TRUONG D~ HQC CAN THO
KHOA KINH TE - QUAN TRJ KINH DOANH
LU~N
VAN TOT NGHitP
MARKETING
LA• P KE HOACH
•
,
~
CHO KHACH SA• N GOLF TA• I CAN THO
Giao vien h,rung d.in:
Tbs.
Le Quang
Vi~t
Sinh vien thU'C hi?n:
D6 Thuy Phuong
Lop:
Khoa:
Cin ThO' - 2007
4043630
QTKD - DL
30
Lq,p ki hoacb marketing cho khacn san Golf tai Ciin Th---Su6t b6n nam duai gidng duang Dai hoc, Toi aa aU()'C thay co day
d6 truyJn dat kiin thuc. Tren trdn tuyin tham l(zng tiy, thay co aa c6ng
hiin hit minli cho SI! nghiep gido d!J,C. Toi tin rdng <16 chinb la nJn tang
cho Toi butrc vao am, va Toi se lutm ghi nha cong on cua tdp thi Thay
Co khoa Kinh Ti - Quan Tri Kinh Doanh
truong D(!i Hoc C.i.n ThO',
nhiing nguoi dii chap aoi cdnb UO'C mo- cho Toi bay cao va bay xa, hau
c6ng hiin nhiJu cho xii. h9i. Diu: biet, Toi xin chdn thanh cam on Thay Le
Quang Viit aa nhiet tinn chi ddn va giup aa Toi hoan thanb aJ tai t6t
nghiep cua minh.
Toi xin chdn thanb cam on Ban Gidm Dlic va toan th} cdc anh
chi lam vijc t(!i khdcb S(!n Golf t(!i Cdn Thu vi ttit ca aa tao aiJu kien
thudn loi cho Toi trong su6t qua trtnb thuc tdp va thuc hiin ludn vdn.
Toi chdn thanh k(nh chia: quy thay co, cung toan thi cdc co chu,
anh chi trong khdcb san Golf can Tho- d6i dao sue khoe va cong tac t6t.
Ngay 7 thang 5 nam 2008
Sinh vien th\fC hi~n
D6 Thuy
ill
Phuong
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
Ml)C Ll)C
CHUONG 1: GIOI THIBU
1.1. D~T VAN DE NGIDEN C00:
-
J(
;a.
A
1.1.1. S\I' cfin thiet nghien ciru
cu khoa hoc va thirc ti~n
1.1.2.1 Can cu khoa hoc:
1.1.2.2 Can cu thuc ti~n:
1.1.2. Can
1.2. MVC TIEU NGIDEN COO:
1
1
2
2
2
3
1.2.1. M1,1c tieu chung
3
1.2.2. M1,1c tieu cu th~
3
1.3.
c1u HoI
1.4. p~
coo
3
VI NGHIEN COO:
3
NGHIEN
1.4.1. Khong gian (dia ban nghien ciru)
3
1.4.2. Thai gian (giai doan ho~c thoi di~m thirc hien nghien ciru)
3
1.4.3. E>6i nrong nghien ciru
4
1.5. LU(}C KIIAO TAI L{¥U LIEN QUAN DEN DE TAI NGIDEN COO
2.1. PH uONG
PHA, P LU~-
2.1.1 Khai niem v~ dich vu va cac d~c di~m cua dich vu
4
5
5
2.1.1.1 Khai niem v~ dich vu
2.1.1.2 Cac d~c di~m cua dich vu anh huong d€n chien luge marketing
2.1.1.3 Nam y€u t6 anh hirong d€n ch!t hrong dich vu
2.1.1.4 Danh gia ch!t hrong dich vu cua khach san:
2.1.2 Cac khai niern v~ marketing va phuong phap l~p k€ hoach marketing
5
6
6
7
11
2.1.2.1 Cac khai niem marketing
2.1.2.2 Phuong phap l~p k€ hoach marketing
2.1.2.3 Chi€n luge marketing h6n hop cho san phAm dich V1,1: •••••••••••••••••••••••••••••••
11
12
13
2.1.3. Khai quat ve hang vi tieu dung:
13
2.1.3.1 Khai niem:
2.1.3.2 Cac nha_n t6 anh h:1°6ng d€n hanh vi tieu dung
2.2. PHUONG PHAP NGHIEN CUi.J
2.2.1. Phuong phap chon vimg nghien ciru
Sv: D6 Thuy Phuong
13
14
14
14
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
2.2.2. Phuong phap thu th~p s6 lieu
14
2.2.3. Phuong phap phan tich s6 lieu (theo rung muc tieu):
15
2.2.3.1 Phirong phap so sanh:
2.2.3.2 Phan tfch chi s6 lei nhuan tren doanh thu
2.2.3 .3 Cong suit sir dung buong phong [ 3, trang63].
2.2.3 .4 Phuong phap Wiling to Pay - WTP
2.2.3 .5 Phuong \'hap phan tich ma tr~n SWOT
3.1 KHA.I QUA.T VE KHA.CHS~
GOLF
3.1.1 Khai quat v~ trung
tam du lich lfr hanh
15
15
15
15
16
18
Vinagolf
18
3.1.1.1 Lich sir hlnh thanh va phat tri~n
3 .1.1.2 Cac hoat d<)ng chinh cua c6ng ty
3.1.2 Khai quat v~ khach san Golf Cftn Tho
18
18
19
3.1.1.1 Lich sir hinh thanh va phat trien
3 .1.1.2 Cac hoat d<)ng chinh cua c6ng ty
3 .1.1.3 Cac cong ty lien k~t:
3.1.1.4 Ca du t6 chirc cua c6ng ty
3.1.1.5 Chuc nang va nhiem vu cua cac phong ban:
3.1.1.6 Vi trf cua khach san Golf Cftn Tho d6i voi c6ng ty Vinagolf:
3.2 cAc CHINH SA.CH DOI vor CONG NHAN VIEN
19
19
22
23
24
29
30
3.2.1 Mire hrong binh quan thang:
30
3.2.2 Chinh sach dao tao
31
3.2.3 Chinh sach khac
31
3.3 DOANH THU VA LQI NHU~
CUA KHA.CH S~
NAM 2005 - 2007
3.3.1. Doanh Thu
32
3.3.2. Loi nhuan
A
JC
32
34
T?l'
;a.
,
3.4. CONG SUAT Su DVNG BUONG PHONG
35
4.1 PHAN TICH TINH HINH BEN TRONG CONG TY
39
4 .1.1 M1,1c tieu, nhiem vu cua khach san
39
4.1.1.1 M1,1c tieu:
4.1.2 Phan tich v~ nhan S\f cua khach san
39
39
4 .1.3 Cac dich vu cua khach san
40
4.1.3.1 Dich vu phong
4.1.3.2 Dich vu nha hang
4.1.3.4 Dich vu h6 boi
4.1.3 .5 Danh gia cua khach hru tni v~ cac dich vu khac cua khach san Golf
4.1.4. B9 ph~n
tan va bao v?
40
46
50
51
52
le
Sv: D6 Thuy Phuong
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
4.1.4.1 Net dac trung cua be) I~ tan va bao v? trong:
4.1.4.2. Banh gia cua khach hru tni v~ b9 phan I~ tan va bao v? trong
4.1.5 Vi th~ cua khach san tren thi tnrong:
52
53
54
4.1.6 H? th6ng phan ph6i:
54
4.1.7 Tinh hinh san xuat:
55
4.1.8 Tinh hlnh tai chfnh:
55
4.1.9 Tinh hinh marketing:
56
4.2 PHAN TICH TINH HINH BEN NGOAI CONG TY
57
4.2.1 Phan tich moi tnrong kinh doanh:
57
4.2.2. Tmhhlnh khach hang
60
4.2.2.1 Khach hang hien tai:
4.2.2.2 Khach hang ti~m nang:
4.2.3 Tinh hinh canh tranh
60
60
67
4.2.4 Tac d9ng cua cac dinh ch~ phap
5.1
cAc CHIEN
ly cua nha
mroc
LUQC MARKETING
5.1.1 Phan ticb ma trlj,nSwot:
KE HO~CH
HANH BQNG
CV
THE
5.2.1 Ki hoacb vi san phdm:
5.2.2 Ki hoacb vi gid
5.2.3 Ki hoacb vi phdn ph<5i
5.2.4 Ki hoacb vi chieu thi
5.2.5 Quan ly Con nguai
53 GIA.I PHJ\P CHO
cAc co
74
74
5.1.2 Cac chi~n hroc marketing ap dung
5.2
68
QUAN CHUC NANG
76
77
77
79
81
81
83
85
6.1. KET LU!N
88
6.2. KIEN NGHJ
89
6.2.1. B6i v6i khach san Golf
89
6.2.2 B6i voi chinh quyen dia phuong:
89
BANG CAU HOI TIENG VI~T
90
BANG CAU HOI TIENG ANH
93
MVC LVC
97
Sv: D6 Thuy Phuong
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
DANH MVC BIEU BANG
Trang
Bangl: GIA. PHONG NAM 2008 (USD)
20
Bang 2: DOANH THU VA str CHENH LlCH DOANH THU
NAM 2005 -2007
Bang 3: LQl NHU~
32
VA CHENH LQl VE LQl NHU~
NAM 2005 -2007
35
Bang 4: CONG SUAT SUDVNG BUONG TRUNG BINH
CUA KHA.CHS~
NAM 2005 - 2007
37
Bang 5: TINH HINH NHAN str T~ KHA.CH s~ NAM 2007
40
Bang 6: DOANH THU TU DJCH VV THUE PHONG NAM 2005 - 2007
42
Bang 7: DA.NH GIA.
VE CO SO V~T CHA.T TRONG
PHONG
CUA KHA.CH LUU TRU
44
Bang 8: DA.NH GIA. VE NHAN VIEN PHVC VV PHONG
CUA KHA.CH LUU TRU
45
Bang 9: DA.NH GIA. VE HUONG VJ VA CA.CH BAY TRI MON
AN
CUA KHA.CH LUU TRU
48
Bang 10: DA.NH GIA. VE NHAN VIEN PHVC VV NHA HANG
CUA KHA.CH LUU TRU
49
Bang 11: DA.NH GIA. VE CA.C DJCH VV KHA.C
CUA KHA.CH LUU TRU
51
Bang 12: DA.NH GIA. CUA KHA.CH LUU TRU VE B() P~
LE TAN
Bang 13: KHA.CH QUOC TE DEN CAN THO 2005 - 2007
Bang14: GIA. PHONG CUA KRACH
s~
T~ KHA.CHS~
67
SWOT
GOLF
Bang16: BANG GIA. VAo MUA THA.P DIEM CUA KHA.CH s~
Sv: D6 Thuy Phuong
61
GOLF
VA DOI THU C~H TRANH
Bang 15: BANG PHAN TICH MAT~
53
74
80
Lq,p ki hoacb marketing cho khacn san Golf tai Ciin ThT NGAY NAM 2005 - 2007 ...•..•......•..........•...•.....•....
38
Hinh 9: SVHAI LONG CUA KHACH VE DJCH VV PHONG
43
Hinh 10: CANH HO BOI T~ KHACH S~
SO
GOLF
Hinh 11: XU HUONG DI DU LJCH CUA KHACH
THEO QUOC TJCH
63
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L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
CHUONG!
GIOI THl¢U
1.1. D~T VAN DE NGIDEN CUU:
1.1.1. Sf!'c&n thiit nghien ctru
Kinh doanh khach san la m(>t loai hinh kinh doanh dich vu khac v6i kinh doanh
hang h6a, d6i voi hang h6a tnroc khi mua khach hang c6 th8 so m6, cam nhan duoc
chftt hrong cua n6 thong qua chat lieu, mau silc, ... do d6 c6 th€ han ch€ rui ro.
Chang han, tnroc khi chung ta mua m(>t cai ao thl cluing ta c6 th8 chon mau
ma ta
yeu thich, thong qua chftt lieu vai chring ta c6 th8 bi€t duce ao d6 t6t hay khong va
tu d6 chung ta c6 th€ uoc luong duoc gia tiSn nrong img, va quyet dinh nen mua hay
khong mua, hay nga gia khi nguoi ban dua ra gia khong hop ly. Con dich vu thl
khac, do qua trinh san xuftt va tieu thu di~n ra d6ng thoi nen ngirci mua khong th€
nao bi€t truce diroc chftt hrong dich vu mai d€n khi ho tieu dung dich vu. Do d6, ho
khong c6
ca sa d8 danh gia chftt hrong tnroc khi mua nen vi~c mua dich vu c6 tinh
nii ro cao hem hang h6a. Cung chinh vi v~y ma dich vu kh6 ban hem hang h6a,
khach hang thirong ngfin ngai khi mua dich vu, ho can nhilc rftt d.n th~ tnroc khi
mua. V~y chting ta lam th€ nao d8 kinh thfch nhu du cua ho? lam th€ nao d8 loi keo
khach hang cua d6i thu canh tranh vs phia minh? Khong c6 gi khac hem la chung ta
lam cho khach hang thfty djch
V\J
Cua Chung ta
la CO chit
hrong, la t8t hon
SO VOO
dBi thii canh tranh.
D8 lam duce nhirng diSu d6 thi cluing ta phai l~p k€ hoach marketing nhim nilm
bilt duce nhu du cua khac hang, nhirng phan nan cua khach ciing nhu nhfmg mong
dci cua ho d8 chung ta c6 k€ hoach hang d(>ng nhir: cai ti€n, nang cao chftt hrong
dich vu phu hop, c6 chien hrong phan phoi, chieu thi hop ly d8 kinh du, tang hlnh
anh dich du trong tam tri cua khach hang hien tai va tiSm nang. D6 chinh la ly do d8:
"L(ip
ki
hoacb
Sv: D6 Thuy Phuong
marketing
cho
khdcb
S(Jn
Golf'.
Trang 1
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
1.1.2. Can cte khoa hoc va th'!"C tiin
1.1.2.1 Can
cu khoa
hoc:
D~ danh gia duoc chftt hrong dich vu toi dira tren mo hinh nam yeu t6 cua Philip
Kotler (2003), mo hinh nam khoang each cua Ong Parasuraman, rmrc d9 thoa man
va rmrc dQ mong dgi theo phirong phap Willing To Pay, cac thanh do dinh tinh va
dinh luong trong nghien ciru thuc hang Mark W. Speece; Doan Thanh Tuftn; L1,1c
Thi Thu Huong, NXB th6ng ke. D~ xac dinh duce chien luge phu hop toi ap dung
phuong phap phan tich ma tr~n Swot (cu thi hon 6- cu so- ly ludn)
1.1.2.2 Can CU' th\l'C ti~n:
Theo ket qua t6ng hop hoat d9ng cua nganh du lich
tu 2005
- 2007 thi: S6 luong
khach hru tni nam 2005 co 462.141 hrot khach, nam 2006 tang 18% so v6i nam
2005, nam 2007 tang 50 % so voi narn 2005 di~u d6 cho thfty hrong khach den
Tho hru tni lien tuc tang qua ba
dn
nam, D~c biet, nam du lich qu6c gia nam 2008 di€n
ra khai mac tai thanh ph6 CAn Toa voi chu d~: "Miet viron song mroc Ciru Long".
Thong qua d6 lam cho ban be cac mroc quan tam den dn Tho ngay cang nhi~u hon
do d6 nhu cAu v~ du lich va hru tni se tiep tuc gia tang trong thoi gian toi. Day la
ca
hQi 16n cho nganh du lich n6i chung va linh virc khach san n6i rieng phat trien.
Chinh di~u nay se tao ra nhu du hru tni 16n trong nrong lai d6ng thoi rmrc d9 canh
tranh gifra cac
ca s6 hru tni se ngay cang gay gilt ban. Do d6 d~ thu hut khach va
tang kha nang canh trang di~u c6t yeu la nha kinh doanh khach san phai biet khach
hang hai long hay khong hai long di~u gt (1 khach san Golf, ho ck gt
D6i thu canh tranh cua chung ta nhir the nao? ... D~
tu d6
ta
co
tu khach san?
th~ chieu d1,1 khach
hang, gifr chan duce ho trong nhfrng 1An tieu dung ke tiep d6ng thoi tang kha nang
canh tranh va hinh nrong cua khach san trong moi tnrong hQi nh~p nhir hien nay. D6
la
ly
do d~ thirc hien d~ tai: "~p
Sv: D6 Thuy Phuong
ki hoach.marketing cho khdcb s9n Golf'
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L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
1.2. MVC TIEU NGHIEN CUU:
1.2.1. Ml;lC tieu chung
M\lC tieu nghien CUU la: "q_p kJ hoqch. marketing cho khdcb S(Jn Golf f(!i CJn
Thd niim 06/2008 ain 06/2009"
1.2.2. Ml;lC tieu C(l thi
V6i muc tieu nghien CU11 nhir th~, muc tieu Cua d~ tai nay dm}'C C1} thi nlnr
sau:
- Phan tfch thirc trang, xac dinh nhfrng khau ma khach hru tni da hai long va
chua hai long
tu d6 tim ra
nhfrng t6n tai c§n khic phuc va nguyen nhan Cua cac v§n
ded6.
- Phan ti ch cac ySu t6 ben ngoai anh huong toi tinh hlnh hoat d9ng cua khach san
- Xac dinh di~m manh va di~m ySu, ca h()i va de doa cua khach san Golf cAn
Th a.
- De
xu~t mot s6 bien phap marketing nhim phat huy nhirng m~t tich C\fC, han
chS nhfrng m~t tieu C\fC cua khach san Golf cAn ThCY.
13. CAU HOI NGHIEN CUU
-Thirc trang tai khach san Golf hien nay nhu thS nao?
- Khach hru tni hai long hay khong hai long ve khach san?
- N9i tai khach san Golf c6 nhirng tru va nhuoc di~m gi?
- Khach san Golf dang dung tnroc CCY h()i va thach thirc nao?
- Chung ta thiet l~p chuong trmh marketing nhu thS nao d~ thu hut khach hang,
gifr chan khach hang va nang cao nang Ive canh tranh tai khach san Golf?
1.4. P~
VI NGHIEN CUU:
1.4.1. Khong gian (ilia ban nghien cteu)
Khong gian nghien CU'U di~n ra tai khach san Golf dia
ban
thanh ph6 cAn Toa.
1.4.2. Thai gian (giai ilotJn hoijc thoi diim th,µ: hijn nghien ctsu)
Thai gian thirc hien nghien ciru 11/02/2008 - 05 /05 2008
Sv: D6 Thuy Phuong
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L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
1.4.3. D6i tuimg nghien
cuu
La khdcb Luu trti t(}i khdcb S(}n thoa man iliiu ki?n sau: Nhirng khach co d9
tu6i tit 15 tro len, boi vi khach co d9 tu6i qua nho thirong di du lich voi cha me hay
ngiroi than, h§u h~t ho thl khong c6 quyen quy~t dinh loai phong. Hem nira, nh6m
khach nay thirong khong co kinh nghiem va hiSu bi~t nhi8u nen danh gia cua ho se
khong chinh xac, Do thoi gian va trinh d9 co han nen s6 mftu phong v~n duce chon
la 50 mftu.
1.5.
r.troc KHAO
TAI LI¥U LIEN QUAN DEN DE TAI NGHIEN CUU
DS tlnrc hien duce d8 tai nay toi dua tren: "Ts. Luu Thanh Due Hai (2007).Quan
tri marketing";"Ducmg
Qu~ Nhu(2003). Danh gia rmrc thoa man nhu du khach
qu6c t~ cua du lich Cftn Tho va m9t s6 bien phap thu hut khach du lich d~n Cftn
Tho";"Nguy€n Chf Cong(2006).L~p k~ hoach Marketing cho dich vu chuyen ti8n
trong mroc
a
Biru Di~n Thanh Ph6
ck
Tho giai doan 04/2006 - 03/2007";
"Ts.Nguy€n Thirong Thai (2006), Giao trinh Marketing dich vu". ''Ts. Nguyen Van
Manh.Ths.Hoan Thi Lan Huong (2004), Giao trlnh quan tri kinh doanh khach san".
( Cl,1
thS hem ()' tai lieu tham khao)
Sv: D6 Thuy Phuong
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L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
CHU'ONG2
PHUONG PHAP LU~
VA PHUONG PHAP NGHIEN CUU
2.1. PHUONG PHAP LU~
2.1.1 Khdi nijm vi djch
V{l
va cdc ilij,c iliim cua dicb V{l
2.1.1.1 Khai ni~m vi djch
VI}
"Dich vu la moi hanh d9ng va kch qua ma m9t ben c6 the cung d.p cho ben kia
va chu ySu la VO hlnh va khong d[n dSn quyen so hfru met cai gi d6. San pham cua
n6 c6 the c6 hay khong giin li~n vci m9t san pham v~t ch§t''[2,trang 522]
Theo cac giai doan cua qua trlnh mua hang thi: Chftt hrong dich vu do cam nhan
cua khach hang tnroc, trong va sau khi cung dp dich vu.
TimkiSm
thong tin
Nh~
biSt nhu
cau
Danh gia
cac phirong
Danh gia
Quyet dinh
mua hang
sau khi mua
an
Hinh 1:
cAc
GIAI DO~
CUA
QUA TRINH
MUA HANG
(Nguon: Ts. Nguyin Thuang Thai ,(2006). "Gido trlnh marting dicn V(.t", tr43)
Di khdcb hang ctmg nh~n dich.
V{l
cua chung ta la co chat luong thi:
Thu nh&t, di~u ck thiSt la chung ta phai tao net d~c trung v~ san ph§m, tao
duce sue loi cuon, su chii y, sv quan tam cua khach hang.
Thu hai, clning ta phai cung dp diy du thong tin cho khach hang v~ dich vu cua
khach san. Chung ta phai truyen tai nhu thS nao de khach hang th§y duce net rieng,
net iru viet v~ dich vu cua minh so voi d6i thu canh tranh.
Ben cqnh. ilo, chung ta ciing phai hoan thien duoc ch§t hrong cua dich vu nhir
khach hang mong doi de ho duce th6a man khi str dung dich vu. C6 nhtr v~y thl dich
vu
mm
t6n
Sv: D6 Thuy Phuong
tai
va
c6
duoc
vi
thS
canh
tranh
cao.
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L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
2.1.1.2 Cac dijc di~m cua dich vu anh hirong d~n chi~n lm;rc marketing
), Tinb
vo hinh:
Cac dich vu d~u vo hmh. Khong giong nhir nhfmg san pham
v~t chftt, chting khong th€ nhln thfty duce, khong n€m duoc, khong cam thfty duoc,
khong nghe thAy duce va khong ngiri thAy duce tnroc khi mua cluing.
D€ giam bot rmrc d(> khong chic chiin ngiroi mua se tim nhfrng dftu hieu hay
biing clnrng v~ chAt hrong cua dich vu. HQ suy diSn v~ chAt hrong dich vu tir dia
di€m, con ngiroi, trang thi€t bi, tai lieu thong tin, bi€u tuong va gia ca ma ho thfty.
), Tinb khimg tdcb rai: Dich vu duce san xuftt ra va tieu dung di d6ng thoi. Vi
khach hang cfing c6 m~t khi dich vu duce thirc hien, nen su tac d(>ng qua lai gifra
ngiroi cung irng va khach hang la m(>t tinh chAt d~c biet cua Marketing dich vu. Ca
ngiroi cung img Ifin khach hang d~u anh huong d€n chAt hrong dich vu.
), Tinb khiing Jn tljnh: Cac dich vu rAt khong 6n dinh, vt n6 phu thuoc vao
ngiroi thuc hien dich vu, thoi gian va dia di€m thuc hien dich vu nay.
), Tinb khiing luu giir tlu(/c: Khong th€ hru gift dich vu duce. Tinh khong hru
gift duoc cua dich vu se khong thanh v§n d~ khi ma nhu du 6n dinh, boi vl c6 th€
dS dang chuan bi tnroc Ive hrong nhan vien, [2, trang 524 - 527]
2.1.1.3 Nam y~u t6 anh lnrong d~n chAt hrong dich V\l [2, trang 535]
I.
Muc tip tin c~y: Kha
nang dam bao dich vu da hira hen m(>t each chic chin va
chinh xac.
2. Thai
tip nhijt
tinb (Sf!' sdng sang ilap tmg): Thai d(> sing sang gitip do khach
hang va dam bao dich vu nhanh ch6ng.
3. Sf!' tlom bao (Sf!' ch&c chdn): Trinh d(> chuyen mon va thai d(> nha nhjin cua
nhan vien va kha nang cua h9 gay duqc tin nhi~m va long tin
4. Sf!' thong cam (Sf!' tha.u ciim): Thai d(> to ra Io ling, quan tam d€n rung khach
hang.
5. Yiu ta huu hinh: B~ ngoai cua cac phuong ti~n v~t chAt, trang thi€t bi con
ngucri va tai li~u thong tin.
Sv: D6 Thuy Phuung
Trang 6
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
2.1.1.4 Danh gia chit luong djch V\J cua khach san:
Trong tam cua mo hinh nay la khoang each hay str chenh lech giira su mong doi
cua khach hang va str cam nhan cua ho v€ dich V\1- Dua tren sir chenh lech nay,
khach hang se c6 cam giac hai long hay khong hai long v€ dich vu ma ho nhan duce.
Ong Parasuraman choring
khoang each (GAP) giira cac y€u
t6 cang
thu hep thl ta
cang ti€n gftn d€n su hai long cua khach hang.
+ Khoting each 1 (GAP 1) la khoang each giira su mong doi th~t sv cua khach
hang va nhan thirc cua nha quan ly khach san v€ di€u d6. N€u khoang each nay 16n
me la nha quan ly khach san khong bi€t khach hang mong doi
gt. V1 v~y hi8u chinh
xac khach hang mong dgi gi la biroc dftu tien va la quan trong nhit trong vi~c cung
dp dich vu c6 chit hrong d6i voi m9t khach san.
+ Khoang each 2 (GAP 2) la khoang each giua su hi8u bi€t cua nha quan ly
khach san v€ nhimg gi khach hang mong cha voi viec chuyen h6a chung vao trong
cac tieu chuAn cua dich vu (hay khong Iva chon dung tieu chuAn cua dich vu),
Khoang each nay se fit km n€u nguoi quan ly khach san cho ring mong doi cua
khach hang la khong th8 dap irng.
+ Khoang each 3 (GAP 3) la khoang each giua cac tieu chuan chit hrong dich
vu duoc thi€t l~p cua doanh nghiep khach san voi chit hrong dich vu thirc t€ khach
san cung dp ra thi tnrong (hay khong cung dp dich vu theo dung cac tieu chuAn da
xac dinh). Khoang each nay ~p trung vao nhan Vien phuc vu tnrc tiep, nhfrng nguoi
tnrc ti€p ti€p xuc khach hang. HQ la m9t phftn cua dich vu va c6 anh hirong rit 16n
d€n sv danh gia cua khach hang v€ CLDV cua khach san.
+ Khodng each 4 (GAP 4) la khoang each giua chit luong dich vu duoc cung
dp v&i nhirng thong tin, quang cao hay lai hua ma doanh nghi~p khach s~ dem d€n
cho khach hang (hay khach s~n khong thvc hi~n lai hua).
+ Khoiing each 5 (GAP 5) la khoang each giua chit lugng djch
V\l ma khach
hang cam nh~n v&i chit lugng djch V\l ma khach hang mong dgi. [3, trang 241-244]
Sv: D6 Thuy Phuung
Trang 7
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
Nhu du mong
muon cua khach
Gici tlrieu cua
ban be, ho hang
Kinh nghiem tieu
dung san ph§m
l
Ch§t hrong dich V\I khach san duce
khach hang mong doi
GAPS
,
,
!
Ch§t hrong dich V\I khach san thuc tB
duqc khach hang cam nh~
r
GAP4
Ch§t hrong dich V\I thuc tB khach san
cung cfip cho khach hang
GAP 1
GAP3
-
-
Thong tin quang
cao, Im hira cua
khach san voi
khach hang
!
Chuyen h6a tu nMn thirc cua nguoi quan
thanh tieu chu§n dich V\I
ly
GAP2
::
Hinh 2:
!
Nhan thirc cua nguoi quan Jy khach
mong dqi cua khach hang
vs
MO HINH
S\!Il
5 KHOAN CA.CH VE CLDV CUA KHA.CHS~
(Ngu6n: Philip Kotler, 2003, trang 535)
Chu th£ch: CWV la vilttdt cua "cMt luong dicn d1/'.
Sv: D6 Thuy Phuong
Trang 8
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
D(!'a vao niim yJu ta iinh huiing illn djch V(l cua Philip Kotler
Servqual cua Parasuraman ta thdy rdng chat luong
va mo hinb
djch V(l ph(l thu{k vao nhiJu
yJu t6:
), Khach hang: La nguoi huong thu dich vu. Do tinh chit khong tach roi gifra
qua trinh san xuit va Cung c§p dich vu, nen khach hang la mQt yeu t6 c§u thanh Cua
h~ thong cung dp dich vu. Khong c6 khach hang thi khong c6 dich V\1- M~t khac,
chit hrong dich vu cao hay thip khong chi phu thuoc vao ban than dich vu ma con
do ky thuat cua ngiroi cung dp dich vu, cling nhu kha nang cam thu dich vu cua
ngiroi tieu dung dich vu.
Kha nang cam thu cai dep cua ngiroi tieu dung phu thuoc vao nguon thong tin
ma ho thu th~p duce v~ chfnh
san
pham do va ban than cua ho nrc Ia hang vi tieu
dung cua ho [1, trang55]
), Con nguoi
D6i vci h&u bet cac nganh dich vu thi con ngmri la yeu t6 quyet dinh, d~c biet la
nhfmg nhan vien tuyen d&u, hang ngay hang gio tiep xiic tnrc tiep voi khach hang.
HQ vira la ngiroi khai thac tham gia vao qua trlnh tao ra dich vu, vira la ngiroi ban
hang. Hanh vi, cir chi, lei n6i, trang phuc cua ho ... di~u anh htrong 1611 den tam ly
khach hang. Kien thirc, ky nang, thai d9 cua ho anh huong den chit hrong dich V\1Nhfrng nhan vien tiep XUC true tiep phuc vu khach hang chinh la c§.u n6i giira doanh
nghiep va khach hang. Do qua trlnh tieu thu va san xuit khong tach roi, cho nen ho
c6 vai tro quan trong, vi ho thay m~t cho doanh nghiep dich vu d~ lam cho khach
hang hai long. Do v~y yeu t6 con ngmri va quan ly con nguoi ck phai chii trong d~c
biet, [1, trang26&55]
Quan ly con ngmri nhu the nao d~ ho tro nen het long voi cong viec va luon
huong toi phuong Cham "lam hai long khach hang mQt cac t6t nhit" vci nang lire
hien c6 la di~u VO cung quan tr9ng. Mu6n dugc nhu v~y thi tru6c het la phai hi~u
khach hang mu6n gi, dn gi va ck c6 nhfrng chfnh sach nhu the nao d6i v&i nhan
vien d~ h9 phat buy t6t nang h,rc cua minh d6 la di~u ma ke ho~ch marketing ck
hu6ng den d~ d~t dUQ'C ml,lC tieu marketing da d~ ra.
Sv: D6 Thuy Phuung
Trang 9
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
>"'
Giao tiip:
Tinh khong tach rei giira san xuftt va tieu dung cua dich vu la met trong nhfmg
d~c trung quan trong cua dich vu khac bi~t so voi san pham hiru hinh. Di~u nay lam
cho qua trmh giao tiSp cua khach hang va nhan vien cung dp dich vu c6 vai tro d~c
bi~t trong cung dp dich vu, tac d(>ng dSn tam 19 khach hang, cam nhan v~ loi Ich
cua dich vu d6i voi ho. [1, trang77]
>"' Tinh kip thiJ'i trong cung cap djch V(l:
Viec cham tr~ cung dp dich vu se c6 h~u qua xftu dSn kSt qua va rmrc d9 hai
long cua khach [1, trang80]
>"' Cacphuong dijn hiiu. hinh cua djch V(l:
Vi khach hang phai c6 m~t trong su6t qua trlnh cung dp dich vu, dia diem cung
dp dich vu cfing c6 vai tro quan trong. Trang thiSt bi, n9i thftt noi giao dich (cac ySu
t6 huu hinh) c6 anh huong dSn kSt qua dich vu, dSn tam 19 khach hang.I l , trang280J
Cu SO' v(it chat bao gJm:
- Cac trang thiSt bi dn thiSt cho dich vu, nSu thieu n6 thl vi~c cung dp dich vu
se khong duce thirc hien. Vi du nhu may m6c thiSt bi, phong giao dich ...
- Moi tnrong v~t chftt: bao g6m cit ca cac ySu t6 v~t chftt, dia diem di~n ra hoat
d(>ng dich vu, giao dich voi khach hang. Moi tnrong v~t chftt hinh thanh nen tam ly,
cam nhan cua khach hang khi mua, sir dung dich V\1>"' Kiiu each (Styling):
Kieu each cua san phAm hiru hinh tao cho n6 mot net khac biet, TMt v~y. khi
dSn khach san blnh thirong cluing ta se c6 cam nhan khac voi khac san sang trong do
sir l9ng l~y, cung each phuc vu chuyen nghiep cua khac san d6. [1, trang55]
>"' Ta chuc npi bp trong doanh nghiw djch V(l:
H~ th6ng nay vo hinh tuy nhien c6 vai tro quan trong trong cung cftp dich vu: T6
chirc n9i b9 bao g6m chirc nang nhu quan tri nhan su, quan tri tai chfnh, quan tri
marketing,
quan
Sv: D6 Thuy Phuung
tri
san
xuftt.
[1,
trang55]
Trang
1010
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
Tom lai, Chit luong dich V\1 cao hay thip do phuong tien cung dp dich V\1, do
ky nang cua nhan vien giao dich, cung irng dich V\1 va hem nfra la do kha nang cam
nhan, cam thu dich V\1 cua khach hang. [1,trang66]
Nhirng y~u t6 anh lnrong d~n chit hrong dich V\1 va hang vi tieu dung
a
tren
duce v~n dung dS thi~t k~ bang cau Mi nham danh gia chit hrong dich V\1 41i khach
s~n.(Bang cau hoi, Phl,11\lC tr 90 - 92)
2.1.2 Cac khdi nijm vJ marketing va phuong phdp l~p ki hoqcb marketing
2.1.2.1 Cac khai ni~m marketing
);., Marketing
"Marketing la mot qua trlnh quan ly mang tinh xa hQi, nho d6 ma cac ca nhan
va ~P thS co nhirng gia tri ho dn va mong muon thong qua viec 410 ra, chao ban va
trao d6i uhirng san pham c6 gia tri voi ngiroi khac " (Philip Kotler, 2003)
);., Marketing dich. V(l
Marketing dich V\1 la S\I' thfch nghi ly thuyet
M thong
vao thi tnrong dich V\1, bao
g6m qua trlnh thu nhan, tim hieu, danh gia va thoa man nhu du cua thi tnrong muc
tieu bing
M th6ng
cac chinh sach, cac bien phap tac d9ng vao toan b9 qua trinh t6
chirc san xuit cung irng va tieu dung dich V\1 thong qua phan ph6i cac nguen Ive cua
t6 chirc, Marketing duce duy trl trong S\I' nang d9ng qua lai gifra san pham dich V\1
voi nhu du cua nguoi tieu dung va nhfrng hoar d9ng cua d6i thu canh tranh tren n~n
tang can bing loi Ich giira doanh nghiep, nguoi tieu dung va xa hQi. (Luu
Van
Nghiem, 2001)
);., Marketing hJn h!)'p
Marketing - Mix la S\I' ph6i hop hoat d9ng cua nhimg thanh phAn Marketing
sao cho phu hop voi hoan canh kinh doanh thirc t~ nham cling c6 vi tri cua xi nghiep
ho~c cong ty tren tlnrong tnrong. N~u ph6i hop t6t se han ch~ rui ro, kinh doanh,
thuan
loi,
c6
Sv: D6 Thuy Phuong
ca Mi
phat
trien,
loi nhuan
t6i da.[1,
trang130]
Trang 11
L~p kd hoacn marketing cho khdch. san Goljt(li Cdn ThO'
2.1.2.2 Phuong phap lip k~ hoach marketing
1:
Tam b,rO'C l~p kl hoach. Marketing theo Philip Kotler:
Buoc I: T6m luge k~ hoach la trinh bay t6m W.t n(>i dung k~ hoach d~ ban
Hinh dao n~m
B,ruc II: Hien trang Marketing la trinh bay nhimg s6 lieu ca ban c6 lien quan
v~ thi tnrong, san pham, canh tranh, phan ph6i.
Butrc Ill: Phan tfch ca hQi, m6i de doa, di~m manh, di~m y~u
Xac dinh nhfmg co hoi, m6i de doa, nhimg di~m manh, di~m y~u va nhfrng
v§n d~ dang d~t ra cho san pham.
Butic IV: Muc tieu la xac dinh cac chi tieu k~ hoach mudn dat duce v~ kh6i
hrong tieu thu, thi ph§n va loi nhuan.
Butic V: Chi~n luge Marketing la trlnh bay phuong tlnrc marketing t6ng quat
se sli dung d~ dat duoc nhfrng muc tieu cua k~ hoach.
Butrc VI: Chuong trlnh hanh d(>ng la tra loi cac cau hoi: Phai lam gi? Ai se
lam? Chi Phi h~t bao nhieu?
Butrc VII: Dir ki~n k~t qua: Du bao cac k~t qua tai chinh mong doi
a
k~
hoach d6.
Butic VIII: Ki~m tra: Neu r6 each thirc theo doi thuc hien k~ hoach.
Chu th{ch:
I
Do trinh d9 niing luc c6 hang nen ki hoacli marketing cua toi chi dung lai
dua ra chiJn luac marketing chung
Sv: D6 Thuy Phuong
va sau <16 di sudt chuong
(1 buac
v la
trinh marketing C!J thi cho khacn san.
Trang 12
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