Tài liệu Hoàn thiện chiến lược phát triển thương hiệu cho công ty tnhh công nghệ thông tin blitz việt nam.pdf

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 irt, chtqc cung ccip bbi mat to chtic hock mat ca nhan. Hiep hei Marketing Hoa Ky (AMA) (Anil nghia: "Thuong hieu tap hop cac yiu la mat cal ten, tit ngIt, kY hieu, bilu titcmg, hinh that to Din nhc3m xcic djnh va plan biet hang hem, djch hock vy caa mat nguai hock mat nhom ngueri ban veri hang hoa va djch vie ctia ccic dot thti cgnh tranh". Theo quan diem mei nay nay efts Kevin Lane Keller, thus:mg hieu li "mat tap hpp nheng lien Mang trong tam tri ngueri tieu ding, lam tang gici tri nhan that ctia mat san phtim hock djch vv" Tom loi, du sir ding nhOng cich thirc vi ciu chit khic nhau de the hien nhung hiu het cic nhi nghien city cling nhu cic nhi kinh doanh ngity nay deu c6 chung met then nhat ring thuang hieu kheng chi li sin phim, mi n6 c6 nhftng yeu t3 elm phin biet sin phim d6 v6i nhitng sin phim khic dtrqc thiet ke de dip img cling met nhu eau. 1.1.2 Thinh phin cilia thin/mg hien Thuong hieu bao gem hai thenh phin nhu sau: Phdn dpc dupt Bao gem thong yeu to c6 the dqc &um, tic deng vio Minh giic cic ngtrei nghe nhu ten gqi ding ty, doanh nghiep (vf do this: Gateway, Pgrand, 3M...), ten sin phim (555, Coca-Cola...), ciu Ichiu hieu (slogan) (tic trung (Rd yeu Viet Nam), dotm nhoc, vi cic yeu to phit am khic. 1 PhAn khong doc dtax Bao gam then yeu t6 khong doe dutrc ma chi c6 the cam nhon duce bang thi giic nhu hinh ve, bieu tuqng (hinh bong sen cua Vietnam Airlines), net che, mau sec (miu xanh cila Nokia, de ciut Coca-Cola), kich cb hay kieu ding thiet ke, bao bi vi cac yeu t6 nhOn biet bing met khic. 1.1.3 Cic loii throng hita The tiep con dm 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 thucmg hieu chung cho tit ci cic hang Ma, djch vo cita mOt doanh nghiep. Mpi hing Ma thuOc cic chung loci khic nhau caa doanh nghiep deu mang thucmg hieu nhu nhau. Vi dµ nhu Vinamilk (gin cho tit ca cic sin phim cilia Vinamilk, to sita tuoi, sera chug, ph8 mai...) Dec diem curt thuong hieu gia dinh IA Unit khiti quit rat cao vi phiti co tinh dai dien cho tit ca cic chimg loci hang h6a cart doanh nghiep. Mgt khi tinh dal dien vi khai quit bi vi pham hay mat di, ngteri to se phiti nghi ngay den viec tao ra thong thuang hieu ca biet cho timg chAng Iota hang h6a, djch vo co the de chin khong Anti htrang den thucmg hieu gia dinh. Vi nhu Kinh D8 IA thucmg hieu gia dinh vi de tao ra cho khich Wing mOt top hinh Anti ve nhitng sin phim birth kg°, ntumg khi doanh nghiep nay ce y d$ kinh doanh riffling sin phim thuOc nhem king khic nhu ca phe, mi An lien... thi viec sou dtmg thuong hieu gia dinh c6 the se trey nen bit lqi cho viec nhon 2 Thang Long University Library dien thuong hieu. Thucmg hieu gia dint c6 the xuat hien doe lop tren hang Ma hoac ce the di ken' Gang thuong hien ca biet hay thuong hieu quit gia. Thuong hieu tdp the Thuong hieu top the (con dtrqc gqi la thuong hieu nh6m), la thuong hieu ciut mot them hay mOt so chimg lo#i hang has nao de, c6 the do mOt don vi san )(at ho6c do cac don vi khac nhau cling sat xuit va kinh doanh, vi du nhu g6m Bat Trang, nuor main► Phu Quoc... Thuong hieu tap the cling c6 the la thuong hieu chung cho hang hea coa the doanh nghiep khac nhau trong con mOt lien ket nao d6 (hiep hOi nganh hang, khu vuc dja ly, tap Joan kinh te...). Vol mOt cling ty cling 0 the hinh thanh thuong hieu nhem, nhu trtrOng hqp cita Tap &In Unilever c6 rat nhieu cac thuong hieu khac nhau nhu Dove, Omo,... 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. Th8ng qua djnh vj thuong hieu, tuna tap khach hang duqc !filth thimh, cac gia tri ca nhan ngubi tieu ding din dtrqc khing djnh. Khi di, gia tri cua thuang hieu dtrqc djnh 1111111 vi ghi nh#n thong qua cac bieu hien nhu ten pi, bieu trung va khiu hieu cia cb duqc sv ghi nlartn d6 chinh la chit lucmg king hem thuong hieu. Nhung tren het, djch vu va nheng gia tri duqc gia tang ma ngubi tieu ding va khach hang cua doanh nghiep co duqc tir hoot gong cia doanh nghiep (phuang thirc ban hang, m6i quan he chart mvc trong giao tiep kinh doanh, cic djch vu sau ban, quan he ding ching, cac gia tri truyen thong cia doanh nghiep...) a Thurmg hieu nhu mat led cam kit giaa doanh nghiep va khdch king Su dm nhon cua ngubi fieu ding d6i vOi sin phim cia doanh nghiep dva vao rat !lieu yeu t6 nhu cac thu6c tinh dm hang hia, dich vu di kern, uy tin va hinh anti cia doanh nghiep trong din tri ngubi tieu ding. Mat khi ngubi tieu ding di Iva chip son phim mang mat thuang hieu nao d6 tic la hq di chip nhan va girl gim long tin vao thuang hieu db. Cac thong diep ma thuang hieu dua ra trong the chuong trinh truyin thong Won to mat sv kich thich, I8i cutan khach hang. NO chia dung mat n'Oi dung nhu nhUng cam ket ngim djnh nao di cua doanh nghiep ye chit lucmg hang hem ho#c nhemg lqi ich tiem An ti viac sir dung hang Ma. Tuy nhien, nheng cam ket nay hoan toan 'thong hi rang buac ve mat phap 19, nb chi ductc ring buac bing uy tin cia doanh nghiep va 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. 4 Thang Long University Library 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 kern theo ma theo d6 to ra stir gia tang ctia gia tri stir dung. Thuong hieu c6 &Au hieu hip ben ngoai de nh6n citing sub Ichfic biet de. Mei chung logi hang h6a hoc Pin hang h6a duct djnh vj cu the se ce nhftng khac biet co bin ve cling dung ho(ic tinh nang chit yeu va chang thuong mang nhOng thuong hieu nhat djnh phu thuOc vim chitin huge ciut doanh nghiep. VI the chinh thuong hieu da tgo ra khac biet de nhon thay trong qua WM phat thin curt mOt t$p hocmOt deng sin pham. Thuong hieu mang Igi nhismg 10 ich cho doanh nghiep MOt thuong hieu khi de ducat chap nhon se mang Igi cho doanh nghiep nhftng lqi thj trubng mOt each ding han, ich dich thqc, de nh$n thay. D6 la khit nang Pep sau rOng hon, ngay ca khi d6 la mOt Chung loaf hang h6a m6i. a MOt hang h6a mang thuong hieu ntoi Peng e6 the bin dirge vii gia cao hon so vii cac hang hem tuong to nhung mang thuong hieu xa la. Dieu d6 c6 duce la nho long tin cua khach hang vii thuong hieu. Thuong hieu uy tin yeti chat luqng cao khong the c6 gia thAp, do de lqi ich doanh nghiep fro nen cao han khi kinh doanh sin pham cart thuong hieu uy tin. MOt thuong hieu mph se gifip bin duce nhieu hang han. Khi thuong hieu dirge ngubi fieu dung chap nhen va tut chuOng se tgo dung ducat long trung thanh cua Ichfich hang, lie d6 ngubi lieu dung se kh8ng xdt net km chip hang hem ma hq 'dm c6 xu hiring Itra chqn hang h6a tin ttemg. Day chinh la vai tre rat tich eve coa thuong hieu 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 Thuong hieu giup ngubi tieu dOng phan biet nhanh cheng hang Ma can mua trong muon van cfic hang Ma cling loci khac, gep plan xac djnh dugc nguen gee xuAt xir dm hang hea. Mai hang hea do met nha cung cap khac nhau se mang met ten ggi hay cfic din hieu khac nhau, vi the thong qua thuang hieu, ngubi tieu dimg ce the then clang clang hang h6a hoac djch vu cua tfrng nha cung cap. C6 met thgc to la ngubi tieu dimg luen quan tam den cong dung Mac lgi ich dich thgc ma hang h6a, djch vu mang lui cho hq. Nhung khi can phai lya chpn hang h6a, djch vu thi hAu het hg lai luon de y den thuang hieu, xem xtt hang Ma, djch vu cita nha cung cap nao, uy tin hoac thong diep ma hq mang den la gi, nhitng ngubi fieu clung khac c6 quan tat' n va de sr den hang hea mang thuang hieu de khemg. Nhu v$y, thgc chit thuang hieu nhu met lbi giei thieu, met thong diep va diu hieu quan frog de ngubi tieu clang can al vao de dua ra phan quyet cuei cling ye berth vi mua sAm. a Musing hieu g6p ph4n tgo ra gib tri cá nhon cho nguiri tieu dung Thuang hieu geop phalli too ra met gia trj ca nhan cho ngubi tieu dimg, met cam giac sang trgng va dugc ton vinh. MOt thuong hieu nog geng se mang den cho Ichich hang met gia tri ca than ntio de trong cOng clang, ne lam cho ngubi tieu dimg c6 cam giac sang trcong ham, 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, 6 Thang Long University Library 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 Day la chirc Wing rat 4c trong vi quan tong ala throng hi'eu. Co the n6i, chirc tiling gac curt throng hieu la Oki biet va nhOn biet. Kha nang nh#n biet duqc ctia thuong hieu la yku quan tong khong chi cho ngrubi lieu dung ma can cho ca doanh nghiep trong quan trj va dieu Wirth hoot dung curt doanh nghiep. Thong qua thuong clang phan biet va nhon biet hang hea hieu, nguM tieu dung va nha sin xuit co the dua doanh nghiep nay v6i cic doanh nghiep khic. Top hqp cac dau hieu curt thuong hieu (ten hieu, bieu trung, bieu ttrqng, khan hieu hoac kieu clang dac biet ala hang h6a va bao bi...) chinh la can dti de nhon biet va phan biet. Thucmg hieu ding deng vai tr6 rat tich cvc trong phan clop thj twang cum doanh nghiep. Mei hang h6a mang thuong hieu !chic nhau se dua ra nhang thong dip khic nhau dva tren nhang diu hieu nhit djnh nhim dip img nhitng ky vpng vi thu but sv chi 9 dm nhemg tap khic hang khic nhau. a Khi hang Ma cang phong phO, da dung thi chirc Wing phan biet cang tar nen quan trpng. MQn dau hieu gay khe khan khi phan biet se lam giarn uy tin va can ter sv phit trien curt mot thuong hieu. MOt thuong hieu dirge duet lop nhang thieu ving chirc 7 !tang phan biet vi nhan biet se khong duqc ding nhon dual gee dO phap ly va co the din den sir that bai trong chien luqc cita doanh nghiep. 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$n colt Ichach hang khong phai tu nhien ma c6, ne duqc hinh thanh do tong hqp cac yen tto cita thuang hieu nhu mau sic, ten gqi, bieu ttrqng, bieu trung, am thanh, khan hieu, gia tfi khac biet... va ca sir trai nghiem cua ngubi fieu clang. Cling mOt hang h6a nhtmg sir cam nhon coa ngubi tieu dung c6 the khac nhau, phy thuOc vio clang thong diep hotIc hoar can't tiep Tilton thong tin hale phq thuOc vao sir triti nghiem trong tieu dung hang hes. To ra mOt gia tri ca nhan cho ngubi tieu dung II mOt thanh tong quan trong cult mOt thuang hieu, nhu viec khi mOt ngubi so hilt chiec xe hal Mercedes se cam thay minh tr6 nen sang twig hon, thanh dot han gifta nhftng ngubi khac. Sr tin c$y va sin sang Iva chip hang h6a mang mOt thuang hieu nao da da mang cho doanh nghiep mOt tap khach hang Ming thanh. Dai da s6 khfich hang deu khong muon minh la nguai this nghiem dal vsfri mOt thuang hieu mai, khi ma hq di c6 su triti nghiem ve mOt thucmg hieu nao de cho hang Ma tuong hr. Chit luqng hang h6a, dich vii IA yen to guy& djnh Ring trung thitnh ells lchach hang nhtmg thuang hieu la 8 Thang Long University Library a dOng lac ctrc ky quan tang 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 trutmg va dap ?mg mong mu& dot cac tic nhin th lien quan den t6 chat. Phat trien thuang hieu IA mOt qua frith c6 tinh ha thing vi 15p di lap lai de cling a') thuang hieu. NO duy tri, nu8i len cac gia tri ma doanh nghiap toa lop trong long khich hang. Vi voy, chien luqc phat hien thuang hieu IA dot sach ma mOt to cluk lip chon de quilt tranh vOi cac d6i din khic dip tren nhftng lqi the canh tranh ben vfing dm mirth nhim citi hien lien toc theo chieu huOng nfing cao uy tin thuang hieu cho doanh nghiep. CO the hieu rang, dip tren thuang hieu da co, phat hien thuang hieu chinh IA lam cho thuong hieu d6 len moth ban, co lath huOng den khich hang va tong chimg nhieu ban. 1.2.2 Quy trinh thyc hien chiEn luvc phit triin thwung hieu 1.2.2.1 Tam nhin va sk mink tinning kiln Tam nhin thuong hieu Tam nhin thuang hieu gqi ra mOt (Unit thong cho twang lai, mOt khat yang air% mOt thuang hieu ve nhftng dieu ma n6 mute dot t6i. Tam thin II mOt hinh inh, mOt brit tranh sinh dOng ve dieu c6 the thy ra tha mOt thuong hieu trong tuong lai. Khi de cap den mOt y djnh, mOt moc dich mang tinh chiEn luqc, chting to thubng hay hinh tucmg hOa ne bang mOt hinh anh ctia tuang lai. Tim nhin bao ham y nghia cim mOt 9 tieu chart tuyet hio, met dieu 19 ttr?mg. NO mang tinh Iva chip met trong nhftng gii tri tuyet voi that cua met thuong hieu. Tam nhin con co tinh chit cua met sv d0c dio, n6 am chi den viec trio ra met diet' gi de d#c biet. Tam nhin thuong hieu lit met thong die!, ngin gun va xuyen suet djnh huong hog dOng dubng dai cho met thuang hieu. Vai tre cua tam nhin 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 den suy nghi vi nhan djnh cua ngubi tieu dung. Theo tic gia Marc Filser, djnh vi thuang hieu "Ni5 lvc dem 1a1 cho sin phalli di vao nhan thirc cart khich hang la dieu ma doanh nghiep met hitt kilt rieng, muen khich hang lien Wong tin mai IN deoi dien vdri thuong hieu cua minh". a De c6 the djnh vi thuong hieu thanh cong thi doanh nghiep can phai khio sit that Icy vj tri hien tii ten thj throng cua thuang hieu. Cic but cua met tiEn tranh djnh vi gOm 5 buit sau: 10 Thang Long University Library Swot 1: Nh$n d;ng khich hing mgc lieu Xic djnh duqc khich hang mvc tieu lit dieu rat quan tong bai le nhamg Skim khich hing khic nhau thi e6 nhung miSi quan tam vi nhon thirc ve thuong hieu khic nhau. Khich hang mvc tieu la top hqp cic ci nhiin hay nhom ngudri ma doanh nghiep huOng teri. Viec nhon dung khich king mvc tieu &Op xic djnh mOt cich chinh xic nhang dk tinh vi lien ket mlo cua thuong hieu la khic biet, not trOl vi phu hqp. Btnk 2: Phin tich dgi thi cgnh tranh Doanh nghiep can tim hieu ve d6i thu canh tranh fru& khi guy& djnh Iva chop twang di rieng cim minh nhiim phin Img kip thin vi djnh huong chien luctc tuong lai cim minh cho phu hqp tren co so: So sixth town dien cic d#c tint: thuong mpi, ky thuot vi xic dinh sv khic biet cua minh trong mai tuong quan d6. So sinh cic hoot dOng quang do, tiep con khich hang vi Vic tien Mn hing cua cic dtti thu canh tranh trpc tiep. Butt 3: Tim Idim sg khic hilt cis sin phim Tat ca nhang thuOc tinh nao c6 inh hueng teri quyet djnh mua cim khich hang deu can phii duqc nghien can can thk, tar d6 doanh nghiep se tim ra Ice he chinh la nhang diem khic biet cua thuong hieu de tier: himh djnh vj. CO the phan tich cic thuOc tinh dva vio hai trvc chinh: cong dung — caw to (hieu qui n6i b$t, thinh phAn nguyen lieu, cong nghe sin xuAt...) vi djch vv thucmg mai (che dO bio hinh, dieu kien thanh chinh sich h$u mai...). Tit ket qui nay, nhi thiet ke chi'e'n luqc se lOp so d6 dinh vj. But 4: Lip bin thitlinh vj vi quyit djnh phtrung in djnh vi Sau khi da ties hinh nghien ciru thj trubng met cich ti mi, doanh nghiep se thiet lOp sa d6 djnh vi. So d6 djnh vi li nhong trim tqa dO the hien gii tri cua cic thuOc tinh khic nhau mi nhi nghien et: co the dva vio de xic djnh vj tri sin phAm cim minh trong Mang quan van d6i thu canh tranh. So da *sixth vj giOp mo tit vi the the thuong hieu hok sin phAm hien c6 vi la can car de Iva eh:in mOt vj the cho sin phAm tren thj truerng mvc tieu. M6t vj the tren bin do djnh vj se djnh hufmg cho doanh nghiep phii tao dung trong tam tri khich hang hinh ash, sin phAm cim mink nhu the nio vi chi ro sin pham curt doanh nghiep phii canh tranh v6i nhang sin phAm nio. Thy theo tinh chit cim sin phAm vi mvc tieu kinh doanh mi doanh nghiep c6 the guy& dinh phuong in djnh vi khic nhau. 11 Bunt 5: L$p ki knack marketing mix di thyc bi4n chitin Inge dinh vj thuong hieu Nhi quitn trj thuong hieu phid thiet ke chucmg trinh marketing mix de thuc hien chitin luqc dinh vj thuong hieu de chop. Marketing mix la chia khoa quan trong dl thuc hien chitin ltrqc dinh v1 gop phan tao ra stir khic biet cho thuong lieu. NOi dung cim ck nhOm bier phip trong marketing mix phai phuc vu cho xay dung hinh imh dinh vi ciut thuong hieu mi doanh nghiep mong muen. He thong cac hien phip marketing mix phai co str nhAt quart trong Ong viec khic hqa hinh inh ve thuong hieu va doanh nghiep dung yea chitin luqc dinh vj ma doanh nghiep da chcon. Kiem tra ket quit dinh vj thuong hieu vi dieu chinh boat Ong, doanh nghiep danh gia hints inh thuong hieu da co trong then thin khkh hang. Tren co sir danh gia, nha quan tri marketing tim ra nhang han the trong quit trinh xay dung hinh inh dinh v1 thuong hieu vi de xuit ck giii phip marketing be sung hoc they 1.2.2.3 Lya am: md hints thwo'ng hien Kay dung thuong hieu li met qui trinh lau did, ben bi vi dei heti can co met chitin ltrqc cu the co tinh khoa hqc, pith hqp yin thuc tien cim doanh nghiep vi thj tut:mg. Tinh khoa hqc the hien i stir 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 12 Thang Long University Library cos timg hang h6a co the ma kh8ng hitt hoc rat it biet den doanh nghiep sin xuat ra hang hes do. Mo hinh nay thuang duqc cic doanh nghiep lqa chip khi them nhop vio mgt thj trubng men vai mite tieu dOt kich tai boo vi thu6ng nit phi' hqp veil cic doanh nghiep c6 quy mo vtYa va nhe nhung niing dOng. Liu diem not b#t caa m8 hinh la hp the duqc rai ro vi sir suy glint uy tin caa doanh nghiep trong trubng hop ce so co ve chat luqng hitng Ma. KM thuong hieu that boi thi uy tin doanh nghiep se IchOng bi inh huOng nhieu. Ben cot* tin diem thi nhtrqc diem chinh cult m8 hinh nay la dei hOi doanh nghiep phiti dau to khi nhieu de phit trien thuang higu, do biet la khi them nhap thj trubng v6i nhieu ching loci hang hoe 'chic nhau. Mo hinh da thuang hien Day la m8 hinh to ding ding thbi ca thuong hieu gia dinh va thuong hieu ci biet, th#m chi ca thuong hieu nh6m. M8 hinh da thuong hieu ce the duqc thin hien theo cich to ra so kat hqp song song ho#c bit song song. Ket hqp song song la (long kat hqp ma vai ire Gila thuang hieu gia dinh vi thuong hieu ci biet la nhu nhau, ha trq tot da cho nhau nhu hai b0 phk cue mOt thuang hieu. 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 t6 mai trubng dang 13 khong ngimg thay d6i. Cic thanh t6 co ban la: ten thuong hieu, bleu trung vi bieu fining, cau !IL hieu (slogan), nhac hieu, bao Ten thuong hieu Ten thuong hieu lit yeti t6 diu fien dirge hi& toi vi gitip khang djnh slit ton tai cim thuong hieu. Mqi thanh ding trong viec xAy dung thuong hieu deu co lien quan met thiet den ten thuang hieu. el bat lijr nginh nghe ciao, ten thuong hieu tieing vai tr6 rat quan trqng trong viec too nen su nhon thirc ciut nguai fieu dung vi too nen vien canh twang lai cho sin pham. D6 IA mOt tir hay mOt cum tir ma qua da mOt doanh nghiep hoc mOt sin phim dirge biet den. MOt ten thuong lieu hieu quit bon dua ra An tugng ban dAu tot hay gqi len nhung lien twang t6t. Ten thuong hieu thuimg khoi d$y tri tuang tuqng, too cam xac, gqi nio den met nal nghiem hay mOt thai dO nito do. M#c de ten chi la mOt thanh phan nhung no loi co inh hieing nhat djnh len each mit thuong hieu dirge tiep nh#rt. Biau truing va bieu Ming Mk 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 trong thuong mai dirge hieu nhtr la khau hieu thuang moi cua tong ty. Mil slogan thuang c6 y nghia trong mOt giai Boon that djnh. 'Chi chuyen sang giai don khic hale chitin lucre eta doanh nghiep thay d6i, thi slogan cling thay d6i cho phu hqp veri dieu kien Inc do. Tom loi, slogan trong kinh doanh dirge hieu la mOt thong diep truyen tai ngin gqn nhat den Ichich hang bang tu. VI di nho, de hieu, c6 sire thu but cao v'e y nghia, 14 Thang Long University Library phim tha thuang hien vii Am thanh. Slogan 11 su cam ket ve gii tri, chit lacing khich hang. MOt so khAu hieu con lam tang nhtin thtic nhAn hien met cach r8 ret han. Quan trong nhit IA khAu hien gitip cling ces, dirt vi nhAn hien. Kau hieu truyen dat duqc khi reek thong tin b6 sung vl tao dieu kien de ngubi tieu thing tiep cen nhanh hits, de han yeti nhttng thong tin von trUu tucmg ter bieu trong va ten thuong hieu. D6i yeti cic nhAn hieu hang tau, khAu hieu can la nfrang tuy'en b6 ve tinh din du vl su dec dio tha minh. Nhoc hieu Nhac hieu la don nhac duqc viet rieng cho nhAn hieu thuang do Sang nhac sy not tieing thut hien. Nhttng dote' nhac the vi in du vlo tar' n tri ngtrbi tieu &mg, de hp c6 mutm hay khong. D6 cling la met cach nhac the tuyet veri ve thuang hieu. Trong thuang hieu, khi ttA xem met phim cluing tho ved hinh anti va Am nhac hba quyen yeti nhau, am nhac thuong c6 vai fro quan frog hon, di vao tam thirc situ km 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$t dung chin dung, blo ve hang hes trinh khed nhihig tic dOng c6 hai tit mei trutmg ben ngthi. Cling vii cherc sang bao ve, bao bi con e6 tic dung cue kjr quan tong de shit sin xuat dua vim de dua ra cic thong tin quan trong lien quan den hang hoa. Su da clang tha bao bi Il co hei test de aped tieu dimg phan biet hang h6a. MOt kieu ding dic biet efts bao bi se II mOt diu hieu die trong de phis biet va nhon ding hang hOa; met trang tri hitp can Arai mlu sic gqi dun se thu hitt sq chit' y cua ngtred tieu dung. 1.2.2.5 Bdo ve thwong hien Viec blo ve thuang hieu cling quan trong kh8ng kern viec xly dung thuang hieu. Holt dOng blo ve thuong hieu giup blo ve quyen lqi tha cong ty khi co b'At lcy mOt trash chip nao, blo ve guy& lqi cua khich hang khi mua sin phim. Hog dOng boo ve thuang hieu an duqc len ke hoach trek vl there hien song song vii viec )(ay dung thuong hieu. Neu met doanh nghiep Ichang bao ve duqc thuang hieu cua minh se 15 thong the to niem tin cho ngtrei tieu ding, cho the doi tic lam an de ma rOng phit trien ding viec kinh doanh. Hang kj bao hei Diing ky bio h0 the thanh t6 ctia thuong hieu la viec thu tien ma doanh nghiep can lam de bio ve thuong hieu. Viec Ming Icy bito he glop cho doanh nghiep c6 ca s6 phip ly de gild quyet nhOng tranh chap co the phat sinh ve sau. Hien nay, trong the van bin phip lu$t dm Viet Nam thong de cop den thuat nger thuong hieu, vi the clang Icy bao he thuong hieu can phii ducat hieu la ding ky bao ho cac d6i ttrqng sa ham tri tug lien quan thu than hieu hang h6a, ten gqi xuat xu, chi din dia 1Y hoc kieu ding ding nghiep, bin quyen... Tay thuOc vio pham vi kinh doanh ma the doanh nghiep c6 the clang IcY bao h0 thuong hieu tren pig= vi quit gia hogs quec to. DE dirge bio h0 thuong hieu tren th1 truting trong nuac, doanh nghiep chi can Clang Icy bito he theo the thirc quec gia. Nhung di mOt thuong hieu &Km chap nhOn 6 nuac ngoii, theo quy djnh ctia him het cic nuOc, thuong hieu da phai &Km ding IcY bio he thuong hieu tai nuac cim chit ser hffu vi tien hank cac thu ttre dang ky thuong hieu; hogs theo quy djnh cos cic hiep uOc hoc thOa vac quit to ma nuac tits chit sa hilt vi nuirc ma chit sir hOu muon dang IcY bao h0 thuong hieu 11 Math vien tham gia; hogs theo quy djnh trong cac hiep djnh song phuong lien quan den bio h0 sir hau tri tug. 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. 16 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 Marketing mix li mOt t#p hqp cac bien s6 mi cling ty c6 the kilm soit vi quit ly duqc. N6 digit sir dung di co ging dot tdd Stang tic dOng vi gay duqc nhUng &oh hi:Ong c6 lqi cho khich hing mvc tieu. Day chinh la chic khOa quan tong de thtrc hien chien luqc phat trien thuang hieu. Cic bO phein au too nen marketing mix li sin pham, gii, phan ph6i, the tien Mn hqp. San pham (Product) Trong xay dung vi phit then thuang hieu thi chat luting sin phim vi djch vv deng vai at trung tam trong the guy& dinh lien quan den san phim. San phtun vi chit luqng sin phtun chinh la "trai tim" cua gii trj thuong hieu blii n6 li this Mu tien khich hang duqc nghe, nghi hoc hinh dung ve mOt thuong hieu. San pham thou man tai da mong muOn vi nhu au cua khich hing la dieu kien tien quyet de dim bao cho stir thanh cong cart the chuong tranh marketing vi tao dying gii 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 17 Ngoii ra, thy tang thbi diem vi moc tieu marketing nei chung vi mix tieu thuong hieu n6i rieng mi doanh nghiep ra cic guy& dinh co lien quan den gii nhu giim gia, chi& khan. Phiin phin (Place) Viec dila ke vi chcm kenh phan ph6i cling inh huerng rat Ibn dE'n chi& luqc phit trien thucmg hieu. V6i viec xic (lath phin khfic thj tatting, kenh phin ph6i khong nhUng gitip nhanh eh/mg tieu thy sin phi= mi con Ii meat ding co heti hieu gifip dui thuang hieu flip can duqc khich Ming moc tieu. Quyet djnh phfin ph6i dtti vii doanh nghiep chit yen Ii cac quyEt djnh ve dja diem bin hang. Doanh nghiep nen dat cira hang, chi nluirth cua minh b diu? Quy m8 Ong hay hgp? Ne'n c6 bao nhieu cira hang, chi nhanh tren mOt khu voc thj trutmg? Doanh nghiep thutmg phii phin van gifts viec nen b6 tri mOt s6 cira Ming the b nhiEu dja diEm hay thrang cira hang kfm b mOt sto it dirt diEm hen. Nhang guy& djnh nay thutmg inh hutmg nhiEu den hinh inh thucmg hieu doanh nghiep, djnh hinh thuong hieu de li thucmg hieu cao cap hay binh din. Xtic Hein ban hang (Promotion) Xoc hen bin hing la cong co quan tong nhit trq cho viec xiy (long vi phit hien thuong hieu. Diy li tit ci cac hog dOng nhim dim bio ring khich hang than biet ye sin phim hay (Lich vo cua doanh nghiep, ce An tutmg tet ve chung vi thoc hien giao dich !Ma bin that so. Nhang hoot dung fifty bao gem quang cao, quan he cong chimg, khuyen mai,... em xin phdp duqc 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 18 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 rai, intemet, catalogue,...), quimg cao nai ding cling (bang non, ap phich, pano...), quang cao tgi cac diem ban hang (cac gian hang tgi khu thuang mai, tin dung cac 16i di, quay kg, b6 tri am thank, tivi, video, catalog, ap phich, trung bay sin phim hoic cac phuang lien truyen thong ngay tai dm hang). Thy vio cac do tinh cis thuang hieu hay dieu kien tai chinh ma doanh nghiep co the yin dung tong hinh thirc h$c phoi hqp chung lai to thanh matt the trot' lien thong dua ra thong tin ngin nhit, hi7 u ich nhit den khach hang. Quan he ding cluing (PR) PR la mOt phucmg thirc quan trung trong truyen th8ng thuang hieu, nhim vao doi aging muc tieu khong chi li khach hang dem Wing ma con thiet lop va khai thac quan he vii cac t6 chirc xA hOi, gi6i truyen thong, chinh quyen, to chat tai chinh, ngtrai trung gian, nha phan ph6i, nhi cung cap, cOng ding... de to dieu kien ph6 hien thuong hieu PR li viec dimg cac tieng n6i khach quan, y kien cis nhang ca nhan hay to chirc dqc lAp de nOi ye thuang hieu, sin phim, qua di to Mem tin cho ngued tieu dimg. PR ce nhieu diem nOi hot, de 11 mOt qua trinh thong tin hai chieu, doanh nghiOp khong chi truyen tai cac th8ng tin ye thuang hieu ma can c6 the ling nghe cac y kien, phan h & . 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 vi Khuyen mai la mot trong nhttng hinh thirc giao tiep marketing nhim khai 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 Ong marketing, cam an khich hang va xiy dung hinh anh thuong hieu, lam sal dOng tti trubmg conk) tranh, thu but nhieu khich hing mai... Ban hang al nikin Ban hang a nhan la qui trinh nguti ban tiep xuc tivc tiep veri khich hang hien tai va khich hang tiem fling vai muc dich bin cho hQ nhUmg hang Wm, djch vu ma hQ an. Nhu vey, ca ngueri mua vi ngueri bin deu ce lqi trong qui trinh mua bin, trao d6i nay va nhung ngtrbi trong luc luqng bin hang c6 the co nhemg chirc vu, danh vj khic nhau nhung ho deu la nhftng nguiri tiep xtic trim tiep vOi khich hang vi ce trich nhiem truc tiep ve viec bin cic sin phim, djch vµ curt Ong ty, don vi hQ. Marketing trIrc tiep Marketing trtic tiep la mot he thong tuong tic. Marketing cc!, sir dung mot hay nhieu phuong tien quing cio de tic Ong den mot phin img dip loi do duce hay viec giao djch thi bit kSr dirt diem nio. Theo djnh nghia nay thi bin chit cos marketing true tiep la thu dtrqc phin img dip 10 do ducat tar khich hang, dip img co the xem la mot don hang. Nhu v$y, marketing truc tiep nhim tic dOng den de dei ttrqng trer thank khich hang, Ay dung mot quan he c6 lqi nhuon. 1.2.2.8 Kiwi thdc thuong hieu Khai thic thuong hieu la mot he thong cic tic nghiep khic nhau nhim phit huy 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. 20 Thang Long University Library