


TIỂU LUẬN
MÔN: NGHIÊN CỨU MARKETING
ĐỀ TÀI:
XÂY DỰNG KÊNH PHÂN PHỐI TIÊU THỤ THẺ VIETTEL TRONG KÝ
TÚC XÁ NHÀ G - TRƯỜNG ĐẠI HỌC CÔNG NGHIỆP THÀNH PHỐ
HỒ CHÍ MINH – CƠ SỞ THANH HOÁ
GIẢNG VIÊN : PHẠM VĂN THẮNG
SINH VIÊN : TRỊNH THỊ HÀ
MSSV : 11018943
LỚP : DHQT7TH
THANH HÓA, THÁNG 10 NĂM 2013
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
NHẬN XÉT CỦA GIẢNG VIÊN
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HD\RCK"HRkXbXWEC&
iDlLCLmN_iOCDfDnCfDoL&
NJLapHIJiqCDfDnCfDoL&
HDhHCrCKHIJiOCDfDnCfDoL,
/PpCKHDMsiOCDfDnCfDoL9
&iOCDatHLjf<
,iOCDKLlCLjf<
9iOCDDuCDvf-
9H@7%():w:1-
9C20"-
9C2-
9C2A;-
9/C26Ax?
9&H64*?
9,C2:w:1*:?
99C2y4z
HD\RCK{D|CDUfD\RCKfDlfCKDLOC
{D|CDCKDLOCHhWS_FW^
"K$7@)}7~>'
DLjijCKDLOCHhW

Sinh viên: Trịnh Thị Hà – MSSV: 11018943 - Lớp: DHQT7TH
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
'(&
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,•WNeD{CKLC•W<

&2.+6:;
&*;
&'(4=/
&/S17@/
fDQXQH"MCKiDMclCDWH[WLOWDQD‰NLqqXgLibŠHFlC‹CDeKHIJa\YCK
SgLDdHH{CKCKDLmfDeCDfDoDTHDbLCD&
fDQXQH"MCKDrPpŒiLjCHIJCK\YL<
HWCKH^f<
eLXLmWDJiDMc/?
Sinh viên: Trịnh Thị Hà – MSSV: 11018943 - Lớp: DHQT7TH
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
LỜI NÓI ĐẦU
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Sinh viên: Trịnh Thị Hà – MSSV: 11018943 - Lớp: DHQT7TH Trang 1
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
CHƯƠNG 1: TỔNG QUAN VẤN ĐỀ
1.1. TỔNG QUAN VỀ THỊ TRƯỜNG
(d$%84')$(@')$*'3*I')efg$5*[*;$7:7')$%/'))*7*/5'

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C(D$$%*E'A'(",W"2z3l')f<6%\$<N'A3/'(",W")*7/$*KC%I')A$(@')
$*'87$N*<6,W'C(M*XdC$(4*:b*<j,A:b*'*RR'):I$F7*$%S(K$2-,<6
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1.2. LÍ DO CHỌN ĐỀ TÀI
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2.2. VAI TRÒ CỦA KENH PHÂN PHỐI
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2.5. KÊNH TRỰC TIẾP
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2.6. KÊNH GIÁN TIẾP
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2.7.1.2. Người bán buôn
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2.7.1.3. Người bán lẻ
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')84*2M'V"\$E=D'<5*,(/')84*$*+"3>')27",>')
)84*=D'<‚$(84'),RP"#:@X*'($K'(„('2/FN*')84*=D'="@'A
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2-,:5'($(d$%84'),H7</5*$%"'))*7''6##K"A(bX(@'),RX(M'`'),(*C(Y*
')84*2M'V"\$,c')'(8')84*=D'="@'
)84*=D'<‚$(84')=d<;$("I,,(O$,(}F6/'(_')')84*=D'="@''(8')
<5*,RV"(8N')$(*K$<GC:Y*P"7'(;$%B,$*KCFN*')84*2M'V"\$E(&'($(6'(
'+''(_')X+'(')k'U'(_')$(d$%84')$GC$%"')O$X(D,T#<6'(_')
')84*$*KCVj,$%B,$*KCFN*')84*$*+"3>')27",>'),(/'+'(b,R<9*$(K<N'
$%/')F*;,$&:(*E"A'k:=k$'(",W"F6$(d(*K"')84*$*+"3>')A'(\$<6'(_')
'(",W"'<‚AC(T'$D'A,RX(M'`')$(],(-')'(7'(FN*2B=*K'I'),H7$(d
$%84')
2.7.1.4. Người đại lý
T#<6:I$</5*X*'(3/7'(<6,(-,'`')$%"'))*7'$%/')P"D$%&'(FG'
I'),H7(6')(R75*<]X(@'),RP"#L'2U(_"(6')(R7:6,(t$(B,(*;'

Bảng 3.1 Mô hình nghiên cứu đề xuất.
STT NỘI DUNG NGHIÊN CỨU
 (D,((6')e2*'(F*+''_'(6g
 (R*P"0'$*+"3>')e2*:A:;'()*D'5CA2Y<W''5CA')6#'5CA'*:"7
‰g
q ("'(GC
 D,F\'LP"7'$T:e)*D,MA$(T'P"0'A$(D*IC(l,FlA$("G'$*;'X*
:"7AX("#K':a*g
o U$(],(e(&'($(-,)*7/3d,(g
 (6,"'),\C
 E<5*$(‚
q -,,(*K$X(\"
 d7*E:
o "7,(d"
x Y$*L',(/,(d"
Ž (4*(5',(/'9
• Ša*2"\$
• D,F\'LP"7'$T:
‘ &'($(-,)*7/3d,(
Bảng 3.2: Giả thuyết và kỳ vọng của các biến nghiên cứu
Biến độc lập
Giả
thiết
Phát biểu
Kỳ
vọng
("'(GC  ("'(GC,H7,D,=5'2*'(F*+',6'),7/$(&
3/7'($("=D'$(‚,6'),7/
e’g
*: q D,=5'2*'(F*+'3>')2*:[*0$$0<,6') e’g

Q8N, (B,(*;'')(*+',-"2=Id'($]'()(*+',-"d'($]'('6#
89,$(B,(*;'$(@')P"7X“$("G$$(M/<"G'FN*:I$36'=6*2/5'2ˆ'EX(7*
$(D,,D,F\'LV"')P"7'(L$6*A3B7$%+''L'$M'),H7,2U<{$("#K$K$
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P"M,H7P"D$%&'(')(*+',-"2}(/6'$(*;'=M'),T"(„*ea89,C(D$$(M/
$%8N,RƒV0:C(l<l,g
Q8N,q Š6')(*+',-",(]'($(-,d'(<89')):q)*7*/5'*7*/5'
W"2}$*K'(6'(*L"$%7$%B,$*KCX(/M')u')84*A'(s:VD,<GC$]'(<@)*,,H7
=M'),T"(„*(7#E</5*=N$'(_')=*K'89,V0:<6$(-#K"F6X(@')P"7'
$T:*7*/5'XK$*KC2}$%*E'X(7*F*;,*L"$%7=s')=M'),T"(„*
D,3_<*;"27"X(*$("$(GC2}89,Vz<{=s')C(W':L:Žu7"
X(*:a(R7F6<6:25,(A3_<*;"2}89,87F6/Vz<{F6C(T'$],(E:@$MP"7
,D,,@'),lC(T'$],(27"
!"#$%&'(')(*+',-"
/6'=IP"#$%&'(')(*+',-",R$(E:@$M$(0/$%&'($B27" VD,d'(F\'
L')(*+',-"A,2U<{$("#K$A36'=6*$(M/<"G'AC(„')F\'$(zA=M'),T"(„*
”•A(*;",(t'(A=M'),T"(„*,(]'($(-,AC(„')F\',(]'($(-,e$("$(GC$(@')
$*'gAVz<{A,"Y*,>')<6=D/,D/')(*+',-"
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NGHIÊN CỨU SƠ BỘ
NGHIÊN CỨU CHÍNH THỨC
…D,d'(F\'L')(*+',-"
2U<{$("#K$
@(&'(')(*+',-"
f6'=6*$(M/<"G'
e'–x‰ug
(„')F\'$(z
e'–x‰ug
Bảng câu hỏi chính

')(*+',-"'6#$(&$(7')/Š*X0%$89,2z3l')'(*L"'(\$'(s:D'()*D:-,
I(6*<S')A:-,IP"7'$%b')Y*FN*(6$%84')"#'(*+'A$(7')/'6#,R
'(89,*E:<6)*D/F*+'2}$%M<4*$(0/x:-,Id'(2ˆ'AX(@')$(E(*;'89,
{X*K'%*+'),H7:&'(f/RA$D,)*M2}X(@')$("89,$(+:'(_'){X*K':N*
F6X(RX(`'X(*87%7'(_')X*K'')(d,(/(6$%84')[&FG#$D,)*MX(k,
C(l,'(89,*E:'6#=s'),D,(O$$(+:,T"(„*:UE$("$(+:{X*K'
(7')VKC(5')$(0/$(-$B f>')EVKC(5'),D,FG$(7#(*;'$89')
$(0/:I$$(-'(\$d'(FN*2/2D'(d'($]'(A'(8')X(@'),(/=*K$3_<*;"d'(
<89')
(7')VKC(5')3>')E2/2D'(F689,VKC$h$(\CK',7/(/O,')89,
<5*
Bảng 3.2: Thang đo các khái niệm
 (D*'*;: f*•')*M*
 -,IP"7'$T: (7')/Š*X0%$x*E:
q ("'(GC o)*D$%d
 *;'$(/5* q)*D$%d
o z3l')2*: o)*D$%d
x Y<W''5C$(‚ o)*D$%d
3.4. BẢNG CÂU HỎI
(*K$XK=M'),T"(„*Fh7R')Fh7:UI$=M'),T"(„*):,R=7C(W'
(W')*N*$(*;" )*N*$(*;":l,],(C(„')F\'A,M:'
(W''I*3"') =7/):'(_'),T"(„*F62B<B7,(b'EX(D,((6'),R
$(E$%M<4*$(0/{,H7$D,)*M
(W'P"M'<{ '(_')$(@')$*'FL,D'(T',H7DCF*+''(s:E(*;"
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,(t'(2Y<*;"X(*27*2R$,R$(E$&:K'X(D,((6')EC(„')F\'<5*
3.5. MÃ HÓA CÁC BIẾN QUAN SÁT
`',-F6/,D,,T"(„*$%/')C(*K"X(M/2D${X*K''(T'F*+'a$("$(GC
89,A$D,)*M$*K'(6'(:a(R7,D,=*K''(827"

• • Ša*2"\$:67'(n,(d$]'($%+'$?')'9Z
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Stt Mã hóa Diễn giải
• • (*=D'$(‚$(&7'(n,(dP"7'$T:FLF\'L:"7,(d"'(8$(K
'6/Z
‘ ‘ (*=D'$(‚$(&7'(n,(dP"7'$T:FLF\'L2Y<89'):"7$(‚
'(8$(K'6/Z
u u (*=D'$(‚$(&7'(n,(dP"7'$T:FLF\'L:-,,(*K$X(\"
'(8$(K'6/Z
  (*=D'$(‚$(*7'(n,(dP"7'$T:FLF\'L"#$]''(8$(K
'6/Z
q q &'($(-,$(7'($/D':67'(n,(d:"Y'Z
3.6. MẪU VÀ THÔNG TIN MẪU
3.6.1. Mẫu
3.6.1.1. Đối tượng nghiên cứu:
Y*$89')')(*+',-"<6,D,2*'(F*+''_F6,D,'(6,"'),\C$%+'d7=6'
$*'((7'(R7D,($(-,<\#:J"89,$(B,(*;'=s')C(8')C(DCC(„')
F\'$%B,$*KC
3.6.1.2. Phương pháp chọn mẫu
?')$(E<62*'(F*+''_$5*…'_'(6,H7—ƒ2U(7'(
R7F6$\$,M,D,'(6=D'$(E$%+'$t'((7'(R7
'Fd:J" *L"$%7ƒ2*'(F*+''_U…$hR3>')<6:X("'),(b'
:J"E,(b':J"$(0/C(8')C(DC')J"'(*+'F6,D,'(6,"'),\C$(‚U$(6'(
C(Y(7'(R7
3.6.1.3. Thời gian phỏng vấn: 3 tuần
3.6.2. Thông tin mẫu
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89,$?')(9CF6:*'((b7<5*=s')C(W':L:Žu
3.7. TIẾN ĐỘ NGHIÊN CỨU

  
 K$  <"G'  F6
$(M/<"G'
 
o *;",(t'(,"Y*
,>')
 
CHƯƠNG 4: THỰC TRẠNG VỀ VẤN ĐỀ NGHIÊN CỨU
4.1. GIỚI THIỆU VỀ CÔNG TY VIETTEL
4.1.1. quá trình hình thành và phát triển
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