BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC KINH TẾ TP. HỒ CHÍ MINH-
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MARKETING CHO DỊCH VỤ MyTV
CỦA VIỄN THÔNG TÂY NINH ĐẾN NĂM 2020
LUẬN VĂN THẠC SĨ KINH TẾ THÀNH PHỐ HỒ CHÍ MINH – NĂM 2013BỘ GIÁO DỤC VÀ ĐÀO TẠO
TRƯỜNG ĐẠI HỌC KINH TẾ TP. HỒ CHÍ MINH-
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NGUYỄN ĐĂNG HẠ HUYÊN

MỘT SỐ GIẢI PHÁP NHẰM HOÀN THIỆN HOẠT ĐỘNG
MARKETING CHO DỊCH VỤ MyTV
CỦA VIỄN THÔNG TÂY NINH ĐẾN NĂM 2020
Chuyên ngành: Quản trị kinh doanh
Mã số: 60340102

LUẬN VĂN THẠC SĨ KINH TẾ

NGƯỜI HƯỚNG DẪN KHOA HỌC:
PGS.TS. NGUYỄN THỊ LIÊN DIỆP
 4
 5
C. 
 6
 6
 6
 7
 7
 7
 8
1.2.2.1.  8
1.2.2.2. G (Price) 9
 9
 9
 10

 10
1.2.2.7.  (Physical environment) 11
 11
 11
 11
 12
 14
 14
 15
1.4 . 19
1.4.1.  20
 20
 22
1.4.2  25

 52
 52
 52
 55
 60
2.3.2. 60
 60
 61
2.3.2.5 C 61
 61
 61

 61
 61

2.4. 62


 64
3.1. 
 64
3.1.1.  64
 64

 66
3.2.1  
Ninh 66
3.2.2. 
 68
 68

TT
ng
Trang
1
B liMyTV cn
2010-2012
1
2

33
3
B
n 2012
34
4
Bn 2010-
2012
35

Bng 2.4: S lich v n t
n 2012.
36
5
Bng 2.5u t ca sn phm dch v
37
6
Bng 2.6 u t cc MyTV
40
7
Bng 2.7 a My


60

DANH MỤC CÁC HÌNH VẼ, ĐỒ THỊ
TT

TRANG
1
n cu
4
2
n ca dch v
14
3
u t ng ti chic Marketing ca doanh
nghip
20
4
 t
23
5
n SWOT
29
6
 th

37
7
 th


              

, video 


 
 
 IPTV) 


09/2009,        
 

 
 . 
2010 2012.
Bảng MĐ.1: Số liệu thuê bao MyTV của VNPT Tây Ninh giai đoạn 2010-2012



bao MyTV





bao MyTV




, 
 
   
    o           



   “Một số giải pháp nhằm hoàn thiện hoạt
động Marketing cho dịch vụ MyTV của Viễn thông Tây Ninh đến năm 2020”
           
Ninh          

 
2.Mục tiêu nghiên cứu:
-  
-  cho ng
 . 
, 
 .
- 
i ,  3

 .
3.Đối tƣợng và phạm vi nghiên cứu
3.1. Đối tƣợng nghiên cứu
H  .
3.2. Phạm vi nghiên cứu

 

o Thu th
 

    -          

         
  


.
5.Quy trình nghiên cứu

Hình MĐ.1. Năm giai đoạn của quá trình nghiên cứu
(, 2011)

 

 
B



   h     k    
 
             
 


 
. (


  

 7
1.1.2. Khái niệm Marketing hiện đại
            

             




  




- 

1.2.2. Các thành phần của Marketing Mix Dịch vụ
) 


1.2.2.1. Sản phẩm (product)







.
 
 9
           

.
1.2.2.2. Giá (Price)



       




             



  





1.2.2.6. Tiến trình (Process)
a



B
.
 

11



.
1.2.2.7. Môi trƣờng vật chất (Physical environment)



- 

  


- 



1.3.1.2. Đặc điểm của dịch vụ

 
a. 








13


b. 



Hình 1.1: Bốn đặc tính cơ bản của dịch vụ

d. 


 
          




 
 
2008).
1.3.2. Đặc điểm của dịch vụ MyTV
1.3.2.1 Tổng quan về dịch vụ MyTV
       
-




 




Trích đoạn Thực trạng hoạt động Marketing của dịch vụ MyTV tại Viễn thông Tây Ninh Thực trạng giá cƣớc Thực trạng phân phối của MyTV: Giải pháp về con ngƣời (giải pháp đào tạo nguồn nhân lực): Giải pháp xây dựng môi trƣờng văn hóa doanh nghiệp

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