INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA)
Chirang trinh cao hoc Quan trj kinh doanh Quoc te
LUAN VAN TOT NGHIEP
XAY DlTNG VA PHAT TRIEN THl/ONG HIEU
TAI CONG TY TNHH NHA NlTOfC MOT
THONG NHAT
NGUYEN HlTU SON
IEMBA#3
THANG 05, 2007
THANH VIEN
INTERNATIONAL EXCUTIVE MBA PROGRAM (leMBA)
Chiro'ng trinh cao hoc Quan trj kinh doanh Quoc te
BAN LUAN VAN NAY Dl/OC N Q P C H O
TRlTdNG DAI HOC IRVINE (MY)
VA
KHOA QUAN TRI KINH DOANH
(TRU"6NG DAI HOC QUOC GIA HA N O O
BAN
LUAN VAN LA M O T P H A N BAT BUQC TRONG CHU'ONG TRINH
DAO TAO THAC SY Q U A N TRI KINH DOANH QUOC IE
THANG 05- 2007
Phe duyet cua Chirong trinh Cao hoc quan trj kinh doanh quoc te
Chu nhiem chuang trinh
Toi xac nhan rang ban khoa luan nay da dap ung duoc cac yeu cau mot khoa luan tot
nghiep thuoc chuang trinh dao tao Thac sy Quan tri kinh doanh.
Chii tich Hoi dong
PGS.TS. Vu Cong Ty
Chung toi, ky ten duoi day xac nhan rang chung toi da doc toan bo khoa luan nay va cong
nhan ban khoa luan hoan toan dap ung cac tieu chuan cua mot khoa luan Thac sy quan tri
kinh doanh.
Giaovj^iHTimng dan
TS. Nguyen Viet Anh
Cac thanh vien Hoi dong
NCS. HA NGUYEN
TS. VU XUAN QUANG
TS. NGUYEN VIET ANH
TS. CHU THANH
MUC LUC
•
•
PHANMODAU
/
Sycan thiet cua nghien ciru de tai
1
Muc dich nghien ciru de tai
2
Muc tieu nghien ciru
2
Phu'Cng phap nghien cvtu
3
Ket cau noi dung
3
CHlfONGI
CHirONG 1. CO S d LY LUAN VE THlTONG HIEU
1.1 Tong quan ve thycng hieu
5
5
1.1.1 Khdi niem ve thuang hieu
1.1.2 Cac yeu to cau thanh cua thuang hieu
7
1.1.3 Nguyen tac ca ban khi xdy dung thuang hieu
1.2 Cac chirc nang cua thuang hieu
^
1.2.1 Phan dogn thi truang
^
7.2.2 Phan biet vai cdc sdnphdm cung logi khdc
9
1.2.3 Dua sdnphdm khdc sdu vdo tarn trikhdch hang
1.2.4 Tgo nen dinh huang va y nghia cho sdn pham
1.2.5 La mot cam kit giita nha sdn xudt vai khdch hang
1.3 Cac heat dong c6 anh hyang quyet dinh den thu'ang hieu
1.3.1 Chia tdch, sap nhgp va mua ban thuang hieu
^^
1.3.2 Nhugng quyen thuang hieu (Franchise)
^^
1.3.2.1 Franchise la gi?
^^
1.3.2.2 Tai sao nen ban franchise?
,-
1. 3.2.3 Tai sao nen mua franchise
,o
1.4 Nhirng bien phap thuang dugc su* dung nham xay dung va phat trien thuang
hieu
1.4.1 Qudng cdo
^^
1.4.1.1 Sa luac ve quang cao
^0
1.4.1.2 Xay dung chuang trinh quang cao
21
1.4.2 Quan he cong chung
28
1.4.2.1 Khainiem
28
1.4.2.2 Dae diem cua PR
29
1.4.2.3 Hoat dong PR ciang c6 nhijng han che nhat djnh
30
1.4.2.4 Chien luac quan he cong chung
30
1.4.2.5 Noi dung caban cua hoat dong PR
31
1.4.3 Xu huang sir dung qudng cdo vd quan he cong chung lam phuang tien de phdt
trien thuang hieu
34
1.5 Gia tri thuang hieu, su can thiet phai xay dung va phat trien thuang hieu
36
1.6 Quy trinh xay dung va phat trien thuang hieu
37
CHlfONGII
THlfC TRANG XAYDUNG
VA PHAT TRIEN THl/ONG HIEU
TAI CONG TY TNHH NHA NlfOC MOT THANH VIEN THONG NHAT...
44
2.1 Doi net ve Cong ty TNHH Nha nuac mot thanh vien Thong Nhat
44
2.2 Dieu kien kinh te, chinh tri, xa hoi Viet Nam
4S
2.3 Tong quan ve thj truang xe dap toan cau
30
2.3.1 Thi truang xe dgp the gim
SQ
2.3.2 Thi truang xe dgp Viet Nam
57
2.4 Dae diem va mo hinh to chuc Cong ty Thong Nhat
51
2.5 LTnh vuc kinh doanh
54
2.6 Thj phan
55
2.7 Mang luai phan phoi va dich vu hau mai
^o
2.7.7 Triet ly kinh doanh vd van hod doanh nghiep
^Q
2.7.2 Net van hod dgc trung
57
2.8 Tinh hinh thuc hien xay dung va phat trien thuang hieu tai Cong ty TNHH
Nha nuac mot thanh vien Thong Nhat
62
2.8.1 Nhirng ket qua da dgt dugc
62
2.8.2 Nhirng mat chua dugc
70
CHlfONGIH
KE HOACH VA GIAI PHAP THlTC HIEN THANH CONG
CHIEN Ll/OC XAY DUTVG VA PHAT TRIEN THlTONG HIEU
TAI CONG TY TNHH NHA NlTO^C MOT THANH VIEN THONG NHAT
71
3.1 Ke hoach Marketing
73
3.2 Cahoi va thach thuc. Lai the va han che ton tai
77
3.2.1 Ca hoi
77
3.2.2 Thdch thirc vd kho khan
78
3.2.3 Lai the, diem mgnh
-o
3.2.4 Han che, ton tai
3.3 Muc tieu chien luac ve xay dung va phat trien thuang hieu cua Cong ty
Thong Nhat giaidoan 2 0 0 7 - 2 0 1 0
79
3.3.1 Tdm nhin
80
3.3.2 Muc tieu
80
3.3.3 Chien luge xdy dung vd phdt trien thuang hieu 2007-2010
81
3.3.4 Doi tugng khdch hang muc tieu tiem nang
82
3.4 Cac giai phap thuc hien thanh cong muc tieu chien luac xay dung va phat
trien thuang hieu tai Cong ty TNHH Nha nude mot thanh vien Thong Nhat
2007-2010
84
3.4.1 Xdc dinh ro dgc diem tdm ly khdch hang vd khdch hang muc tieu
84
3.4 2 Xdc dinh vd nam vimgdgc diem, tinh hinh doi thu cgnh tranh
86
3.4.3 Xdc dinh ro vd dinh huang dung muc tieu chien luge
87
3.4.4 Nang cao chat lugng dich vu vd phuc vu khdch hang
88
3.4.5 Xdy dung vd qudng bd sdu rong hinh dnh Cong ty
on
3.4.6 Thuang xuyen cung cap sdn pham ddm bao chdt lugng chuan
g^
3.4.7 Thuang xuyen kiem tra, gidm sat qua trinh thuc hien muc tieu vd ke hogch xdy
dung vd phdt trien thuang hieu
92
3.4.8 Ap dung triet de quy trinh xdy dung vd phdt trien thuang hieu
3.5 Ke hoach hanh dong
3.6 Han che cua khoa luan
3.7 KIEN NGHI VA KET L U A N
PHULUC
93
^^
^,
94
97
PHAN MO DAU
Ten de tai
XAY DlTNG VA PHAT TRIEN THl/ONG HIEU
TAI CONG TY TNHH NHA NlTdC MOT THANH VIEN THONG NHAT
Su can thiet cua nghien cuu de tai
Chua bao gia thuang hieu lai tra thanh mot chu de thai sir dugc cac doanh nghiep, cac ca
quan quan ly Nha nuac, cac hiep hoi quan tam mot each dac biet nhu hien nay. Da la doanh
nghiep thi khong c6 mot doanh nghiep nao khong bo cong sue va tien cua de xay dung, duy
tri va phat trien thuang hieu.
Cac doanh nghiep tren the giai tu lau da nhan biet sau sac rang thuang hieu la phuang tien
ghi nhan va the hien thanh qua cua doanh nghiep, no nang cao Igi the canh tranh va dem lai
su phat trien ben vu'ng cho doanh nghiep, khong nhirng the thuang hieu la mot tai san het
sue to Ian. Vi du: thuang hieu Coca-Cola dugc dinh gia 67ty USD, Microsoft - 56,9 ty USD,
IBM 56 ty USD... a Viet Nam, mot so thuang hieu cung da dugc djnh gia va chuyen
nhugng, chang han kern danh rang Da Lan dugc hang Colgate cua My mua lai vai gia xap xi
3 trieu USD.
Mac du vay, vai nhieu doanh nghiep trong nuac, viec tao dung va quan trj thuang hieu van
con la mot van de xa la va mai me. Khong it doanh nghiep chi cham chut san xuat ra san
pham ma chua khai thac, tham chi de lang phi, mat mat tai san khdng 16 von c6 do khong
hoac chua xay dung dugc thuang hieu. Mot so doanh nghiep khac quan niem dan gian, tao
dung thuang hieu chi thuan tuy la dat cho san pham mot cai ten, khong nhan thuc dky du
dugc rang de c6 mot thuang hieu c6 gia tri thi do la ca mot qua trinh bhn bi, vai nhirng no
lire lien tuc va can dugc trg giup bai cac phuang phap va ky nang chuyen biet.
Qua thuc tien ciia nhieu doanh nghiep cho thay va c6 the noi xay dung thuang hieu tot thi
kinh doanh tot. Rot cue, neu chung ta khong c6 thuang hieu tot, thi se khong c6 danh tieng
va Igi nhuan, khong the canh tranh va tham chi khong the ton tai...
Xay dung thuang hieu vua c6 y nghla khoa hoc vira c6 y nghTa thuc tien rat cao cho doanh
nghiep noi chung va cong ty TNHH Nha nuac mot thanh vien Thong Nhat noi rieng. Xuat
phat tu thuc te noi tren, toi lua chgn de tai: "Xay dung va phat trien thuang hieu tai Cong ty
TNHH Nha nuac mot thanh vien Thong Nhat" lam khoa luan tot nghiep chuang trinh Cao
hoc Quan tn kinh doanh quoc te cua minh. Vai mong muon dugc ap dung nhung kien thuc
da ti8p thu dugc qua khoa hoc, cung vai nhung kien thuc thu dugc qua thuc te de phan tich
va danh gia de xuat cac giai phap trong viec xay dung thuang hieu ciia Cong ty TNHH Nha
nuac mot thanh vien Thong Nhat trong thai gian tai giup Cong ty nang cao kha nang canh
tranh trong moi truang kinh te hoi nhap.
Muc dich nghien cuu de tai
Cung c6 va nang cao nhan thuc ve ly luan thuang hieu noi chung, dac biet la van de xay
dung, duy tri va phat trien thuang hieu.
Van dung c6 hieu qua ly luan vao thuc tien, dac biet la ung dung hieu qua vao qua trinh xay
dung, duy tri va phat trien thuang hieu cho Cong ty TNHH Nha nuac mot thanh vien Thong
Nhit.
Muc tieu de tai
Nghien cuu lam ro ca sa ly luan ve thuang hieu, noi dung xay dung, duy tri va phat trien
thuang hieu.
Nghien cuu lam ro thuc trang xay dung thuang hieu cua Cong ty TNHH Nha nuac mot
thanh vien Thong Nhat. Cac giai phap nham nang cao hieu qua xay dung, duy tri va phat
trien thuang hieu tai Cong ty TNHH Nha nuac mot thanh vien Thong Nhat noi rieng cung
nhu cac doanh nghiep Viet Nam noi chung.
Phuong phap nghien cuu
* Phuang phap chuyen gia, tu van
De khoa luan dat chat lugng mong muon, khoa luan su dung phuang phap chuyen gia tu van
kk hop vai khao sat, thu nhap, phan tich thong tin sa cap va thu c4p.
* Phuang phap nghien cuu, thu thap du lieu qua cac tai lieu
Tai lieu nghien cuu la nguon thong tin v6 cung quan trong, giup cho ban than c6 tong hgp
kien thuc da chieu ve ly luan tren ca sa so sanh va rut ra cac van de trong tam cho noi dung
khoa luan.
Ket cau noi dung
Chuang 1. Ca sa ly luan ve thuang hieu
1.1 Tong quan ve thuang hieu
1.2 Cac chuc nang cua thuang hieu
1.3 Cac hoat dong c6 anh huang quyet djnh den thuang hieu
1.4 Nhung bien phap thuang dugc sir dung nham xay dung va phat trien thuang hieu.
1.5 Gia tn thuang hieu, sir can thiet phai xay dung va phat trien thuang hieu
1.6 Cac buac xay dung va phat trien thuang hieu.
Chuang 2:Thuc trang xay dung va phat trien thuang hieu tai Cong ty TNHH nha nuac
mot thanh vien Thong Nhat
2.1 Doi net ve Cong ty TNHH Nha nuac mot thanh vien Thong Nhat
2.2 Dieu kien kinh te, chinh tn, xa hoi Viet Nam
2.3 Tong quan ve thi truang xe dap toan cau
2.3.1 Thj truang xe dap the giai
2.3.2 Thj truang xe dap Viet Nam
2.4 Dac diem va mo hinh to chuc Cong ty
2.5 LTnh vuc kinh doanh
2.6 Thj phan cua Cong ty
2.7 Mang luai phan phoi va dich vu hau mai
2.7.1 Triet ly kinh doanh va van hoa doanh nghiep
2.7.2 Net van hoa dac trung cua Cong ty TNHH Nha nuac mot thanh vien Thong Nhat
2.8 Tinh hinh thuc hien xay dung va phat trien thuang hieu tai Cong ty TNHH
Nha nuac mot thanh vien Thong Nhat
2.8.1 NhUng ket qua da dat dugc
2.8.2 Nhung mat chua dugc
Chuang 3. Ke hoach va giai phap thuc hien thanh cong chien luge xay dung va phat trien
thuang hieu tai Cong ty TNHH Nha nuac mot thanh vien Thong Nhat
3.1 Ke hoach Marketing
3.2 Co hoi va thach thuc. Lgi the va han che ton tai
3.3 Muc tieu chien luge ve xay dung va phat trien thuang hieu cua Cong ty Thong Nhat giai
doan 2007-2010
3.4 Giai phap thuc hien thanh cong muc tieu chien luge xay dung va phat trien thuang hieu
tai Cong ty TNHH Nha nuac mot thanh vien Thdng Nhat 2007-2010
3.5 Ke hoach hanh dong
3.6 Han che cua khoa luan
3.7 Kien nghi va ket luan
CHirONG 1. CO Sd LY LUAN VE THl/ONG HIEU
1.1 Tong quan ve thuang hieu
1.1.1 Khai niem ve thuang hieu
Thuang hieu da xuat hien each day hang the ky vai y nghTa de phan biet hang hoa cua cac
nha san xuAt khac nhau. Chung ta c6 the de dang tim kiem cac djnh nghTa khac nhau ve
thuang hieu tren cac phuang tien thong tin dai chung va cac tai lieu tham khao.
Theo Hiep hoi Marketing Hoa Ky: Thuang hieu la "mot cai ten, tu ngu, ky hieu, bieu
tugng, hinh ve thiet ke... hoac tap hgp cac yeu to tren nham xac djnh va phan biet hang
hoa, dich vu cua mot ngucvi hoac mot nhom ngucri ban hang hoa va djch vu cua doi thu
canh tranh".
Theo chu giai thuat ngu' thuang hieu cua Richard Moore: "Thuang hieu la tong hgp tat ca
cac yeu to vat chat, tham my, ly le va cam xiic cua mot san pham hoac mot dong san
pham, bao gom ban than san pham, ten goi, logo, hinh anh va moi su the hien hinh
anh, dan qua thai gian tao dung ro rang trong tam tri khach hang nham thiet lap mot
cho dung tai do".
Rieng toi rat an tugng vai khai niem: "Thuang hieu chinh la uy tin cua san pham, djch
vu do doanh nghiep cung cap den nguai tieu diing va hinh anh ve san pham, djch vu
hoac doanh nghiep dugc luu lai trong tam tri nguai tieu dung thong qua nhan hieu
hang hoa, kieu dang cong nghiep, ten thuang mai, chi dan dja ly, ten goi xuat xu hoac
cac yeu to khac nhu doan nhac, cau khan hieu..."
Xet ve ban chat thi thuang hieu dugc xay dung chu yeu nham giup khach hang de dang nhan
biet dugc san pham, qua do giup cho doanh nghiep nhan lai dugc gia trj cong sue cua minh
nha no lire dap ung tot nhat nhu cau khach hang.
1.1.2 Cac yeu to cau thanh cua thuang hieu:
Cac yeu to thuang hieu cua mot san pham dugc phap luat bao ho dual dang la cac doi tugng
sa huu tri tue nhu: nhan hieu hang hoa, ten thuang mai, ten goi xuat xu hang hoa, chi dan
dja ly, kieu dang cong nghiep va ban quyen. Nhu vay nhin chung thuang hieu bao g6m cac
yeu to:
-Ten thuang hieu
- Bieu tugng
- Kieu dang bao bi nhan mac
- Cac khau hieu triet ly kinh doanh
- Mot so yeu to khac
Ten thuang hieu:
Ten goi san pham/ djch vu cua cac ca nhan va to chuc dung trong hoat dong kinh doanh, bao
gom mot tap hgp cac chu cai, cac chij* s6, c6 the phat am dugc va c6 kha nang phan biet san
pham cua chu the kinh doanh nay vai chu the kinh doanh khac. Dong thai ten thuang hieu
cung la mot sir djnh danh san phim, hang hoa cua cong ty th^ hien tren bao bi, bieu hieu
quang cao va truyen thong trong moi quan he giao djch thuang mai. Trong mot s6 truang
hgp ten cong ty dugc dung cho ten toan bg san pham (Vi du: Cong ty Xich lip Dong Anh,
Olimpic Pro...); Truang hgp khac, cac nha san xuat dat ten thuang hieu cho cac san ph4m
mai ma khong lien quan tai ten cong ty nhu Xe dap Sport, xe dap BMX muourtain.
- Bi^u tugng: Bao gom cac dau hieu, hinh ve cung cac to hgp mau sac, khong phat am nhung
CO kha nang phan biet, tugng trung cho hinh anh san pham/ djch vu cua cong ty.
- Ki6u dang bao bi, nhan mac: Khong chi giup khach hang phan biet va nhan dien san pham
ma con giup th€ hien ca tinh san pham. Han the niia, no con giup truyen dat nhirng yeu to
khong nhin thay hoac kho nhin thay cua san pham.
- Khau hieu kinh doanh: Bao gom mot tap hgp tu hoac mot doan van sue tich chua dung va
truyen tai nhung thong tin mang tinh mo ta va thuyet phuc ve thuang hieu. Cau khau hieu
thuang dugc su dung kem ten thuang hieu va bieu tugng quang cao.
Xay dung dugc mot khau hieu tot c6 the gia tang sue thuyet phuc doi vai khach hang va ve
lau dai c6 the giup khach hang djnh vj triet ly kinh doanh cua cong ty.
- Cac y§u t6 khac nhu logo, nhac dieu... ciang gop phan cau thanh nen mot thuang hieu.
1.1.3 Nguyen tic ca ban khi xay dung thuang hieu
Tuy thuoc vao thj truang muc tieu, chien luge cua doanh nghiep, vi the canh tranh va cac
y6u t6 moi truang tiep thj, doanh nghiep c6 the xay dung thuang hieu cho he san pham cua
minh. Tuy nhien, ve mat ky thuat can phai can nhac ky truac khi ra quyet dinh cuoi cung.
Thuang hieu phai ngan gon, sue tich, de nha
Day la dieu kien het sue can thiet de tao nhan thuc cua thuang hieu doi vai nguai tieu dung.
Tu ten goi, bieu tugng, kieu chir... phai dam bao hai yeu to ca ban: de chap nhan va de ggi
nha (vi du nhu: xe dap VIHA, xe dap ASAMA). Do vay trong qua trinh thiet ke thuang hieu
can tien hanh nghien cuu thu nghiem hai yeu to tren dua vao nhom khach hang muc tieu du
ki^n.
Thuang hieu phai c6 y nghTa va ggi cam
De CO thi gay 4n tugng va tac dong vao tam tri cua khach hang, thuang hieu cung phai
chuyen cha mot y nghTa xac dinh. Muon vay thuang hieu phai dong thai c6 yeu to mo ta (thi
du ggi cho nguai dgc nghT tai mot dac tinh noi bat nao do cua san pham, tinh thuyet phuc),
nhan manh lgi ich san pham mang lai, vi!ra phai c6 nhung net vui ve, thu vi (y nghTa cau
chu...) vua CO tinh hinh tugng cao, gay cam xuc tham my. Vi du nhu Xe dap GIANT - nghTa
la "nguai khong 15".
Thuang hieu c6 tinh de bao ho
Nguyen tic nay dugc thS hien a hai khia canh: Phap luat va canh tranh. Muon vay can phai:
(1) Chon cac y6u t6 thuang hieu de bao ho, ve mat phap luat tren ca sa quoc te; (2) Dang ky
chinh thuc thuang hieu vai ca quan phap luat; (3) Bao ve manh me thuang hieu chong sir
xam hai ban quy^n va (4) Sir dung bi quyet rieng trong thiet ke de tranh sir bat chuac cua doi
thu. Vi du nhu SHIMANO hay PEUGEOT.
Thuang hieu phai c6 tinh de thich ung
Do kha nang thay doi cua thj hieu khach hang hoac su chuyen huang thj truang muc tieu,
doanh nghiep phai sin sang cho nhijng su dieu chinh can thiet, vi vay tinh linh hoat va de cai
tien, de cap nhat cua thuang hieu la mot yeu to khong the bo qua. Thi du bieu tugng (logo)
hoac cac dac tinh ciia thuang hieu cung phai de thay doi de tao hinh thuc bat mat hem, hien
dai han (Xe dap MATIN).
Thuang hieu phai co tinh de trien khai, khuyech truang
Ma rong thj truang ra nhiing phan khuc mai hoac nhirng khu vuc van hoa, dja ly khac nhau,
ke ca thj truang quoc te la xu huang cua hau het doanh nghiep trong tuang lai. Do do khong
the xem nhe kha nang su dung thuang hieu tren nhung thj truang do. Muon vay khi thiet ke
8
thuang hieu, cin luu y viec phat am ten goi c6 the qu6c te hoa dugc khong, cac dac tinh hinh
anh CO phu hgp vai cac vung van hoa khac nhau khong... Nhu the, mot cai ten l
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