Ebook.vcu chuong 1 tong quan ve mkt tmdt

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  • 1. E-MARKETINGHc phn: Marketing Thng Mi in TS tn ch: 03Gio vin ging dy: Nguyn Phng Linh B mn: Qun tr chin lc 1

2. Ti liu tham kho [1] E-Marketing Strauss, El-Anssary &Frost (2003); Prentice Hall Publishing, 3rd edition [2] Internet Marketing: Intergrating online and offline strategy Marry Low Roberts (2002); McGraw-Hill Publishing [3] Electronic Marketing: Intergrating electronic resources into the marketing process Joel Reedy, Shara Schullo, Kenneth Jimmerman, Dryden (2002); Harcourt College Publisher [4] Marketing thng mi in t - Nguyn Bch Khoa (2003); NXB Thng K H Ni B mn Qun tr chin lc Khoa TMT2 3. Ni dung mn hc: Chng 1: Tng quan v Marketing thng mi in t Chng 2: Hnh vi khch hng in t Chng 3: Qun tr tri thc Marketing in t Chng 4: Chin lc nh v v hoch nh Marketing in t Chng 5: Qun tr cho hng v nh gi trong thng mi in t Chng 6: Qun tr xc tin thng mi in t Chng 7: Qun tr phn phi trong thng mi in t Chng 8: Kim tra v nh gi chng trnh marketing thng mi in t Chng 9: Thc hnh v tho lun B mn Qun tr chin lc Khoa TMT 3 4. nh gi kt qu hc phn theo qu trnh:im thnh phn Trng sim chuyn cn0.1Vng 0-10%Ti a 10 Vng 10-20%Ti a 8 Vng 20-30%Ti a 6 Vng 30-40%Ti a 4 Vng >40% 0 (Ko KDT)im thc hnh0.3Kim tra 0.1Bi tp0.1Tho lun0.1 0.6 B mn Qun tr chin lc Khoa TMT4 5. E-MARKETINGChng 1Tng quan v Marketing Thng Mi in T 5 6. Mc ch ca chng hc: Nm bt nn tng, hin trng v tim nng ca Marketing thng mi in t Phn tch s nh hng ca cc nhn t php lut, cng ngh ti Marketing thng mi in tB mn Qun tr chin lc Khoa TMT 6 7. S xut hin ca emarketing Trang web no thu ht 150 triu lt truy cp/1 ngy? S dng74 ngn ng; c doanh thu 6.140 t USD vo nm 2005, 5.39 tUSD vo qu I nm 2008 v l 1 trong 15 website c truy cpnhiu nht? Google.comB mn Qun tr chin lc Khoa TMT 7 8. S xut hin ca emarketingGoogle.com Gia nhp th trng 1998 (Larry Page&Sergey Brin) khi cc cng ctm kim khc c xy dng trc v c tp KH trung thnh. n 8/2008, Google tr thnh cng c tm kim c yu thch nhtti M, chim 63% th phn, so vi Yahoo (19,6%) v Microsoft(8,3%) B mn Qun tr chin lc Khoa TMT8 9. Nguyn nhn thnh cng ca Google Cng ngh tt vi chi ph thp Google c th lu tr d liu gp 8 ln cc i th khc m chiph vn nh c a ra nhng chin lc tm kim mi c ci tin Kt qu tm kim da trn t kha c bit, da trn mc ph bin (kh nng o lng c,kh nng chia tch trong tng phn, s lng ca website cng link n mi phn ca webpage) t trng tm vo khch hng S dng biu n gin Khng cho php t qung co trn trang ch Ch dng banner qung co khng c ha Kt qu tm kim c download nhanh v d c hnB mn Qun tr chin lc Khoa TMT9 10. B mn Qun tr chin lc Khoa TMT 10 11. B mn Qun tr chin lc Khoa TMT 11 12. B mn Qun tr chin lc Khoa TMT 12 13. Kinh nghim rt ra t cu chuyn Google Th trng lun m rng ca vi nhng sn phm mi,mang tnh sng to v mang li gi tr cho KH Khch hng lun t nim tin vo nhng thng hiu tt Nhng chin lc marketing c chun b chu o sgip ngi gia nhp mi tm c ch ng trn th trng B mn Qun tr chin lc Khoa TMT13 14. Ni dung 1.1 Khi nim, c im v li ch ca marketing TMT 1.2 M hnh mi lin h tng quan gia marketing TMTv chin lc chung ca DN 1.3 iu kin p dng marketing TMT 1.4 Cc nhn t nh hng n marketing TMT 1.5 S cn thit, ni dung v cc phng php nghin cu mn hcB mn Qun tr chin lc Khoa TMT 14 15. 1.1 Khi nim, c im v li ch ca Marketing TMT 1.1.1 Khi nim kinh doanh in t, marketing in t 1.1.2 c im ring bit ca marketing in t 1.1.3 Li ch ca marketing in tB mn Qun tr chin lc Khoa TMT15 16. a, Kinh doanh in t: Kinh doanh truyn thng l g? Kinh doanh in t (Theo IBM + Gartner Group): qu trnh tiu ho lin tc cc hot ng kinh doanh ca DN thng quavic s dng cng ngh s ho nhm thu ht v lu gikhch hng v cc nhn vt c lin quan ti DN Bao gm: truyn thng k thut s, thng mi in t,chng trnh nghin cu kho st trc tuyn. Cng ngh s ho: cho php lu tr v truyn s liu didng s hoB mn Qun tr chin lc Khoa TMT16 17. b, Marketing in t: Marketing truyn thng (Philip Kotler): L mt dng hot ng ca con nginhm tho mn nhu cu v mong mun thng qua trao i Marketing in t: Philip Kotler: Marketing in t l qu trnh lp k hoch v sn phm, gi, phnphi v xc tin i vi sn phm, dch v v tng p ng nhu cu ca tchc v c nhn da trn cc phng tin in t v Internet Strauss: Marketing in t l s ng dng hng lot nhng CNTT cho vic: Chuyn i chin lc marketing nhm gia tng gi tr khch hng thng qua nhng chinlc phn on, mc tiu, khc bit ho v nh v hiu qu hn Lp k hoch v thc thi cc chng trnh v sp, phn phi, gi v xc tin thng mihiu qu hn To ra nhng phng thc trao i mi gip tho mn nhu cu v mc tiu ca khchhng l ngi tiu dng cui cng v khch hng l t chc Marketing nng cao tnh hiu qu cc chc nng marketing truyn thng trn c s ngdng CNTT Kt qu: nhng m hnh KD mi to nn gi tr khch hng v / hoc tng li nhun cho DN B mn Qun tr chin lc Khoa TMT 17 18. b, Marketing in t: Bn cht ca marketing in t: Tho mn nhu cu khch hng Phng tin thc hin Marketing in t: Internet B mn Qun tr chin lc Khoa TMT18 19. 1.1 Khi nim, c im v li ch ca Marketing TMT 1.1.1 Khi nim kinh doanh in t, marketing in t 1.1.2 c im ring bit ca marketing in t 1.1.3 Li ch ca marketing in tB mn Qun tr chin lc Khoa TMT19 20. 1.1.2 c im ring bit ca Marketing in t Kh nng tng tc cao Phm vi hot ng khng gii hn Tc giao dch cao Lin tc 24/7 a dng ho sn phm B mn Qun tr chin lc Khoa TMT20 21. 1.1 Khi nim, c im v li ch ca Marketing TMT 1.1.1 Khi nim kinh doanh in t, marketing in t 1.1.2 c im ring bit ca marketing in t 1.1.3 Li ch ca marketing in tB mn Qun tr chin lc Khoa TMT21 22. i vi doanh nghip: Gim thi gian v chi ph hot ng C hi kinh doanh cho DN va & nh p ng nhu cu cng ng ngi tiu dng rng ln, ngthi c nhn ho sp n tay khch hng (MKT one to one) B mn Qun tr chin lc Khoa TMT22 23. i vi khch hng: Nng cao kh nng la chn sn phm, dch v Tnh thun tin trong mua sm Tit kim thi gian v chi ph i li B mn Qun tr chin lc Khoa TMT23 24. Ni dung 1.1 Khi nim, c im v li ch ca marketing TMT 1.2 M hnh mi lin h tng quan gia marketing TMTv chin lc chung ca DN 1.3 iu kin p dng marketing TMT 1.4 Cc nhn t nh hng n marketing TMT 1.5 S cn thit, ni dung v cc phng php nghin cu mn hcB mn Qun tr chin lc Khoa TMT 24 25. M hnh mi lin h tng quan gia MKT TMT vchin lc chung ca DN: m hnh ESP K hoch ha ngn sch MKT in t MT vn ha x hi MT cng ngh InternetEMT kinh t MT chnh tr - lut php Nhn t khc Th trng SWOT M hnh/ K hoch marketing in tchin lcS kinh doanh Thc thi MKT in tChin lcin t hn hp / CRMMKT in tP Ma trn o lng, nh gi -- B mn Qun tr chin lc Khoa TMT25 26. Ni dung 1.1 Khi nim, c im v li ch ca marketing TMT 1.2 M hnh mi lin h tng quan gia marketing TMTv chin lc chung ca DN 1.3 iu kin p dng marketing TMT 1.4 Cc nhn t nh hng n marketing TMT 1.5 S cn thit, ni dung v cc phng php nghin cu mn hcB mn Qun tr chin lc Khoa TMT 26 27. 1.3 iu kin p dng e-marketing iu kin chung: C s vt cht k thut iu kin php lB mn Qun tr chin lc Khoa TMT 27 28. 1.3 iu kin p dng e-marketing iu kin ring Th trng Nhn thc ca KH: % ngi s dng v chp nhn internet Trong B2B: cc t chc phi hp vi nhau Trong B2C: KH c cc iu kin tip cn internet Doanh nghip Nhn thc ca cc t chc: internet liu c l phng tinthng tin chin lc? Li ch ca internet i vi DN? Mi trng kinh doanh S pht trin ca cc m hnh TMT: B2B, B2C, C2C S pht trin cc ng dng marketing trn internet: nghincu th trng, pht trin Sp mi, phn phi, xc tin TMB mn Qun tr chin lc Khoa TMT28 29. Cc hot ng ch yu ca MKT trong TMT Dch v khch hng Pht trin sn phm mi Xy dng thng hiu nh v sn phm trn Internet Phn phi qua mng MKT quc t: hi ch, trin lm, tm im thng mi, sngiao dch Nghin cu th trng Marketing lan truyn Xc tin thng mi qua mngB mn Qun tr chin lc Khoa TMT29 30. Cng ty no c th p dng e-marketing? Cng ty kinh doanh truyn thng (brick and mortar Com) Nghin cu th trng qua internet S dng internet nh 1 cng c truyn thng e-marketing b tr cho marketing truyn thng Cng ty TMT (Virtual Com) S dng tt c cc tnh nng ca internet cho hng marketing e-marketing l chnh, marketing truyn thng b tr e-marketing Cng ty kinh doanh kt hp TMT v truyn thng (Click andmortar Com) Kt hp marketing truyn thng v e-marketingB mn Qun tr chin lc Khoa TMT30 31. Ni dung 1.1 Khi nim, c im v li ch ca marketing TMT 1.2 M hnh mi lin h tng quan gia marketing TMTv chin lc chung ca DN 1.3 iu kin p dng marketing TMT 1.4 Cc nhn t nh hng n marketing TMT 1.5 S cn thit, ni dung v cc phng php nghin cu mn hcB mn Qun tr chin lc Khoa TMT 31 32. 1.4 Cc nhn t nh hng n MKT TMT 1.4.1 Cc nhn t lut php 1.4.2 Cc nhn t cng ngh 1.4.3 Cc nhn t v th trng kinh doanh in t B mn Qun tr chin lc Khoa TMT 32 33. 1.4.1 Nhn t lut php H thng vn bn php lut iu chnh hot ng MKT TMT: Lut Giao dch TMT (1/3/2006) Lut cng ngh thng tin (1/1/2007) H thng cc ngh nh hng dn thi hnh lut Qu trnh xy dng v ban hnh cn rt chm nh hng ca lut php ti MKT TMT Hot ng b mt v ring t Bo v ti sn s ho Chim dng ti sn c nhn B mn Qun tr chin lc Khoa TMT33 34. 1.4 Cc nhn t nh hng n MKT TMT 1.4.1 Cc nhn t lut php 1.4.2 Cc nhn t cng ngh 1.4.3 Cc nhn t v th trng kinh doanh in t B mn Qun tr chin lc Khoa TMT 34 35. 1.4.2 Nhn t cng ngh Cc yu t k thut cng ngh trong TMT: ng truyn Tch hp cc phng tin truyn thng a phng tin tc cao S pht trin ca cc h thng phn mm nh hng ca cng ngh ti MKT TMT Gim chi ph hot ng: chi ph thu nhn vin v cng vic giy t Tng chi ph u t: ng dng CNTT mi B mn Qun tr chin lc Khoa TMT 35 36. 1.4 Cc nhn t nh hng n MKT TMT 1.4.1 Cc nhn t lut php 1.4.2 Cc nhn t cng ngh 1.4.3 Cc nhn t v th trng kinh doanh in t B mn Qun tr chin lc Khoa TMT 36 37. 1.4.3 Cc nhn t v th trng kinh doanh in t Th trng doanh nghip Th trng ngi tiu dng Th trng chnh ph B mn Qun tr chin lc Khoa TMT 37 38. VVi khch hngVi chnh phXut pht im tDN vi DN (B2B)DN vi ngi tiu DN vi chnh phDN www.ecvn.gov.vndng (B2C)(B2G) www.vnemart.comwww.golmart.com.vnwww.ssc. wa.gov.au B mn Qun tr chin lc Khoa TMTXut pht t ngi Ngi tiu dng vi Ngi tiu dng viNgi tiu dng vi 38 39. Nhn t v th trng doanh nghip T l tng quan cc DN kt ni Internet cao Gm cc mng li tng xng, cho php chia s thng tinv c s d liu Cnh tranh gay gt do ton cu ho v vn ph v bingii gia cc quc gia Thay i ton b cu trc chui cung ng Tho mn nhu cu ca khch hng ngoi tuyn v trctuyn? T chc v tp hp thng tin thnh tri thc?B mn Qun tr chin lc Khoa TMT 39 40. 1.4.3 Cc nhn t v th trng kinh doanh in t Th trng doanh nghip Th trng ngi tiu dng Th trng chnh ph B mn Qun tr chin lc Khoa TMT 40 41. Nhn t v th trng ngi tiu dng S lng ngi tiu dng s dng v chp nhn Internet giatng Vn bo mt v c nhn ho thng tin Dch v khch hng tt Vn xm phm t do c nhn trn mng: spam, tit lthng tin c nhn. Rt ngn thi gian phn hi gia DN khch hng B mn Qun tr chin lc Khoa TMT 41 42. 1.4.3 Cc nhn t v th trng kinh doanh in t Th trng doanh nghip Th trng ngi tiu dng Th trng chnh ph B mn Qun tr chin lc Khoa TMT 42 43. Nhn t v th trng chnh ph Gii quyt quan h tng tc v thng tin gia 3 ch th:chnh ph, DN v dn chng G2G, G2B, G2C G2G: trao i, chia s d liu, gim chi ph v thi gian hihp khng cn thit G2B: th trng mua c quyn; mua sm hng ho cng,u thu d n chi tiu cng, ng k kinh doanh, cp phpu t. G2C: dch v cng - cp giy t c nhn, chng ch, ng &hon thu thu nhp; giao lu, i thoi, tr li trc tuyn cachnh ph. B mn Qun tr chin lc Khoa TMT43 44. Ni dung 1.1 Khi nim, c im v li ch ca marketing TMT 1.2 M hnh mi lin h tng quan gia marketing TMTv chin lc chung ca DN 1.3 iu kin p dng marketing TMT 1.4 Cc nhn t nh hng n marketing TMT 1.5 S cn thit, ni dung, v phng php nghin cu mn hc B mn Qun tr chin lc Khoa TMT 44 45. 1.5 S cn thit, i tng, ni dung v phng phpnghin cu mn hc 1.5.1 S cn thit v i tng mn hc 1.5.2 Ni dung v phng php nghin cu mn hcB mn Qun tr chin lc Khoa TMT 45 46. 1.5.1 S cn thit v i tng mn hc: S cn thit: L mn hc chuyn ngnh cho sv TMT, b tr cho mt schuyn ngnh khc nh Marketing TM, TMQT,. Cung cp nhng kin thc c bn, h thng v l lunMarketing TMT Gi m v kt ni kin thc kinh doanh t cc mn hc khc To lp nng lc phn tch hot ng Marketing TMT: hochnh v trin khai chin lc Marketing TMT Nng cao t duy kinh t mi t duy kinh doanh thc tB mn Qun tr chin lc Khoa TMT 46 47. 1.5.1 S cn thit v i tng mn hc: i tng mn hc: Cc yu t lin quan n qu trnh qun tr Marketing TMT v bn thn cc hot ng ca qu trnh ny Nghin cu mi trng, th trng v c im ca DN a ra kt hoch v chin lc Marketing TMT hp l B mn Qun tr chin lc Khoa TMT 47 48. 1.5 S cn thit, i tng, ni dung v phng phpnghin cu mn hc 1.5.1 S cn thit v i tng mn hc 1.5.2 Ni dung v phng php nghin cu mn hcB mn Qun tr chin lc Khoa TMT 48 49. 1.5.2 Ni dung v phng php nghin cu:Ni dung mn hc: Chng 1: Tng quan v Marketing TMT Chng 2: Hnh vi khch hng in t Chng 3: Qun tr tri thc Marketing TMT Chng 4: nh v v cc chin lc Marketing TMT Chng 5: Hoch nh Marketing TMT Chng 6: Qun tr cho hng v nh gi trong TMT Chng 7: Qun tr xc tin TMT Chng 8: Qun tr phn phi trong TMT Chng 9: Thc hnh v tho lunB mn Qun tr chin lc Khoa TMT49 50. 1.5.2 Ni dung v phng php nghin cu:Phng php nghin cu: Phng php tip cn h thng, logic v lch s Phng php tip cn thc t v cc vn l lun Phng php t duy kinh t mi phng php hiu qu ti aB mn Qun tr chin lc Khoa TMT 50 51. Tho lun Thc trng ng dng e-MKT VN? Cc doanh nghip VN thc s sn sng vi phng thc Marketing mi ny? Da vo m hnh Mi lin h tng quan gia e-MKT vichin lc chung ca DN, hy cho bit chin lc MKTTMT mt website m anh (ch) bit? B mn Qun tr chin lc Khoa TMT 51 52. B mn Qun tr chin lc Khoa TMT 52