Lun văn tt nghip Khoa Qun tr doanh nghip

 !
"#$%&%'()*+
, (-./0
 
!"#$%&'&(
)*+,$%&"-./0
123+4567897!#:
%&-)5;<1%=>64#
=8?.##48)@>=
&;)+A)B.CD?E=F
$4%&GB$%7&D2.7@
A%);#."8HI1H

9.E(JJ.&-2HK;5LMNOOP'
"1634&4K5.Q2R5;
HQI68Q=773
Q)
E+&4I@+.#
.2DI1.H +Q=8@
.E#$)0$+@A56-
2$;#06-@89"#
&!,2Q=*+@%&(..
,&A8&D2H$4+I@4?
QS,8,+48QS%-,8TU..Q2<
%5+I<24;5+155+V
,$.")#5;,&/+?
D12A!WA5.#.B
SV: Lê Th Hong Liên Lp HQ1AK5
1

j1H=+82A8
Q2R@.E(JJ.&2H-Kh)\#4
;4#*+61@#4;)
`k%70;#$AF;?46$
;=++AZ<8Q2
R@.E/)\#<42e2D#*+
2A@.h).)%7=a
 8Q2R&D2!
,9 :;
E?%35=B+A.Q12D
?28'>53l6$%)
2A#5]5!,21H+
@.E(JJ.&2H-K
E   6  $b5 3     6$= +  +  
AZ<8l6Q2RXA@.
+NOOmNOnO`)2A4+ 2
AZ<e8XA3NOnP
U.6$b6$+@.E(JJ.&2
H-K+86DI
`2R46$b5o=%@.\
53l6$+Q2<%XA@
.
,< =.-34>6'
(-52!47574%7,2,4%7Q!*>S
%7^453,*L!b
9!nb E0D6$2Ae8
@.E(JJ.&2H-K
9!NbWQI5H5!,22Ae8
@.E(JJ9.&2H-K
3

H51I2,2Q=.+Q2<%@%
&
 !"
5
WAZ<;;5I$8,QIA
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EAQ=15+@rW9>AZ<,*L1I;?
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Z`2Rsj%tb`2R5?$),68\
]44Qk%746%C4)YF;I-(
#Q2R,68)*)4%8748
40$] 
ZdsjAtbE5]A%;<A5%[
<5;H!:Ri8;=&458&@
Q2RQ!8#,
d5I%AZ<+4BI>
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0)4.IH@Q2R#
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ZU61Isj5Atbu,@AZ<e8
=&&DQ ##,4*=
&&0$4BI;0$2,2&
))I-@8
Z_\sjtb_\!+55o=++
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D&5;#.,+@)3
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<F5=?@.
91IsLjt.2=&+2;;

7
ZW765I3B5+@&+4#
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Zxb
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y9HbV.-)Q=0Q2R4.&4"
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Z(;b
y'&67Q2R"%QI,.1Q2R
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&67
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ZE;%7b
yU8Q2R%87,FB
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3
yUD$)I!D#*%*
6A
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/0+1!-34
Zobu5;e38-@%&.D
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ZW76b
y$#0-I@
yEH$#5@I@+

9
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236708^^68
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Zxb
y9QX*5=.&
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Z(;b
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y(*5=@%&,8%2
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ZE;%7b
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8
yE>1I#@-5;#
+4?,C
yUQ2R!,2@2,2Q=3 23-&
D25o= 5=+S\R%&
5o=)
yWQIQ2R&+@%&!+QiQ2
<67)H73
y9)#.&C;3@%&
10

.E(JJ9.&2H-K*1"H5
.KD1I=&e184
 888Q2R@>(-D?@
6AFD8=&6$.C5i.>F
6$.,I
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%&M+
1,9, !"#
1,9,,='
(6$A5D>+8441H.+
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WA<8
1,9,,13+;I
Z(6$i5D8
Z(6$67
Z(6$1+876
Z(6$Ai%
Z(6$AD2<\,@.
Z(6$A1I1HQ$,
Z(6$A%
Z(6$+
ZV=,,@.
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12
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=&D>6)!6$Qb
Z (6$DQ
Z (6$)

,
D2
6
$
13
C1,7D?%I?8E:
- Phân đoạn th trường:
U&bj1+85D>16%C)6
!Q #,&-4H
•6-@1+b2,2#HI>\82)i
Qb
y5;
y@5
y9);
y9)1,&;
- Lựa chọn th trường trọng điểm:
`F1+8\8>.2
D8677,6#\89)5=
?876b
j1+
8
87
68

88
Q2R
(%+!Q 8
jX^%&@51+
E5Q=%[@1+
u=?1+?

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%87ƒ
C1,9D5.A6$&.+L/+;!"#/6K0
`5=?.QSD8876@>%=6
.QIbD.I3 @%QI,45;4&!
+5;ƒ*5?$8Qb
y`k%7WA.1,&
y`k%7WA)1,&
y`k%7WA
- Đnh v sn phẩm trên th trường mục tiêu.
15
88Q2R52,2Q2R8HI68
]$764.14,&„F&
88Q2R685.,s2,tQ2R.
,&Q2R,&+5;H4/)+
H8H@Q2R@.68
1,9,7 !"#8AO
593):!0+1! 2
ZI,QIQ2R
3;%QI,@Q2R&+68&+>Q2
R@.-2,0Q#%875;H,0;&
?4&,25^i)2,2!/
)+!Q I&>5Q2R3'&<85+5Q2
R&#Q2R35+Q2R@%&5I
D?\123+4<1%=H\
%&"\RQ2R
ZI,QI
d5ID?)-HH67)
775;<18.2#6i)#
HQ2!83$679.)

E5;Q2R,QIQ2R5I;D1
---1Q".Q$);Q2RC;
8'&6$8>.l251Y-
>4,64-B5?$5;4
>?I);?Q2R
(>)pQ2R6,&Qb
ZjH@Q2Rb
y92H345;Q2Rb5+Q2R,e
,IH5+H34%Q2R&)53&5;"
17
.%7@Q2R'&2H3@Q2R†Q2R
)23;!HI†H
y92%4[FQ2R45Q2R6\
%+)Q=5=?4+Q=\!Q2R
Zj!b,e,0Q6ii
Q2R2!&)
Z(6$!.&Q2RJ)5&
+)4l0%.&QS56QI@
Q2R
Q2R .!+,*+Qb
yJ>]&8>B
yE.Q2R
yj1H!+8?Q2R
yEk&<\,Q2R
yj1HQ=@6%C.;5+
yJ+8A76+8?i
yE!+)i
yh28AQI@i!+
ZI,QIb
'5;Q2R%&)Qk%7!

7Qk%7Q2R
593):!0+1!
ZI,QIQ2Rb
j85Q2R&+856HQ
Q2R 1!,2IHQQ2R@5;18
E6-)Q=lC;i64"3
)6%C@=8
ZI,QIb
19
'&8 1C-8"i6%C@
=8EC76@>.)%7
!8+89.)#6$
$&+ 8&+4#;C.7<\
!+1%QI,d2)58!Q
I@+\4BC5=H
@.42Q$?9")8!=8
&+@.8)$+Q$
ZI,QI1Ib
Q2R85.!29.2
64+5]i,+=8'&5=
?66-21^6R4&-
9.-.!$%423
4D.2367E/)D\ 6
1IQ2R&+@>
ZI,QI<\!+b
E5;8>,QI<\!+5-#
)BQ$D?&&Q=,"+%=Q=
>2# =8V&-
.7D2>15.7)
*.7<\F4i‡4[k"

u.2\]e.7<\!+-;Qk%7
;5+4.4)QS5+&D2
%&4)-+76
7
21
:"B0.L(P;0
 !"#$%&%
'()*+
7,:"B'Q"B4AJ3'RL(MJ3'S
7,,TJ3'-
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Nguồn thông tin bên trong công ty:
E/BB%9%#5&,*b
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6ƒt
y(1Q%+<\
y…2%7Q2R
y9.5;8Q2RXA5A@.
yE=+8XA5A@.
E=+2AZ<e8Q2RX
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ˆA,QA@.
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Z *@-&-
h,2,QQ]@D28/)0;4I
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Q-@)>Š
7,1UII0"VL6%"#/.+;/@
 !"#$%&%'()*+
7,1,UII+;/@M+$%&%
'()*+
7,1,,W!AX+;/@$%&
9.E(JJ.&-2HK15,1I
XA5A@.0-sAthD>+4
85I 5o=%XA
X&+@4)5+4D25]>
9.E(JJ.&-2HKF
9.E(JJ.&-2HK;5LMNOOP9
5+FQIV(/UUVQIOnONOn‹‹‹P%BUUVZ` +-E
IJ(NNMLMNOOP
ZE6%&b9.E(JJ9.&-2HK
ZE6%8bKŒ•(r(Er{EvŒ(Wr(E`•ŽEˆv{rEr9J(•u•d•9•Wjv(•
uŒWŒErV
ZE6^bKŒ•(9•4uEV
Z8l7Q b`InONE0N‰4E-+(o4*E14DJ
…E4IJ(
ZˆA,QAbbMM••••
ZWFQIbOnOn‰P‹•mp
Z`IEUbnNPnOOOOnpPL‰OZ(1-'&(g9
..gnLuJ+Zh…>
ZdIb'"'&`!
Zuo=%bXA5A4X&+
24

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