CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
1 SVTH: Lƣu Thi
̣
Kim Duyên
PHẦN MỞ ĐẦU
1. Lý do chọn đề tài

kinh doanh 
kinh doanh
n...


               
website, tham gia sàn g, 


  
                


, 
 , 

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

 









 website 
                
website này. Trong t
ty, tôi 
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
2 SVTH: Lƣu Thi
̣
Kim Duyên
tôi  


website        Phát  Công
.
2. Mục đích của đề tài





















 















, , 
 , 
phòng ban, 
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

 
.
  III -         website


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 website thuviendoanhnhan.com, 
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
 

     website thuviendoanhnhan.com  công ty
VPIT 





.



 /IP (Transmission Control Protocol/ Internet Protocol)
 , 
 , 


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, 





, 
nhóm thông tin.
             

 
 - ng NSFNET

 

  

World Wide Web (WWW)

1.1.2. Website và các loại website
1.1.2.1. Khái niệm
Trang Web (webpage) 

  h           web khác
yperlinks).
Website 
Website 
 

doanh mà do
1.1.2.2. Các loại website

 : n
      
              trên
 
  
thông tin này.
 Website cun : các 



               

- 
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
6 SVTH: Lƣu Thi


CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
7 SVTH: Lƣu Thi
̣
Kim Duyên
 


 
        
thông tin chín
1.2.3. Các cơ sở để phát triển thƣơng ma
̣
i điê
̣
n tƣ
̉








̣
P GVHD: Th.S Đinh Tiên Minh
8 SVTH: Lƣu Thi
̣
Kim Duyên
1.2.4. Các loại hình giao dịch thƣơng ma
̣
i điê
̣
n tƣ
̉

Trong 


















www.vietoffer.com; www.thuonghieuviet.com ...
1.2.4.2. Thƣơng mại điện tử B2C
  (Business to Customers)  


 

, t

          
Amazon.com, Drugstore.com, Beyond.com.
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
9 SVTH: Lƣu Thi
̣
Kim Duyên
      
  : www.megabuy.com.vn; www.vdctravel.vnn.vn; www.vnet.com.vn;
www.btsplaza.com.vn; www.tienphong-vdc.com.vn 
1.2.4.3. Thƣơng mại điện tử C2C

 
Trong 



CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
10 SVTH: Lƣu Thi
̣
Kim Duyên
1.2.4.5. Thƣơng mại điện tử G2C
 (Government To Customers) 
các cá nhân , 

 


 
-       Mobile commerce (M-commerce) 










 .

P GVHD: Th.S Đinh Tiên Minh
11 SVTH: Lƣu Thi
̣
Kim Duyên
1.3. Hoạt động xúc tiến
1.3.1. Khái niệm hoạt động xúc tiến và vai trò của hoạt động xúc tiến trong
Marketing
1.3.1.1. Khái niệm
  







 , 

, 
















(Publicity & Public Relations)
- 

(Sales Promotion)
- (Personal Selling)
- 

(Direct Marketing).
1.3.1.2. Mục đích của hoạt động xúc tiến


 


















. 
























.


P GVHD: Th.S Đinh Tiên Minh
12 SVTH: Lƣu Thi
̣
Kim Duyên


 .


















, .
1.3.1.3. Vai trò của hoạt động xúc tiến
 . 




Marketing. , 





, ,














.











 









 




. 





 , 






TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
13 SVTH: Lƣu Thi
̣
Kim Duyên








 ,  




 , 









0
5
10
15
20
25
30
35
40
Advertising Sales
Promotion
Persional
Selling
Public
Relations
HNG TIÊU DNG
HNG CÔNG NGHIP

(: 

, 

.HCM, 


, 2007)
1.3.2.2. Sƣ
̣
să
̃





. 



, 
u.

 , 
.
1.3.2.3. Giai đoa
̣
n trong chu ky
̀
sô
́
ng cu
̉
a sa
̉
n phâ
̉
m



























.
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
(: 

, Th.S )
1.3.2.4. Sƣ
̣
lƣ
̣
a cho
̣
n chiê
́
n lƣơ
̣
c đâ
̉
y hay ke
́
o
 

















 (Pull
Strategy).
- 



 























 (: , 



, , 2007)
GIƠ
́
I THIÊ
̣
U
TĂNG TRƢƠ
̉
NG
TRƢỞNG THNH


.






, 


.
Bán hàng cá



















o



Marketing















trung gian








Chiê

́
c tiê
́
n























 . 








- 
- 


- 











.
1.3.4. Các thành phần của hoạt động xúc tiến
1.3.4.1. Quảng cáo
a. :

 ,  
 (:
Marketing 





.
- 



(Pervasiveness): .
- 









 (Amplified expressiveness): 




















.
c. :
- : thông tin, 

, 


- : , công ty, 


CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
16 SVTH: Lƣu Thi
̣
Kim Duyên
d. :



-  , 



, 













, 





:
-  vi (Rearch): 



- 

(Influence): 




















.
1.1: 




Phƣơng tiê


.


 





, âm thanh, 




, 







, .


, 

,


.








, 
.
CHUYÊN ĐÊ
̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
17 SVTH: Lƣu Thi
̣
Kim Duyên
 , 




















  , 














  , s












(: , 



, , 2007)
1.3.4.2. Quan hệ công chúng và tuyên truyền
a. :













- , ,

- 



- 











- 

i gian





- 


- 













- 















.
b. :
-  



, , 




























.
-  









 , 
, 

, .
c. :





















- 














- 








- 















, công ty.
d. :
- 




- 





 












. (: 

 , 


Tp.HCM, , 2007).
b. :
-  (Communication): 







.
- (Invitation): 











.
c. :












 ,
:



- 














- 







.





- 








- 

.
d. :
-  : 





 , 

, 



, 


,  , 


 , 
 , 



 , 







 , 



-  : 





 , 




, 



: 





.
-  : 












, .
c.  












 ( ).








 ng tin, 



















 , 



, 






 (





 ) 
 . 



















.
- 





: 

 
.
- 



: .
c. :
- Làm 
- 
-  
- 






(Telemarketing): 
 











.
- 





 , , 
.
CHUYÊN ĐÊ
̀
TÔ





T
- 
- Logo công ty: - Ngày thành l 
- 

kinh doanh: 0303251027
- 
- 







- -39977262 ; Fax: 08-39977263
- Email: ;
- Website: www.vpit-info.com; www.thuviendoanhnhan.com
-            
         
 , thành





 - 

 ,
  



              
- 




Ngay  khi m thành  Công ty VPIT ã ng b kc c nh
khó khn th thn ban    kinh doanh vào n nh, ng th không
ng v lên và  hoàn  v mi .
             

ít nhi , 




 .  : mua bán, 
tính, , 




̀
TÔ
́
T NGHIÊ
̣
P GVHD: Th.S Đinh Tiên Minh
24 SVTH: Lƣu Thi
̣
Kim Duyên

 

- - 
Chúng ta .
4 
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
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
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
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
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
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 , 2009, công
ty 
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

 
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


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  
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

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
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
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
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
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
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
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 , 
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
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
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 .

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
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

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, 
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
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
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
 16/02/2009,      website thuviendoanhnhan.com 


   , 
 



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
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, .



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, b, 

- 
- - n

- - - 

- 

- 
- .
T
và các



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


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, 
2.2.2. Nhiệm vụ
     


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



