CHI CING 1. CO So Li? LU4N CHUNG VE CHIEN LUI;1C PHAT MIEN
THUVNG
1.1 Ting quan thwang hitt'
1.1.1 Cic khii niem vi thirung hien
Tir "thin:mg hieu" (Brand) c6 nguen etc to chit Branch, theo tieng Iceland co
nghia clang diu, xuit phit tir thbi xa xua, khi nhOng chit trai chin nuoi mute phin
biet din ciru cua minh yea nhitng din ciru khic, hp di dimg met con diu bing sit nung
de deng len lung tang con met, thong qua Q6 khing djnh gii tri hang hoa vi quyen se
hitu dm mirth. Nhu the, thuong hieu xuit hien tfr nhu ciu to sv khic biet cho sin
phim cua nhi sin xuit.
Hien nay, thuot ngit "finical hieu" dang dtrqc sir Mpg rat reng rii 6 Viet Nam.
Tuy nhien, yin dang tan tai nhieu cich giii thfch khic nhau xoay quanh thuilt no/ niy.
C6 nhieu cich di djnh nghia thuung hieu:
Thuong hieu, theo TO chirc so Mtn trf tue the gi6i WIPO, la
mat defu
hieu dac
biet de nhan biit mat san pham, mat hang Ma hay mat djch vy new do dupt san xue
r
it,
chtqc cung ccip bbi mat to chtic hock mat ca nhan.
Hiep hei Marketing Hoa Ky (AMA) (Anil nghia:
"Thuong hieu
la
mat cal ten, tit ngIt, kY hieu, bilu titcmg, hinh that
hock
tap hop cac yiu
to
Din nhc3m xcic djnh va plan biet hang hem, djch
vy
caa mat nguai
quirt trj thuong hieu vi marketing, thuang hieu c6 the chia
thinh brin nh6m: thuong hieu ci biet, throng hieu gia dinh, thuang hieu top the
(throng hieu nh6m) vi thuung hieu
qu6c gia.
Throng hieu cb bift
Thuang hieu ci
biet (con duqc gpi IA thuong hieu
a the
hoOc thucmg hieu
rieng)
la
thuang hieu ctia tang cluing loci hoec tang ten hang hem vi djch vo co the. Val
throng hieu ca
biet, mai
lotti hang Ma, djch vo se mang mOt thuung hieu, nhu voy mOt
doanh nghiep sin xuit vi kinh doanh nhieu hang hem khic nhau ce the c6 nhieu
thucmg hieu khac nhau. Vi dµ nhu
Ong
Thp, Dielac, VFresh IA nhemg throng hieu ci
biet ciut Cong ty sera Viet Nam Vinamilk.
Dec diem ciut loai thucmg hieu nay la thtrimg mang nheng thong diep ye nhting
Wing Ma co the (nhu firth niing n6i trOi, tinh uu viet, nheng den ich dich thvc ) vi
duce the hien tren bao bi hoec chinh
1£1 s r
ca biet ctia bao hi hang hoa. Lodi thuang
hieu nay cling ce ci tinh rieng biet, luen to cho ngu?ri lieu dung mOt co hOi Iva chon
cao ngay ca trong truong hop d6 IA nhang thuong hieu thutic sa her alga cling mOt
cong ty.
Throng hifu gia dinh
Thuang hieu gia dinh la
Thuong hiesu quoc gia
Thuong hieu vac gia lit tap hqp the lien ttemg va nhan thirc cita tong dang lie
hinh anh va ban sac ctia mot qutic gia, trong d6 hinh anh qua& gia glint cac yeu t6 nhu:
ten pi, khiu hieu, ljch sir quec gia, tic vj tri dja 15f &lc thu, con nguiri, moi trueng
song va lam viec, du ljch, thanh ttru lie kinh to - van hea - xi hOi, nhen thirc cita tong
ding, hinh imh lie sq van dOng caa qu6c gia din de ben sic tuong lai Ban sic qu6c
gia thuong the hien hinh anh mong tree trong tucmg lai cua qutic gia gin ten quOc gia
d6 \Teri cac gia try' nhu: than thien, da clang, yin mirth, truyen thong, sang tao, chit
luqng, hal Thuong hieu quit gia ciut Viet Nam la Vietnam Value hay cilia Thai
Lan la Thailand's Brand
DO diem cilia thuong hieu quit gia la thuong 0 tinh khai quat va trim tucmg rat
cao va king bao gib dimg dOc lap, luon phai gin lien vai the thuong hieu ca biet hay
thuong hieu thorn, thuong hieu gia dinh.
1.1.4 Vai tro cult thuong hi4a
1.1.4.1 Vai trb ctia thuong hi!u
a
Width:nit nghifp
Thuong hieu gift mot vai fro quart trong doi vei doanh nghiep trong viec tao citing
vi bito ye birth firth, gia tit omen so hftu trong qua trinh phat trier cfia doanh nghiep.
Thuong hieu mo dyng hinh anh doanh nghiep va san phcim trong Mm tri ngurn
tieu dung
Ngtrbi tieu dung se ltra chip hang Ma thong qua su cim than ciut mirth, khi mot
thuong hieu lan diu xuit hien tren thj trubng, ne holm town chtra co duqc mot birth firth
nao trong tam tri nguei tieu dimg. Nhitng thuOc tinh cita hang hea nhu ket tali, hinh
clang, kith think, mitu sic, hottc cac djch lip sau ban hang se la tier de de ngtrobi tieu
3
ding Iva chcm chimg. Qua thbi gian, bing kinh nghiam trong sir dung WI 'thing th8ng
dip ma thucmg hieu truyen tai den ngubi tieu dimg, vi tri vi hinh anh dm hang Ma
duqc djnh
vi din din trong tam tri khach hang.
sv trung thinh cia khach hang. Khach hang o5 thi ngay tic quay lung loi vai
doanh nghiep va toy chay hang Ma cia doanh nghiep neu sv cam ket ngAm djnh bj vi
phom. Ben canh de, yeti m6i son phim con cb nhing cam ket mang tinh phap 19, buac
sin phim phai dip ing. DO la cam ket ve thanh phin, di) ben, ket cAu vi !thong cam
ket chit ltrung khic.
Thurmg hieu nhdm phan doon thj truemg
Trong kinh doanh, the cong ty lueon dua ra mat to hqp the thuac tinh ly Meng ve
cac the monh, lqi ich dich dive va dac ttung not trOi
dm
hang Ma, djch vu sao cho phi
hqp 'yea nhu ciu vi thj hiku tang nhim khach hang col the. Thucmg hieu vbn chic fling
/than biet va phin biet se 1;4 doanh nghiep phan doon thj tru?mg. Bing cach Mo ra
nhitng thuang hieu ci biet, doanh nghiep di thu hit duqc sv chi 9 dm khach hang
hien hitu cling nhu tiem nitng cho tang citing loci hang Ma. Vai timg citing loci hang
Ma cu the mang Wiling thuang hieu cu the se Luang ing veri tong tap khach hang nhit
dinh.
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Thuong hieu kheing trqc dip phan dogn thj truong ma chinh qua trinh phial dogn
thj truth% da doi hei an ce thuong hieu thick hip cho tang phan dogn de djnh With
mOt gia trf ca nhan nio d6 curt ngubi tieu dung. VI the thuong hieu thyme sir quan trong,
gop phan djnh Ifinh it net han cho mai phan dogn thi trvong.
Thuong Neu tgo nen str khdc biet trong crud trinh phdt triin san phdm
XuAt ph& tir nhftng djnh vj khac nhau cho thing chimg logi hang hi% yeti nhftng
thuong hien khac nhau, qua trinh phat then ciut san phtun cling dirge khic sau
han
trong tam tri ngubi lieu dung. Cling Arai sir phat trier cua san pham, ca tinh thuong
hieu ngay tang doge djnh Ifinh vi the hien r8 net, thong qua de cac chitin lucre sin
pham se phiti phi) hip va hiti hem hon cho tong chfing tool hang h6a. MOt san pham
!chic biet vii nhftng sin pliant khac beri cac tinh nang, ding dung cling nhu djch vu
xet theo goc dO thuong mai va lqi nhufm.
Thuong hieu gitip thu hilt cdc nha ddu to
Thuong hieu n6i tieng kheing chi tgo ra nhftng lqi the nhat djnh cho doanh nghiep
trong qua trinh ban hang va cung cap djch At ma can tgo dieu kien va nhu mOt sir dim
bao thu hitt dau to va gia tang cac quan he bgn hang. Khi da c6 duqc thuong hieu
noSi
cac nha
du to
cling Idtang can e ngai khi dau
to vio
doanh nghiep, co phieu ala
5
doanh nghiep se dugc cac nha diu to quan tam hat; bun hang cita doanh nghiep cling
se sin sang hgp tic kinh doanh, cung dip nguyen lieu va hang Ma cho doanh nghiep.,
nhu vay se to ra met mai truing thuen lgi cho doanh nghiep trong kinh doanh, gep
phin giam gia thanh sin phim va ruing cao sirc canh tranh ccut hang h6a.
Thuang hieu M tai san vo* hinh va rat có gia aria doanh nghiep
IChi thuang hieu tre nen c6 gia tit ngubi to se sin sang thgc hien vier chuyen
nhugng holtc chuyen giao quyen sir dung thuong hieu de. 'Chi thuang hieu d3 ceo chi
dung trong bang khach hang, gia tri curt n6 phai bao grim ci uy tin va str yeu thich ma
Ichach hang danh cho n6 cling nhu dO pit trong thin thfrc tren thj Inking va ke
ca
nguton than lgc tet !that dang lam viec tai doanh nghiep.
1.1.4.2 Vai trb cot; awn hies dai vat Mulch hang
Truett day, chimg to thublig sir dung thuang hieu kern theo ten Ong ty va sin
phim lam ding cu M trq chling tre nen hip din han dog vei ngubi tieu dung. Ngity
nay, met thuang hieu con c6 kha nang phan biet, dim bao ve chit lugng, ca se ctia
niem tin, to ra gia tri cam xfic, twig thanh trong ngubi tieu dung va dinh huOng trong
tieu dimg.
Thuang hieu ghip nguai tiers dung phan bier hang hoa
not
bat hot, ding cap han vi dugc ton vinh khi tieu dung hang
hea mang thuang hieu d6. Dieu de chi c6 the c6 dugc met kW thuang hieu da dugc
djnh vi r8 rang va da dugc ding chimg biet den, tin ttemg. CO the thin they ring,
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chinh doanh nghiO vei chien lucre djnh vi cos minh da too ra mat hinh tuvng ye hang
hes trong tam tri khach hang nhung chinh khach hang loi lit nhang nguoi dua hinh
tutyng de trO nen c6 y ngifia hcm, khac biet hon.
Throng hieu gitip ngued Wu clang yen tam hcm ve chdt luvng, gicim thiiu
nii ro
trong tieu ding
Khi nguti tieu dung Iva chip mot throng hieu tic la hp da girl gam niem tin vao
throng hieu do. HQ holm town yen tam ve chit luqng hang Ma, nhang djch vv di kern
vi thai dO (mg xir ciut nhit cung cap voi cic sv c6 xity ra vai hang Ma, djch vv.
Nguti tieu dung khi can din do ve the dO bao hanh &Si win hang hem mang mot
thuong hieu nao d6, hp se khong dua ra guy& djnh mua sum hang h6a d6. CO rat
nhieu
hang h6a Iva chin ma chit luqng curt cluing ye co ban kh8ng thua kern hoac thorn chi
hoan town ngang bing nhau yeti hang hes tircmg ttr mang thuong hieu Ichac. Nhung sv
gia tang nhang gia trj ma hang h6a mang loi (che dO bao hanh, djch Ai di kern, sv an
can va chant chat khich hang) va nhang thong tin ve thuong hieu se lutln too cho
khkh hang mot tam 19 tin ttkmg, dim dit hp di den
quyet djnh
tieu dung hang hes.
Lva chin mot thuong hieu, ngirM tieu citing luen by vong giam thieu duqc da
nhang riti ro c6 the gap phai trong tieu dung. Tit ca nhang rao can d6 c6 the loci be
khi thuong hieu da duqc djnh With trong tam tri khich hang.
1.1.5 Chin Bang ala thmmg hieu
1.1.5.1 Char ming nhOn biit vd ph& bit
1.1.5.2 Cher ning thong tin vd chi din
Chirc nang thong tin va chi din cua thuang hieu the hien 6 chi, th8ng qua !thing
hinh anti, non net hoac cac dau hieu khac cling nhu khiu hien coa thuong hien,
ngteri tieu dung c6 the nhan biet
duqc
phin nao ye gia trj sir dung ctia hang h6a,
nhirmg ding ding dich thvc ma hang has de mang lei cho ngubi tieu eking trong hien
tpi
va tuong lai. Nhfng thong tin
ye nai
san
mat, ding cap cilia hang hem cling nhu
dieu kien tieu cling ce the phan nao duqc the hien thong qua thuong hieu.
NOi dung cita thong diep ma thuang hieu truyen tai lute rat phong phu va the
hien chirc Hang thong tin, chi din dui thuong hieu. Wit thong diep cling c6 the duqc
hieu vi cam Stan khfic nhau ear nhing khu vuc khac nhau v6i nhing deli ttrqng tieu
dung khac nhau. IChong phai tat ca mqi thuang hien dang
ten t4i tren thj
throng deu c6
chirc fling My. Tuy nhien, khi thuang hieu the hien rei duqc chirc Hang thong tin vi
chi din se la nhang co hOi thu$n lqi de ngubi tieu clang tim hieu va di den chip nhon
thuang hieu.
1.1.5.3 Cher nong t(to cdm nit& vd tin city
Thuang hieu con ce chirc fling tao sir cam nhen. DO lit cam nhan cfia ngubi tieu
dimg ve sum sang Mpg, sir Ichtic biet, mOt cam nhon yen tam, thohi mai va tin ttr?mg khi
tieu dung hang h6a, dich vir d6 vi sir tin Wang khi hp chip tieu dung hang hea do.
Nei den sit cam nhan la ngubi to nal den mOt An ttrqng nao de ve hang h6a, dich
vii
trong tam tri nguiri tieu dimg. Su cam nh$n colt Ichach hang khong phai tu nhien ma
c6, ne duqc hinh thanh do
gift chin khich hang 6 loi vOi hang hem vi la dja chi de
nguai tieu dung dat long tin tha mirth.
1.1.5.4 Char Ming kink ti
Thuang hieu mang trong n6 *It gia hi hien tai vi tiem niing. Gia tri de duqc the
hien it nhat khi sang nhuryng thuong hieu. Thuung hieu duqc coi la tai sari vo hinh vi
rAt ce gii cr5a doanh nghiep. Mac du gia tri curt thuang hieu rAt kho djnh doat nhung
nth nhftng lqi the ma thuong
hieu
not tiling mang loi, hang hem se ban
duqc nhieu han,
tham chi vOi gia cao han, de thtun nhop thj trubng han. Thuang hieu khOng kr Mil&
ma ce, ne duqc to ra veri
5
,
nhAt djnh
vi
vOi rAt nhieu Ichoin dAu to va chi phi khic
nhau. Ben conh do, sv not tiling dot thuang hieu se lam cho gia cua thuang hieu tang
len gAp bpi vi de chinh IA chin /tang Unit to cua thuang hieu. Lqi nhuan hien toi vi
tiem nAng ma doanh nghiep c6 duqc nher sv not tiling tha thuang hieu se quy djnh gia
tri tai chinh tha thuang hiau.
1.2 T6ng quan chiEn hrgc phit triin thwung kilo
1.2.1 Cic khai niem chiEn Ivgc phit triin thwung hien
Chien
luqc
11 viec xac dinh djnh thong vi pham vi hoot dOng cim *it t6 chirc
trong dli bon,
6
del t6 chat phii gilt/1h duqc lqi the thong qua viec kat hqp cac nguan
ltrc trong mOt mei truemg nhieu dui thich, nhim th6a man tot nhAt nhu au tha thi
giong nhu
met thin
kinh hei to tit ca sue math cua met thuang hieu vim met diem chung. Doanh nghiep
th8ng qua tam nhIn se djnh hiring ducrc din la viec can lam va diu la viec Icheing an
Ikn cua mot thuang hieu.
Sze menh thuong hieu
Sir menh cua met thuang hieu la Iduii niem dung de chi mvc dich cua thuang
hieu 46, 19 do va y nghia cua sv ra diri va teen tai dm no.
Viec xic djnh met ban tuyen be sir menh dung din tieing vai tr6 rat quart tong
cho sv thanh cong cua met thuang hieu. Tnthc het, nit trio ca sir quan trung cho viec
Iva chcm dung din cac muc tieu va chien lugc cua cong ty, mat khac n6 c6 tic dung
to lap va cung c6 hinh inh cua thuong hieu twit cong chung, cling nhu trio ra sv hip
cem den cic dei Mang lien quan (khach hang,
co
doing, drii 19, nhi cung cap, ngfin
hang, chinh MOt doanh nghiep hieu re sir menh cua minh se c6 nhieu ca hei
de thanh cling han doanh nghiep kheng the hien r8 19 do ve sv hien hftu cua minh.
1.2.2.2
Dinh vi thuang hi&
DWI
vj thuang hieu lit Stang djnh lureng, hog dung cua doanh nghiep nhim
truyen tai d#c firth thuang hieu vio tam tri khich hang, to de to ra sv nhan thirc ve
thuang hieu meet cach nhat quin vi dfing din.
Dinh vj thuong hieu cling la viec to ra vi the rieng biet cua thuang hieu trong
met milli twang earth truth de bio dim ring
mai ngtrici
tieu dimg trong thj truing critic
tieu co the phan biet dirge thuang hieu ay vai ac thuang hieu cinh tranh khac. Viec
djnh vj thuang hieu mang tinh chat quasi tong la do n6 co lien quan trvc
titp
tim hieu ve d6i thu canh tranh fru& khi
guy& djnh
Iva chop
twang di rieng cim minh nhiim phin Img kip thin vi djnh huong chien luctc tuong lai
cim minh cho phu hqp tren co so:
So sixth town dien cic d#c tint: thuong mpi, ky thuot vi xic dinh sv khic biet
cua
minh trong
mai tuong
quan d6.
So sinh cic hoot dOng quang do, tiep con khich hang vi Vic tien Mn hing
cua
cic dtti thu canh tranh trpc tiep.
Butt 3: Tim Idim sg khic hilt cis sin phim
Tat ca nhang thuOc tinh nao c6 inh hueng teri quyet djnh mua cim khich hang
deu can phii duqc nghien can can thk, tar d6 doanh nghiep se tim ra Ice he chinh
la
nhang diem khic biet cua thuong hieu de tier: himh djnh vj. CO the phan tich cic thuOc
tinh dva vio hai trvc chinh: cong dung — caw to (hieu qui n6i b$t, thinh phAn nguyen
lieu, cong nghe sin xuAt ) vi djch vv thucmg mai (che dO bio hinh, dieu kien thanh
chinh sich h$u mai ). Tit ket qui nay, nhi thiet ke chi'e'n luqc se lOp so d6 dinh
vj.
But 4: Lip bin thitlinh vj vi quyit djnh phtrung in djnh vi
Sau khi da ties hinh nghien ciru thj trubng met cich ti mi, doanh nghiep se thiet
lOp sa d6 djnh vi. So d6 djnh vi li nhong trim tqa dO the hien gii tri cua cic thuOc tinh
khic nhau mi nhi nghien et: co the dva vio de xic djnh vj tri sin phAm cim minh
trong Mang quan van d6i thu canh tranh.
So
da
*sixth vj
r phu hqp coa me hinh thuong hieu yid chitin law
marketing. Tinh thuc den din hi% m6 hInh thuong hieu phii xuAt phut fir dieu kien thuc
to
cim doanh nghiep nhu khi Wing tai chinh, nhan su, ck tru the, bAt lqi trong kinh
doanh
CO the chia me hinh xay dung thuong hieu thinh ba Whom co ban nhtr sau:
Mei hinh thwang hieu gia dinh
Theo m8 hinh nay, viec xay dung thuong hieu coa doanh nghiep chi
tien
hinh
tren thuong hieu gia dinh, tirc li doanh nghiep chi co met hoc hai thuong hieu tuong
Ong cho nheng chimg loci hang him khic nhau.
MO Milt nay duqc coi li me hinh truyen thong trong xay dung thuang hieu, duqc
rift nhieu
ding ty, $p doin ion tren the giai ip dung bei uu diem chi phi thAp,
tiep
con
thj truing nhanh chimg, de ding hon. Tuy nhien nhtrqc diem chinh ciut m6 hinh nay 11
nguy co rei ro cao, chi can met chting loci hang hem nao de
mat uy
tin se inh hi:Ong
ngay den thuong hieu chung ciut doanh nghiep
Mo hinh thwong Neu cb biet
Xay ch,mg thuong hieu ci biet li tao ra cic thuong hieu rieng cho timg chin
lout
hoc timg dimg sin phitm nhAt dinh, mang tinh dee lip, it hoc khong co lien he yin
thuong hieu gia dinh hay ten doanh nghiep. Ngtrici fieu dimg chi bitt den thuong hieu
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cos timg hang h6a co the ma kh8ng hitt hoc rat it biet den doanh nghiep sin xuat ra
Ket hop bit song song IA ding ket hqp, trong da mOt thuong hieu (hoc gia dinh,
hoc ci biet) duk the hien it hen, mang firth chit duo va thuang hieu con lai se co vai
tr6 136 sung, ha trq.
M8 hlnh da thuang hieu s8 lam tang khi rang chiem link vi tri trung bay hang
Ma dm doanh nghiep trong cic sieu thj, dbi ly. Tuy nhien m6 hinh nay cling to so
earth tranh ngim gifts cic thuong hieu ens cling mOt doanh nghiep, dei hen doanh
nghiep phai dau to cho thuang hieu rat 16n. Do v#y mo hinh nay chi thich hqp vai cic
cong ty c6 quy m8 16n, the ding ty da
qu6c gia.
1.2.2.4 Thiit ktf
he
thing nhiln din tinning ha
He thong nh#n dien thuong hieu bao
g6m cic quy dinh
sir ding mau sic, ten
goi, each thirc
sip xep
va bto tri cic nOi dung, thong dip cita thuang hieu, so thong
nhit dm tit ci cic yeu
t6
thuang hieu theo mOt hinh &it ding nhat Ichien khich hang
c6 the lien twang
duqc
den thuang hieu ve mat hint' anh va sau sac hon 11 ve m t thin
cich thuang hieu.
He th6ng nhon dien thuong hieu phai duct thiet ke ding b0, nhat quin cho
ca
thuong hieu doanh nghiep va cic thuong hieu sin phim de khach hang moc tieu de
biet vi ghi nh6, ding theri phai dim bio he thOng nay mang tinh ma cho khi
Wing cai thien vi stia dOi trong Prong lai cho phe hqp yeti cic yeu
bleu truing ctia doanh nghiep thuimg dirge xem la
yeu t6
the hien hinh Anh
quan trcmg that cim thuong hieu. Bleu trung 11 met che hay mOt hinh Anh d6 hcat co
the phAn biet dirge doanh nghiep hoc sin phi= khi sir dung thuong hieu trong qua
trinh giao
dep.
X& met cach chtit che, miu bieu truing la thiet kt cim ten thircmg hieu
dirge sang to tir tic chit cii vefi phong each dOc &to rieng. Tuy nhien trong that te,
miu bieu trung thuang chi IA bat ky sir kit hqp nito giva each xir 19 ten thuong hieu
vai die
yeu t6
the hien hinh inh
d6
heat deg thM sir ket hqp de dirge ip dung met
each nick quan nharn xitc djnh firth then Net ciut thuong lieu.
Bieu tucing trong thuong hieu CO the lit hinh kill cim mOt tu9p nguai nito d6 ho#c
mOt nhan vot cu the ma ding thing ngtremg mo, ding c6 the bieu tuqng lit sir each
dieu tir mOt hinh inh
gin gill
vai cling chting. Hinh inh the nguai mat vi dien vien
TIM tieng
cling hay dirge dung lam bieu tuqng chi) thuong lieu.
Cau khdu hieu (slogan)
Khan
lieu lit mOt b0 phon ciu thanh cua thuong hieu. NO 11 met doo
►
van ngin
truyen dot thong tin mo tit hoc thuyet phut ve nhan hieu theo mOt each nao do. Slogan
hinh Anh nen khi nghe 13i down nhac quen thu0c, ngtari tieu dung se nhe ve thuang
!lieu duqc piing cio. Vii Am nhac, hq c6 the lien ttemg tei thuong hieu qua thinh giic
va su lien tuong nay con manh me hits thi giic rat nhieu vi n6 duqc rung dOng
to
au
tham trong tam thtrc.
Cling giting nhu khAu hieu, down nhac thu?mg mangy nghia triru tucmg va c6 tac
dung (lac biet trong nhen thee nhAn hieu.
Bao bi
Bao bi, xet 6 g6c dg don than la v$t dung chin dung, blo ve hang hes trinh
khed nhihig tic dOng c6 hai tit mei trutmg ben ngthi.
Cling
vii
cherc sang bao ve, bao bi con e6 tic dung cue
kjr
quan tong de shit
sin
xuat dua vim de dua ra cic thong tin quan trong lien quan den hang hoa.
Su da clang tha bao bi Il co hei test de aped tieu dimg phan biet hang h6a. MOt
kieu ding dic biet efts bao bi se II mOt diu hieu die trong de phis biet va nhon ding
hang hOa; met trang tri hitp can Arai mlu sic gqi dun se thu hitt sq chit'
y cua
ngtred tieu
dung.
1.2.2.5 Bdo
ve
thwong
hien
Viec blo ve thuang hieu cling quan trong kh8ng kern viec xly dung thuang hieu.
Holt dOng blo ve thuong hieu giup blo ve quyen lqi tha cong ty khi co b'At lcy mOt
Tao cac rao can cheing zeim pham Chuang hieu
Tao Ito can chemng xfun pham lit the bien phip vi Minh dOng nham hun the hok
can fro nhftng chit the Chic ve firth hay coy xftm phom thuong hieu. MOt thuong hieu
math can ph& c6 gitli phip de chOng doge t6i da cic xam pham tir ben ngoli hay suy
thoai tir ben trong.
He cheing Iii cac )(Am pham, doanh nghiep can to ra mOt boat cac Tao can ngan
chart, tac 11 cac bien phip, tic nghiep vit hoot dOng doge chit dOng dua ra tir phis
doanh nghiep. Cac nio can thu&ng dugs chia than!) hai them:
- Nham cac rito can Icy thuat
Cac bien phip nay thuong duct thiet lop ngay tir Ichi xiy chrng thuong hieu. Cac
bign
phip thueng duqc dua ra trong thorn nay 11: too ten thuong hieu vti bieu trong
kW) trimg 14p, too the diu hieu quan trong di thin dien hang h6a, vi du thu tern, mac
dOc quyen, bao bi vai cic hinh anh, chi flit An ; thiet lap hg axing thong tin phan h6i
cim nguiri tieu dimg tir the nhi phan ph6i ho$c dal ly ve chfit Itrqng hang h6a, djch At,
mac hai king trong cung dip hang h6a cling thu the djch vp sau ban; earth bio xam
pham thuong hieu, al soat thj twang de phit hien hang gii, hang nhai.
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Thang Long University Library
- Nh6m cic rio can kinh
to
vi tam
lY
Gilm the bien phip nhu me rOng he thong than ph6i vi bin le hang h6a, tang
cuOng quan he vai khich hang vi cung cap thong tin
day du
ve hang heia vi doanh
nghiep, tao sv than thien vai khich hang, duy tri vi nang cao chat lugng hing
chat luting phvc vv.
1.2.2.6 Chien lwp'c marketing-mix trongx8y dying va phat Irian tinning hien
trj thuong hieu. Thuong hieu chi c6 the phit
trien tree
co so chit luting cao dui sin
phim vi ngtrqc loi, chit luting nhanh chong duqc
tiep
Mon khi thucmg hieu da chiem
duqc cam tinh cia c8ng chthg. Chinh vi v#y, viec dua ra cic quyet djnh ve sin phim
can
xuAt
phit tit chien luqc thuong hieu, d#c biet la chien lutic djnh vi thuong hieu thi
moi co the xay dung ductc hinh anh thuong hieu ding nhit trong tam tri khich hang
dung thai phit
then
dutic thuong hieu ve Mu dii.
Gici (Price)
MOt
trong nhang
yeu t6 quan
trung cho
str sang
con cita doanh nghiep la chi&
luqc gii ch. DOi vai thucmg hieu, chien luqc gii cling li
mOt
phin quan fixing too nen
diming hieu vi nguqc loi. MOt sin pliant c6 thuong hieu moth thi thOng thubng gii ca
1u8n dAn dau philn Mac thi trubng d6 vi khich Ian luton chip nh#rt mirc gii cao
hon
the thuong hieu conh tranh khic. VI v(ty, viec djnh gii chju inh hu?mg Ion tir vj tri
thucmg hieu nhung hien nhien cling phii xet den chi phi mi doanh nghiep be ra de sin
xuat sin pham nhIm dim bio lqi nhtgin thu duce
With bey
ky
ham b phttn 1.2.2.7.
1.2.2.7
Quong bd thweng hien
Quing bi thuong hieu Ii lam sao cho thj trubng bi'E't den Wu cach rOng rai, chap
nhan vi ghi
nu,
thuong hieu dm minh. Toy thuOc vio tinh chit dm sin phim, thj
trtrtmg moc tieu vi khi niing tai chinh mi cong ty c6 the ip dung cic phueng phdp
quing bi bring cic chien luqc nhu quing cao, khuyen mai, quan he cong chung
Quang cao
Quin cao li mOt hog dOng quan tong trong cic hinh thac quing bi thuong
hieu. NO kh8ng chi c6 tic clung trong thbi lcje sa lchai bit dau than nhap thj trubmg mi
dm gap phin timg btrerc duy tri than thin ciut ngubi tieu dimg ye thuong hieu trong
suet qui trinh phat trien ciut doanh nghiep.
Muc tieu caa quing cao li too ra nh#n thirc ciut khach hang ve so ten tai cim
thuong hieu, ne to ra duqc mOt so hitu blot ve thuong hieu bang &tang thong tin c6
tinh
khii quit, cif) Wilt gqi mtr vi thuyet phoc khich hing mua sin phim bang nhitng
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Thang Long University Library
lei him dua ra thong tin quang cao. Ben cgnh d6, quang cao con duy tri long trung
thinh cia khach hang d6i yen thuang Mau.
Hirsh dam quang cao cling het sic phong phi vi da ding nhu pang cao trtrc tiep
thong qua kenh ban hang twc tiep ca than bang cich sir ching lgc lugng bin hang gi6i
thieu vi thuyet phip khach hang, quang
coo
tren cac phirong tien truyen thong (truyen
hinh, radio, bio, tap chi ), quing cao trtrc tiep (sir dung thu tin, dien thogi, email, tO
.
& tir khach hing. PR co tinh chit khich quan rat cao do thu&ng sir dimg cac
phuong tien trung gian (Hi
vitt, tai trq,
hoot dOng tir thien ) do 46 thOng dip den vii
nhem 46i tugng muc tieu de dugc chap nhin vi tgo long tin han. Hoot dOng PR cling
truyen tai mOt lugng thong tin nhieu han cac hoot dOng quang cao dan thuan khi sir
dung cac bai viet, phong sg, chucmg trinh giao luu
Khuyin mai
Marketing hien dai 401 hOi nhieu host dung han chit khong chi co sg phat
djnh gia de to ra sirc hip din vi to dieu kien cho khach hang muc tieu tiep can dugc
yeti sin phim ma nhi san xuit con phii thong tin cho khach hang hien ce vl tiem
Ming. Nhu viy, m8i citing ty se phai ding vai trO la nguen truyEtn thong, nguiri khuyin
mgi. Hoot dOng khuyen mgi
dugc
khai niem nhu sau:
19
Khuyen mai la mot trong nhttng hinh thirc giao tiep marketing nhim khai
vi
khuyen kich, thtic dity ngtrbi lieu (king mua sin pan, djch vu cita doanh nghiep.
COng ell nay of) the giiip ngtrbi lim thj tnreng
di
clang tiep con nhem khich hang muc
tieu mot cich c6 hieu qui vai chi phi khiem
ton.
Nhieu doanh nghiep xem khuyen moi
khong chi la ding cu kich thich tieu dung, tang doanh
s6
bin hang ma con li mot hoot
throe tiliftng lqi the coa
m6i
thuong hieu thong qua ac
ytu t6
thtrcmg hieu lam cho
thuang hieu tr6 nen ce gii tli tai chinh tient Wing cao hon nhOng gii trj thong thubng
c6 the nhOrt biet than thy. Long trung thanh elm khich hang la tieu chi vo ding quan
tong de xac djnh gii tri tai chinh cua thuong hieu, vi the khai thic thuong hieu Wang
the be qua cic hoot dOng nhim phit trien long trung thanh cfmt khich hang. Neu nhu
cluing bi thuong hieu nhim lim cho ngtrbi lieu dung biet den thuong hieu thi hoot
Ong khai thic thuong hieu hueng den viec Qua ra sin phim den vei ngtreri tieu Ong,
dem lai lqi nhuin cho doanh nghiep. Du6i diy la hinh thirc ph6 Bien trong chien luqc
khai thic thuong hieu.
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Thang Long University Library
Ma rOng vie
phdt trio' n he thing phein phi!
Keith
phan phai lit mOt top hap cic ce nhan, t6 chile dOc lop vi phi thuOc Ian
nhau tham gia vio qui trinh von dung hang hes tin nai sin 'wit den mci tieu &mg. MOt
kenh phan phai phai dam bio yeu eau 5 "dimg": dung hang h6a, dimg khach hang,
ching then gian, dimg dia diem yeti chi phi thap nhit. Chinh vi the, veil moi loki
sin
pham, by thuOc vio khich hang mgc tieu ma doanh nghiep phii t6 chic kenh phan
phai de dem 131 sin pham den dimg dia diem vi thin gian
yen
chi phi thap nhat.
Nhuung quye'n thuong hieu
Trong Chien luqc phit trien thuong hieu cua meth, cac doanh nghiep c6 the khai
thic khong chi ck gia tri tinh thin tir yeu tea thuong hieu de thee day kinh doanh,
de
lOp trinh mOt he thing phong ngira nil ro vi ling phe nhanh nhgy khi khung hang
xity
ra.
Vai fro cim nha quan tri nil ro trong qui truth lam thucmg hieu la xic dinh ducm
ac
logi run ro, phan logi vi xic dinh nguan got hinh thanh
run ro. Ve
can bin phii
shin nhatn duqc cac that bai nay den qui truth lam thucmg hieu
yeti
5 khia cQnh mkt
mOt he th6ng: str that bki ve phan cling, su that bki ve phan mem, six that bki trong viec
to
chire, sit that bai ve con ngubi vi the that bgi den tir ben ngoii. Sau do, plan logi vi
21
danh gia cap 40 ciut cac yeu
t6
nli ro
tir d6 xay dung duqc cac phuong phitp tai
trq vit kiem soar thich hqp vi viec quail trj rii ro se h6 trq cho viec thvc hien chitin
luqc thuang hieu thinh cong.
1.2.2.10 Duy tri
va
ph&
trim
Chuang hieu
ray dung thuang hieu hoi
►
thj
trtamg, dk biet 11 dOng thai
cue
ngtrei mua 461 v6i thuang hieu. Dieu quart tong IA
nhang lien kit phai tao ra sq Ichac biet ved did thu.
Thong thutmg, ngutri to sir dung mOt thuang hieu da thinh cong cho mOt sin
phAm khk, dieu nay
tan tai rai ro song
hinh IA Mm djnh v1 thuong hieu trey nen me
nhat. Vi v#y cac ding ty van Iva chqn cling mOt loci sin phim trong cling mOt ngitnh
de ma Nog. Do dua ra mOt thuong hieu mei se
Mn
kern rat nhieu nen sir dung lien ket
vio mOt thuong hieu myth IA mOt y ttr?mg an tan.
Viec ma rOng ten thuong hieu c6 the del be qua co hOi tao ra cac thuang hieu
m6i, vi the cong ty cling c6 the tao ra the thuong hieu mai bin each d6i ten thuong
hieu do cac tinh ve sin phAm vi each thee tieu dimg cling nhu nhOn thirc ve dong
sin phAm dang khong ngtmg thay 461. Viec 461 ten thuong hieu phai dirge xem xet
trong m6i quan he
ved cac thuang hieu Idnic vi 114 ph& dang bien dei cue thuang hieu
ra sao.
Tren thvc
te,
nhieu doanh nghiep duce mua lei, chia tech hok ban di mOt s6
thuong hieu sin phalli cia n6 cho the d6i tic Iduic hoc chuyen nhucmg quy'en sir dung
thuong hieu, dm den viec nhA quan trj thuang hieu phai tinh town dirge gia tri thuang
hieu trong qua trinh chuyen d6i nay vi thvc hien cac chitin lucre hqp 19 trong giai doa
►
c6 bran dOng vi chia tech vi sap nhop. Kb ban Ong ty hok chuyen 46i mOt
,
nghia quan tong trong viec tao uy tin cho sin phiun, thic day viec tieu the
hang hod va la vu khi sic ben trong canh trash.
Trong chucmg 1 em dd trinh bay re cric khai niem, thuot ngCt, vai tro, chic nang
cis thuang hieu dOi yeti doanh nghiep va khach hang cling nhu lien trinh thvc hien
cong tic cia chien luqc phat trien thuong hieu. Nhim trien khai y nghia cac khai niem
ye thuang hieu o chuang 1 met ctich dAy di, chuong 2 se di sdu nghien dm, phan tich
va danh gia ye firth hinh thvc hien chien luqc phat trien thuang hieu tai tong ty
TNHH COng nghe thong tin Blitz.
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Thang Long University Library
CHUtYNG 2. TH1,CC TRANG PEAT TRIEN THUtING 111tU CIJA CONG TY
TNHH CONG NGHt THONG TIN BLITZ VieT NAM
2.1 Tong quan vi Cong ty TNHH Ong ughe thong tin Blitz Viet Nam
2.1.1 Qua Huh hlnh thinh vi phat trier
Veri met niem tin mash liet rang cac giii phip CNTT hen lien ce the mang den
sv det pha cho cac
t6
chic kinh to trong khu Arc Chau
A —
Thai Binh Duang, vzlo nam
1998 nhOng ngtrtri (king sang lop quyet tam ducmg dau veri thach thfrc va thanh 18p nen
Blitz IT Consultants Pte Ltd tai Singapore dyed sv dieu birth tha Chit tich Top doim
Han Meng Chia. Trong nhemg nam qua, cong ty da phat trier nhanh chong va n6i len
nhu mOt d6i tac thuong mai vtrqt tr$i. Ging ty
duqc
thanh 1$p vol nganh nghe chinh la
to yin, cung cap cac giai phap va dich At tin hqc hang
du
6 chin A, thutmg xuyen c6
van
him met, thiet bi thong tin cho chinh phi*, cho cac doanh nghiep vira va nh6,
truttng hqc va cac ding ty truyen thong.
Val tinh than doanh nghiep it rang va tun tam phat
trier quan he
hqp tic gate
4,
Blitz
da
va dang vtron len ter thanh mOt ding ty da qu6c gia hang dau trong ngimh
Tu yin thanh toan va tich hqp he thong, d8c biet la trong linh Arc phan phei cong
nghe, giii phip ngan hang, RIGS va SWIFT.
25
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