PHN I: THC N NHANH

I. Tng quan v KFC.

KFC l cm t vit tt ca KENTUCKY FRIED CHICHKEN Tht g rn Kentucky, sn phm ca Tp on Yum Restaurant Internation (Hoa K). y l mn n nhanh v ang tr nn thng dng vi ngi dn nhiu nc trn th gii. Hin Restaurant c ti 34 nghn nh hng trn ton cu. Th trng chu , ang l th trng tim nng, pht t nht ca Restaurant. Trong hai nm 2005-2006, khi dch Sars v i dch cm gia cm honh hnh nhiu nc khin th phn ca KFC gim st nghim trng, nhiu th trng g rn KFC c cha mt s phm mu, hm lng gy Cholesterol v bo ph cho ngi s dng...gy tn tht khng nh n doanh thu, k hoch pht trin th trng KFC. Nhng bng chin lc kinh doanh ph hp, sn phm tr nn quen thuc vi nhiu th trng, Restaurant nhanh chng ly li hnh nh, thng hiu ca mnh, c bit l th trng chu . C th ni nm 2006 l nm chu ca g rn KFC. Ch tnh ring ti th trng Trung Quc, hin s ca hng ca KFC ln n cn s hn 5000. Doanh thu nm qua ca Restaurant ti Trung Quc ln hn 200 triu USD, vt xa i th cng th trng l L'etoile (Php), c mt y nhiu nm nay. Sau thnh cng Trung Quc, thng hiu g rn KFC tip tc, m rng pht trin ra th trng nhiu nc chu , trong c Vit Nam. Khng phi n by gi tp on Restaurant mi "nhm" n Vit Nam trong "chin lc chu " ca mnh, m t nhng nm 90 ca th k trc, chnh xc l nm 1998, KFC vo Vit Nam, hng lot ca hng g rn mang thng hiu KFC c hnh thnh thnh ph H Ch Minh, nhng do iu kin kinh doanh Vit Nam lc y cn hn ch, ngi dn li cha quen vi loi thc n nhanh... nn hng lot ca hng g rn KFC "bn nh khuyn mi" vn vng khch. Thc trng "u hiu" ny ko di rng r trong by nm tri. By nm pht trin khng hiu qu, by nm thng hiu g rn KFC Vit Nam phi b l... Nhng Restaurant vn khng b cuc, vn kin tr bm tr Vit Nam, nh i mt php mu k diu no s din ra. C th ni, nm 2006 v va qua, l thi gian thng hiu g rn KFC ti th trng thnh ph H Ch Minh tr nn si ng, t khch, ngi dn "ua" nhau tm n cc nh hng KFC thng thc sn phm ca thi cng nghip, c bit l lp tr. S tng t bin ca lng khch hng, khin KFC phi m thm nhiu ca hng mi ti thnh ph H Ch Minh, cng nh mt s tnh khc, trong phi k n s kin g rn

KFC thnh lp ca hng u tin H Ni, nh du s kin KFC tin chn ra Bc. "Cuc chi" ca KFC ti Vit Nam thc s bt u. By nm cho mt th trng, by nm cho mt thng hiu, trong kinh doanh tht khng phi l ngn, cng khng phi l di cho mt thng hiu cht lm quen v ln. "t st nn ming" cu thnh ng lun ng trong kinh doanh, vi mt th trng tim nng, rng ln, hn 80 triu dn, li va ra nhp WTO, thng hiu g rn KFC lm nn mi chuyn y. Vi hn 20 ca hng hin c ti thnh ph H Ch Minh, ng Nai v mt mi m H Ni, k hoch sp ti ca Restanrant s tip tc m thm nhiu ca hng g rn KFC nhiu tnh thnh khc. Chin lc kinh doanh ph hp, s tin on chnh xc, sn phm uy tn, cht lng ang lm nn thng hiu g rn KFC th trng Vit Nam.

II.

Chin lc ca nh sn xut.

II.1. Chin lc sn phm.

Sn phm ch yu ca KFC l Buckets, Burgers v Twisters v tht g Colonel Crispy Strips vi nhng mn n thm mang phong cch qu hng. Nhng vo nm 2001 KFC tin hnh lp k hoch pht trin sn phm mi cho mnh v Soul Food chnh l sn phm mi trong chin lc . V vy khi vo Vit Nam, KFC thay i khu v, kch thc, mu m cho ph hp vi m thc ca ngi tiu dng Vit Nam. iu quan trng trong chn lc pht trin sn phm l to s khc bit ha so vi cc sn phm khc.T ngi tiu mi cm nhn c sn phm no ca nhn hiu KFC hay Lotteria,hay mt ca hng thc n nhanh khc. Bn thn sn phm KFC c s khc bit v s pha trn gia mi mt loi gia v. Chnh iu ny to nn hng v c bit cho mn g rn. KFC khng nhng to ra s khc bit m cn a dng ha sn phm to nn thc n v cng phong ph. Bn cnh nhng mn n truyn thng nh g rn v hambeger, khi xm nhp vo Vit Nam, KFC ch bin thm mt s mn phc v nhng thc n hp khu v ngi Vit Nam nh: g gin khng xng, bnh m mm, cm g gravy, bp ci trn JumboKch thc ca Hambeger cng thay i, tr nn nh hn thch hp vi vc dng nh nhn ca ngi Vit Nam. Danh mc sn phm c sp xp theo nhiu loi gip cho ngi tiu dng d chn la thc n a thch. Danh mc ny bao gm: g rn truyn thng, tin li mi ngy, phn n cho tr em, nc gii kht, thc n nh, thc n ph, kinh t mi ngy, xalach, trng ming, Bn cnh , mt s mn mi dc tung ra th trng Vit Nam gp phn lm tng thm s a dng trong danh mc thc n, nh: bg phi l, bg tm, lipton ice tea, nc EvianVi vic m rng sang cc nguyn liu tm c, mt s nc gii kht thay th sn phm nc ngt Pepsi, KFC to s thch th v t m cho gii thanh nin, t

c th gim s nhm chn ni khch hng khi ch c quyn phc v ch mi mn g. c bit i vi gii thanh nin hin nay lun thch i tm ci mi, ci l. KFC khng nhng ch ch trng n vic pht trin thm dng sn phm mi, thay i sn phm bt kp th hiu ngi tiu dng m cn c bit quan tm n sc kho ca khck hng. Theo tin NewYork, ngy 30 thng 10 nm 2006, sau 2 nm b mt th nghim mt loi du chin G t cht bo, hm nay KFC chnh thc tuyn b s thay i loi du mi ny vo thng 4-2007 ngoi tr loi bnh m biscuits. 5500 tim KFC s thay i du chin loi u nnh thay v du rau m cng ty cho rng nh hng n bnh au tim, thc ra hai nm qua KFC b mt dng loi du u nnh bn cho thc khch v ch i phn ng ca h v khu v thay i ca mi ngi khc nhau ra sao. u nnh c hm lng linolenic thp c cha hm lng axit linolenic di 3% trong khi hm lng ny du nnh thng thng l 8%. Kt qu l du nnh n nh hn cn t hydro ho hn v do vy to ra t axit bo no hn. Do ngi tiu dng c th yn tm hn khi s dng cc sn phm KFC, c bit trong gii thanh thiu nin hin nay, khi m tnh trng bo ph ang ngy cng c s gia tng r rt. Vic thay i nguyn liu du chin ny s thu ht nhiu ngi n vi KFC hn. Cc bn n s thoi mi n KFC hn m khng b m nh tnh trng tha cn v bo ph. y l bc tin quan trng KFC tn cng vo th trng. c bit trong thi gian gn y, nn dch cm gia cm ang bng n, nh hng rt ln n vic kinh doanh thc n nhanh ca KFC ni ring v cc nh hng phc v thc n nhanh ni chung. Nhng vn ny KFC khc phc c. Vi nhng ngun cung cp tht g sch v uy tn ca KFC trn th trng tao cho ngi tiu dng s an tm khi dng sn phm g rn. Vi vic pht trin thm cc dng sn phm mi, ci thin dng sn phm c, nht l thay i loi du rn cng vi nhng nguyn liu ga sch gip cho KFC nng cao uy tn ca mnh trn th trng, tng thm v th cnh tranh trong thng trng quc t.

II.2. Chin lc gi.

T nm 1998 khi KFC bt u xut hin tai thi trng Vit Nam, KFC chiu l trong sut 7 nm cho ti nm 2006 khi ngi dn Vit Nam bt u chung thc n nhanh vi s tin li cua no, luc o h thng chui ca hang KFC thc s bung n tai ia ban thanh ph H Chi Minh. Trong nhng bc u tin thm nhp thi trng Vit Nam khi ma ngi dn con qua xa la vi thc n nhanh cung mui vi cua no, KFC s dng chin thut nh gi thm nhp th trng, s dng gi thp thu ht th phn ln trc khi cc i th ui kp. Khi c s khch hng trung thnh s tin hnh tng gi. V r rng chin lc ny c hiu qu khi nm 2006 KFC bt u c li v s lng khch hng v khch hng trung thnh tng vt. i cng vi s cnh tranh hin nay trn th trng ca cc hng Lotteria hay Jolie Bee, KFC c nhng tng cnh tranh mi l, v d nh kt hp cc phn n 2 ngi vi gi kh mm (trung bnh l 69.000/phn) cng nhng hot ng ng gp cho qu t thin hoc cc s kin l hi, Tt mang nhiu ngha.

II.3 Chin lc phn phi.

C th ni ngy nay vi nhp sng th ho cao, con ngi ngy cng tr nn hi h, bn rn hn vi cuc sng th fastfood nh lmt gii php hu hiu tit kim thi gian. ng thi nh vo tm l chung phong cch ty, chuyn nghip ca thanh nin. KFC m rng mng li ca mnh n khp c nc, trong ch yu l cc thnh ph ln ni thun tin d8i li v c s ngi tr tui cao nh: siu th, khu cng nghip. H thng phn phi ca KFC ch yu d8c m rng thng qua nhng quyn. Tuy nhin thi gian u c KFC nhng quyn thng phi tr ph cao, theo thi gian ph ny c xu hng gim xung to cho KFC c m rng v d kin n 2010 s c 100 c hng KFC trn khp c nc. Sau y l h thng phn phi ca KFC Vit Nam. He thong phan phoi cua KFC chu yeu c m rong thong qua nhng quyen. Tuy nhien thi gian au e c KFC nhng quyen ta thng tra ph cao, theo thi gian th ph nay co xu hng giam xuong, a tao ieu kien cho cac ca hang KFC c m rong va d nh en 2010 se co 100 ca hang KFC tren khap ca nc. Sau y l h thng phn phi ca KFC Vit Nam : Nh hng KFC A43 Trng Sn - Q. Tn Bnh - Tp. HCM Ch Minh. 02. KFC Big C ng Nai Long Bnh Tn - Bin Ha - ng Nai. 03. KFC Diamond Plaza 34 L Dun - Q. 1 - Tp. H Ch Minh. 04. KFC Siu Th Si Gn 34 ng 3/2 - Q. 10 - Tp. HCM 05. KFC Maximark Cng Ha 15-17 Cng Ha - Q. Tn Bnh - Tp. H Ch Minh. 06. KFC An Dng Vng 20 An Dng Vng - Q. 5 - Tp. H Ch Minh. 07. KFC Hai B Trng 74/2 Hai B Trng - Q. 1 - Tp. H Ch Minh. 08. KFC Ch Bnh Ty 80 Thp Mi, Q. 6, Tp. HCM 09. KFCCoopMartNguyn Kim 571 Nguyn Kim - Q. Ph Nhun - Tp. H Ch Minh. 10. KFC Xa L H Ni 191 Quang Trung - Q. 9 - Tp. H Ch Minh. 11. KFC L Lai 78 L Lai - Q. 1 - Tp. H Ch Minh. 12. KFC Phm Ngc Thch 14 Phm Ngc Thch, Q. 3, Tp. HCM 13. KFC inh Tin Hong 127C-127N inh Tin Hong, Q. Bnh Thnh, Tp. HCM 14. KFC Vn Lang 1 Quang Trung, Q. G Vp, Tp. HCM 15. KFC Ng Quyn 99 Ng Quyn, Q. 5, Tp. HCM 16. KFC Trn Hng o 330 Trn Hng o, Q. 1, Tp. HCM 01. KFC Si Gn Superbowl

17. KFC L Vn S 18. KFC Vinatex 19. KFC Cch Mng Thng 8 20. KFC Nam K Khi Ngha 21. KFC 27 Hunh Thc Khng 22. KFC Vinatex Cn Th 23. KFC Big C Hi Phng 24. KFC B Triu 25. KFC CoopMart L Thng Kit 26. KFC Khnh Hi 27. KFC Chu Vn Lim 28. KFC Vng Tu 29. KFC N Trang Long 30. KFC Ng Gia T 31. KFC Nguyn Thi Hc 32. KFC Trng Chinh 33. KFC Thanh a 34. KFC Nguyn Thi Hc 35. KFC Bin Ha 36. KFC Hng Vng Parkson 37. KFC Nguyn Tri 38. KFC L Dun 39. KFC Tn c Thng 40. KFC Eden

407 C-D, L Vn S, Q. 3, Tp. HCM 1/2 Lnh Binh Thng, Q. 11, Tp. HCM 594 Cch Mng Thng 8, Q. 3, Tp.HCM 199A Nam K Khi Ngha - P.7 - Q.3 - Tp. H Ch Minh. 27 Hunh Thc Khng - Q. ng a - Tp. H Ni. Vinatex Plaza - 42 ng 30 thng 4, Q.Ninh Kiu, Tp. Cn Siu th Big C- Ng t L Hng Phong, Nguyn Bnh Khim Quyn - Tp. Hi Phng 292 B Triu - Qun Hai B Trng - TP. H Ni 497 Ha Ho - F7 - Q.10 - TP. H Ch Minh

201 Khnh Hi - F3 - Q.4 - TP. H Ch Minh 123 -125 Chu Vn Lim - P.14 - Q.5 - TP. H Ch Minh Nh Ga Tu Cnh Ngm - ng H Long -TP. Vng Tu 170A C x Bnh Ha - N Trang Long - Bnh Thnh -TP Minh 1-3 Ng Gia T - P.2 - Q.10 - TP. H Ch Minh 87 Nguyn Thi Hc - Ba nh - H Ni 2 Hong Hoa Thm - P2 - Tn Bnh - Tp. H Ch Minh 79 Bnh Qui - F27 - Q. Bnh Thnh. 35 Trnh Vn Cn - P. Cu ng Lnh - Q1 - Tp.HCM 121 Quc L 15 - Tn Tin - Tp. Bin Ha - ng Nai 126 Hng Vng - P12 - Q.5 - TP, H Ch Minh 214/B55 Nguyn Tri - P. Nguyn C Trinh - Q.1 - TP. HCM 209 L Dun - P. Nguyn Du - Q. Hai B Trng - H Ni 156-158 Tn c Thng - P. Quc T Gim - Q. ng a - H 106 Nguyn Hu - Q.1 - Tp. H Ch Minh

II.4. Chin lc xc tin.

Khuyn mi: Nm c th hiu ca thanh nin Vit Nam ni ring cng nh ngi Vit Nam ni chung, KFC thng xuyn tung ra cc chng trnh khuyn mi khng ch trong ngy l m cn trong ngy thng . Vo dp Noel th KFC c chng trnh qung co vi ni dung:

"Ging sinh l thi gian p nht trong nm, l thi gian cho gia nh v bn b. Hy KFC chuyn nhng li chc tt p, nhng mn qu ngha nht n ngi thng yu ca bn. KHI MUA 1 "PHN N GING SINH" ngi thn ca bn s nhn c tm thip v c C HI NHN NHIU QU TNG HP DN: +04my LAPTOP + 10 in thoi NOKIA N72 + 10 my nghe nhc MP4 + 200 cp o thi trang + 50.000 thip Ging Sinh Bn cnh KFC cn c cc chng trnh khuyn mi trong nm : Mua hng vo ngay thi im chung ca hng reo, khch hng s c tng: 01 ming g, 01 phiu i min ph 02 ly Pepsi ln khi mua 02 ly Pepsi nh cho ln mua hng sau .Mi ngy c 24 ln rung chung. Vi mi ln mua 01 ly Pepsi ln, khch hng s nhn c 01 m s tham gia chng trnh rt thm t ng bng cch nhn tin n tng i (8113) hoc vo Website: www.pepsiworld.com.vn Trong ma dch cm, KFC tung ra chng trnh khuyn mi: khch hng no dm gc ni lo cm g, dng th VIP gi 15.000 s c gim 10% s tin mi ln n trong mt nm k t ngy mua th. Mc khc KFC cn lin kt vi cc vi cc nhn hiu khc cng lm khuyn mi nh mc in Laser hiu Vmax : Khi mua bt k 01 sn phm mc in laser hiu Vmax, khch hng s c tng 1 coupon tr gi 40 000, s dng ti cc nh hng thc n nhanh KFC. Chng trnh ko di t 1/12 n 31/12/2007 ti TPHCM, Bnh Dng, ng Nai. Vi h thng phn phi ton quc, sn phm mc in Vmax (dng cho my in HP, Canon, Samsung...) c cht lng tng ng mc in chnh hng nhng gi thp hn t 30 n 60%. Quan h cng chng (PR): qung b cho thng hiu ca mnh , KFC thng xuyn c cc hot ng t thin , ti tr nh : Nhn k nim 8 nm ngy thnh lp chui nh hng thc n nhanh KFC ti VN, chui nh hng ny ng gp tin cho qu t thin ca Hi bo tr tr em m ci, tn tt qun G Vp. ng Graham Allen - Ch tch Tp on Yum Restaurant International,

tp on c nhiu thng hiu ni ting (trong c KFC), trao tng s tin 64 triu ng cho qu t thin ca Hi bo tr tr em m ci - tn tt Q.G Vp (TP.HCM) nhm gp phn vo hot ng nui dy tr bt hnh. Bn cnh KFC cng thnh lp i tnh nguyn KFC Team tham gia cc hot ng t thin , gip cc tr em m ci, tn tt ,.Ti tr cc gii thi u th thao trong nc . Qung co: Chin lc qung co ca KFC l tp trung xy dng hnh nh thng hiu, to s quen thuc cho ngi tiu dng v mt cch n mi l nhng ni ting trn th gii l : fastfood . KFC khng ch qung co trn cc phng tin in n nh bo ch , tp ch m cn c qung co trn cc phng tin in t nh truyn hnh , internet. Bn cnh KFC cn t chc qung co ngoi tri nh : pan , p-phch, bng hiu , pht leaflet

III. Kho st hnh vi ngi tiu dng

III.1 xut nghin cu.
1) Mc tiu nghin cu : - tm hiu hnh vi ngi tiu dng. - xut gii php gip doanh nghip tng doanh s. 2) Thit k nghin cu : - Mu : i tng nghin cu l thanh nin t 14 24 tui - Kch thc : 100. Mc tiu pht ra 130 t phiu v thu v 100 t phiu. - Phng php thu thp thng tin : Pht bng cu hi c thit k sn trc tip n i tng cn nghin cu theo hnh thc phng vn trc din. - Nguyn nhn chn phng php thu thp thng tin trc tip : + Tit kim thi gian + Chi ph thp + Thng tin chnh xc , c th vi tng i tng nghin cu + D thc hin v thu thp c nhiu thng tin cng lc . 3) Bng cu hi iu tra : Xin cho anh(ch)! Chng ti l nhm sinh vin TM2 Trng ai Hc Kinh T TP.HCM. Chng ti ang thc hin ti : kho st hnh vi ngi tiu dng KFC. Rt mong nhn c kin ca anh ch theo mu iu tra bn di.

Bng cu hi s: .. Phng vn vin. p vin : .. S in thoi:. Phng vn t:. n.. Ngy.thng.nm.. 1.xin vui lng cho bit tui ca bn Di 14 chm dt 14 n 24 Trn 24 chm dt 2.Bn c thng dng fastfoos khng? Thng xuyn (hn 2 ln / tun) Thnh thong (khong 1 ln / thng t khi Cha bao gi chm dt 3.Hin nay ngh nghip ca bn l g ? Hc sinh, sinh vin Nhn vin vn phng Cng nhn vin chc Khc 4.Thu nhp ca bn bao nhiu mt thng di 1 triu 1 2 triu 2 4 triu trn 4 triu 5.Bn thng mua fastfood vi gi bao nhiu? 12.000 20.000 20.000 30.000 30.000 50.000 trn 50.000 6.Bn thng i n vi ai Mt mnh Gia nh Bn b 7.Bn tng n KFC cha? C tr li t cu 8 n cu 15 Cha tr li cu 14 v cu 15 ..............o0o.............. 8) Bn bit n KFC qua phng tin no ? Bo ch Ti vi bn b , ngi thn Tnh c Khc 9. Yu t no sau y nh hng n quyt nh chn KFC ca bn : ( nh gi t 1 n 5 theo mc t t nh hng nht n nh hng nht ) RtKhng nh hng a)Qung co 1 2 b)Khuyn mi 1 2 c)Bn b 1 2 d)Tin li 1 2 e)Sn phm 1 2 f)Ga c 1 2 g)Sang trng 1 2 h)Dch v 1 2 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 Rt nh hng 5 5 5 5 5 5 5 5

10. nh gi mc ng ca bn vi cc kin sau v KFC ( nh gi t 1 n 5 theo mc t khng ng n ng )

1Thc n y cha ngon 2) Phc v n cn 3) Ga c hp l 4) Cch trng by bt mt 5) Khng gian thoi mi. 6) Thng xuyn c cc chng trnh khuyn mi 7) Dch v giao hng tn ni cha tt 8) Thi gian ch i lu 9)Bn s tng phong cch khi n vi KFC 10)KFC l mn n ca ngi Ty, khng hp vi Vit Nam 11)Trong t nm na KFC s rt pht trin Vit Nam 12)Thc n trong KFC l thc n ch yu dnh cho gii tr 13)Cc ca hng KFC hin nay l thun tin cho bn

Rt khngng 1 2 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4 4 4 4

Rt ng 5 5 5 5 5 5 5 5 5 5 5 5 5

11. Bn hy sp xp theo th t gim dn cc mn n trong KFC m bn n nhiu nht?( nh s vo trng) G rn Nc gii kht X lch Trng ming Hambegar Cc mn khc Kt hp nhiu mn trn Khc

12. Bn thng n KFC u : Siu th. Trng hc Ca hng Nh 13. Bn c n sn phm fastfood no khc ngoi KFC ? C ( tr li cu 12 , 13) Khng kt thc . ..o0o

14. Bn chn sn phm fastfood no ngoi KFC ? Lotteria Jollibee Chicken Town 15. Ti sao bn chn mua sn phm ny ? Ga hp l Tin li Khng gian bt mt Khuyn mi

Khc

Thc n ngon Khc

III.2 Ti liu th cp.

Sau y l mt s kin khch hng m nhm thu thp c trn internet : + Dng nh nhp sng hi h, ai cng bn rn v vy KFC gii quyt ci bng i cho nhiu khch. H ch mt 1 pht gi mn v 15 pht n thay v lang thang hng gi ngoi ch v hn 1 ting li hi nu nng trong bp. +Thi gian ngh tra ch c hn 1 ting, v vy mnh v bn b thng chy ra KFC gi mt sut cm g. Mn n y khng ch l, khng gian qun p m gi cn rt mm. Ch vi 22.000 ng bn c mt sut cm g ngon tuyt Minh Trang, nhn vin ta thp Vincom chia s. +L ch ca hng thi trang Sunshine (Ph Hu), Minh Hng qu bn chui vo bp, li khng thch n xp hng gi ch i nhng qun cm bnh dn, c nhanh chng tr thnh khch rut ca KFC. Ngy no cng r vo qun ba ln. Cng theo Minh Trang, 22.000 ng cho mt sut cm g, 40.000 ng cho mt combo (cnh + i + khoai ty chin + nc ngt) khng qu cao so vi thu nhp ca ngi Vit Nam c bit l cc bn 8X, 9X. +V v vy n KFC vo bui chiu hay ti bn cng bt gp rt nhiu nhng t o trng hay ng phc ca hc sinh ngi gm i g. Cm Ly v Hoi An n sinh trng Vit c thng r nhau n y gi hai sut combo. Thc n ngon, l v c bit khng gian ca qun rt tr trung. +Vn Thanh, mt nhn vin gn b vi KFC B Triu t ngay nhng ngy u tm s: Thc ra ln n qun g rn, nhiu ngi c ngh cc mn n y chc rt t do h gi mn rt d dt. Nhng ch sau mt ln gh qua v nm th h b chinh phc hon ton bi cht lng mn n cng nh phong cch phc v. +Ti mt tin ti phi c phc v ch. Ti sao li bt ti phi mang n t tng 1 ln tng 3 nh th. iu ny l qu bt cng vi ti - Mt anh chng vi qu u s t n mc snh iu ln ting vi my nhn vin phc v. +p li thc mc ca v khch hng tr tui, Vn Thanh mt nhn vin ca KFC B Triu li gn gii p mt cch t tn: Mt quy tc ca KFC l khch hng phi t phc v. Do bt c ai n vi KFC u gi mn sau t tm ch ngi. D bn c nhiu tin hay t tin th n vi KFC cc bn cng u c i x cng bng nh nhau. +Nhiu khch hng c bit l nhng ngi tr tui thng hay o tng v ti tin ca mnh. H mang quan nim: Ti c tin th ti s c phc v cho o. iu ch ng vi nhng ca hng khc nhng khng ng vi h thng ca KFC. c rt nhiu

khch hng ln u n vi KFC u ng s c nhn vin mang thc n n tn bn. Nhng ch sau vi ln n KFC h bit cch t phc v chnh mnh. + Ch Bo L, lm vic ti phng khch hng, cng ty Vin thng Qun i- Viettel, cho bit: "T khi KFC m ca hng u tin ti Hunh Thc Khng, ngy no i lm v ti cng gh qua mua. u tin n v t m, sau thy ngon, nn hin gia nh ti dng thng xuyn. Cc mn n ca KFC cng rt ngon, hp khu v v v sinh".

III.3 Kt qu
1-Kt qu thng k:
3) Ngh nghip: a.Hc sinh, sinh vin : 78% b. Nhn vin vn phng :15% c.Cng nhn vin chc : 5% d.Khc :2%
Biu v phn loi ngh nghip ca mu kho st
2% 5% 15% Hc sinh, sinh vin Nhn vin vn phng Cng nhn vin chc 78% Khc

4) Thu nhp : a)di 1 triu :49 % b)1 2 triu :26 % c)2 4 triu :16 % d) trn 4 triu : 9 %

Thu nhp
9% 16% 49% 26% di 1 triu 1 2 triu 2 4 triu trn 4 triu

5)Bn thng mua fastfood vi gi bao nhiu? a)12000 20000 : 7% b)20000 30000 :25% c)30000 40000 : 32% d)trn 40000 : 36% Bn thng mua fastfood vi gi bao nhiu?

36%

7% 25%

12000- 20000 20000- 30000 30000- 40000 trn 40000

32%

6.Bn thng i n vi ai a)Mt mnh : 14% b)Gia nh : 37% c) Bn b :49%

50% 40% 30% 20% 10% 0% M t mnh Gia nh Bn b 14% 37% 49%

7.Bn c n fastfood KFC khng? a) C : 54% ( Tr li cu 8 n cu 15) b)Khng : 46% ( Tr li cu 14v cu 15 )

C n KFC ?

46% 54%

c Khng

..............o0o.............. 8) Bn bit n KFC qua phng tin no ?

a) Bo ch 14% b) Ti vi 13% c) bn b , ngi thn d) T ri 23% e) Tnh c 13% f) Khc 12%

25%

Bit n KFC qua phng tin no ?

25% 20% 15% 10% 5% 0%

Series1 Bo ch Ti vi bn b T riTnh c Khc , ngi thn

9. Yu t no sau y nh hng n quyt nh chn KFC ca bn : ( nh gi t 1 n 5 theo mc t t nh hng nht n nh hng nht ) 1 2 3 4 5 a)Qung co 11% 35% 54% 5% 4% 12% 79% b)Khuyn mi 24% 2% 15% 8% 51% c)Bn b 2% 1% 10% 2% 85% d)Tin li 35% 10% 40% 10% 5% e)Sn phm 17% 6% 26% 51% f)Ga c 3% 37% 9% 49% g)Sang trng 4% 3% 86% 4% 3% h)Dch v 12% 3% 49% 7% 29% k) Gia nh

100% 80% 60% 40% 20% 0% 1 3 12 3 5 1 2 5 5 3 5 5 1 5 3 2 2 3 4 1 12 45 2 4 5 3 1 1 3 12 4 3 2 4 3 5 2 3 4 5

a)Qung b)Khuyn c)Bn b d)Tin li e)Sn co mi phm

f)Ga c g)Sang h)Dch v k) Gia trng nh

10. nh gi mc ng ca bn vi cc kin sau v KFC ( nh gi t 1 n 5 theo mc t khng ng n ng )

1) Thc n y cha ngon 2) Phc v n cn 3) Ga c hp l 4) Cch trng by bt mt 5) Khng gian thoi mi. 6) Thng xuyn c cc chng trnh khuyn mi 7) Dch v giao hng tn ni cha tt 8) Thi gian ch i lu 9)Bn s tng phong cch khi n vi KFC 10)KFC l mn n ca ngi Ty, khng hp vi Vit Nam 11)Trong t nm na KFC s rt pht trin Vit Nam 12)Thc n trong KFC l thc n ch yu dnh cho gii tr 13)Cc ca hng KFC hin nay l thun tin cho bn

1 71% 3% 12%

2 15% 21%

3 3% 63% 77% 9% 1% 21% 56%

4 11% 7%

5 26% 19% 91% 71% 79% 44%

9% 2% 5% 12% 3% 4% 9% 12%
Mc ng

21% 12% 4% 37% 75% 29% 54%

3% 15% 19% 2% 3% 3%

67% 71% 9% 11% 56% 27%

100% 80% 60% 40% 20% 0% 1) Thc 2) Phc 3) Ga c 4) Cch 5) Khng 6) 7) Dch 8) Thi 9)Bn s n y v n hp l trng gian Thng v giao gian ch tng cha cn by bt thoi xuyn c hng tn i lu phong ngon mt mi. cc ni cha cch khi 10)KFC 11)Trong 12)Thc 13)Cc l mn t nm n trong ca n ca na KFC KFC l hng ngi s rt thc n KFC

1 2 3 4 5

11)Bn hy sp xp theo th t gim dn cc mn n trong KFC m bn n nhiu nht?( nh s vo trng) 1.G rn 2.X lch 3.Trng ming 4.Hambegar 39% 5.Nc gii 1% 1 36% 2 37% 2% 39% 3 10% 7% 6% 12% 25% 4 4% 15% 3% 36% 5 3% 16% 21% 22% 6 33% 20% 26% 7 29% 42% 19%

kht 6.Cc mn khc 7Kt hp cc 24% mn trn

23% 22% 17%

21% 21%

25% 13%

21% 3%

10%

Xp hng thc n
50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 7 1.G rn 2.X lch 3.Trng ming 4.Hambegar 5.Nc gii kht 6.Cc mn khc 7Kt hp cc mn trn

12) Bn thng n KFC u : a) Siu th :7% b) Trng hc : 2% c) Ca hng : 83% d) Nh :5% e) Khc 3%
Bn thng n KFC u?
Siu th Trng hc Ca hng Nh Khc

13) Bn c n sn phm fastfood no khc ngoi KFC ? a) C ( tr li cu 12 , 13) 52% b) Khng kt thc . 48% 14) Bn mua sn phm fastfood no ngoi KFC ? a) Lotteria : 45% b) Jollibee : 34% c) Chicken Town :12% d) Khc : 9%

Chn mua nhn hiu no ngoi KFC

12%

9% 45%

Lotteria Jollibee : Chicken Tow Khc

34%

15) Ti sao bn chn mua sn phm ny : a) Ga hp l : 7 % b) Tin li : 38 % c) Thc n ngon : 15% d) Khng gian bt mt : 17% e) Khuyn mi : 21% f) Khc 2% Ti sao chn nhn hiu khc
Ga hp

21%

2%

7%

Tin li Thc n ngon

17% 15%

38%

Khng gian bt mt Khuyn mi f) Khc 2%

2. Nhn xt
Phn khc m KFC ang nhm ti l ngi dn c thu nhp trung bnh, a s thanh nin trong tui t 14 n 24 cn i hc (78%) v mt phn mi i lm, thu nhp ca h cha cao lm di 1 triu chim 49 %, t 1 n 2 triu chim 26 %, thu nhp trn 4 triu chim kh t 9%. C n 66% dng fastfood 1 n 2 ln trong mt thng, y l du hiu cho thy fastfood cng ang l mt s thch ca gii thanh nin. Phn ln h chn mc gi trn 40.000 cho thy mc gi KFC tng i hp l so vi dch v m h cung cp v ngi tiu dng sn sng tr gi trn 40.000 n KFC. Bn b thng l i tng thanh nin i n cng chim t l cao nht (59%), v tip theo l n cng gia nh (27%).

C 54% n fastfood KFC, tuy nhin vn cn 46 % khng n KFC.Nguyn nhn h chn nhn hiu khc phn ln l do yu t tin li chim 38% . Bn cnh l do khuyn mi chim 21%. Ch yu thanh nin bit n KFC qua bn b, ngi thn (25%), qua t ri (23%), v qua cc phng tin thng tin. Cc yu t tin li, sang trng, gi c, qung co, khuyn mi c nhiu tc ng n s la chn KFC ca h, c bit l yu t khuyn mi c nh gi kh cao (79%) a s h cho rng KFC ph hp vi gii tr, thc n y ngon, khng gian thoi mi, trang tr p, sang trng, thng hay khuyn mi tuy nhin cn phi ch lu, dch v giao hng tn ni cha thc s tt. Cc mn n nh g rn, hambegar cng vi nc ngt kh c a chung y. a s h n KFC ca hng.

IV. kin ca nhm

Qua ti liu nhm s cp cng nh ti liu th cp nhm thu thp c th nhm thy rng KFC thc s thu ht c gii thanh nin khng ch v s thun tin , sang trng m KFC to nn mt tro lu mi trong gii tr , n KFC khng ch thng thc mn n , m cn thng thc mt phong cch hin i ang ph bin trn th gii. Vi kinh nghim v thnh cng gt hi c nhiu nc trn th gii , khi n Vit Nam th KFC cng thnh cng khng km, vic chp nhn chu l 7 nm v n nm 2006 mi bt u thu c li nhun khng nh v tr thc n nhanh s 1 ca KFC Vit Nam. KFC c nhiu ngi bit n v c th ni l t c thnh cng rc r Vit Nam. Vy vi s thnh cng , liu KFC cn c nhng thiu st , hn ch g khi u t Vit Nam c bit l nhm vo i tng thanh nin ? Nhm xin a ra mt vi kin m nhm pht hin thy khi lm nghin cu 100 thanh nin tui t 14-24. i vi chin lc sn phm: Nh chng ta thy, sn phm ca KFC c ngi tiu dng nh ga cao v cht lng. V vy, KFC nn tip tc pht huy th mnh ny nng cao cht lng hn na nng cao uy tn v tng v th cnh tranh trn th trng. Tuy nhin, mu m sn phm vn cha phong ph v a dng. KFC nn sng to ra nhng mu sn phm mi l nh: c th thit k thm bnh m hamburger theo hnh tri tim dnh cho nhng i tnh nhn, hoc bnh m vung, bnh m hnh tam gic hay nhng hnh dng khc.... iu ny s gy thch th v s t m cho mi ngi, c bit l gii thanh thiu nin hin nay. i vi loi khoai ty chin, chng ta cng c th to ra nhiu kiu dng nh c th ct khoanh trn, ta hoa to cho mn n c bt mt hn. Trong mi khu phn n KFC nn tng thm lng rau qu khng b ngn v nhm chn khi n. Bn cnh c th s dng nc chanh, cam hay tc thay v dng nc ngt c gas gii kht. V cc loi nc ny s gip tiu ha tt, khng b y hi v quan trng l tt cho sc kho hn cc nc c gas. Mt gii php na l nn m rng cc thc n pha trn gia phong cch Vit

Nam v phong cch phong ty. Chng hn nh thm nguyn liu bn, ph, m nhng c th ch bin theo phong cch phng ty. i vi chin lc gi : Hin ti nhm nhn thy chin lc gi ca KFC l kh n , theo s liu th a s gii thanh nin chp nhn mc gi 20.000-40.000. KFC nn duy tr mc gi nh vy. i vi chin l c Phn phi : Chin dch phn phi: 83% ngi tiu dng chn n ca hng KFC nn tp trung u t ca hng sang trng , chn a im thun tin nm con ng ln, ng dn c , m rng thm h thng phn phi ra nhiu hn 20 ca hng hin ti, iu tra nghin cu thi tiu dng cc vng ven thnh ph, cc tnh ln cn m rng th trng KFC ra rng hn na. Hien nay he thong phan phoi KFC ang b canh tranh manh me vi cac hang thc an nhanh khac cung loai nh: lotteria,Jollibee...va cung vi xu hng m ca khi Viet Nam gia nhap vao WTO th KFC can phai co nhng bien phap tch cc hn cho he thong phan phoi cua mnh, e tiep tuc thu hut va gi chan khach hang, ac biet la oi tng thanh thieu nien: - Tiep tuc m rong he thong nhng quyen tren khap ca nc, chu yeu nh v tai cac thanh pho, th xa ang co toc o o th hoa cao - Quan ly chat che he thong phan phoi cua mnh t viec tuyen chon nhan vien, c s vat chat, v tr, mua hang, lu kho, ban hang,... can ong nhat ve chat lng cac ca hang tren khap ca nc. - Phat trien h thng giao hng tn ni , ci thin cht lng i ng cng nh quy trnh giao hng m bo ng thi gian giao hng. - Ket hp vi cac he thong phan phoi khac nh: sieu th, pepsico, cong ty,... Chin lc xc tin: Hin ti 3 ch KFC tr nn kh quen thuc vi ngi tiu dng. KFC, theo s liu nghin cu c ta thy rng yu t qung co, khuyn mi nh hng khng nh n quyt nh chn KFC ca thanh nin , chnh v vy KFC nn tip tc duy tr qung co v khuyn mi nh chin lc ra trn. Mc khc KFC cng nn c cc hnh thc khuyn mi mi nh tng th VIP hoc c chnh sch u i khi n ng ngi.V d : t 5 ngi n tr ln c tng mt phn khoai lang chin hoc c i nc ngt nh thnh ln... Bn cnh cc yu t tin li , s sang trng, cch bi tr ca hng bt mt,khng gian thai mi, giao hng tn ni cng nh hng rt cao n quyt nh n KFC nn cn tp trung u t chm cht cho hnh nh c trng KFC, to s tha mi tin li nht cho khch hng. Cch phc v cn ch qu lu, c 67% ngi ng iu ny cho thy mc d yu t t phc v ,gi phn v t tm n v tr ngi yu thch l rt hay nhng cc ca hng

KFC cn xem li thi gian phc v ca mnh , trnh tnh trng khch ch qu lu. V i th cnh tranh,tip tc y mnh cc 4P gi vng v th v chin lc hin ti nhm nh v chc chn hn na trong tm tr khch hng to dng mt hnh nh KFC su khc su trong tm tr,h nhc ti g rn thc n nhanh l nhc ti KFC T kt qu nghin cu i tng ch yu ca KFC l gii tr nn th hiu ko theo l s mi m,tr trung , nng ng, c o, s thai mi, tin li do vy trong chin lc ca mnh KFC phi thng xuyn i mi lun c nhng khm ph mi trong hnh thc kinh doanh ca mnh , khng nn lp i lp li mt hnh thc trong 4P ca mnh nh lun c nhng sang to mi trong sn phm thm ngon v a dng hn, gi gi mc va phi va to li th thun li vi i th cnh tranh va khng lm cu co gin qu nhiu, phn phi to s thun tin nht cho khch hng, xc tin to s hp dn ng mc sao cho nhng lc doanh s xung qu thp s ko li c , hoc doanh s ang rt thun li cng khng t mn, l l.

PHN II: IN THOI DI NG

I. Gii tr ni g v in thoi di ng v tai sao gii tre s dung in thoai di ng.
hiu c gii tr s dng in thoi theo phong cch no, nhm trch mt s kin ca ngi tiu dng t VNEXPRESS.NET nh sau: Trn c Hnh ch l mt cu hc sinh hc lp 9 ti mt trng ph thng c s trn a bn phng i Cn (H Ni) nhng cu s dng lin mt lc 2 my di ng. Hnh cho bit v s thch hai tay hai sng ca mnh: Trc em dng mt sim Viettel nhng gi khi HT Mobile ra i, gi r, c nhiu tin ch li c gi ni mng min ph nhiu thng nn em dng thm mt ci na. Vi chng trnh khuyn mi min ph gi v nhn tin ni mng n 6 thng ca HT Mobile khch hng c th tit kim mt khon tin rt ln cha k n vic c th lin kt vi bn b ngi thn mi ni, mi lc m khng phi e ngi v bt c iu g. Hai tay hai sng khng phi snh iu m l tit kim tin. Khong hn 1 nm nay, s lng hc sinh, sinh vin ni ring v lp thanh nin ni chung s dng hai tay hai sng nh Hnh ngy cng nhiu. Nguyn Anh T, sinh vin nm th 3 mt trng i hc khi kinh t ti TP H Ch Minh cho bit: Em mun dng mt chic in thoi di ng vi chi ph thp nhng phi c nhiu tin ch c bit. y l l do em cng th qua mt s mng di ng CDMA tm hiu sc mnh cng ngh ca tng mng. Vo thi im hin ny, T s dng thm mt my ca HT Mobile. Do phi va lm va i hc, mt trong nhng vt bt ly thn ca T l chic laptop v my di ng HT Mobile. T cho bit thm: Vo qun cafe Wifi th cng hay nhng gi rt t. Ngi c ph va h m vn truy cp c Internet tc cao nh c ph Wifi mi th. Cng v th m em thch dng mng CDMA. Nhng ngi thng xuyn s dng my tnh xch tay nh T c bit l gii doanh nhn hin nay c thm nhiu s la chn cho vic s dng cc sn phm thng tin di ng phong ph vi cng ngh tin tin v dch v sng to. Ch vi mt thit b Data Card nh gn, h c th truy cp Internet nh, trong qun caf, trn ph thm ch trong c t v c bit c th ti file d liu dung lng ln, s dng internet ngay c khi ang di chuyn . N.T.H, sinh vin i hc Quc gia (H Ni) cc k ngc nhin v cm ng

n sut khc khi nhn c mt tin nhn c bit nhn ngy 14.2. Mt ngi bn ca H gi cho H mt tin nhn nghe c bng li ni vi ni dung kh lng mn. Ch c iu ging ni ca cu bn trong tin nhn ny kh p ng v... lp bp khi ni: T thch cu lm. H cho bit nh cng s s dng mt in thoi ca mng di ng c nhn tin bng ging ni H c th gi li yu thng khng ch ti bn b m ti c nhng ngi thn ca mnh. Sau ngy l tnh yu 14.2 khong 10 ngy, H chnh thc tu cho mnh mt chic in thoi CDMA ho mng di ng c dch v tin nhn bit ni cho bng bn bng b. H ni: iu lm em ngc nhin nht l ngoi cc chc nng c bit ca dch v, em cn c gi v nhn tin ni mng min ph trong gn 3 thng v by gi li c min ph thm 6 thng na. Tht kh m c th tin c. y cng l l do em r thm nhiu ngi bn v c nhng ngi thn trong gia nh s dng mng CDMA ny em c th gi in v nhn tin thoi mi m khng phi mt tin. Tp on vin thng Telenor (Na Uy) va cng b mt kt qu iu tra theo chiu su v thi quen s dng in thoi di ng v internet trong gii tr Vit Nam. Tp on ny la chn cc thanh nin tui t 18 - 24 ti TP.HCM lm i tng nghin cu. Kt qu ca cuc iu tra cho thy, s tin s dng cho cc in thoi di ng hng thng ca nhm thanh nin ti TP.HCM vo khong 300.000 ng/thng. Cc bn tr thng s dng nhiu sim in thoi tr trc tn dng cc chng trnh gim gi, khuyn mi ca cc nh cung cp dch v thng tin di ng v kim sot cc ph hng thng. Gii tr ti TP.HCM thng gi 5 - 6 tin nhn/ngy v thc hin s cuc gi cng tng ng trong ngy . Kt qu iu tra li cho thy, cha m thng l nhng ngi u tin mun con ci mnh c in thoi di ng tin vic lin lc v kim sot. Tuy nhin, khi c s dng di ng, mc ch chnh ca cc bn tr li l t chc gp g bn b v tin nhn nhanh c cc bn tr coi l mt cng c quan trng duy tr cc mi quan h x hi. Cuc iu tra cng cho thy, gii tr TP.HCM s dng in thoi "xn" kh nhiu v rt say m trong vic thng thc m nhc trn in thoi di ng biu hin nhng bn nhc chung v MP3 ti xung in thoi.

II.Chin lc nha san xut ?

II.1. Chin lc San phm & Gia
Nokia

Theo kho st ca Synnovate, mc yu thch sn phm ca ngi tiu dng dnh cho Nokia vn gi mc cao tuyt i so vi cc i th lin k nh Motorola v Samsung. Tr li cho cu hi Bn thch s dng in thoi di ng no? 77% ngi Vit Nam tr li thch s dng in thoi Nokia, trong khi Samsung ch c 15% v Motorola vn mc thp ch vi 5%. Ngoi ra, theo chin dch phng vn hn 4.000 ngi Tp.HCM v H Ni ca hng MillwardBrown v 60 nhn hiu sn phm c yu thch nht Vit Nam, Nokia l thng hiu dn u trong tt c cc thng hiu c mt ti Vit Nam vi 100% cu tr li ca khch hng l C bit v nh gi cao sn phm Nokia. iu cho thy, nhn hiu ca Nokia thm nhun trong suy ngh ca mi ngi, c nhc n in thoi di ng v cc thit b truyn thng di ng c ngha l nhc n Nokia. Khng nhng dn u trong lnh vc vin thng di ng, so snh vi cc ngnh hng khc nh sa, nc ung hay ngnh in t, Nokia cng lun l nhn hiu ph bin v c yu thch nht Vit Nam. Vi vic khng ngng n lc nhm em li nhng sn phm cng nh dch v tt nht cho khch hng, khng c g bt ng khi mi y, Gfk Asia Vit Nam thay mt Gfk Asia trao chng nhn Nhn hin s 1 ca nm cho sn phm in thoi ca Nokia Vit Nam. Hn th na, Thi bo Kinh t Vit Nam, tp ch PC World cng cng b gii thng Sn phm c yu chung nht trong nm 2006 do bn c khp ni bnh chn. C th xem sn phm l th c lm nn thanh cng ca Nokia. Nokia t ra rt khn kho trong vn ny. Him khi hng tung ra nhiu model cho mt nhm sn phm, tr khi mi sn phm c mt nt khc bit r rng. Vic tung ra sn phm mi ca Nokia l bc thm d th trng. Vi nhng sn phm b th trng t chi nh N7710, 7280, 9300, Nokia nhanh chng co chung cho cc sn phm trnh trng hp b sa ly. Nhng mt khi sn phm tr c trn th trng, Nokia thng khai thc ti a hiu qu t n. Nokia thc hin chnh sch gim gi theo th trng vo tng thi im m bo c tnh cnh tranh cng nh li nhun thu c t sn phm v ko di vng i cho sn phm. Cch ny c li th l sn phm tri rng trn nhiu phn khc, gip Nokia bo v tt th phn ca mnh. Nokia cng t ra rt thng minh trong vic ko di giai on pht trin ca sn phm bng cch to ra cc phin bn. in hnh l phin bn mu en cho N6600 v N7260. i vi giai on thoi tro, Nokia thng khng gim gi sn phm qu thp so vi thi im n mi ra i (thng gim khong trn 50% so vi gi khi im), ngoi tr trng hp ngoi l nh 6100 v n c vng i kh di v gt hi thnh cng qu ln. Nh , Nokia cng gp phn gi c v th thng hiu cho mnh.

Thc t, th phn ca dng in thoi di ng t 5 triu ng tr ln ch chim cha n 10% (s liu ca GkK). Tuy nhin, theo nhiu chuyn gia cua Nokia, phn li nhun ca dng my ny c th chim n 40% tng s li nhun. Nokia thng thu c mt t sut li nhun rt ln t cc model cao cp nh chin lc ht vng giai on u tin khi sn phm xut hin trn th trng. Thm vo , gi ca cc sn phm ny thng c tnh ton sao cho khng nhng c th gnh c c phn chi ph u t cho qung b m thm ch cn c th b l cho c nhng model cp thp ch dng chim lnh th phn. Sn phm cao cp khng ch c gi tr v mt ti chnh, n cn mang mt trng trch khc l qung b thng hiu Nokia cng nh nh v thng hiu Nokia. Nokia thng tp trung qung b cho cc dng sn phm ni tri bi mt khi cc sn phm ny n c vi ngi tiu dng th thng hiu ca Nokia cng d pht trin hn. Nokia thng xuyn s dng cc sn phm cao cp nhn mnh vai tr tin phong trong cng ngh ca mnh. Chnh v th, Nokia thng qung b rm r cho nhng tnh nng hin i ca dng in thoi cao cp. Ngay c khi cc model khng t hiu qu bn ra nh d tnh th Nokia vn c c iu h mun chnh l hnh nh. in hnh l Nokia 9500, c s lng bn ra nh nhng gp phn to nn mt Nokia tin phong v kt ni Wi-Fi trong cm nhn ca khch hng. Hay nh N92, nhanh chng thoi lui nhng iu khch hng nhn thy chnh l Nokia tr thnh hng u tin ti Vit Nam tung ra dng TD c th xem truyn hnh k thut s. Bn cnh cc sn phm cao cp lm nn thng hiu ca mnh, Nokia vn khng b qun dng my ph thng. Vic tip tc dn u th trng in thoi di ng ti Vit Nam trong nm 2006 ca Nokia l iu hin nhin khi Nokia khng ngng n lc tung ra th trng nhng sn phm mi p ng nhu cu ca tng phn khc th trng ph thng. Cc sn phm ph thng ang bn chy nht trn th trng nh Nokia 1100, Nokia 6030, Nokia 2610..., Samsung Ra mt hng lot sn phm mi cho gii tr, bt tay vi Audition, hng in thoi ni ting x Hn Samsung ang th hin tham vng hng vo th trng tr y tim nng ti Vit Nam. u nm 2007, Samsung gii thiu lot sn phm mi dnh cho gii tr vi thit k phong ph, tr trung nh E250 ng cp, X520 thi trang sc mu, X530 snh iu v X540 nng ng. Mang y nhng tnh nng truyn thng a phng tin hin i nh chp nh VGA, radio FM, nghe nhc MP3 vi mc gi rt ph hp vi kh nng ti chnh ca gii tr Vit Nam. Ngoi ra, tng thm gi tr s dng, nhng cc sn phm s tch hp tnh

nng h tr ngi dng c quyn ca Samsung nh: uTrack (cho php gi tin nhn bo ng ti mt s in thoi mc nh trong trng hp bn i th SIM hoc mt in thoi), tin nhn SOS (tin nhn s c gi trong trng hp khn cp hoc bn gp nguy him. Samsung thng ri vo tnh trng sn phm dm chn nhau, do hng ny thng ho phng tung nhiu model cho mt nhm sn phm v chng kh ging nhau, nh cc cp i E310 v E330, E720 v E730..., khin cc sn phm ny rt kh cng thnh cng. Nokia cng tng gp trng hp ny vi 7610 v 6670. Chnh v s trng lp sn phm nh vy m t l sn phm thnh cng ca Samsung theo gii chuyn mn l khng cao. Nhng khi mt sn phm t tn hiu tt , Samsung thc hin chin lc ko di vng i v thu li t sn phm kh tt d cha th so vi Nokia. V d, Samsung E700 ra i cng thi im vi Nokia 6600 (cui nm 2003) v mi ch ngng bn cui nm ngoi. Samsung cng l ng vin nng k trn ng ua qung b dng sn phm cao cp nhm nh v thng hiu. Bng chng l d Samsung vn cha t c iu h mun, nhng b su tp Ultra Edition tht s gp phn quan trng gip Samsung bo v c hnh nh c trng v thi trang TD ca mnh. Samsung tng c kh nhiu model cao cp bn tt. Giai on 2003-2004, ngi ta cho rng, Samsung km Nokia v mt th phn nhng li nhun th c th hn xa. Chnh v th, Nokia ngy cng c thm nhiu sn phm cao cp nhm ginh li phn bnh bo b ny. c bit, thi gian gn y b su tp N Series tin phong ca Nokia gn nh chim phn ln trong dng in thoi cao cp. iu ny cng d hiu, bi du sao, TD vn l sn phm cng ngh cao nn nh gi cao cp th n phi ni tri v mt cng ngh. Nhng yu t khc nh cht liu hay kiu dng ch dnh cho mt thiu s nh khch hng. Thi gian gn y, Samsung gt hi c nhiu thnh cng dng sn phm cp thp nhng h vn ra sc tranh ginh c phn khc cao cp. Bng chng l Samsung lin tc cho ra nhiu model mi nh D900 phin bn Metalic khng nh s sang trng cho dng mobile cao cp ny sau khi n c thm mu . Thm vo l Samsung P310, U600 v i600. Trong thi gian ti, Samsung cn tung ra thm cc model nh F700, F510, i400, J600. V th c s th no khi thng 6 v thng 7 ti y, khi s xut hin ca cc model dng cao cp nh qui kit truyn thng Z8, qui kit tc MOTO Q v ROKR Z6 nghe nhc theo phong cch m Motorola ang mun nh v li khi nim in thoi vi serie in thoi cao cp trn. Cung ging nh Nokia va cac hang khac, bn cnh cc sn phm cao cp lm nn thng hiu ca mnh, Samsung vn khng b qun dng my ph thng. Bi y l

cc sn phm quyt nh ti vic tng hay gim th phn ca cc hng in thoi ti Vit Nam trong na u nm 2006 va qua.

II.2. Chin lc phn phi & xuc tin

Yu t phn phi ni n y l cch m cc hng thc y cc i l, nhn vin bn hng nhm nng cao doanh s bn hng. Hin ti, ch c Nokia v Samsung c a im chuyn bn sn phm ca mnh, v thc cht, h thng ny mang tnh xy dng thng hiu nhiu hn. Chnh v th, cc hng u khng hn km nhau v cu trc knh phn phi. Bi ton ca cc hng l lm sao cho cc knh phn phi ly hng nhiu v n lc bn hng cho sn phm ca mnh. Trong n lc kch thch i l ly hng ca mnh, Nokia v Samsung u s dng tin thng v cc chng trnh h tr Marketing nh mt bin php c lc. Mi hng c mt hnh thc thng khc nhau v tt nhin phi c s hp ng tc chin t pha nh phn phi. Ngoi cc khon thng cho nhng mc tiu c th t ra cho tng i l, cc hng cn thc hin nhng chin dch trong tng thi k cho cc i l ua nhau ginh gii thng vi gi tr ln. Vi cch ny, Nokia t ra thit thc hn khi s dng bin php tnh im cho s lng hng t v s im dnh cho cc dng sn phm khc nhau. Sau , hng quy ra tin thng theo im s i l t c. Theo , i l no t nhiu im s c nhiu tin thng. Do vy, ai cng c thng, vn l t hay nhiu. iu ny khin cuc chi c v cng bng hn. Cc hng khc thng treo gii cc i l ua nhau bn hng, gii thng c th l mn hnh Plasma, xe tay ga cao cp, t. Tt nhin, trong cuc cnh tranh s c k thng ngi thua, v ngi thua cuc thng c cm gic tic nui. Cc nh phn phi ca cc hng cng c nhng khon thng cho cc i l ca mnh bi h cn y hng i v sc p t hng. Mt h tr khc t cc hng l tin ti tr cho Marketing. Vic s dng nhng khon tin ny ca cc i l c tc ng ln n cc hng, v cc i l ch dng chng khuyn mi cho sn phm m hng ti tr. V cc hng cng t c thm li ch t vic Marketing cho thng hiu ca mnh. Khon tin ny c s dng hiu qu nh th no cho Marketing cn l thuc nhiu vo nng lc ca i l v hng. Bn cnh dng sn phm phong ph, Samsung cn xy dng mt chin lc lu di v ton din tip cn th trng tr . Hng lot chng trnh chinh phc th trng gii tr v s tip tc c thc hin trong nm nay. Khi u bng vic hp tc vi Audition, game v o trc tuyn n t Hn Quc ang c s hng ng nng nhit ca hn 3 triu ngi tham d, trong ch yu l gii tr. Samsung ra mt sn chi o S-club trong game Audition. c thit k c o, vui nhn vi hnh nh nhng chic in thoi di ng Samsung tr trung, snh iu, v nn nhc hip-hop nng ng, S-club hin nay tr thnh sn chi hp dn nht ca game Audition vi lng ngi tham gia ng nht, trung bnh 30.000 lt ngi chi trong 1 ngy. Qua S-club, mt xu hng mi ang c hnh thnh trong gii tr, khng ch lm nng th gii o m cn chim lnh i sng thc. in thoi di ng Samsung

mi, tr trung, thi trang vi cc tin ch vt tri kt hp ng iu vi thi trang nng ng t Hn Quc. Phong cch thi trang high-tech Samsung-Audition ang nh hng mnh m i sng ca gii tr Vit Nam. Song song vi S-club, Samsung thc hin chng trnh Mi ngy mt gii Samsung trong game Audition. Cc v cng Audition c c hi thng chic in thoi Samsung ng cp doanh nhn E250 khi nhy ti sn S-club v np t 100Vcoin tr ln trong mt ngy, sau , chp li hnh web hin th ch ang chi trong S-club v gi v. Ngoi ra, Nokia v Samsung cn s dng phng thc bn km hng c th bn cc hng ngm (model khng bn chy) ca mnh. H s dng hng hot nh cng c trt gnh nng sn phm kh bn cho i l. Cc i l mun mua s lng nhiu sn phm bn chy s phi chp nhn ly km cc sn phm kh bn v tt nhin, h cng c c phn no mc gi u i. Song vic vn dng phng thc ny c hiu qu hay khng cn ty thuc vo nng lc tng hng. Nokia nh c nhiu model bn chy nn rt c li th trong vic ny. Nhn vin bn hng ca cc i l l nhng ngi trc tip tip xc vi khch hng nn cc hng cng quan tm nhiu n lc lng ny bng nhng mc thng. Nokia v Samsung l hai hng tin phong trong vic thc hin iu ny. Vn nh phn phi, r rng, nu Nokia va Samsung ch c mt nh phn phi s d l thuc vo chin lc bn hng ca nh phn phi duy nht . Ngc li, khi c nhiu nh phn phi, s cnh tranh gia h c th l bin php thc y cho chin lc y hng c thc hin tt hn trn th trng. Song song vi chin lc sn phm mi l cc chng trnh khuyn mi hp dn cho c dng my ph thng ln cao cp . Bn cnh , cc hng in thoi di ng cn kt hp vi cc nh cung cp dch v a ra cc chng trnh khuyn mi c li cho c 3 bn: nh cung cp mng, hng in thoi di ng v ngi tiu dng. Vo thi im hin ti, tro lu s dng my di ng khng ch n thun l nghe, gi v nhn tin; nhng ngi tr s dng in thoi di ng cng nhm ti nhng tin ch c bit hn. Nu nh trc y ch c S-Fone c b dch v ColorRing (nhc chung ch) th hin nay nhc chung ch tr thnh mt dch v ph bin dnh cho tt c cc mng di ng k c GSM ln CDMA. i vi dch v nhn tin, nh c s bng n ca cc nh cung cp ni dung trn mng di ng m cc khch hng thm ch cn bi thc v dch v tin nhn bi c qu nhiu dch v nhm nh . Trong s cc dch v tin nhn c coi l lng mn nht v tnh t nht, dch v t tnh bng tin nhn ca Cng ty VietnamNet Cng c xp hng u nh tnh sng to v d thng trong cc cu t tnh . Trong nhiu nm gn y, dch v ny lun chng t v tr s 1 so vi cc dch v v tin nhn tnh yu vi nhng li t tnh cht lm v c cnh. Th nhng, dch v ny

vn ch l nhng bn text thng thng, khng truyn ti c y nhng cm xc dt do ca nhng cp tnh nhn, ca nhng k si tnh Gia thng 2.2007, vo ng dp ngy l Tnh Yu, HT Mobile - mng di ng va mi khai trng hot ng chnh thc tung ra th trng mt dch v tin nhn t ph mang tn Tin nhn bit ni (SMS Talk). Vi dch v ny, khch hng gi tin nhn ti tt c mi ngi khng phi bng nhng bn text m bng chnh ging ni ca mnh vi y cc cung bc v cm xc. Trn th trng in thoi di ng, FPT vn tip tc khng nh th mnh ca mnh vi li th phn phi nhn hiu Nokia, c quyn phn phi nhn hiu Samsung v l nh phn phi ca mt s nhn hiu khc nh Motorola. Cng vi FPT, th trng ang c b sung thm nhiu nh phn phi khc nh Viettel, PV Telecom... v iu ny, chc chn mang li nhiu li ch hn cho ngi s dng . V tm l tiu dng, ngi s dng ti cc thnh ph ln cng ang chuyn dn t thi quen mua hng t cc ca hng nh vn ph bin t nhiu nm nay sang mua hng ti cc siu th, ca hng ln chuyn v in thoi di ng. Tm l chung ca khch hng l mun c mua in thoi ti cc siu th v ca hng ln, ni lun c nhiu sn phm la chn v phn no c mc gi cnh tranh hn v cng c phn yn tm hn v mt bo hnh. Xu hng ny c th hin thng qua hng lot cc siu th in thoi di ng ra i nh Th gii di ng, Mobile Mart... Viettel cch y 1 thng cng cng b ng lot khai trng h thng siu th in thoi di ng trn ton quc. Tham vng tr thnh nh phn phi s 1, c bn l v bn s v sn phm ny ti Vit Nam c khng nh vi k hoch n ht nm nay s nng tng s ca hng v siu th trong h thng ca mnh ln hn 600 ca hng v 81 siu th. Viettel cho bit, trong nm 2007, doanh nghip ny t c mc tng trng rt cao i vi mt hng in thoi di ng. Trong 6 thng u nm, s my bn ra ca Viettel chim 10% th trng, con s ny tng ln 16% vo qu 3/2007. D kin n ht nm nay, tng sn phm bn ra ca Viettel cho mt hng ny s chim 20% th trng. Nhng im thun li ca mt nh cung cp dch v thng tin di ng cng c Viettel pht huy ti a nhm thu ht khch hng. l mt h thng ca hng v siu th vi dch v ng b c thu cc, in thoi c nh, ADSL, di ng v km theo l cc sn phm in thoi di ng chnh hng. Hin knh phn phi ca Viettel c chia lm 2 tuyn: cc siu th cc thnh ph ln v cc ca hng tuyn huyn . Trong thc t, Viettel cng thng xuyn c cc chng trnh bn my in thoi, tng Simcard Viettel cho khch hng, va m bo phn phi my, li va phc v mc tiu tng trng thu bao ca Viettel Telecom. Bn cnh , h thng phn phi in thoi ca Viettel cng li ko khch hng bng c nhng chng trnh khuyn mi nng k . Mi y nht, trong chng trnh khuyn mi ln va kt thc ngy 10/12 va qua, Viettel quyt nh dnh hng trm phn qu dnh cho khch hng mua in thoi di ng, trong c 1 gii c bit l 1 xe t Honda Civic tr gi 480 triu ng, 2 gii nht l xe m t Attila Elizabeth tr gi 31 triu ng... Doanh nghip ny ang t cho

mnh mt mc tiu mi trong nm 2008: t tng doanh thu t 2.800-3.500 t ng v chim gi khong 25% th phn ca nm 2008, tng ng vi hn 1,9 triu my. . Cng ging nh dch v di ng, s gia tng tc ca Viettel chc chn s tc ng khng nh ti chin lc kinh doanh ca cc nh phn phi ln khc nh FPT, PV Telecom...

III. Kho st nhu cu s dng TD trong gii tr.

Cu 1: Hin nay bn c s dng in thoi di ng khng? C Khng Nu khng bn vui lng cho bit mt s thng tin trong khung bn di, nu C ban vui lng tra li tip cu th 2 tr i. Cu a: L do bn cha s dng in thoi di ng: iu kin kinh t Cha c nhu cu L do khc Cu b: Trong tng lai bn c s dng in thoi di ng khng? C Khng Cu c: Nhn hiu in thoi di ng no bn s chn mua Nokia Sony Ericson Khc Motorola Samsung .. Cu 2: Nhn hiu in thoi di ng m bn ang s dng: Nokia Sony Ericsson Khc Motorola Samsung . Cu 3: Tr gi chic DTD bn dang s dng (VND) Di 1.000.000 t 1.000.000 2.000.000 2 3 triu trn 3.000.000 Cu 4: L do m bn s dng TD l do: Gia nh bo mua Tnh thi trang Ly do khac Thy bn b c Cn cho cng vic .. Cu 5: Kiu dng in thoi di ng m bn ang s dng: Np trt Np chp Hnh ch nht Kiu khc (ghi ro) . Cu 6: Mng in thoi m bn ang s dng: Viettel S-phone khc (ghi ro) Mobil Vina

Cu 7: Khon tin chi cho TD ca bn hng thng (VN): di 50.000 50.000-100.000 100.000-200.000 Trn 200.000 Cu 8: Ban tim hiu thng tin v in thoai di ng thng qua: Ban be Ngi thn Bao chi, truyn hinh Khac (ghi ro) Cu 9 : Bn vui lng cho bit mc ng ca mnh vi cc pht biu sau, pht Cc pht biu 1 2 3 4 5 1 2 3 4 5 o o o o (3) o o o o o o o o Bn s dng TD mc ch ch yu l lin lc o Mc ng y: 1) Rt khng ng y (2) Khng ng y TD gip bn lin ngi khc cch o Khng co y ki n lc (4)vi n g y (5) Rmt t n g y nhanh nht TD l mt mt thi trang ca gii tr hin nay o

Gii tr hin nay s dng TD l th hin mnh Khi mua TD bn khng quan tm ti yu t thi trang 6 Gi c l yu t quan trng nht nh hng n vic mua TD 7 Bn thng xuyn s dng TD nghe nhc, nghe radio 8 Bn s dng tin do mnh kim c mua TD 9 SV khng nht thit phi s dng TD 10 Bn hon ton hi lng vi cht lng dch v mng in thoi bn ang s dng biu Rt khng ng nht l s 1 , Rt ng nht cho X vo s bn chn .

o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o l s 5 bng cch nh

Cu 10:Tng t nh trn , bn vui lng nh du X vo s bn chn , s 1: rt khng quan tm.. s 5: rt quan tm 1 Mc quan tm cc tr chi gii tr truyn hnh trn 1 2 3 4 5 mng TD ca bn 2 Cc yu t tnh nng nh quay phim, chp hnh , ghi 1 2 3 4 5 m,c nh hng nhiu n quyt nh mua TD ca bn nh th no? 3 Mc quan tm ti mt sn phm TD mi trn 1 2 3 4 5 th trng ca bn Cu 11: Nu c kh nng, bn sn sng i TD cho cng nhn hiu, kiu dng vi mi ngi trong nhm ca bn khng? C Khng Cu 12: Theo bn, nhn hiu TD hin nay l ni ting nht Vit Nam? Nokia Sony Ericson Khc Motorola Samsung .. Cu 13:Bn thng xuyn s dng in thoi di ng ch yu (nh s th t u tin) Nghe nhc Gi in Khc.................. Nhn tin Chp hnh, quay phim THNG TIN C NHN H v tn:. Trng.. Email: S T:... Nhm Sinh vin nghin cu chn thnh cm n cc bn rt nhiu!

IV.Kt qu v nhn xt nghin cu nhu cu s sng in thoi ca gii tr (sinh vin)

13%

c khng

87%

Biu 1: Cho bit t l gii tr c TD

50 40 30 23 20 10 0 NO MO SO SA KHC 18 5 9

45

Biu 2: Nhn hiu TD ang c s dng. Qua biu ta thy Nokia vn l nhn hiu c a chung gii tr. iu nycng d hiu bi l khi ni n Nokia l ni n cht lng. Samsung v Motorola chia nhau v tr th hai v th ba.

20, 20%

15, 15%

31, 31% 34, 34%

di 1tr 1tr-2tr 2tr-3tr trn 3tr

Biu 3: Tr gi chic TD ang c gii tr s dng.

Cc ming bnh ca th phn ny kh ng u, tuy nhin vn thy c dng sn phm m gii tr a chung nm khong 2-3tr/chic hoc 1-2tr/chic. iu th v y l tuy cha c thu nhp nhng tng lp ny vn c c nhng chic in thoi gi tr ln. Th phn ny ln hn c th phn in thoi di 1tr/chic.
60 50 40 30 20 10 0 1 2 3 4 18 6 20 1 2 3 4 55

Biu 4: L do mua in thoi 1: Gia nh bo mua 2: Tnh thi trang 3: Cn cho lin lc 4: L do khc 55% kin cho rng in thoi rt cn cho cng vic, lin lc. iu ny chng t nhu cu thng tin ngy cng ln i vi lp tr. C n 18% kin cho rng h mua in thoi l do ngi nh bo mua, c l y l lp tr m gia nh h c iu kin cho h mua sm, v h mun d dng lin lc vi con ci ca h.
9, 9% 2, 2%

43, 43%

46, 46%

dui 50.000

50.000-100.000

100.000-200.000

trn 200.000

Biu 5: Mc chi hng thng cho TD H cha c thu nhp nn c l mc chi hng thng cho in thoi chim phn ln khc 50.000-100.000 ngn ng/thng (46.46%) cng l iu d hiu. Tip theo l khong chi t 100.000-200.000 vi 43.43% v trn 200.000 ngn hoc di 50.000 ngn ng/thng th t hn.

25, 25%

75, 75%
ca m nh ca ba m

Biu 6: Tin s dng cho in thoi C n 75.75% kin cho rng y l s tin m h s dng cho in thoi hng thng v 25.25% th ni rng l tin h kim c. Nh vy xu hng mua TD v tin s dng vn phu thuc phn ln vo ngi ln. y l tng lp quyt nh ti khn nng chi tr ca h
15

85
c quan tm khng quan tm

Biu 7: Th hin s quan tm n cc tnh nng khc ca in thoi nh th nh, ghi m chp hnh, camera.

25 37
1 2 3

38

Biu 8: Th hin mc quan tm ca gii tr ti nhng sn phm TD mi trn th trng. 1 khng quan tm 2 quan tm 3 rt quan tm

Biu 7 v 8 cho thy s quan tm ca lp tr ti nhng tnh tng khc ca chic in thoi ngoi chc nng nghe, gi, nhn tin con s 85% quan tm, 63% kin quan tm v rt quan tm ti nhng sn phm mi sp ra i. T y cho thy chic in thoi ca gii tr khng phi ch l nghe, gi, nhn tin m cn l c nhng tin ch phc v nhu cu gii tr, ghi li nhng khonh khc ng nh ca cuc sng. Ngoi ra h cng l i din cho tng lp quan tm ti nhng thay i cng ngh.
60 50 40 30 20 10 0

nghe nhc

gi in

nhn tin

chp hnh, quay phim

khc

Biu 9: T l % s dng in thoi cho mc ch

9% 16%

75%
NO SA MO,SO, KHC

Biu 10: nh gi nhn hiu in thoi ni ting Vit Nam.

V. kin ca nhm?
Qua kt qu nhm kho st c , cng vi ti liu th cp v chin lc ca cc nh sn xut nhm xut mt s nhn xt v gii php sau : Chin lc gi :

Cc hng in thoi nn ch trng n sn phm in thoi cho thanh nin 14-24t vi gi khong t 2-3 triu ng . V theo nghin cu ca nhm , a s thanh nin u ng vi mc gi ny. Chin lc sn phm : + Hin nay hu ht cc thanh nin quan tm n tnh nng quay phim - chp hnh ca my in thoi . Cc hng in thoi nn kt hp chin lc gi vi chin lc sn phm . Ga 2- 3 triu nhng sn phm c y tnh nng quay phim chp hnh. Mc d lm vy chi ph s cao nhng vi lng ng khch hng mua vo c th b c chi ph b ra. + Hin nay lp tr thng rt nng ng, chy theo thi trang, s snh iu v thng b nh hng nhiu ca nhm bn b. Do , nn c cc mu thit k tr trung, cc mu sc bt mt ( , hng, bc, ),cc dng sn phm bt np hoc trt hin ang l mt ca lp tr. Mc khc sn phm cng nn thit k kiu dng c o, l mt (hnh th, sao, v s) cng vi mu sc, vt liu phong ph hn .Thit k nh gn c a chung hn. Xy dng thm mt s tnh nng v truy cp internet, xem tivi, game online ph hp th hiu ca gii tr + Bn cnh vic pht huy kiu dng, mu m, cc hng nn coi trng cht lng sn phm hn na to s uy tn v nim tin ca khch hng khi n hng ca mnh. V d nh: i vi Sam Sung cn m bo nng cao cht lng v mn hnh v dy ngun, nhng mu sn phm ca Sam Sung rt d b h mn hnh v t dy ngun lm cho khch hng lo ngi khi chn sn phm ny. Gii tr ngy nay tuy thin v mu m, tnh nng sn phm hn, nhng nh sn xut cn phi thm n cht lng m bo uy tn thng hiu ca mnh. Kim sot cht ch nhng loi hng lu, hng Trung Quc ang honh hnh.V n nh hng rt ln n tnh hnh cung cu trn th trng. Chin lc xc tin : Hin nay cha m cng c nh hng khng nh n quyt nh mua in thoi ca gii thanh nin. V vy cc cng ty nn c chin lc qung co cc bc ph huynh thy c li ch tht s ca in thoi di ng . Bn cnh cng ty cng nn thng xuyn c cc chng trnh khuyn mi nh tng sn phm km theo ( nh tai nghe, phn mm tr chi di ng , ..) , bc thm trng thng , x sM them cac san chi cho cac ban tre e ho co the tm hieu, kham pha, sang tao cac tnh nang cua ien thoai di ong. Cc ph in thoi cng rt c lp tr qun tm. Cc nh sn xut in thoi c th lin kt vi cc nh cung cp mng di ng t ra cc chin lc cng pht trin, c bit l dng sn phm s dung cng ngh CDMA c cc ph kh r (S-FONE, HT MOBILE)

PHN III: GAME ONLINE

I. Tng quan v game online v th trng Game online.
Khi dch v Internet ADSL v ng truyn bng thng pht trin Vit Nam.Game online bt u xm nhp v tr thnh mt phn khng th thiu trong cuc sng ca cc thanh thiu nin, c bit l ti cc thnh ph ln, ni dn c c tip xc nhiu vi Internet v c s h tng v Internet pht trin. T nhng tr chi n thun nh ca-r, bn bi Phn ln cc thanh thiu nin th chuyn dn sang nhng tr game trn my tnh. i cng vi s pht trin v cng ngh phn cng v ho cc game t n gin i hi cu hnh my thp pht trin sang cc loi game thc hnh nh p mt ri game online kt ni ton cu. Hin nay, game online hu nh thng tr th trng game v nh bt cc loi game offline khc vi hn 2 triu ngi chi so vi dn s hn 80 triu ngi ca Vit Nam. Trong con s 2 triu th trn 97 % l nhng thanh thiu nin tui t 14-24 tht ng n . Phn ln th phn game online lt vo tay 3 game thu ht nht l V Lm Truyn K, Audition v Con ng t la. Cn hn 10 game cn li chia nhau hn 500.000 game th.

Biu s tng trng v DT v s game th 2000-2010

90 80 70 60 50 40 30 20 10 0 0 2000 2007 S ngi chi Tng doanh thu 2010 19.8 16.6 50 83

Vi tc tng trng ca th trng game online nh hin nay, n nm 2010, mi game th Vit Nam s chi tiu 50 USD/nm/tr chi. Nh vy, vi mc tiu pht trin th trng game online ni a t 83 cng ty vo nm 2010, mi cng ty kinh doanh t nht mt tr chi v mi tr chi thu ht c 20 ngn ngi chi th doanh thu ca mi cng ty ny s t 1 triu USD/nm/tr chi. Theo , doanh thu t game online ni a n nm 2010 s t t nht 83 triu USD. Cc doanh nghip kinh doanh game online chnh : Hin c hn 10 doanh nghip kinh doanh game online, a phn l ng vai tr i l pht hnh theo hp ng vi cc i tc cung cp tr chi nc ngoi. Cc doanh nghip kinh doanh game online ni bt nht l FPT, VinaGame, VTC AsiaSoft v Hanoi Telecom. Trong VinaGame l doanh nghip chim th phn nhiu nht vi hai game V Lm Truyn k v Rapnarok. Game online Mu Priston Tale Risk Your Life II Vo Lam Truyen Ky Nh pht hnh FPT FPT VASC VinaGame Th loi MMORPG MMORPG MMORPG MMORPG Tnh trng Thng mi Thng mi Thng mi Thng mi

Ragnarok online Gunbound TS online / Yulgang online Space Cowboy / Audition online Khan online Silkroad

VinaGame Asiasoft Asiasoft

MMORPG Casual, FTP

Thng mi Thng mi

MMORPG, FTP Thng mi / Open Beta Casual, FTP Open Beta

VTC

Hanoi Telecom MMORPG FPT MMORPG

Thng mi Thng mi

***. c im ca game online.

i hi t t duy, sng to. Khi tham gia vo game online, bn s c tham gia vo cc trn nh, chin thut ch yu dng k nng nhn vt c.( Rapnarok online, MU, V Lm Truyn K, Silkroad) hay nhng ng tc bng tay ca nhn vt ( Audition, Gunbound) i hi s hiu bit v game ch khng cn nhiu t duy v chin thut, tm ti nh cc game chin thut offline khc. a s c chi di dng nhp vai nhn vt, gp cng v tham gia cng vi nhng nhn vt khc l ngi tht ang online trong mt bi cnh. c bit, mi ngi chi trong game online cng c bang hi, giai cp, a v hay thm ch l s giu c khc nhau. iu ny s to nn mt th gii o i vi ngi chi. Ngi chi s lu gi c nhn vt ca mnh sau mi ln chi v nhn vt s c tin trin theo cp , chi cng lu v hiu qu, th cp nhn vt tng ln, vt thu c cng nhiu nhn vt s tr nn mnh hn, siu hn v giu c hn. C th chi mi ni vi cng loi game v nhn vt ca mnh . Bn th tham gia chin trng Tng Kim ( V Lm Truyn K ) vi nhn vt Ng c ca bn ti cc qun game H Ni,Tp HCM, Cn Th Qu trnh pht trin ca game online :

Khi computer cha pht trin

Game qua cc my n gin : Minigame Play Station 1

Cc loi Computer c cu hnh thp du nhp vo Vit Nam.

Game n gin trn my tnh : game house : Fly,ca-ro, c , nh bi, xp hnh . Cn nhiu s nhy bn, t i hi t duy.

S ra i ca cc dng my vi tnh c cu hnh cao, ho tt. cng nghip phn mm pht trin.

Cc loi game chin thut hnh ng, cu hnh p, i hi t duy, suy ngh cao.

Internet bng thng rng ra i, tc truyn tin v Internet ho din ra nhanh chng

Game online : t i hi t duy, ng no. C th quen bit mi ngi mi ni, c th tham gia chi cng bn b quen bit trong 1 bi cnh.

II. Ngi tiu dng, khch hng.

a s khch hng ca game online l gii tr, thanh thiu nin tui t 13- 26. Nhng c im tm l v mi trng sng ca tui tr hin nay lm cho th h tr tr thnh khch hng quan trng nht ca cc doanh nghip kinh doanh game online.

II.1.c im tm l ca thanh thiu nin t 14- 24 tui :

y l la tui nhy cm, d thay i v tn sng thn tng, tuy nhin y cng cng l la tui rt lng mn, thch khm ph, tm ti v vui chi . Nhng dc im lm cho game online xm nhp vo gii tr v c a chung nhanh chng . Phn khc theo tui c im khch hng thc t v tim nng ca th trng game online: (Tp trung ch yu vo hc sinh, sinh vin vi iu kin gia nh trung bnh, kh tr ln) :

Tui

Vn ho Ngi nh hng -i hc -Khng c vic -i lm -Ca s, din vin, thn tng. -Cha m -Bn b. -Bn b -Ngi thnh t. -Ca s, din vin. -Cha m

Ngun thu nhp ch yu -Cha m chu cp. -Ngun tr cp lm thm

Thi gian Hnh thc gii tr gii tr 3-5 gi -Chi game -Qun nc,n -Th thao -Caf. -Bn b. -Caf. -Th thao. - Phim nh - Game -Caf -Th thao -Bn b -Game.

14 - 18

19- 21

-i hc -i lm -Khng c vic

-Cha m chu cp. - Lm thm - Cng vic chnh

2-3 gi

22-24

-i lm -Khng c vic -i hc

-Cp trn. -Cng vic. 1-2 gi -Ngi thnh -Lm thm. t. -Cha m chu cp -Gia nh. -Cha m

II.2.nh hng ca game online n tm l v tnh cch ca gamer.

Game online cng nh hng trc tip n tm l v tnh cch ca gii tr, nhng ngi chi game online thng c nhng dc im ni bt sau y : Nhy bn, c u c kinh doanh. Thng qua vic mua bn cc item trong game cho thy cc bn tr c nng khiu trong vic ny t vic rao bn, ng gi thm ch "p gi" chuyn nhng ng tin o, vt o thnh tin tht nhm gim bt gnh nng ti chnh cho vic chi game. Quay vng vn: dng tin chi game, chi game kim tin. Li bing, khng c ch cu tin, thch i "ng tt": C ngi mua th mi c ngi bn. Nu nhng i tng bn item o l nhng ngi t tin, mun tranh th tha mn nhu cu chi game mt cch tit kim th nhng ngi trng hp ny ngc li. H thng l nhng ngi chi km, li luyn level nhng thch ni, thch lm k mnh v nht l lm tin. Sn sng b tin ra mua mi th ng nh cu "c tin l c tt c". Anh hng, hip ngha: C mt s ngi chi n level mnh thch i "hnh hip giang h", gip nhng k yu bng cch cho party d tng level hn, hoc cu gip nhng ngi b nguy khn (qui vt vy nh, b hip p,...) khng v li. Nhng ng tic nhng trng hp qu t.

Gian manh, him c: ng tic l trng hp ny xut hin nhan nhn trn cc game online. Khi n mc level "thng tha" h bt u hng hch t cho mnh ci quyn "chm git" bt c ai m h khng a. Thm ch lp bng ng i la o, nh cp. Gian ln, ph hoi: Loi ngi ny rt him, h tm hoc t vit ra cc chng trnh hack can thip vo tin trnh hat ng ca game, qua mt nhng ngi qun l tng bt hp php cc ch s cho mt hay nhiu ti khon ngi dng. Cc chng trnh ny thng di dng trainer chy song song vi game. Vic lm ny nh hng n mi th i vi ngi chi chn chnh th l mt s bt cng, i vi game l hnh ng ph hoi cu trc v quy lut ca game, i vi n v ch qun game l thit hi v uy tn v vt cht. La bp: Tnh trng la o xy ra rt ph bin vi nhiu mc trong game tht s ng bo ng v khng gian o phn nh chnh bn cht ca ngi tht. Trong game khng ai bit ai nn cng d khin con ngi ta bc l r bn cht thc ca mnh vi ngh "c ai bit u m s" nn c thoi mi. iu cho thy rng c rt nhiu mm mng la o, trong gii tr ang ngy ngy chi game kia ai bit c rng bao nhiu trong s s thc hnh chnh ci bi la o ca mnh trn mng vo thc t. Hung hng, hiu chin: Nu c k la lc th cng c ngi b la. Nhng trong nhng ngi b la y khng phi ai cng nhm mt b qua. C rt nhiu "ci u nng" sng sng tm k dm la mnh cho mt bi hc v th l x xt, chm git trong game tr thnh chuyn tht. Trong gii chi game c rt nhiu li n v nhng chuyn nh th. T m, thch khm ph: y chnh l c im r nht, v game nh vo chnh im ny thu ht mi ngi v kt qu l rt thnh cng, khng ch gii tr m nhng ngi kh ln tui cng b thu ht bi tnh k o v th v ca game ang tng ngy ch c khm ph. Kht khao t khng nh mnh: y cng l mt im m game online nh vo gii tr thng qua ch ln level v "top cao th". Cc bn tr cm thy b thch thc, cn phi ng trong hng cao th cho mi ngi bit n. l mt ng lc ngi chi tp luyn v hng ti nh cao. Nhng ng tic cc bn tr tip nhn v thc hin n mt cch qu cc oan, ch bit cm u cy tht ct lc ct ln level nhanh m khng bit hng th nhng iu game thc s mang n. Game online cht gy nghin v hnh :Game online khi sau qua tro lu th bin thnh mt cht gy nghin c tnh cht gh gm, mt s bn tr sau khi chi game cho hp mt vi bn b,chi cho bit, sm tr thnh mt con nghin game online, v tc hi ca game online cng ht sc to ln : Nhng phin bn game online hp dn v li cun vi hnh nh p, sng ng, c ni dung, c ct truyn gay cn, cao siu khin cho gii tr n khng ngon, ng khng yn v to ra nhng cn bnh v kh khn khi ho nhp vi x hi : Nhng kh khn v mt tm thn: Nhiu game th sau khi chi game qu nhiu c biu hin ca cc ri lon hnh vi nh n cp, ni di, b nh ra i... Nhiu em li ri vo cc trng thi ca trm cm v cc bnh l tm cn bi stress trng din do

chng nghin game online mang li. c nhng em c hnh vi t hy hoi bn thn nh t t ch v nghin game oline. Nhng kh khn v mt x hi: a s cc em c kiu hnh x v nhm ln gia i sng thc ti v nhng tnh hung o. Cc em ngy cng xa ri thc t, t lin quan n cuc sng thc ca mnh. Dn dn cc mi quan h trong cuc sng tr nn t nht v kh khn. Nhiu em t ra nhng tnh hung v gi tr sng nh trong cc tnh hung online, coi l nh hng cho cuc sng ca mnh nh b nh i bi, kt thn vi nhng "anh hng ho hn"... iu l nguyn nhn gy nn nhng v v mt tm l v nhng kh khn khi tr v vi i sng thc. Vic nghin game online cn dn ti tnh trng b b vic hc tp v cc cng vic hng ngy.

III. Thc trng cc doanh nghip kinh doanh game online.

Phn ln cc doanh nghip u cho rng th trng game online hin nay ang vo mc bo ha, khi 2 triu ngi chi game b ba game thu ht nht hin nay chia nhau gn ht. Nhiu game c u t bc t mang li tri ng, vi lng ngi chi o ut. Nhng, bt chp nhng kt lun bi quan , cc game mi lin tc c mua bn quyn v tung ra th trng. Hin nay, th doanh thu ca cc doanh nghip thng qua 3 ngun chnh : Thu ph thi gian chi game online. Bn vt o trong thng qua cc ca hng o trong game hoc ngoi trang wed. Cho thu qung co trong game (Thu nhp ny rt t .Cc doanh nghip thng khng mun phn tn am m ca ngi chi vn ang chm trong sc mu ca game). Cho thu qung co ngoi trang wed ( thng p dng i vi cc game ni ting. Doanh thu game online ca th gii t 2001-2007 v d on n 2011

Chng ta c th thy rng th trng game online th gii tng trng nhanh v c d on s tng trng khng ngng t nay n nm 2010. Do nhng d on nn cc doanh nghip vn tip tc mua bn quyn v pht hnh game online mt cch lin tc bt chp s ngi chi ang bo ho. V h trong ch vo s tin m mi game th b ra s tng cao. D on mi game th s b ra 50 USD/nm/tr chi vo nm 2010. Tuy nhin hin nay, thc s ch c 40% nhng ngi chi game online mun b tin ra tip tc chi game ca mnh. Do , cc doanh nghip kinh doanh cc game c thu ph theo thi gian hu nh tht bi v b l nng do s tin mua bn quyn pht hnh game qu ln. Hai game tht bi nng n nht l Khan online ca cng ty Th Gii o v Con ng vng ca cng ty Quang Minh DEC. Do , nhiu game chuyn qua hnh thc bn vt trong game. Tuy nhin , do tnh trng hacker kh nhiu v cc quy nh ca nh nc v ti sn o cn m h, cha thng nht nn hnh thc kinh doanh ny c nguy c rt ln v t c tin tng.

IV. Hnh ng.

IV.1. Hnh ng ca nh nc.
Trc nhng nh hng v tc hi ca game online n gii tr v p lc ca x hi, c bit l cc bc ph huynh, chnh ph c nhng hnh ng kin quyt nhm hn ch nhng mt tiu cc ca game online. u tin l thng t lin b s 60/2006/TTLT c ban hnh t 1/6/2006, v qun l tr chi trc tuyn games online (GO) vi qui nh c bn l hn ch ngi chi game chi khng qua 5h/ngy. Tuy nhin, mc d c mt s kt qu nht nh nhng v c bn, thng t ny khng t c mc ch ca n ra. Cc doanh nghip lch lut kh nhiu v hu nh ngi chi game chi ngy cng nhiu game hn.V ngi chi chn gii php: chi nhiu game khc nhau v thm ch cng mt game, chi nhiu nhn vt khc nhau. Hoc chi cc game nc ngoi vn khng b qun l.

Quy nh hn ch im thng (im thng nng cao level) : cho php mi ti khon chi trong 180 pht u tin c tnh 100% im thng; t pht th 181 n pht th 300 c tnh 50% im thng; t pht th 301 tr i s khng tnh im thng di mi hnh thc. Phng php ny s lm nn lng nhng ngi chi lu bi im thng s i xung do chi cng 1 game cng lu s cng kh nng level. Sit cht cc quy nh v pht hnh game mi. S khoa hc cng ngh v s Bu Chnh-Vin Thng tng cng kim sot chc ch v ni dung, hnh thc, cc yu cu k thut ca cc game c pht hnh mi nhm hn ch nhng game gy nghin vi ni dung khng lnh mnh. M cc trung tm cai nghin game online.

IV.2. Hnh ng ca cc doanh nghip.

Trc nhng kh khn ln v cnh tranh v sc p t x hi, nh nc, mt s doanh nghip cng c nhng chn bc. Tuy nhin, v nhng d on hp dn v y trin vng ca th trng game online cc doanh nghip tnh n nhng chin lc lu di v y mo him . Chin lc 4P chung m cc doanh nghip GO hin nay ang y mnh : IV.2.1 Sn phm : Xy dng cc game thun Vit. L nhng game cu hnh khng p mt, bi s yu km v ho ca cc doanh nghip pht trin phn mm. Tuy nhin, nhng game thun Vit ha hn s l nhng qu boom Vit thu li nhun cao. C nhiu nguyn nhn : Gn gi vi vn ho v phong cch ca gii tr Vit Nam, do c lm t ngi Vit nn d nh ng vo tm l, th hiu ca gii tr Vit Nam. c s ng h ca x hi, nh nc, gp phn o to v lch s cho gii tr. Khng tn chi ph mua bn quyn. Tp trung chn lc cc tr chi ph hp vi xu th vn ha, phong tc v s thch ca ngi Vit Nam v lin tc nng cp phin bn tr chi cng nh t chc nhiu dch v lin quan. IV.2.2 Gi c : a s chuyn t hnh thc thu ph thi gian sang bn item trong game. Do thc s ch c 40% nhng ngi chi game online mun b tin ra tip tc chi game ca mnh. Do , cc doanh nghip kinh doanh cc game c thu ph theo thi gian hu nh tht bi v b l nng do s tin mua bn quyn pht hnh game qu ln.in hnh l Gunbound v Audition. Mc khc, cc game khng th chuyn i sang bn Item nh Mu, V Lm Truyn K th gim gi cc ph trn gi chi v tng cng cc hnh thc khuyn mi nh gi cc trn i ( 900.000 / 1 ti khon chi min ph v thi hn(MU)). IV.2.3 Phn phi : Hin nay cc doanh nghip thng qua kho st th trng cho nhn vin ca mnh n tng tim net ti cc thnh ph ln ci game cho h. Ngoi ra, ti cc vng

nng thn cc doanh nghip, in hnh nh FPT v Vinagame, tuyn cc cng tc vin tr chi ci v pht trin th trng game ti . i vi th co np tin v game, doanh nghip trc tip lin h vi cc tim net lm i l phn phi vi mc hoa hng cao. Ngoi ra, vic np cc loi tin trong game ( tin o,dng mua bn item trong game ) ang rt ph bin. Nh zen (MU), Vcoin (Audition), lng (V Lm Truyn K). Cc doanh nghip thc hin iu ny bng cch ph bin ti khon ngn hng v a ch cho cc game th np tin tht ly tin o. Cch ny kh ph bin ti cc game lu ( khng c bn quyn). IV.2.4 Xc tin. Thng thng trong nhng ngy trc v nhng ngy u pht hnh game, cc doanh nghip tung ra cc chin dch qung b rm r. Game Shaiya thu sn vn ng qun khu 7 trong 2 ngy t chc ca nhc v kch rt honh trng v game ny. Ngoi ra, cc doanh nghip cn thu ngi mu v sinh vin vi cc trang phc trong game i n cc tim game online ln pht qu khuyn mi, xin ch k, pht a game. Vinagame cho cc nhn vt trong V Lm Truyn K xut hin ngoa i tht n khu vc k tc x , khu game cao cp gy hng th rt nhiu cho cc game th. Tng cng khuyn mi nh trng in thoi, my tnh cho cc gamer khi ng nhp vo game. FPT t chc chin dch Chi Mu ,trng Ipod trong sut 4 thng u nm hc. a cc ngy l ln vo game. Thc hin khuyn mi, trang tr game ng vi sc thi ca nhng ngy l . iu ny thu ht v tng cng tnh thc cho game. V Lm vi chin dch tm bnh trung thu ti chin trng Tng-Kim, hay truy tm hp qu ca ng gi Noen ti thung lng tuyt Davias ca MU.

V. xut ca nhm.
V.1 i vi ngi chi game.
Game l mt hnh thc gii tr c th gi l lnh mnh nu chng ta xc nh r rng rng ch n thun l gii tr. Chi game khng ch nng cao kh nng t duy m cn gi cho gii tr ni ring v mi ngi ni chung trnh xa nhng t nn ca x hi. Chng ta ch nn chi game trong t th ch ng, ng n chi phi thi gian, sc khe, tin bc. Chng ta l nhng ngi tr tui, chng ta chi game nh mt hnh thc gii tr, hy vui chi lnh mnh, iu ch ng dn n tnh trng suy nhc nh mt s bn mc phi gn y.

V.2 i vi nh cung cp game

game thc s l nhng tr chi gii tr lnh mnh, b ch, cc nh cung cp game nn cung cp thm nhng game c ni dung v lch s Vit Nam mang tnh gio dc truyn thng cao nh game vi ta Thi lon ca trung tm Pht trin

cng ngh FPT t vit. Thi lon l cu chuyn da trn truyn thuyt Sn Tinh Thy Tinh, k v cng cuc tr thy ca cc Vua Hng vi cuc chin trng k gia Sn tc v Thy tc, hay cc tr chi mang tnh gii tr vui nhn nh Hnh trnh ca b Bi, Hng Th cu Tm, Chinh phc Bc cc... Hn ch cung cp nhng game c ni dung nhy cm v mt tn gio hoc lin quan n tranh chp lnh th. Ngoi ra, cng cn hn ch cc game qu bo lc hoc c cha nhiu cnh sex. Cc nh cung cp game online cn hn ch mi a ch IP ch c php online lin tc trong 120' lin tc m thi. Khng cho php dng tn mim cp 2 cho cc game online

V.3 i vi c quan qun l

Cc ngnh chc nng cn tng cng cng tc qun l, kim tra. Hin c rt nhiu thng t, quy nh c th i vi hot ng Internet ni chung v tr chi in t, trc tuyn ni ring, nhng trn thc t t trc n nay, cng tc ny cn rt hn ch. Nguyn nhn l do S Bu chnh - Vin thng mi thnh lp nn cha hot ng nhiu, cn S Vn ha - Thng tin ch c chc nng qun l ni dung tr chi. Song song vi cc hot ng ngnh chc nng, ti ngh cc ngnh c lin quan v a phng cn y mnh cng tc tuyn truyn nng cao thc t gic chp hnh theo quy nh ca Nh nc, ca cc i l Internet nhm bo m gi gic, iu kin hot ng v ng k kinh doanh.Theo , chnh ph yu cu mi sn phm nhp ngoi thuc hai ngnh cng nghip ni trn phi nhn c giy php ca c quan qun l trc khi c nh cung cp dch v a ra th trng. Mi game online nhp ngoi phi c gi ln c quan qun l xin giy php trc khi pht hnh. Khng nhng th hng thng cc hng phn phi sn phm game online cng phi gi bo co cho c quan qun l vi ni dung bo m i tc cung cp sn phm ca h khng a bt k mt ni dung b cm no khc vo trong game.