the bao Quyen
sb hitu tri tue; Dec quyen sir dung; Quyen chuyin giao quyen sb hau hthc chuyen giao
quyen sir dung; Quyin you au the cc quan Nha nubc c6 tham quyen xis ly ngulti vi
pham.
NgoAi ra, cong ty rang da chit dung trong viec tao ra rho can chOng xam pham
bang phuong phAp danh clau len sin phim nhu: in bieu trung, bleu Wong, tem ellen
hang gii hologram do chinh cong ty phit birth de )34 khich hang phan biet hang th$t
vei hang gii. Khong nhfing thy, cong ty cfing di thiet lop met he thong thong tin phAn
hoi vi earth bao xam pham thuong hieu true flip vei khich hang qua s6 dien tho3i
hotline dm mirth.
Nhu v(iy, cong ty da chinh dirge bito he met each chinh that tren thi trubng Viet
Nam, &mit dau sir phit then tomn dien ctia CEng ty Blitz trong tuong lai.
2.4.4 Dinh vj thurang hieu
Khi tham nh(ip vio thi trubng Viet Nam, Blitz da la met thuong hieu not tieng
khOng chi b Chau A mil con tren teat the gioi ye chit Itrong djch vµ ding nhu uy tin
cua minh.
Vei tam nhin vi se menh trb thinh thAnh doanh nghiep hang dau ciut nginh
djch vu to van CNTT tat Viet Nam, duqc Ichach hang tin nhiem vi danh gia cao, II str
lip chip tot uu ens khich hang khi dm kiem the djch vu vi giai phip CNTT, C8ng ty
38

Blitz di no luc thirc hien chilli luqc quan tri thuong hien tir nhung ngiy dau tien vao
thj trubng Viet Nam, giep djnh huOng vu phut then thuang hieu ding ty.
Cling ty di thanh cling trong viec xic Binh thi throng vii khach hang muc tieu ctia
minh la nliftng doanh nghiep, t6 chile c6 quy m8 vira vi nhe c6 'Ming mai quan tam
ye cac giai phap ing dung h6 trq thanh town, bio mat. Tuy nhien, do qua chit quan vi o
dank tieng cis cong ty minh tr.& the giai mil Blitz gap phai mat so ter ngai trong tier
trinh djnh vi thuong hien, cu the la a Ong tic tim hieu ve cac doi diet trash cua
mink toi thi tnrimg Viet Nam. Viec chua tim hieu ky ve cac dal Diu cant) trash tnrOc
khi quyet djnh lua chqn htemg di rieng cim minh khien doanh nghiep Icheng the phan
img kip thtri vi djnh huerng chien luqc twang lai coa minh cho phi hqp khi phai doi
mat vOi cac doanh nghiep lOn Id* din theo viec kh8ng ce nhing chinh such, ke
hooch thyt hien marketing mix ding din.
2.4.5 Chien hrqc marketing mix trong ding tic phit trien Hwang hien cis cong ty
2.4.11 Chien &yr sin phim
San phim la yku to quan tong nit& de hinh that'll gib tri thuang hieu trong tam
tri khach hang. Phat trien thuong hieu Blitz phai luon gin lien yeti viec nghien ccru,
phat trien sin phim, djch vu mai, tim ra cac dieu set de riling cao chit luqng cic sin
phim, dich vu cis mirth. Hien duqc dieu do, ding ty di luon co Bing diu tu, nang dip
vi dim bao chit luqng djch vu mi mirth cung cap, to Rmg tin ncri khach hang, dang
then da clang hem cic lord hinh (Lich At, dac biet la cac djch chuyen ye SWIFT vi
tich hop he thong. Ding th?ri, cong ty luon chi trqng tang cuOng ky nang kinh doanh,
dio two dai net can ba...
Erich vu not bat rank cart tong ty de II et Ed (Lich vu SWIFTCare bao gam cac
djch vu nhu ha thy chO khan cap khi Mach hang 'thong Idu!ri (tang duqc img dung
SWIFTAllience Server hay kh8ng the ket n6i vao mang SWIFT; di vi Ichei phuc
lai ck Cmg dung, dill lieu khi he dieu hail hay phan drng bj 18i; nang cap vi cap ft*
cic phien ban mai; kiem tra djnh kt hoot Ong dm he dying. Hien nay, cong ty di ba
sung them cic djch vu !chic trong gel SWIFTCare nhtr ha trq khach hang khi gap phiti
yin de v'e 16i thiet bj HSM, ha trq kich hoot may chi du pheng, ho trq toi cha cho
khach hang de cap nhat cac phien ban SWIFT mien phi vi thud hien sao luu ca sly dft
lieu SWIFT cho khich hang... Song song lit tic djch vu bio tri duqc thuc hien thueng
xuyen km, tir 1 lin/ thing tang len thanh 2 lin/ thing de cong c6 chit lucmg djch vu
cong ty cung cap duqc hoin chinh hcm.
Ngoii ra, cong ty cling lien tic t6 chirc cac 16p hqc dio to chuyen mon vb kg
nang mem cho than vien de dim bio cho qui trinh trao deoi djch vu gifta can bet cis
minh vi ck doanh nghiep doi tic duqc tot nhit.
39

Đề tài hoàn thiện chiến lược phát triển thương hiệu, ĐIỂM CAO

Đề tài hoàn thiện chiến lược phát triển thương hiệu, ĐIỂM CAO

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Đề tài hoàn thiện chiến lược phát triển thương hiệu, ĐIỂM CAO