Hoàn thiện chiên lươc Marketing

GVHD : H Th Thanh Trc
PHN M U
1. L do chn ti
Tnh n thi im hin nay, u nm 2016, hu ht cc
doanh nghip v ang ng dng cc tnh nng vt bt ca
thng mi in t vo hot ng kinh doanh, ch yu l qun l
phn phi v xc tin tip cn nhm gia tng tc cung cp thng
tin. Thng mi in t pht trin mnh hu ht cc ngnh ngh,
lnh vc khc nhau v tnh n gin, s tin li, an ton v chnh
xc cao, hn na y l cng c gp phn tt a ha chi ph trong
cng vic qun l. S thay i c th hin r nt trong ngnh
dch v vn ti gm hng khng ln ng b. Ngy nay ngi
tiu dng c nhu cu di chuyn, i li c th t v d dng, nhanh
chng ch bng mt thit b c kt ni Internet. Tuy nhin, lnh
vc ng b, cn nhiu hn ch, ch yu l xe khch. Mc d y
phng tin giao thng c hu ht ngi dn s dng, c tnh
ph bin cao th li cha c quan tm xng ng cng nh c
p ng mt cch y . Thu hiu c tm quan trng v tnh
cp bch ca vn , nm 2013 VeXeRe.Com ra i vi tnh
cht l mt phng tin h tr ng ngha ,mang s mnh cung cp
cho ngi dn Vit Nam mt knh t v trc tuyn mang y
thng tin c th v bng gi v, lch trnh, a ch, s in thoi v
nh gi ca trn 2000 hng xe v 5000 tuyn ng c nc khp
c nc. Trong hn 3 nm qua, VeXeRe khng ngng hon thin v
pht trin vi mong mun to ra mt cuc cch mng ngnh xe
khch ln 2, chuyn t t v qua in thoi sang t v online,
gip ngi dn khng phi xp hng ch mua v. Tuy nhin vi s
thay i lin tc ca ngnh cng ngh s, kh nng chuyn i th
trng v s xut hin t ca cc i th cnh tranh, tn ti v
pht trin n ngy nay, VeXeRe lun khng ngng hc hi, han
1
thin v i mi chin lc Marketing mix ca mnh nng cao v

th v sn phm, dch v ca mnh.
Trong sut qu trnh tm hiu v thc tp ti Cng ty c
phn VeXeRe (3/2016-6/2016) v tr Data Intern ,em nhn thy
mi quan tm ln nht ca VeXeRe l vic tm kim khch hng
mi cng nh tm ra cc gii php nhm hon thin, nng cao chin
lc marketing mix. Vi mc ch chnh l li ch ,s hi lng ti
a cho khch hng v ti a ha cc mc tiu kinh doanh theo tng
thi k nht nh. V l l do m em chn ti : Hon thin
chin lc Marketing Mix cua Cng ty C Phn VeXeRe cho
kha lun ny.
2. Mc tiu nghin cu:
- i vi c nhn:
Hiu c vai tr v th ca Maketing trong ngnh kinh
doanh thng mi in t ni chung v vi VeXeRe ni
ring.
Rt ra bi hc kinh nghim qua cc hot ng Marketing ca
cng ty trong thi gian qua.
- i vi ngnh kinh doanh thng mi in t:
Phn tch im mnh ,im yu t xut cc gii php
mang tnh c th pht huy im mnh ng thi khc
phc im yu ,v im cha thc hin ca chin lc
Marketing ca cng ty.
Nm bt c im mnh, im yu, xu hng pht trin
trong tng li ca ngnh kinh doanh thng mi in t ti
Vit Nam trong thi gian sp ti.
3. i tng nghin cu v phm vi nghin cu
i tng nghin cu: Chin lc Marketing Mix

ca cng ty C Phn VeXeRe.
Thi gian nghin cu : T nm 2013 n 2015.
Phm vi a l: Vit Nam.
Phm vi nghin cu: L lun v thc tin trong hot
ng marketing ca Cng ty VeXeRe, t a ra
xut mang tnh c nhn nhm gp phn nng cao hiu
qu hot ng marketing cho cng ty.
4. Phng php nghin cu
Da vo 2 gio trnh chnh: gio trnh mn hc Marketing
dch v i hc Ti chnh Marketing (mi v c) v gio trnh
mn Marketing cn bn i hc Ti Chnh Marketing v mt s
gio trnh, c s d liu c lin quan, cc hot ng marketing mix
ca cng ty VeXeRe trong thc t, cc bng bo co hot ng kinh
doanh ca cng ty C Phn VeXeRe t nm 2013 n nm 2015
thc hin cc nghin cu nh tnh v nh lng . Ch yu theo
cc phng php sau:
Thng tin th cp : Thu thp v qu trnh v hnh thnh
pht trin, cc hot ng marketing thc hin ti Cng
ty VeXeRe trong 2 nm 2013- 2015 thng qua Internet,
bo ch, ti liu hin hnh v h s thng tin cng ty
cung cp.
Thng tin s cp t iu tra thm d (bng kho st
online, ly kin trc tip ,) s ha lng ca khch
hng v dch v v sn phm ca VeXeRe thng qua
bng kho st v phng vn ti bn.
Thng k thng tin s liusau thu thp bng phn
mm SPSS 20.0
Tng hp, phn tch, nh gi, so snh v a ra kt lun

da trn c s d liu tr v t phn mm SPSS v
nhng kin thc ngnh c bn chuyn ngnh Marketing.
5. Ni dung nghin cu
Tm hiu chin lc Maketing Mix ca Cng ty C
Phn VeXeRe
Phn tch chin lc Maketing Mix ca Cng ty
Tm hiu vai tr ca chin lc Marketing Mix trong
hot ng kinh doanh ca VeXeRe.
nh gi chin lc Marketing Mix ca Cng ty .
a ra cc bin php mang tnh c nhn, gp phn
nng cao hiu qu chin lc Marketing Mix.
6. C cu ti
Ni dung gm 3 chng:
Chng 1: C S L LUN V CHIN LC MARKETING
MIX CA CNG TY C PHN VEXERE.
Chng 2: PHN TCH THC TRNG CHIN LC
MARKETING MIX CA CNG TY TRONG GIAI ON 20132015.
Chng 3: XUT CC GII PHP MANG TNH C
NHN GP PHN HON THIN V NNG CAO CHIN
LC MARKETING MIX.
7. Ti liu gio trnh tham kho
Gio trnh Marketing Dch V - Trng i hc Ti
chnh Marketing C
Gio trnh Marketing Dch V - TS Ng Th Thu & ThS
Nguyn Th Thy Linh ( Trng i hc Ti chnh
Marketing )
Gio trnh Marketing Cn Bn Trng i hc Ti

chnh Marketing 2012
Gio trnh Qun tr Marketing Philip Kotler ( Ting
vit )
Bo co kinh doanh ,ti chnh ca VeXeRenm 20132015.
File tham kho t website 123.doc, tailieu.doc, luanvan.vn
Chng 1: C S L LUN V CHIN LC

MARKETING MIX TRONG NGNH DCH V
THNG MI IN T
1.1 Mt s nt khi qut v kinh doanh trn
trang thng mi in t
1.1.1
Khi nim marketing v marketing dch v trong
hot ng cua doanh nghip

Marketing l hot ng th trng phc v cho sn xut
kinh doanh ca cc doanh nghip. Khi kinh t th trng pht trin
mnh, quy lut gi tr v gi tr thng d pht huy ti cc im,
trong kinh doanh cnh tranh gay gt, nhiu vn kinh t x hi
xut hin lm cho cnh tranh tr nn tn khc hn. Do vn
o c x hi, o c kinh doanh c t ra i vi marketing
v marketing bao hm cc hot ng th trng v ngoi th
trng v phi gii quyt hng lot vn mang tnh h thng. N
va c ngha vi doanh nghip v ngha i vi x hi.
Marketing l phng php qun l ca cc nh doanh
nghip. Phng php qun l ny ngy cng pht huy tc dng v
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mang li kt qu rt to ln. Ngi ta vn dng marketing sang cc

lnh vc khc ngoi kinh doanh nh: marketing mi trng,
marketing chnh tr, marketing hng ha cng cng phi li nhun
V vy khi nim marketing cn c m rng cho thch hp vi
tnh hnh thc t hin nay.
Marketing l phng php t chc qun l bng qu trnh
thch nghi ni dung l thuyt h thng vi cc quy lut thuc cc
lnh vc kinh t, x hi, t nhin nhm tha mn nhu cu v
mong mun ca cc thnh vin tham gia, ng thi thc hin
nhng mc tiu xc nh ph hp vi tin trnh pht trin ca
thc ti khch quan trong phm vi ngun lc ca t chc. (sch
marketing dch v).
T cc quan im trn, l thuyt h thng thch nghi vi
nhng quy lut ring ca mi trng s l h thng marketing mi
trng, thch nghi vi nhng quy lut no ca x hi (dn s) s
cho ta marketing x hi
Ni tm li chng ta c th hiu v Marketing dch v mt
cch tng th nh sau: Marketing dch v l s thch nghi l
thuyt h thng vo th trng dch v bao gm qu trnh thu nhn,
tm hiu, nh gi v tha mn nhu cu ca th trng mc tiu
bng h thng cc chnh sch, cc bin php tc ng vo ton b
qu trnh t chc sn xut, cung ng v tiu dng dch v thng qua
phn phi cc ngun lc ca t chc. Marketing c xem xt trn
s nng ng ca mi quan h qua li gia cc sn phm dch v
ca cng ty v nhu cu ca ngoi tiu dung cng vi hot ng ca
i th cnh tranh trn nn tn cn bng li ch ca doanh nghip,
ngi tiu dng v x hi.
Nh vy, Marketing dch v thc cht l nghin cu nhu cu
v tha mn ti a cc nhu cu da trn c s vn dng ti a
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cc ngun lc bn trong cng vi s kt hp c hiu qu vi cc

ngun lc bn ngoi doanh nghip .
1.1.2
c im hot ng marketing cua doanh nghip
dch v:
Hot ng marketing ca doanh nghip dch v c tnh v
hnh. Dch v thng mi in t khng th cm nhn, s dng
trc khi ngi ta mua n. Do vy khch hng da vo cc bng
chng v cht lng dch v, uy tn, thng hiu ra quyt nh
v nh cung cp dch v phi xy dng c bc tranh, c th l
m hnh thc nghim m t r rng cc tri nghim ca khch
hng v a ra cc tiu chun v mc tiu cht lng ca mnh
trong tng cng on ca tri nghim khch hng.
Hot ng marketing trong doanh nghip dch v cn c tnh
khng tch ri. Dch v trong ngnh thng mi in t c sn
xut v tiu th ti cng mt thi im. Nhn vin cung cp dch v
v s tng tc gia nhn vin ny v khch hng nhn dch v
thng qua trang thng mi in t l mt phn ca dch v, i
hi nhn vin cung cp dch v phi c o to tt v tc phong
giao dch, kin thc v k nng v linh hot ng x ty tng i
tng khch hng.
Trong vic trao i dch v qua trang web thng mi in t,
cc hot ng marketing c tnh thay i rt ln, ch yu do chng
ph thuc vo ngi cung cp, thi im v ni chng c cung
cp, v vy u t vo cc quy trnh tuyn dng v o to tt, tiu
chun ha cc qu trnh dch v thng sut t chc, theo di s
tha mn ca khch hng qua h thng gp v khiu ni, cc
nghin cu kho st khch hng v so snh vic mua hng.
Tnh d b dit vong cao. Dch v kinh doanh thng mi

in t khng th lu tr, khi nhu cu v dch v thay i (gim
xung hoc tng ln), bn cnh li cung cp vo thi im khc
nhau cho khch hng nu cung khng p ng c cu ( tnh ma
v cao), th cc dch v trong thng mi in t phi c cc bin
php cn bng cung cu nh chuyn bt lng khch hng s
dng dch v vo thi im khng cao im qua cc bin php nh
gim gi dch v vo gi khng cao im,ng thi hin i ha
hnh thc thanh ton (qua pay internet) gip gim p lc v th tc
thanh ton.
1.1.3
Vai tr cua hot ng marketing i vi doanh
nghip kinh doanh dch v thng mi in t.

Marketing lm cho sn phm thch ng vi th trng: Thng
qua hot ng marketing ta c th nm bt c nhu cu ca th
trng th hin thng qua yu cu ca sn phm (tn gi ca dch
v thng mi, thng tin v k thut..), t phi thit k p ng
c nhu cu ca th trng thc hin cc hot ng mua bn,
pht trin thu nhu cu th trng.
Marketing gip la chn, thc hin phn phi, a dch v
thng mi in t n ng khch hng, vo ng thi im vi
chi ph hp l nht. Marketing thc hin nhim v xy dng c s
h tng mng, t chc cng tc bn hng, lm cng tc sau bn
hng
Marketing l cu ni gip doanh nghip gii quyt tt cc mi
quan h v dung ha c li ch ca doanh nghip vi li ch ca
ngi tiu dung v li ch ca x hi.
Marketing l l cng c cnh tranh gip cho doanh nghip xc
lp nn v tr v uy tn ca mnh trn th trng.
Marketing thc hin chc nng xc tin bn sn phm thng

qua cc hot ng qung co, tip th, khuyn mi, ti tr, t
thin cc doanh nghip kinh doanh dch v kinh doanh thng
mi in t c th nh bng thng hiu, a thng tin ti khch
hng v to nim tin Do vy s to iu kin thun li cho hot
ng bn hng.
1.1.4
Chc nng cua hot ng marketing trong kinh
doanh thng mi in t
Chc nng nghin cu th trng
Hot ng marketing lm th no sn phm dch v ca
doanh nghip n c vi khch hng, p ng nhu cu th
trng. Do phi nghin cu tng hp v th trng pht hin
ra nhu cu hin ti v tim nng ca th trng, trin vng pht
trin th trng.
Cc tin b khoa hc cng ngh lm cho hng ha c
sn xut hng lot vi cht lng cao, ngi tiu dung ng trc
s la chn phong ph v tt nhin ch c cc sn phm dch v
no p ng tt nht nhu cu ca khch hng mi c khch hng
chp nhn. Chnh thc t ny t nn mng cho marketing hin
i ra i v chnh marketing m bo iu ny.
Chc nng hoch nh chin lc

Chin lc marketing xc inh chnh xc nhng phn th
trng m doanh nghip cn tp trung nhng n lc c bn ca
mnh vo . Nhng phn th trng khc nhau th cc ch tiu
,mc yu thch , phn ng p li v mc thu nhp ca khch
hng khc nhau nn mi th phn th trng mc tiu phi c xy
dng mt chin lc marketing ring. Trn c s tnh n nhng
nguy c ,kh nng, cc chi ph dnh cho chng trnh marketing,
doanh nghip ra cc chin lc kinh doanh nh :chnh sch sn
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phm, chi ph, phn phi , xc tin hn hp, con ngi, qu trnh
dch v v chnh sch i tc.
Chc nng t chc hin thc chin lc v phn

b cc ngun lc.
Nh qun tr Marketing t chc hot ng nghin cu khoa
hc nhm to ra nhng mu m sn phm dch v mi. a ra cc
sn phm dch v p ng nhu cu ngoi tiu dng. Sau phi
t chc v hon thin h thng phn phi sn phm . iu tit cc
ngun lc ca doanh nghip mt cch hp l, thc hin cc hot
ng t sn xut, bao gi, vn chuyn, bn hng, qung co, dch
v theo mt chng trnh thng nht chng trnh Marketing i
vi sn phm m ngi tiu dng c nhu cu.
Chc nng kim tra kt qu thc hin chin lc

Kim tra kt qu thc hin chin lc kinh doanh ca cc
doanh nghip c thc hin theo k hoch. Thng thng cc mc
tiu v chi ph dnh cho marketing c phn b theo thng ngy,
theo qu. iu c ngha l nh qun tr marketing c th nh
gi cc kt qu t c cng nh nhng tn ti trong tng khong
thi gian t tm ra gii php d kin s thi hnh nhm chn
chnh tnh hnh. Nh vy marketing thc hin chc nng kim tra
kt qu thc hin chin lc.
1.2 Chin lc marketing mix
1.2.1 Sn phm
1.2.1.1
Khi nim
Sn phm dch v l mt tp hp cc gi tr lm tha mn

khch hng. Mi ngi chn mua nhng dch v gii quyt
10
nhng vn ca h km theo cc gi tr tng ng vi kh nng

thc hin c th nhn c ca dch v. Sn phm dch v mang
tnh khng ng nht, tnh v nh hnh, tnh bt kh phn, tnh d
hng v khng c quyn s hu.
1.2.1.2
c im
Sn phm bao gm hng ho v dch v, l hai phm tr

m t hai loi sn phm khc nhau. Do vy, thut ng sn phm
c s dng vi ngha rng thng xuyn, khng phn bit l
hng ho hu hnh hay dch v.
Hng ho hu hnh tha mn nhu cu thng qua cc c
tnh. Cn dch v tha mn nhu cu thng qua cc li ch. Thc s
khch hng khng phi mua sn phm m h mua nhng li ch,
nhng gi tr do hng ho, dch v mang li.
Sn phm ct li
Sn phm mong mun
Sn phm tng ln
Sn phm tim nng
11
Hnh 1.1 Cc nhn t cu thnh sn phm - dch v

Trong cc sn phm hay dch v ct li c th chim
70% chi ph ca dch v song tc dng khch hng nhn bit
thng chim khong 30%.
Cn cc sn phm hay dch v bao quanh (sn phm gia
tng, sn phm mong i) l nhng dch v ph, gip khch
hng c s cm nhn tt hn v dch v ct li. Dch v bao quanh
chim khong 30% chi ph, song gy ti 70% nh hng tc ng
ti khch hng.
Chin lc sn phm dch v xc nh danh mc sn phm,
thuc tnh sn phm v nhn hiu sn phm doanh nghip c
nhng bin php hon thin nng cao cht lng, hiu qu ca
nhng sn phm hin c ng thi a thm vo cc sn phm dch
v c thuc tnh mi nhm to s khc bit i vi i th cnh
tranh, m bo doanh nghip c quyn sn phm dch v ca
mnh mang nhn hiu v p ng nhu cu khch hng tt hn.
Ci to v hon thin s phm rt quan trng, bi sn phm
mang tnh v hnh, qu trnh sn xut v tiu th din ra ng thi
khi c nhu cu.
Chu k sng ca sn phm gm 4 gia on: tung sn phm ra
th trng, pht trin, chn mui v suy thoi.
Khi a sn phm dch v ra th trng, nhiu ngi cha
bit ht c im ca sn phm v vy cn khng ngng ci to v
hon thin hn, giai on 1 v 2 l 2 giai on l tng ci to.
Nng cao cht lng, i mi quy trnh nghip v tr nn n gin
12
hn, tit kim chi ph v thi gian, ng thi i mi cch phn

phi v b sung c im mi ci to v hon thin sn phm
dch v.
1.2.2 Gi
1.2.2.1
Khi nim
Ga l biu hin bng tin ca gi tr hng ho, ngha l s

lng tin phi tr cho hng ho . V ngha rng l s tin
phi tr cho mt hng ho, mt dch v, hay mt ti sn no . Gi
c ca hng ho ni chung l i lng thay i xoay quanh gi tr.
Khi cung v cu ca mt hay mt loi hng ha v c bn n khp
vi nhau th gi c phn nh v ph hp vi gi tr ca hng ho ,
trng hp ny t khi xy ra. Gi c ca hng ho s cao hn gi tr
ca hng ho nu s lng cung thp hn cu. Ngc li, nu cung
vt cu th gi c s thp hn gi tr ca hng ho .
1.2.2.2
c im
Gi c vai tr quan trng trong marketing hn hp dch v,

n quyt nh li nhun ca doanh nghip, ng thi quyt nh
mc gi tr ca dch v s ng m khch hng nhn c, to
dng hnh nh v nh v dch v. Gi dch v gip doanh nghip
ginh li th cnh tranh trn th trng, tc ng ti s nhn bit
dch v ca ngi tiu dng. Vi tc ng ny gi c to thun li
doanh nghip to th phn ln nht trn th trng. Doanh
nghip c th thc hin mc gi thp chim lnh th trng, vi li
th quy m, dch v vn mang li li nhun cho doanh nghip.
Trong marketing hn hp cng c gi lun gi v tr quan trng, h
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tr tch cc cc cng c khc v mang li hiu qu r rt. Gi c

mt s loi dch v rt nhy cm, rt c x hi quan tm.
Khng phi tt c u ph thuc mc tin nh gi. thc
hin nh gi c hiu qu doanh nghip phi quyt nh cc vn
c lin quan ti nhng ni dung nh:
V tr dch v trn th trng.
Mc tiu Marketing ca doanh nghip.
Chu k ca dch v.
co gin nhu cu.
Kh nng cung ng dch v.
Cc yu t cu thnh chi ph.
Hin trng nn kinh t.
Kh nng cung ng dch v ca doanh nghip.
Trong cc yu t trn c nhng vn nh hung trc tip
ti cc quyt nh v gi ca cc thnh vin tham gia th trng
dch v: nhu cu, chi ph, cnh tranh.
Mt s phng php nh gi p dng hin nay l: Nhu cu,
chi ph, gi v chi ph ca cc hng cnh tranh cng nhng nhn t
lin quan khc l nhng cn c ca vic cn nhc, xem xt trong
vic nh gi v qua la chn phng php nh gi cho thch
hp.
Chng ta c th tham kho mt s phng php sau:
nh gi trn gi dch v: l tn dng chi ph c nh,
tng hiu qu ca chi ph u t nn hot ng nhiu loi
dch v kt hp, cc dch v c th san s chi ph chung
cho nhau. Dch v tc ng ln nhau trong cung ng v
tiu dng ph bin l dch v trn gi.
14
nh gi kim sot nhu cu: thc hin phng php

nh gi ny, cc hng dch v ng trc rt nhiu vn
nh: qun l ngun lc, k nng dch v, trnh
qun l Nhu cu dch v rt kh d on v thng
thay i t ngt. Do vy doanh nghip cn nm c
cc thi im nhu cu khc nhau.
nh gi bng chi ph cng thm.
nh gi thng qua phn tch ho vn v li nhun mc
tiu.
nh gi da trn ngi mua.
nh gi da trn cnh tranh.
nh gi u thu.
1.2.3 Phn phi
1.2.3.1
Khi nim:
Phn phi l qu trnh kinh t v nhng iu kin t chc

lin quan n vic iu hnh v vn chuyn hng ha t ni sn
xut n ni tiu dng.
Phn phi trong Marketing gm cc yu t cu thnh sau:
ngi cung cp, ngi trung gian h thng kho hng, bn bi,
phng tin vn ti, ca hng, h thng thng tin th trng...
Ty theo quan im s dng m knh phn phi c nh
ngha khc nhau:
Theo quan im ca nh sn xut th knh phn phi l mt
tp hp cc doanh nghip v c nhn c lp ph thuc ln
nhau m qua doanh nghip sn xut thc hin bn sn
phm cho ngi s dng hoc ngi tiu dng cui cng.
15
Theo quan im nh trung gian th knh phn phi l dng

chy ca vic chuyn nhng quyn s hu hng ha hay
dch v qua cc cp trung gian n tay ngi tiu dng.
Theo quan im ca chc nng phn phi th knh phn phi
l mt h thng hu cn (logistic) nhm chuyn mt sn
phm, mt dch v hay mt gii php n tay ngi tiu
dng mt thi im v mt a im nht nh.
Theo quan im ca chc nng qun tr th knh phn phi
l mt t chc cc quan h bn ngoi doanh nghip qun
l cc hot ng phn phi, tiu th sn phm nhm t cc
mc tiu ca doanh nghip trn th trng .
Chin lc phn phi c hiu l cu trc knh c hiu l
vic thit lp mt t chc cc thnh vin ca knh nhm thc hin
cc chc nng phn phi c phn b. Cu trc knh phn phi
c xc nh bi 3 yu t sau: nhim v v cc hot ng m cc
trung gian phi thc hin, loi trung gian c s dng v s lng
mi loi trung gian .
1.2.3.2
c im
Cc loi cu trc ca knh phn phi hng tiu dng gm c :
Knh cp zero (knh phn phi trc tuyn): Nh sn xut

bn hng trc tip n ngi tiu dng. Hnh thc bn c th
qua nhn vin bn hng ca nh sn xut bn n tng nh,
bn qua ca hng ca nh sn xut hoc bn qua thit b bn
hng t ng, bn qua mng internet, in thoi, email.
Hnh 1. 2 Knh cp zero (trc tip)
nh sn xut
ngi tiu dng
Knh mt cp: Nh sn xut a sn phm ca mnh n

ngi tiu dng thng qua cc nh bn l (i vi sn phm
16
tiu dng) hoc cc nh m gii, i l (i vi hng cng

nghip). V d: v xe, xe hi
nh sn xut
nh bn l
ngi tiu
dng
Hnh 1. 3 Knh cp 1
Knh hai cp: C hai cp trung gian. Trong th trng hng

tiu dng thng l nh bn s v nh bn l. Trong th
trng k ngh th l b phn phn phi hay i l ca
cng ty v cc nh bn bun. V d: ru, bia, my tnh,
hng in t .
Hnh 1. 4 Knh cp 2
nh sn
xut
nh bn
s
nh bn
l
ngi
tiu
dng
Knh ba cp (knh di sut): Thng c y cc thnh

phn trung gian tham gia nh nh i l mi gii, nh bn
bun, nh bn l.
Hnh 1. 5 Knh phn phi cp3
nh sn
xut
nh bn
s
trung
gian
nh bn
l
thit lp mt cu trc knh phn phi nh sn xut phi

xc nh lm th no cc chc nng Marketing cn thit c
thc hin mt cch c hiu qu nht. Cc bin s nh gi c, s
17
ngi
tiu
dng
khch hng phc v, tnh phc tp ca sn phm l cc yu t

hng dn chn mt cu trc knh thch hp .
Knh phn phi trong hot ng Marketing rt quan trng.
Vic s dng cc knh trung gian c nhng u im ni bc nh
phn phi hng ha rng khp, a hng ha n cc th trng
mc tiu nh mng li cc trung gian thay v nh sn xut phn
phi trc tip , ng thi gim bt lng hng tn kho, chuyn giao
hng ha qua kho cc trung gian, tit kim chi ph lu kho, bn
cnh knh phn phi cn l trung gian cho cc doanh nghip
iu ha cung cu hng ha, gim khong cch v a l gia sn
xut v tiu dng. Cui cng, knh phn phi gip gim thiu s
lng tip xc trc tip vi khch hng .
Trung gian gm c i l, ngi bn s, ngi bn l, ngi
m gii v i l h tr. C th:
i l (Agent) c hiu l trung gian thc hin vic phn
phi nhng khng s hu cc hng ha m h phn phi.
i l s nhn hoa hng trn gi bn sn phm ngi bn s
Ngi bn s (Wholesaler) l nhng ngi trung gian thc
hin vic mua, s hu, lu kho, vn chuyn vi s lng
ln v bn li hng ha cho ngi bn l, cc cng ty sn
xut, cc t chc kinh doanh khc.
Ngi bn l (Retailer) l trung gian bn hng ha cho
ngi tiu dng cui cng .
Ngi m gii (Broker) l cc trung gian gi vai tr gii
thiu cho ngi mua v ngi bn gp nhau, h tr cho vic
thng lng gia i bn.
i l h tr (Facilitating agent) l t chc kinh doanh h
tr cho vic thc hin nhim v phn phi (cc cng ty vn
ti, kho bi, ti chnh).
18
Phn phi c vai tr quan trng trong hot ng Marketing Mix. u tin phn phi phn tha mn nhu cu th trng mc
tiu iu ny cn c s ng gp ca nhiu yu t nh sn phm
phi ph hp vi th hiu ca ngi tiu dng, cht lng sn phm
tt, gi c hp l v thng tin phi c truyn rng ri ngi
tiu dng bit v sn phm nhng iu quan trng l sn phm phi
sn sng c mt trn th trng, ng lc, ng ni i vo tiu
dng.
Hot ng phn phi c nhiu ng gp quan trng nh gip
cng ty lin kt hot ng sn xut kinh doanh ca cng ty vi
khch hng, trin khai tip cc hot ng khc ca marketing nh:
gii thiu sn phm mi, chnh sch khuyn mi, gim gi, dch v
hu minhm tha mn nhiu hn nhu cu th trng. Qua hot
ng phn phi, vic trao i thng tin t ngi tiu dng n nh
sn xut gip cc nh sn xut kp thi iu chnh cc chng trnh
marketing thch ng vi th trng. ng thi vi s tin b ca
khoa hc k thut v s bng n v thng tin khin cc cng c
khc ca marketing - mix nh sn phm, qung co, chng trnh
khuyn mi.. c th d dng b i th bt chc, th nhng vic
xy dng v gi vng mt h thng phn phi mnh khng d g
thc hin trong mt sm mt chiu. V vy, cc cng ty tp trung
n lc vo hot ng phn phi nh mt cng c cnh tranh chnh
nhm to ra mt li th lu di cho cng ty.
Knh phn phi c nhng chc nng c nh, gm c chc
nng nh thng tin, gii thiu qu trnh phn phi. Knh phn phi
s thu thp thng tin v khch hng tim nng, khch hng hin c,
thng tin v i th cnh tranh v truyn t thng tin t nh sn
xut n cc trung gian v khch hng. Chc nng ny gip lin kt
nh sn xut vi cc trung gian bn s, bn l v ngi tiu dng,
19
to thun li trong qu trnh trao i hng ha. Ngoi ra knh phn

phi cn kch thch tiu th, chng hn nh vic thc hin hot
ng truyn b cc thng tin v hng ha v cc chng trnh
khuyn khch tiu th khc n vi khch hng v trung gian.
Knh phn phi gip tip xc, thit lp mi quan h nhm xc nh
ai l ngi mua hng cc giai on khc nhau trong knh, ng
thi thng bo cho khch hng bit thng tin, thit lp mi quan h
thng mi v nhn cc n hng. Bn cnh knh phn phi
gip thch ng v hon thin sn phm thng qua cc hot ng
nh phn loi hng ha, ng gi, cung cp cc dch v bo hnh,
sa cha, t vn . Hn na knh phn phi cn thng qua vic tha
thun, m phn lin quan n gi v iu kin bn hng, thc hin
vic chuyn giao s hu hng ha v dch v lu thng hng ha,
cc hot ng vn chuyn, bo qun, lu kho hng ha l cu ni
gia sn xut v tiu dng. Knh phn phi cn gip iu ha cung
cu gia cc th trng v cc thi im tiu dng khc nhau. Knh
phn phi cn c ti chnh, trang tri chi ph, thng qua cc hot
ng bn hng thu tin, tm kim cc ngun ti chnh trang tri cho
hot ng sn xut v hot ng ca knh . V cui cng l chc
nng chp nhn ri ro, khi mua sn phm t nh sn xut trung gian
phi chp nhn nhng ri ro khch quan c th gp nh s thay i
th hiu khch hng, sn phm b h trong qu trnh vn chuyn
hoc ri ro v kinh t.
Dng lu chuyn trong knh phn phi th hin s vn ng
ca cc yu t trong knh phn phi khi mt knh phn phi c
pht trin nhm cung cp s kt ni, rng buc gia cc thnh vin
vi nhau v gia cc t chc vi nhau.
20
Dng lu chuyn trong knh phn phi gip chng ta phn

bit c hot ng qun l knh phn phi v hot ng qun l
phn phi vt cht, sn phm.
Qun l knh lin quan n tt c cc dng lu chuyn, trong
khi qun l phn phi vt cht ch cp n dng lu chuyn sn
phm trong knh.
Trong mt knh phn phi c cc dng lu chuyn sau:
Hnh 1. 6 Cc dng lu chuyn trong knh phn phi

Qu trnh pht trin ca knh phn phi:
H thng Marketing theo chiu dc ( Vertical Marketing
System VMS)
H thng Marketing theo chiu dc c dng m t loi
knh phn phi, m trong hot ng ca cc trung gian hp tc
rt cht ch vi chin lc Marketing ca nh sn xut. S hp tc
21
ny thng qua mt mi quan h c thit lp chnh thc, thng

xuyn, cht ch .
H thng ny c qun l tp trung t c mc k
thut, kim sot v hiu qu kinh t cc hot ng trong knh.
Trong h thng, khi thnh vin trong h thng lm ch cc
thnh vin khc, gi vai tr lnh o, iu khin knh. Ngi lnh
o ny thng thng tr v qui m, c nhng ch u i nhm
tri buc v thit lp mi quan h cht ch vi cc thnh vin trong
h thng. H thng ny c th chia lm ba loi l h thng VMS
cng ty, h thng theo hp ng v h thng c qun l .
VMS cng ty (Corporate VMS): Trong h thng
ny, cc ch sn xut v phn phi k tip nhau
u ph thuc vo mt ch s hu duy nht. u th
ca h thng ny l c th kim sot hon ton cc
giai on trong qu trnh, iu khin h thng phn
phi d dng do thuc quyn s hu ca mnh nh:
thm nhp m rng mng li phn phi hoc hn
ch theo mun. Pht trin cc chng trnh
Marekting mt cch ch ng, c th, h thng VMS
c th iu khin chnh sch gi c, khuyn mi,
chng trnh bn hng theo mc tiu yu cu ca
cng ty ng thi bo v uy tn sn phm v gi th
c quyn v phn phi sn phm .
VMS theo hp ng (Contractual VMS) gm
nhng cng ty c lp, gn b vi nhau bng quan h
hp ng v nhng chng trnh phi hp hot ng
nhm cng t c cc kt qu nhiu hn mc m
22
h c th t c nu hot ng ring l. Cc thnh

vin trong h thng tha nhn quyn kim sot ca
mt ch s hu, s ph thuc c xc nh thng
qua hp ng. Ty loi hp ng, h thng ny c 3
kiu:
Lin kt t nguyn ca ngi bn l
Hp tc x ca ngi bn l
Trung gian c quyn u i
VMS c qun l (Administered VMS): Trong h

thng ny khng c hp ng rng buc hay s ph
thuc no gia nh phn phi vi nh cung cp. Quan
h ph thuc da vo quy m v th mnh ca mt
thnh vin trong knh c kh nng chi phi cc thnh
vin khc, ph thuc vo s chia s cc li ch m
mt thnh vin trong knh tham gia bn l, m khng
cn thng qua hp ng bng vic cung cp h tr
trng by quy hng, khuyn mi v chnh sch gi
u i.
23
Hnh 1. 7 Cc kiu h thng Marketing theo chiu dc
VMS cng ty
H thng knh
phn phi dc
( VMS)
VMS hp
ng
Lin kt t
nguyn ca
nh bn l
u i nh bn
l do nh SX bo
tr
Trung gian c
quyn u i
u i nh bn
s do nh SX
bo tr
Hp tc ca
ngi bn l
u i nh bn l
do cty dch v
bo tr
VMS h tr
H thng Marketing theo chiu ngang (Horizontal

Marketing System)
Khi hot ng ring l ring th trng, cc doanh nghip
khng kh nng v vn, nhn lc, k nng Marketing hoc s
phi gnh chu hon ton nhng ri ro trong kinh doanh. Cc doanh
nghip ny hp tc li cng khai thc th trng. Kt qu s hp
tc ny l hnh thnh mt cng ty cng sinh (gi l tip th cng
sinh Symbiotic Marketing).
Tuy nhin h thng ny c nhng hn ch, u tin phi phi
k n l kh khn trong vic phi hp hot ng mt t chc ln
hn do mt s n v hp nht li. Tip theo l vic gim i tnh
linh hot trong phn phi v phi tng cng cng tc hoch nh
v nghin cu thch ng vi s hot ng quy m ln v mt
th trng phc tp hn. S kt hp cc cng ty c th thc hin
knh phn phi c bit c hiu qu hn l mt cng ty c lp, h
thng Marketing theo chiu ngang s khng gip gim chi ph hay
m rng v tr cnh tranh ca cng ty .
24
H thng nhiu knh (Multichanel Marketing System)

Trong h thng ny, cng ty s s dng nhiu knh phn phi
chim lnh th trng hoc phc v cho nhng nhm khch hng
khc nhau.
V d: Cng ty sn xut vi c th bn cho ngi tiu dng
qua ca hng bn l ca cng ty, qua cc i l bn s, cc nh bn
l. Cng ty cng bn cho cc khch hng cng nghip, l cc cng
ty may vi s lng ln qua hnh thc cho hng trc tip.
1.2.4 Chin lc chiu th trong ngnh thng mi in t.
1.2.4.1.
Khi nim:
Chiu th l nhng n lc ca doanh nghip thng tin,

thuyt phc, nhc nh v khuyn khch khch hng mua sn phm,
cng nh hiu r v doanh nghip. Hn hp Chiu th
( promotional - mix) Qung co (Advertising) Khuyn mi (Sales
Promotion) Quan h cng chng (Public Relations) Bn hng c
nhn (Personal selling) Marketing trc tip (Direct marketing) .
1.2.4.2.
Cc cng c trong chiu th
a Qung co
L mt trong nhng hot ng chnh trong cc chnh sch
giao tip khuch trng mang tnh ph bin m cc nh cung cp
dch v s dng. Chc nng qung co trong dch v l xc nh
thng tin v dch v, pht trin khi nim v dch v, nhn thc tt
hn v dch v v s lng dch v, hnh nh ca dch v, mc
mong i v thuyt phc khch hng.
Do c im khng hin hu ca dch v mang li nhiu
kh khn cho hot ng qung co. Qung co khng trc tip vo
dch v nn phi tp chung vo cc u mi hu hnh, vo cc du
25
hiu vt cht nhm gip i tng nhn tin nhn dng r nt v

dch v. Chng hn cc cng ty vin thng thng ly hnh nh
qung co l nhng chic in thoi, cc ct pht sng...
Trong qung co dch v, phng tin qung co, tin qung
co, xc nh mc ch qung co v ngn sch cng l vn ca
vic hoch nh chnh sch qung co. y phng tin qung
co c th s dng nhng phng tin thng tin i chng nh:
tivi, pht thanh, truyn thanh, bo ch, phim nh, nhng vt mang
tin thng dng nh banner p phch, in thoi, truyn ming, th
t v cc cng c ngoi tri..
Tin qung co cn xc nh ni dung, hnh thc, b cc ca
tin, c im ca thng tin v khng kh, mi trng dch v.
Phm vi mc i chng ty thuc vo mc ch qung co
v s dng thng tin truyn ming, c th, mc ch qung co
c hiu l nhng ni dung yu cu phi thc hin c ca hot
ng qung co. kim tra mc ch qung co t c mc
no cn xem xt qua mt s phng tin, c bn phi xc nh
c khch hng mc tiu (i tng nhn tin) tip nhn tin qung
co nh th no? v s nhn thc, thi ca khch hng khi nhn
thng ip qung co nh th no, h nhn thc ti u, tn thnh
hay phn i c nhng thay i nhanh chng v ph hp.
Qung co cn ch s dng thng tin truyn ming. Thng
tin truyn ming c th c thc hin di cc hnh thc nh tc
ng qua li, kinh nghim dch v, gi tr mong i hay s truyn
ming, chuyn giao dch v.
b Khuyn mi.
26
Khuyn mi l hot ng ngi bn tc ng n li ch kinh

t ca khch hng nhm kch thch ti khch hng lm tng nhanh
nhu cu v dch v ti ch tc th.
Cc chng trnh khuyn mi ch yu tp chung vo ba i
tng. Th nht l khch hng, l vic khuyn khch khch hng
tiu th nhiu hn sn phm dch v ca cng ty bng vic to ra
nhiu li ch ph thm nh: gii thng, cng tin vo ti khon,
tng ngy s dng... Th hai l lc lng trung gian, gm vic
khuyn khch lc lng ny tham gia phn phi nhiu dch v hn,
nht l i vi cc dch v mi, bng cch thc hin chit khu
chc nng cao hn, phi hp vi qung co... v i tng cui
cng l nhn vin cung ng gm cc vic nh tng cng cc phn
thng (tng lng, bc, cho di du lch...) gii thng cho nhng
ngi cung ng gii, thc y h nng cao hiu sut bn hng hn
na.
t chc c hot ng khuyn mi, khi lp chng trinh
cn thc hin theo cc bc sau:
Quyt nh mc tiu ca khuyn mi, nhng yu t thng tin
v cc thnh phn marketing hn hp.
Quyt nh s cn i cc hot ng khuyn mi gia khch
hng, trung gian v nhn vin cung ng dch v.
Quyt nh cc cng c khuyn mi c s dng.
Quyt nh nhng ni dung qun tr ca chng trnh
khuyn mi gm cc vn nh xc nh khi lng cn
tiu th, thit lp cc iu kin kim tra ng thi phi quyt
nh c thi gian khuyn mi v chn phng thc phn
phi nh th no. Xc nh r lch trnh cho hot ng
khuyn mi, ngn sch dnh cho khuyn mi l bao nhiu,
27
sau kim nghim trc ca cc chng trnh khuyn mi

c nhng nh gi, kim tra chng trnh sau hot ng
khuyn mi nhm xc nh li ch v kinh nghim cho
chng trnh sau.
28

SVTH Hunh Nguy
n Khnh Vy
c Hot ng quan h cng chng:

Quan h cng chng, hay giao tip cng ng (ting Anh: public
relations, vit tt l PR) l vic mt c quan t chc hay doanh nghip ch
ng qun l cc quan h giao tip cng ng to dng v gi gn mt
hnh nh tch cc ca mnh. Cc hot ng quan h cng chng bao gm cc
vic qung b thnh cng, gim nh nh hng ca cc tht bi, cng b cc
thay i, v nhiu hot ng khc.
PR c hiu l quan h cng chng, c hiu l mt chc nng
qun tr nhm mc ch thit lp, duy tr s truyn thng 2 chiu, s hiu
bit, chp nhn v hp tc gia mt t chc v cng chng ca h.
Quan h cng chng bao gm s qun l nhng vn hay s kin ma t
chc cn phi nm c d lun ca qun chng v c trch nhim thng
tin cho h.
C th hiu PR l vic to cc mi lin h nh hng i vi mi
trng bn trong v bn ngoi ca doanh nghip.
Cng chng bao gm cc tng lp nhn dn sinh sng trong x hi.
Cng chng theo ngha i tng trng tm nh hng n doanh nghip
bao gm khch hng hin ti v tim nng, c quan truyn thng bo ch
(i Truyn hnh, bo vit, i pht thnh, bo in t Internet...), chnh
quyn (chnh ph, UBND tnh - qun, huyn, s - b,...), dn chng trong
khu vc, cc on th (cng on, ng, on,...), hi bo v ngi tiu
dng,... c ng ca doanh nghip v cui cng l cn b - nhn vin doanh
nghip.
11
GVHD: hP m Thanh Thy Vy
14
Quan h cng chng l cc hot ng nhm tip xc (Hp bo, hi

ngh khch hng), lng nghe (khch hng ni v sn phm), trao i, truyn
t (v nh hng sn phm vi ngi tiu dng,...), to lp hnh nh v n
tng (ti tr hc bng cho sinh vin, t chc cuc thi cp truyn hnh,...)
v cc hot ng hng v cng chng c doanh nghip qui hach theo
tng thi im, c th rng hay hp vi cc i tng.
Hn th na PR cn l mt trong nhng cng c h tr bn hng hu
hiu i vi tt c cc doanh nghip, t chc hoc c nhn. Nhng ngi
mun to ra mt tm nh hng nht nh ca mnh i vi nhng i
tng nht nh. Tu vo mc ch ca mnh v i tng m mnh mun
tc ng, cc t chc hoc c nhn ny s c nhng cch thc v hnh thc
tip cn khc nhau: c th tch cc tham gia vo cc hot ng x hi nh
cc hot ng t thin, chm sc sc kho cng ng do cc t chc hot
ng nhm mc ch x hi t chc nhm to ra hnh nh mt t chc hoc
c nhn c trch nhim vi cng ng; Tt c nhng hnh thc nhm to
ra mt hnh nh p, ni bt v rng khp v bn thn t chc hoc c nhn
vi mong mun thng qua nhng hnh nh c nh bng , cng chng
s tr nn gn gi v dnh nhiu thin cm, quan tm hn ti h.
d
T chc cng tc marketing.

xy dng chin lc, xy dng cc chnh sch cng c marketing
v t chc thc hin marketing trong doanh nghip dch v, vic hnh thnh
c quan chc nng marketing v thit lp c ch nh hng kinh doanh
theo marketing l cc k quan trng quyt nh s thnh cng.
11
T chc marketing trong cng ty dch v c v tr c bit quan trng

i vi s thnh cng hay khng thnh cng ca hot ng marketing trong
cng ty. T chc c quan marketing dich v ban u thng p dng m
hnh truyn thng ca hng ha hin hu. M hnh ny mau chng bc l
nhng bt cp do dch v c nhng c im khc bit. Marketing dch v
cng pht trin cao hn vi nhng c im ring v tr thnh mt b
phn ring ca marketing trong kinh doanh. T chc ca maketing dch v
phi p ng c yu cu ring ca marketing dch v. Vn c bn ca
t chc marketing dch v l m bo i mi cc yu t marketing truyn
thng cho thch hp vi dch v ng thi thc hin c hiu qu cc yu t:
con ngi, qu trnh dch v v dch v khch hng. Thc hin marketing
ton cng ty mt cch hi ha, mang li hiu sut marketing cao.
C quan chc nng marketing c t chc vi c cu nh hng
trc tip vo khch hng. Vi nh hng t chc ny cho php doanh
nghip nng ng xc nh mc tiu v ban hnh chnh sch i vi th
trng c th, thc hin phn cp hp l gia cc t chc thuc quyn trong
thc hin marketing ton cng ty. Mt s m hnh t chc c quan chc
nng Marketing dch v c p dng. Th nht i vi phng
marketing, doanh nghip t chc phng marketing nh cc phng ban khc.
Phng chu trch nhim v cc cng tc marketing ca ton cng ty. Th
hai: Marketing ton cng ty, cng ty c nhm tham mu ring cho nh qun
tr cao cp v chin lc, chnh sch, k hoch, bin php.. v marketing.
Th ba: Thc hin s phn cp v tp trung qun l gia cng ty v cc t
chc ni b, phng marketing ca cng ty h tr v k hoch, v hng dn
nghip v cho cp di v thc hin marketing ni b ton cng ty. Cc n
v cp di thc hin marketing trong khu vc th trng ca mnh mt cch
11
tng i c lp, vi chnh sch, cng c v cc bin php ring, ph hp

vi th trng mc tiu ca mnh.
1.2.5
Con ngi ( People)

Yu t con ngi gi v tr rt quan trng trong sn xut kinh doanh
dch v v marketing dich v. Vic tuyn chn, o to, ng lc v qun l

con ngi chi phi ln n s thnh cng ca doanh nghip.
C hai i tng m doanh nghip dch v cn phi hng n:
Nhng thnh vin trong t chc dch v ( nhn vin,
ngi cung cp dch v).
Khch hng: ngi s dng dch v.
Yu t con ngi cp n nhng ngi trong t chc, trong mi
quan h trc tip vi khch hng. Yu t ny c xem l trung tm ca ca
dch v hin i. Do dch v c tnh khng tch ri nn con ngi l nhn t
quan trng trong c qu trnh sn xut v chuyn giao hu ht cc dch v.
Con ngi tr thnh mt b phn lm tng tnh c bit ha.
Cc kha cnh thit yu c tp trung vo thi nhn vin ,o to
cn b, quan h ni b, cc hnh vi c th quan st c ca nhn vin, mc
ca dch v c nhn thc trong t chc, tnh thng nht trong s th
hin ca nhn vin, mi quan h gia khch hng khch hng.
Dch v khch hng hay khch hng ha l lm cho dch v ph hp
vi mc cao nht v ring bit i vi tng khch hng, lm cho h khng
c cm gic lm ln vi ngi khc trong quan h dch v.
11
1.2.6 Quy trnh dch v ( Process ):

M hnh sn xut cung ng dch v l mt qu trnh tc ng tng h
ln nhau, trong bao gm nhng ngi tc ng, mi trng vt cht do
doanh nghip to ra v cng nhn vin hot ng dch v.
Qa trnh m dch v c to ra v chuyn ti khch hng, mt
nhn t quan trng trong marketing. Cc khch hng thng coi h thng
phn phi l mt phn dch v . Do vy quyt nh i vi quan l hot
ng c vai tr rt quan trng i vi thnh cng ca marketing.
Cc hot ng ca qu trnh gm vic thit k, sang to, th nghim
mt dch v theo mt th tc, c ch v cch thc ca mt dch v, to ra
mt dch v v chuy giao cho khch hng. Bao gm mt h thng cung
ng dch v theo nguyn bn pht tho v vn dng cc chnh sch, cc
quyt nh trong giao tip vi khch hng, lm vic thn trong cc mi quan
h thit lp v duy tr tt cc mi quan h .
Tm li, qu trnh dch v l tp hp cc h thng sn xut cung ng
dch v hot ng. Qa trnh dch v vi quy m v khng gian, thi gian v
h thng dch v hot ng c nh hng cung cp nhng dch v ring
bit v hp thnh dch v tng th cho th trng.
Nhng qu trnh dch v c xc nh chnh xc n mc no s
ph thuc vo khu vc th trng la chn, vo cc quyt nh a ra v
nhu cu ca khch hng. Cng ging nh qu trnh sn xut hnh ha hu
hnh, qu trnh dch v phi tun theo nhng nguyn tc trong vic o to
ra phc thng c ng dng trong vic hnh thnh qu trnh sn xut.
11
Thit k qu trnh dch v bao gm:

Thit k mi trng vt cht ; ch yu do doanh nghip to ra
nn mi trng vt cht tr thnh mt phn cng vic thit
k sn phm dch v.,
Hot ng iu hnh yu cu nhng sn phm hng ha hin
hu, trang thit b v trng thi vt cht cn thit theo k
hoch c ch nh.
Hot ng marketing i hi lm r nhng yu t, du hiu
vt cht trong mi trng quan h v tc ng ti qu trnh
ha ng sn xut, nht l tc ng ti khch hng.
Cc c tnh
vt cht
S can thip
ca tri
thc/tr li
nh hng
Hnh vi
hoc mc
ch hnh vi
Hnh 1.8 : nh hng ca m trng n nhng ngi cung ng dch v

Thit k tp hp qu trnh tc ng tng h: l vic thit lp, hon
thin v trin khai mt tp hp h thng sn xut cug ng dch v, h thng
cu trc ca qu trnh dch v.
Gm 2 phng php:
Phng php m hnh ha
11
tng
dch v
kch bn
dch v
m hnh
ha
hon
thin m
hnh
Hnh 1.9 :M hnh ha trong dch v thit k

Phng php m t nhn dng tun t dch v: phng php ny
dng thit k qu trnh dch v trong mi trng hot ng. N
cn c gi vi tn khc l phng php pht trin khi nim
dch v. c th hin 3 giai on:
Giai on mc th nht
Giai on mc th hai
Giai on mc cui cng
S nhn thc v cc giai on dch v, qu trnh dch v,qu trnh xy
dng cng nhng gii php, quy ch, th tc c m t v bin son chi
tit theo trnh t tng dch v. Cui cng dch v s c hnh thnh , th
nghim trn th trng, i ti mt dch v cui cng v qu trnh dch v
hnh thnh vi mt dch v tng th c xc nh.
1.2.7 C s vt cht ( Physical environment)
Bao gm tt c nhng yu t hu hnh t c s vt cht n i ng
nhn s ca cng ty. Mi trng vt cht nh hng nhiu n s tri
nghim ca khch hng i vi dch v ca cng ty.
11
Mi trng vt cht phn thnh 3 dng :

Cc tin ch bn ngoi ( thit k bn ngoi, bng hiu, ch u
xe, cnh quan mi trng)
Cc tin ch bn trong ( thit k bn trong cng ty, thit b v
my mc k thut phc v khch hng, khng gian..)
Cc du hiu hu hnh khc : name card, ng phc, brochure.
Ty thuc vo tnh cht ca tng loi hnh dch v m vic trin khai
cc yu t vt cht c th khc nhau.
c im ca dch v l tnh tru tng v v hnh, khch hng s
kh hnh dung v nh gi c dch v ca mt n v cung cp dch v c
cht lng cao hay thp. V vy khch hng thng tm mt i tng hu
hnh khc so snh v quy chuyn trong vic nh gi.
Vai tr:
Gip tin ch ha qu trnh dch v
Xy dng hnh nh cng ty.
Cng c to s khc bit
Thit k cc yu t vt cht trong doanh nghip:
11
M hnh SOR ( S-stimulus- kch tc, O-organism-t chc, Rresponse-phn ng) cho thy tc ng ca mi trng vt cht ca
dch v n hnh vi khch hng
Environmeent
stimulus (Tc
nhn mi trng
vt cht)
Organism (tc
ng vo t
chc-Khch
hng- nhn vin)
Response ( phn
ng )
Hnh 1.10 .M hnh SOR

Thit k theo m hnh cnh quan dch v ( Servicescape)
y l m hnh da vo vic s dng nhng yu t vt cht thit
k mi trng vt cht gn lin vi c s ng dng m hnh SOR nu trn.
M hnh ny ph thuc vo hnh thc dch v:
Phc v t xa : thit k yu t vt cht tc ng vo nhn vin
ng vai tr quan trng
Loi hnh t phc v (th ATM, quy chp hnh t ng..) cc yu
t vt cht quan trng, nhn vin c vai tr th yu
Loi hnh dch v tng tc ( nh hng, dch v, hng khng ) mi
trng vt cht c thit k hng n nhu cu t hai pha bao
gm nhn vin v khch hng.
Qun l cc yu t vt cht theo m hnh servicescape:
Bc 1 :Xc nh cc yu t mi trng vt cht
11
Bc 2:Thit k ton din

Bc 3:iu tit v qun l cc phn ng v mi trng vt
cht
Bc 4:nh gi phn ng tm l v mi trng vt cht
Bc 5:nh gi hnh vi
1.2.8 Dch v khch hng ( Provision of cumstomer service)
Dch v khch hng c hiu l cc hot ng ca doanh nghip
hng n khch hng, l qu trnh phn tch, tm hiu v gii quyt cc
mi quan h gia t chc dch v v khch hng mc tiu. Khch hng ngy
cng tr nn phc tp, nhu cu mong mun ca h ngy cng chi tit, tinh
t hn, cht lng nhu cu cng cao hn. Do nhiu doanh nghip
nghin cu ci tin dch v khch hng nhm ginh li th cnh tranh.
Dch v khch hng c mi quan h mt thit n vic phn phi cc
yu t ca marketing mix, nhng yu t ny l hp thnh phn hu cn cho
dijhc v khch hng. N l yu t u ra ca phn phi, c vai tr quan
trng trong gii hn phng thc dch v c chuyn giao v m rng
phm vi n mc khch hng tha mn trong s tin cy.
Dch v khch hng gm vic phn bit mng khch hng, phn loi
th trng trn c s cung cp dch v theo yu cu, tha mn nhu cu
khch hng mc cao nht v tng cng s hi lng khch hng trong mi
quan h lu di vi doanh nghip.
11
Nhng yu t chi phi dch v khch hang :

S thay i mc mong i: ch tng khng gim, khch hng
mong i dch v nhiu gi tr hn, cao hn v phc tp hn.
V tr khch hng ngy cng tr nn quan trng. Dch v khh hng
l mt trong nhng yu t quan trng to s khc bit ha so vi
i th cnh tranh.
Phc v cho nhu cu chin lc quan h.y l nguyn tc chung
khng th thay th.
S thay i nhn thc dch v khch hng trong cc doanh nghip
dch v. Cn xy dng mi quan h lu di trn th trng mc tiu,
iu ny mang li li ch v khng gian, thi gian, v hm cha cc
mi quan h tin giao dch, trong v sau giao dch vi khch hng.
Chnh sch dch v khch hng: cn xc nh c mc tiu v nhim
v ca dch v khch hng c chnh sch ph hp cho tng giai on
(trc, trong, sau giao dch) khc nhau.
Bng 1.1 :Ni dung dch v khch hng trong 3 giai on:
Hot ng dch v
Trc giao dch
Nhim v, chnh sch

Nhn thc khch hng
11
Mc tiu dch v
Qu trnh h tr mc tiu
Con ngi vi nhng c ch h tr
mc tiu
H tr k thut, thng tin phn hi
Giao tip dch vu, bo m cht
lng
S dng thng tin khc
Trong giao dch
Qun l cc loi nhu cu khch hng

Qun l thi gian
Qun l cp dch v
Tnh chnh xc ca h thng
Cc dch v ph
Vn lin quan
H tr ti chnh
S tp chung
11
Thun tin tha mn nhu cu ti ch

Sau giao dch
Bo hnh
Thng tin phn hi
Chng trnh phc hi dch v
Kim tra cht lng dch v
Lp k hoch s cha
M rng bn hng
Marketing trc tip
To club, nhm khch hng trung
thnh
Khuyn mi t xut
Tm tt chng 1 :
Marketing l c t lu i v mt phn khng th thiu trong mi
doanh nghip, bao gm doanh ngip mang sn phm hu hnh hay v hnh.
c bit i vi nhng doanh nghip kinh doanh thng mi dch v th
marketing li cng quan trng v c nhng c im ring nht nh. T c
im nh tnh v hnh, khng th tch ri, khng ng nht, sn phm
khng tn khomarketing dch v s c trin khai vi 8 cng c trong
marketing mix gm ga, sn phm, phn phi, chiu th, con ngi, c s
11
vt cht, quy trnh dch v, dch v khch hng. Nhng cng c ny phi
hp linh ng vi nhau ty theo thi im v giai on nht nh c
nhng chin lc ph hp.
Chng 2: PHN TCH THC TRNG CHIN LC

MARKETING CA CNG TY VeXeRe
2.1.
Tng quan v th trng dch v :
2.1.1
M hnh PEST trong nghin cu mi trng v m.

2.1.1.1. Mi trng kinh t:
+ T l tng trng cua nn kinh t.

Nn kinh t vit nam vi tc tng trng n nh trn 8%vo giai
on 2005-2007 tng 6.2% vo nm 2008 l iu kin thun li cho cc
doanh nghip Vit nam trong hot ng sn xut kinh doanh. Nm 2009
trong tnh trng suy thoi kinh t ton cu, tng trng ca nc ta
mc 4.9% - cc doanh nghip ni chung v cc doanh nghip thng
mi in t ni ring chu mt sc p khng h nh, nhng cng to ra
nhng c hi cho cc doanh nghip va v nh pht trin nu bit to ra s
khc bit.
+ Li Sut:
Khng hong kinh t nh hng khng ch ti Vit Nam, m hu ht
cc quc gia trn th gii, bn cnh lm pht tng cao khin nn kinh t
nc ta gp nhiu kh khn. n nh nn kinh t, nh nc a ra cc
chnh sch tin t tht cht, nhiu quyt nh v li sut trn cho vay, li
sut trn huy ng i vi cc ngn hng thng mi, iu ny nh
11
hng kh nhiu n ngun vn ca doanh nghip, khin nhiu doanh

nghip lm vo cnh kh khn.
+ T xut hi oi:
S bin ng t gi hi oi gia Vietnam Dong v Dollar M t
nhiu nh hng n hot ng kinh doanh ca VeXeRe. Hin VeXeRe
ang c nh hng pht trin trang web khng ch trong nc m cn p
ng c nhu cu cho khch nc ngoi, c bit l khch du lch ti Vit Nam,
bn cnh cn hng n ngi dn cc thnh ph ln Lo v
Camphuchia .T gi tng cao khin gi v ca cc hng xe vn c nh
theo ng Vit Nam ( Viet Nam Dong) cng tng ng k, gy kh khn
cho vic giao dch ca hnh khch.
+ T l lm pht:
Lm pht ca nn kinh t vit nam lun mc 2 con s, vt qua
ngng cho php ti a l 9%nm ca mi quc gia. Nm 2007 l 12.63%,
nm 2008 con s lm pht t mc k lc trn 22%, nm 2009 nh nc
phn u lm pht ch dng mc l 7%. Khi lm pht tng cao gi c
mt hng cng tng theo lm cho sc tiu th gim. iu cng nh
hng n tnh hnh kinh doanh ca mi doanh nghip.
2.1.1.2. Mi trng chnh tr, chnh sch php lut:
Vit Nam c nh gi l nc c mi chnh tr n nh nht trn
th gii. Vi cc chnh sch v m gi m thng thong nh nc to
iu kin thu ht vn u t nc ngoi vo nhiu lnh vc cng nh to
iu kin ph duyt nhng d n thng mi in t t nm 2006 n
11
2014. Pht trin thng mi in t gp phn thc y thng mi v nng

cao sc cnh tranh ca doanh nghip trong bi cnh Vit Nam hi nhp
ngy cng su rng vo nn kinh t th gii.
Nh nc ng vai tr to lp mi trng php l v c ch
chnh sch thun li nhm thu ht cng ngh tin tin v khuyn khch
doanh nghip ng dng thng mi in t, cung cp cc dch v cng
h tr hot ng thng mi in t. Tt c nhng iu to iu kin
cho thng mi in t ni chung v VeXeRe ni ring c iu kin
pht trin kinh doanh.
2.1.1.3.
Yu t mi trng vn ha x hi v nhn
khu hc:
Dn s ng, tr (79 triu ngi di 65 tui) d dng tip nhn

hnh thc mua bn trc tuyn, nhu cu cng vic cao thi gian ngy
cng hn hp s lng ngi dng internet ng to iu kin thun li
cho pht trin ngnh.
Thu nhp trung bnh ca ngi tiu dng vit nam ngy cng tng
trong nhm c tc tng thu nhp nhanh nht trong khong t 500
n 1000usd/thng. Bn cnh t l tiu dng trn thu nhp ca ngi
vit nam thuc loi cao nht ng Nam . Ngi vit nam tiu dng
trung bnh khang 70% thu nhp hng thng.
Nhn t vn ha x hi lun tc ng mnh n quyt nh la chn
tiu dng. Trc kia khi mc sng cha cao v thi gian ri ca ngi dn,
11
la chn a thch l mua bn truyn thng, i n tn ni giao dch, thy

hng v trao tin, hu ht mi ngi la chn theo thi quen, t c thng
tin tm hiu, cng nh kh khn trong vic tip cn thng tin. Ngy nay khi
cng vic chim nhiu thi gian, cng ngh thay i s tin dng trong
mua bn c y ln cao ngi dn bt u chuyn n sang hnh thc
mua bn trc tuyn bt k ngy m.
Do , s thay i trong thi quen tiu dng c tc ng ln n s
pht trin ca ngnh.
2.1.1.4. Mi trng cng ngh v c s h tng:
Yu t cng ngh l mt trong nhng yu t rt quan trng trong
bt k ngnh ngh lnh vc no.
Nht l doanh nghip ang cnh tranh trong ngnh ng dng cng
ngh cao. Nhn thc c iu , cc doanh nghip ch trng u
t nhiu vo c s h tng v cng ngh thng tin nng cao hiu qu
kinh doanh.
Theo bo co Nghin cu ti chnh 2014 ca Nesile v th trng
ti chnh
.
11
Hnh 2.1:
Cc hnh thc kt ni internet
12
T l nhn vin dng my tnh cc doanh nghip cao, tng u qua

cc nm. n nm 2015, c trn 98% doanh nghip ti Vit Nam ng dng
cng ngh vo sn xut kinh doanh, trong , trn 70% lao ng c th s
dng my tnh.
Ti VeXeRe hu ht nhn vin u am hiu Cng Ngh Thng tin
v s dng thnh tho my tnh trong x l cng vic.
H thng c s h tng phc v cho thanh ton trc tuyn c ci
thin ng k. iu ny gip cho khng ch VeXeRe ni ring m cc
Doanh nghip Thng Mi in t khc c th thc hin cc giao dch mt
cch nhanh chng v an ton.
2.1.2
Phn tch ngnh kinh doanh di tc ng cua Cng ngh
thng tin v Thng Mi in t:

M hnh 5 p lc ca Porter
15
2.1.2.1.
p lc cnh tranh ni b ngnh
VeXeRe l doanh nghip kinh doanh sn phm cng ngh cao v h

tr bn v. y l nhng sn phm c kh nng kinh doanh trn mng d
dng v s khc bit v cht lng ca chng l khng nhiu, do c
rt doanh nghip cng kinh doanh nhng loi sn phm nh vy. C th
k n cc cng ty kinh doanh cc thit b tin hc thun ty, hay cc cng
ty chuyn kinh doanh v ni tht nh:
Qua y chng ta c th thy rng, p lc cnh tranh trong ni b
ngnh l rt ln. tn ti c, doanh nghip cn to cho mnh s khc
bit ring, t thu ht c s ch t khch hng.
2.1.2.2.
Ro cn ra nhp ngnh
Ro cn v chi ph l kh ln. thnh lp mt doanh nghip in

t th cn kh nhiu v chi ph c nh. Tuy nhin hu ht cc doanh
nghip Vit nam s dng phng thc thng mi in t nh l mt
knh bn sn phm th 2. H khng cn qu nhiu vn u t vo cc
thit b cng ngh cao, phn mm qun l m ch cn vn nhp sn

phm, thu mt bng bn hng, v s dng website b tr cho hot
ng kinh doanh ca mnh. Ngoi ra, khch hng thng c xu hng
t nim tin v s trung thnh ca mnh i vi cc thng hiu ca cc
doanh nghip truyn thng hn l cc doanh nghip thng mi in t,
nn hu ht cc doanh nghip vn s dng ng thi 2 phng thc kinh
doanh, trong ch trng hn n kinh doanh truyn thng.
Mt khc, ng cong kinh nghim cng tao ra ro cn kh ln cho
cc doanh nghip mi bc vo nghnh. VeXeRe va mi ra i vi tui
i cn kh tr (2013) tuy nhin to c uy tn trn th trng, c
khch hng nh gi cao khi xp th 7 trong 15 startup thng mi in t
ln nht Vit Nam ,do y l ro cn kh ln cho cc doanh nghip mi.
2.1.2.3.
Sn phm thay th trong ngnh
Cc sn phm thay th dch v m VeXeRe cung ng hu nh
khng c. Nu c chng ch l s lun thay i v mu m, cng ngh,

tnh nng v cht liu ca sn phm. T c th khin cho khch hng a
dng trong s la chn sn phm hn thi.
2.1.2.4.
Sc mnh cua khch hng v vai tr nh xe
Do VeXeRe h tr hu ht cc nh xe mi tuyn ng trn c nc ,v

th nhu cu hnh khch a dng v nh xe hp tc kh nhiu. Mi tuyn
ng VeXeRe lin kt vi nhiu nh xe khc nhau, iu va to s
a dng, va to s ch ng cho vic la chn ca khch hng.
=> Sc mnh nh xe l khng qu cao.
Nh phn tch trn, s lng cc i th cnh tranh ca VeXeRe
l kh ln, bn cnh lng khch hng hu nh ch tp trung ti cc
thnh ph, ni c kh nng tip cn vi thng tin cao, mc minh bch
ca th trng ln, ng thi c hiu bit nht nh v Internet. Mt khi
khch hng c cc iu kin cho vic la chn, h c th so snh sn
phm, dch v chm sc,hnh thc thanh ton ca tng doanh nghip
khc nhau a ra cc quyt nh ph hp.
=> Sc mnh thng lng ca khch hng l kh cao
Vi cc yu t tc ng v quan trng ca cc yu t , ta c m hnh
nh gi sau:
M hnh EFAS th hin mc cnh tranh doanh nghip.
Cc nhn t
chin lc
Xp
Tng
quan
loi
im
Gii
thc
h
trng
Cc c hi
S ngi dng
0.1
0.3
Kh
Thng mi in
t pht trin, ng
Kh
0.15
ch
0.6
dng thanh ton
hn
trc tuyn pht
Xu hng s
0.15
0.45
Th
nline dn tr thnh
0.05
0.1
hi
nhp kinh t quc
0.05
0.1
Pht
0.15
0.6
0.1
0.3
0.1
0.3
Cc thch thc
ca cc i th
S tin tng ca khch
C s h tng
Trn kim in
Cn
i
ng
19
g thng mi in
0.1
0.2
Khng hong
0.05
0.1
tin
H
Theo nhng m hnh phn tch trn, c th thy rng kh nng cnh tranh
ca VeXeRe trong mi trng t nhin l kh cao. Tuy cnh tranh v
nhn thc ca hnh khch cha cao nhng Vexere to dng c du n
v thnh cng ring cho mnh, mt phn do y l ngnh c th mnh tin
phong.
2.1.2.5.
Cc i thu cnh tranh chnh cua Vexere ( i
tng khch hng).

i th cnh tranh trc tip ca VeXeRe l nhng doanh nghip s hu cc
website v ng dng di ng c tnh nng t v tng t nh vexere.com.
C th:
a Pasoto.com
PASOTO thnh lp vo thng 01/2015 l cng ty thng mi in t chuyn
cung cp v xe khch c tnh cht cng nh cc chnh sch i vi khch
hng v hng xe tng t nh VeXeRe.
Trn kim in
20
GVHD: H Th Thanh Trc
u im
nh v l Website tht s bn v xe khch u tin ti Vit

Nam v tp trung mnh vo truyn thng ngay thi gian u
thnh lp thng qua facebook, gy c nhiu s ch ca
ngi dng trong khi cc i th cn li th cha xy dng
c fanpage tng tc.
ang thc hin nhiu chng trnh khuyn mi v hot ng

nhm khuyn khch khch hng mua hng
C chnh sch giao v tn nh
Giao din d s dng
Khuyt im
Hin ti ch mi lin kt c vi cc nh xe tuyn thnh

ph H Ch Minh.
b futabus.vn
futabus.vn l trang web thng mi in t thuc cng ty c phn xe
khch Phng Trang- hin l mt trong nhng hng xe c ngi dn
Vit Nam tn nhim nht. Trang web ny chuyn cung cp dch v t v
xe online ca ring hng xe Phng Trang vi y cc tuyn ng
m hng xe Phng Trang chy tri di t Bc- xung Nam .
u im:
C uy tn, c ng o ngi dn tn nhim
Nhiu tuyn ng
Giao tin d s dng
Khuyt im
Cha lin kt c vi nhiu ngn hng trong h tr thanh

ton
Ch c 1 hng xe duy nht l Phng Trang
Ch phc v nhng tuyn ng i n cc thnh ph ln, ch

cha cung cp y cc tuyn ng
H thng vn cha lm vic tt vo nhng ngy cao im (s

c t v xe vo dp Tt m lch nm 2016)
Cha cung cp ng dng cho cc thit b di ng
bus.hlink.vn
L website TMT thuc cng ty HALINH C&S c nhiu kinh nghim

trong lnh vc thng mi in t .
u im
C ng dng dnh ring cho in thoi
C bn v tu la, cao tc
Nhc im
Cha c nhiu tuyn ng, ch yu l cc tuyn ng

min Bc
Cha c fanpage
d click1bus.com ( click one bus)

L website thng mi in t ca Cng ty TNHH SiGlaz Vit
Nam, cng ty chuyn pht trin, cung cp gii php v cc cng c phn
mm thng minh
u im
C tch hp chc nng tm khch sn
C pht trin ng dng trn in thoi
C nhiu tuyn ng tri di c nc
C lin kt vi nhiu ngn hng h tr thanh ton trc tuyn
2.2.
Khi qut v cng ty C phn VeXeRe

2.2.1.
Thng tin chung
Bng 2. 1 Thng tin chung v cng ty c phn VeXeRe
M t chi tit
Tn
CNG TY C PHN VEXERE
doanh
nghip
Tn
VEXERE JOINT STOCK COMPANY
ting anh
Tn giao
VEXERE.,SJC
dch
Nh u
Cyber Agent
t chnh
Gim
Trn Nguyn L Vn
c
a ch
8C, Ch ng T, Phng 7, Qun Tn Bnh,

Thnh Ph H Ch Minh.
Logo
Lnh vc
VeXeRe l cng ty thng mi in t kinh doanh
kinh
v xe khch v phn mm qun tr t v xe
doanh
Giy
Cp ngy 25/07/2013
chng
nhn
KKD
M s
0312387105
thu
S in
0906733772
thoi
Email
info@vexere.com
Website
http://www.vexere.com
2.2.2.
Qu trnh hnh thnh v pht trin
2.2.2.1 Lch s hnh thnh

Cng ty C Phn VeXeRe thnh lp vo thng 07/2013 t tng ca
anh Trn Nguyn L Vn gim c cng ty, khi ang l mt du hc
sinh M. Bt u t s bc xc ca mnh v vic hng triu ngi
dn Vit Nam phi xp hng mua v xe Tt, tng v H thng bn v
trc tuyn cho xe khch Vit Nam ra i. Lnh vc hot ng chnh
ca cng ty l h tr cc doanh nghip ngnh xe khch Vit Nam trong
vic qung b hnh nh n ngi tiu dng.
Bng tri nghim v th trng dch v xe khch khi cn l du hc sinh
M cng vi vic nghin cu k tp qun mua hng ca khch hng Vit
Nam, cc thnh vin sng lp VeXeRe xy dng mt phng thc
kinh doanh cha tng c Vit Nam trc y, to ra mt cuc cch
mng trong ngnh xe khch. Cng ty xy dng c mt phong cch

t vn bn hng c bit thng qua mt i ng nhn vin chuyn nghip
v website www.vexere.com.
Vexere.com nh l mt cm nang ln cha ng h thng t v trc
tuyn v cng thng tin ngnh xe khch ln nht Vit Nam vi trn
2000 hng xe v 5000 tuyn ng khp Vit Nam, bn c th d dng
so snh bng gi v, lch trnh, s in thoi, a ch cng nh nh gi
v cc hng xe.
2.2.2.2 Qu trnh pht trin
Mc d ch mi hot ng gn 3 nm nhng cng ty t c to ra
nhng tc ng x hi ng ch :
Mt triu v c giao dch qua VeXeRe, v gim tnh trng

hng nghn ngi chen ln xp hng mua v ti cc bn xe.
Hai mi hai t VN/nm c tit kim cho x hi nu tnh

trung bnh mi ngi mt 15 pht tm kim thng tin v, v 1
gi i li mua v, th trong giai on ny d n VeXeRe tit
kim trc tip t nht 22 t VN/nm cho x hi.
Khuyn khch ngi dn s dng cc phng tin cng cng,

t gim nhim mi trng do khi xng khi xe gy ra .
2.2.2.3 S mnh, tm nhn v gi tr ct li
a S mnh
V hng triu ngi Vit Nam khng ai phi xp hng mua v
Hin nay, trong lnh vc thng mi in t Vit Nam, t v
my bay tr nn rt ph bin. Trong khi , lnh vc xe khch phng tin giao thng c s dng ph bin nht v p ng c nhu
GVHD: H
Th Thanh
Trc
SVTH
Hunh
Nguy
n Khnh Vy
cu ca a s ngi dn - li cha c mt knh t v trc tuyn ng

ngha. Hiu c nhu cu i li cp thit ca cng ng Vit, VeXeRe
ra i cung cp thng tin: bng gi v, lch trnh, a ch, s in thoi
v nh gi ca trn 2000 hng xe v 5000 tuyn ng c nc.
VeXeRe mong mun to ra mt cuc cch mng ngnh xe khch ln 2:
Chuyn t t v qua in thoi sang t v online. ng thi VeXeRe
n lc gip nn kinh t Vit nam tit kim hng triu gi ca ngi
dn s dng cho vic i li, xp hng ch mua v.
b Tm nhn
Trong tng lai, VeXeRe s tr thnh cng ty cng ngh hng
u Chu chuyn cung cp cc gii php nng cao i sng x hi.
Tri qua hng nghn nm, lch s nhn loi c nhng bc tin nhy
vt, ch yu do ci thin nng sut lao ng. Tin tng vo iu ny,
VeXeRe mong mun c th gp phn ci thin i sng ngi dn thng
qua kh nng sng to v ng dng cng ngh vo mi mt i sng
hng ngy. VeXeRe mong mun c bit n vi t cch l mt cng ty
cng ngh hng u Chu chuyn cung cp cc sn phm v dch v
gii quyt cc vn hin ti ca x hi.
c Gi tr ct li
VeXeRe cung cp cho khch hng sn phm vi gi tr ct li bao gm 3
yu t:
Tm kim d dng
Tit kim thi gian/cng sc
Cht lng tin cy
GVHD: hP m Thanh Thy Vy
22
2.2.3.
M hnh hot ng cua cng ty
Hnh 2. 2 M hnh hot ng ca cng ty

Founder
Account
manage
Chm sc khch
hng
Gim c pht
trin th trng
Gim c IT
Marketing
IT
Nghin cu th trngChuyn vin x d liu
2.2.4.
Phn on th trng v la chn th trng mc tiu
H thng v xe ln nht Vit Nam

Cho n ht nm 2015, cng ty cung cp dch v t v xe vi h thng t v
trc tuyn v cng thng tin v xe khch vi trn 2000 hng xe v h tr trn 5000 tuyn
ng trn khp c nc.
Khch hng mc tiu ca VeXeRe l nhng ngi trc tip mua v xe hoc c tc ng
trc tip n quyt nh mua v xe .
2.4.3.1. Phn on th trng, la chn th trng mc tiu
Mt sn phm hoc dch v no ch ph hp vi mt s i tng khch nht
nh ch khng th ph hp vi tt c cc i tng khch; bi v nhu cu ca con ngi
rt a dng, phong ph v phc tp. Trong kinh doanh, doanh nghip phi bit sn phm
hoc dch v ca doanh nghip mnh ph hp vi i tng khch no, phi bit khi dy
nhu cu v thu ht nhng i tng khch quan tm n sn phm ca doanh nghip mnh.
VeXeRe l trang web thng mi in t khi nghip c quy m trung bnh ln,
cng nh hu ht cc website thng mi in t mi thnh lp khc, hot ng marketing
ca website vn cha c coi trng ( ngoi tr google adword). VeXeRe khng tin hnh
cng tc nghin cu phn on v la chn th trng mc tiu, mt trong nhng cng vic
quan trng trong vic xy dng chin lc marketing.
Hin ti VeXeRe cng thu thp thng tin nhng ch yu v cc khch hng hin ti
ca doanh nghip, cha thc s nghin cu k v nhu cu, th hiu ca khch hng.
VeXeRe c phn nh gi trn website ly kin ca khch hng v dch v ca nh xe
cng nh kin phn hi v dch v ca website... nhng n cha pht huy c hiu qu
do nhng thng tin ny t c nh xe quan tm v ci thin.
Ngun khch hng hin ti u l hng khch c nhu s dng xe khch di chuyn,
l nhu cu so snh thng tin v dch v ca cc nh xe m hu ht cc nh xe cha ch
trng khai thc.
Hot ng marketing VeXeRe cha c ch trng ng mc, nhn vin
marketing hu nh ch thc hin cc hot ng khuyn mi theo ma, theo dp v tng tc
vi cc trng i hc vi quy m nh m khng i su vo nghin cu th trng, nghin
cu nhu cu ca nhng nhm khch hng ring bit.
Khi nhn c li yu cu ca nh xe hay on hi ca nh trng , m ch yu l
nhng nh xe m VeXeRe l i l hoc cc trng cc lin kt th mi thc hin cc
chng trnh marketing, ch yu l khuyn mi v gim gi m khng cn xc nh i
tng l ai. iu ny cng c tc ng n hiu qu kinh doanh ca VeXeRe, lm cho tn
sut truy cp vo website Vexere.com tng ln ng k. Tuy nhin ch dng vic t m
tm hiu m cha to nn kch thch lin tc, ng lc cha ln s dng dch v ca
VeXeRe.
Hin ti VeXeRe p ng tt c yu cu ca hnh khch c nhu cu, khng c hot
ng la chn th trng mc tiu. Vi nhim v l cung cp dch v bn v v qun l v
xe nhanh chng, tin li m b qun cc dch v i km theo khc nh t v my bay, cp
nht v tu ha v khch sn. C nhiu trng hp c VeXeRe lin kt vi cc cng ty du
lch ( My tour) nhng cha coi trng cc dch v cp trn. Nhng lnh vc kinh doanh
ny chim t trng rt nh v hu nh khng c.
Dch v ca VeXeRe c cung cp da theo kinh nghim kinh doanh v tham kho
t cc trang web i trc ch cha thc s da vo nhng nghin cu c tnh khoa hc
no. Hu ht cc sn phm v dch v ca VeXeRe u c tnh chung chung m cha c s

c o, ring bit.
Cng tc phn on v la chn th trng mc tiu th trng mc tiu ch n
thun da trn vic quan st tnh th th trng, iu kin mi trng v s thnh cng ca
cc website i trc, kh nng kinh doanh v kinh nghim ca VeXeRe m khng da trn
phng php lun khoa hc marketing.
iu ny cng chng c g ng ngc nhin, bi v khi nim marketing vn cn kh
mi i vi nhiu doanh nghip Vit nam nht l lnh vc thng mi dch v. Hu ht
cc nh qun l c bit l cc CEO tr tui (cho cc doanh nghip nh) vn cha hiu ht
v khi nim marketing, h vn cha thy ht c tc dng ca marketing trong kinh
doanh. Chnh v vy, nhiu website thng mi in t vn coi nh cng tc phn on v
la chn th trng mc tiu trong hot ng marketing ca mnh.
Nhn chung, website thng mi in t VeXeRe c nhng n lc la chn
cho mnh tp khch hng mc tiu va m bo hon thnh tt nhim v vi cp trn va
em li hiu qu kinh doanh c th tn ti v pht trin n hm nay. Mc d c nhiu
hn ch trong cng tc nghin cu phn on v la chn th trng mc tiu, song
VeXeRe cng p ng c cc yu cu ca khch hng bng nhng sn phm hin c
ca mnh. Nhng doanh nghip pht trin lu di th cn phi bit tho mn tt nht nhu
cu ca khch hng hin ti v khi dy nhu cu v sn phm ca doanh nghip mnh vi
khch hng tim nng.
Chnh v khng tin hnh phn khc th trng mt cch r rng v khoa hc, nn
website VeXeRe cha xc nh c th trng mc tiu cho ring mnh mt cch c th v
c cn c.
Da vo tnh hnh hin thc t ca cng ty c phn VeXeRe, c th khi qut vic
phn khc th trng qua bng phn khc th trng sau:
Tiu thc
Thu
Thu
Thu
nhp
nhp
nhp
thp
kh
cao
trung
(B, C
(A)
bnh ( D,
E)
Khch
Di
trong
chuy
nc
n
Du
Khch
lch
Di
nc
chuy
ngoi
n
Du
A4
A2
A3
A5
A1
lch
Bng 2.3: Bng phn khc th trng ca cng ty c phn Vexere

Theo bng 2.3 th trng gm c: mc tiu m cng ty c phn Vexere la chn v
hng n l:
-
A1: nhng khch nc ngoi c thu nhp kh tr ln, n Vit Nam du lch v la
chn nhng hng xe uy tn cht lng cao. ( Thu nhp A, B, C)
A2: nhng khch trong nc c thu nhp trung bnh thp kh.( Thu nhp B,C,D,E)
C th, khch hng mc tiu c miu t c th nh sau:
Bng 2. 2 Chn dung khch hng mc tiu ca VeXeRe
Nhn
c im
khu
hc
tui
C tui t 18 60 tui, t tui bt u i hc

cho n tui ngh hu, v thng trc tip quyt
nh n vic mua v xe, ch yu tp trung vo
tui t 18 45 tui v ti tui ny tn sut di
Gii
chuyn l kh cao.
C nam v n .
tnh
Thu
Khch trong nc c thu nhp trung bnh kh (t 3
nhp
triu di 8 triu) v khch ngoi nc c thu
Khu
nhp cao ( trn 500$).

Khch hng mc tiu ch yu tp trung cc khu
vc
vc thnh ph ln, kinh t pht trin ( H Ch Minh,

Cn Th, Nng, H Ni) v cc thnh ph c
nhiu a im du lch (Vng Tu, Lt, Nha
Trang..)
L nhng ngi thng xuyn phi di chuyn nhiu
im
cho cc mc ch nh: i hc, i v qu, i cng tc

v i du lch. tip xc v lm quen vi Internet
nhng thng vn quen t v thng qua in thoi
hoc n trc tip nh xe ly v. H l nhng
ngi quan tm n cht lng v uy tn ca nh xe
nhng cng so snh mc gi cnh tranh gia cc
hng xe. H thng la chn nh xe uy tn thng
qua nhng tri nghim c nhn hoc do ngi thn,
bn b gii thiu .
Ngoi ra cn c cc phn khc khc :

A3: nhng khch nc ngoi c thu nhp thp ( mc D,E )
A4: Hnh khch c thu nhp cao ( mc A) v khch c nhu cu di chuyn khng
phi du lch.
Vic phn khc th trng kh tt v m t c th th trng mc tiu mt cch
chnh xc m cng ty c phn Vexere hng n. V th, y l tin tt c c mt
chin lc marketing hon tt v c hiu qu.
2.4.3.2.
nh v
Website vexere.com chn cho mnh phng php nh v theo i th cnh tranh,
c tnh tin li v gi c. Theo gi c s t l thun vi cht lng. VeXeRe cam kt
mang n cho hnh khch v c mc gi thp hoc bng vi gi v ca nh xe cung cp.
Vi mt mc gi tt, VeXeRe s mang n cho khch hng nhng dch v tt ngoi mong
i.
Hnh 2.3: S nh v ca vexere.com
Hiu qu
Theo s nh v trn, cng ty Vexere nh v theo i th cnh tranh.

V cht lng: vexere.com cao hn
Thp hn :
.
2.2.5.
Thnh tu
Gii Nht cuc thi Echelon Ignite Vietnam 2014 do Ban Gim Kho v Khn Gi bnh chn
Gii Nh cuc thi Khi Nghip 2013 ton quc do VCCI t chc
Gii Nh cuc thi Mekong Business Challenge
Gii ba cuc thi nhn ti t Vit
2.2.6.
Tnh hnh hot ng kinh doanh
Bng 2. 1 Bng Kt qu hot ng sn xut kinh doanh

n v tnh: triu ng
Ch
Nm
Nm
So snh
tiu
Doanh
2014
9,142
2015
44,185
2014/2015
383,32%
thu
Li
(194,411)
(164,314
15,48%
nhun
trc
thu
Li
(194,411)
nhun
(164,314
15.48%
sau
thu
Ngun: Phng ti chnh K ton
L mt cng ty va thnh lp vo 07/2013, nn chi ph thnh lp doanh nghip v
tuyn cng nhn vin rt ln. Trong khi , VeXeRe l cng ty chuyn v cng ngh thng
tin v bn v xe qua mng thng qua vic lin kt vi cc hng xe nn doanh thu ban u l
thp, v cha c ngun khch hng n nh. Tuy nhin ang c du hiu tng ln ng k.
Nm 2014, li nhun ca cng ty mc m (-194,411 triu ng) , 2015 con s ny l
-164,314 triu ng.
Bc qua nm 2016 vi nhiu chuyn bin tch cc trong nn kinh t, cng nh vic
cng ty k kt hp tc vi nhiu hng xe v c c mt lng khch hng nht nh
gip doanh thu ca cng ty tng ln thng qua vic bn v xe online v cho thu cc phn
mm qun l v xe nhng cha cao. Chi ph qun l doanh nghip vn l con s ln lm cho
doanh nghip , tuy vn cha thng k c mc li nhng c nhiu du hiu tch cc.
2.1.
2.3.1.
Mi trng kinh doanh

Tnh hnh s dng Internet Vit Nam
Vit Nam lun l quc gia nm trong top nhng nc c s ngi s dng internet
tng nhanh nht hng nm. Theo thng k ca t chc Business Monitor International
(BMI), Vit Nam c tc tng trng internet kh cao ln n 9%/nm v sp hng 15
trn Th gii. Cng theo BMI, tc tng trng internet cao cng l tin thun li gip
cho cc ngnh ngh lin quan nh dch v, thng mi in t, ni dung s, ng dng
online, c bit l cc ng dng trn nn tng mobile ang khng ngng pht trin trong
nm 2015.
Cng theo kt qu iu tra kho st nm 2015 ca Cc thng mi in t v cng
ngh thng t, gi tr mua hng trc tuyn ca mt ngi trong nm c tnh t khong
145 USD v doanh s thu t thng mi in t B2C t khong 2,97 t USD, chim 2,12
% tng mc bn l hng ha c nc. Sn phm c la chn tp trung vo cc mt hng
nh cng ngh v in t (60%), thi trang, m phm (60%), gia dng (34%), sch,
vn phng phm (31%) v mt s cc mt hng khc. Ti Vit Nam, phn ln ngi mua
sm sau khi t hng trc tuyn vn la chn hnh thc thanh ton tin mt (64%), hnh
thc thanh ton qua v in t chim 37%, v hnh thc thanh ton qua ngn hng chim
14%.
Bng 2. 2 c tnh doanh s Thng mi in t B2C ca Vit Nam nm
2014
T l
T l
tnh
truy
tnh
gi
cp
doan
tr
Intern
h s
mua
et
thu
hng
tham
trc
gia
ng
tuy
mua
th
In
sm
ng
te
cua 1
trc
mi
rn
ng
tuyn
in
et
nm
B2C
2014
nm
2014
91,2
39
145
USD
58%
tr
2,97
t
USD
i
u
d
n
Ngun: B Cng Thng Vit Nam
2.3.1.
Cc hot ng ph bin trn Internet
Mc ch s dng Internet hng ngy ph bin nht vn l truy cp thng tin vi

93,5%. a s ngi tham gia kho st s dng Internet c tham gia cc din n, mng x
hi (81%), truy cp email (73%), xem phim, nghe nhc (64%), v nghin cu hc tp
(63%). i vi cc hot ng nh mua bn c nhn c tn sut hot ng hng thng
(36%).
Biu 2. 1 Tn sut s dng Internet cho cc hot ng

Hot ng c nhn
Bun bn c nhn
Tham gia din n, mng x hi
Truy cp Emai
Hng ngy
Hng tun
Chi game
Hng thng
Khng dng
Xem film nh, nghe nhc

nghin cu hc tp
Cp nht thng tin
0%
2.3.2.
20%
40%
60%
80% 100%
Tnh hnh tham gia thng mi in t trong cng ng
Kt qu kho st cng cho thy, 71% ngi tham gia kho st mua hng trc
tuyn thng qua website bn hng ha/ dch v, tng 10% so vi nm 2014. S ngi s
dng cc din n mng x hi mua sm trc tuyn cng tng t 45% nm 2014 ln
53% nm 2015. S ngi mua qua cc website mua hng theo nhm gim mnh t 51%
nm 2014 xung cn 35% nm 2015. 25% i tng cho bit c mua hng qua cc sn giao
dch thng mi in t v 13% qua ng dng mobile trong nm 2015.
Biu 2. 2 Cc hnh thc mua sm trc tuyn ca ngi dn

80%
70%
60%
50%
40%
30%
20%
10%
0%
2014
2015
Tin mt vn l hnh thc thanh ton ch yu trong cc giao dch mua bn trc
tuyn, chim 64%, gim 10% so vi nm 2014. Hnh thc chuyn khon qua ngn hng
cng gim t 41% nm 2014 xung cn 14% nm 2015. Thay vo , s lng ngi s
dng v in t li tng t 8% nm 2014 ln 37% nm 2015.
Biu 2. 3 Cc hnh thc thanh ton ch yu
80%
70%
74%
64%
60%
50%
37%
40%
41%
30%
20%
10%
14%
8%
9% 11%
11%
7%
0% 1%
0%
Tin mt khi V in t Chuyn khon Th Co Th thanh ton

Phng thc
qua ngn hng
nhn hng
2013 2014
Biu 2. 4 Cc yu t ngi mua hng quan tm khi mua sm trc

tuyn
81%
80%
68%
64%
23%
Gi c
Thng hiu Uy tn ca Cc thc t Thit k ca

sn phm/dch ngi bn/ hng, thanh tonwebsite
website
v
v giao nhn
Nhng tr ngi khi mua sm trc tuyn, vn u tin l sn phm km cht lng
so vi qung co tip tc (81%). Tip n l tr ngi v dch v vn chuyn v giao nhn
cn yu (51%), gi c khng thp so vi mua trc tip/khng r rng (46%), thng tin c
nhn b tit l (42%), v website thit k cha chuyn nghip (29%).
Biu 2. 5 Nhng tr ngi khi mua sm trc tuyn
46%
Gi c
81%
Sn phm km cht lng so vi qung co

Cch thc t hng trc tuyn qu rc ri
27%
42%
Mt/thng tin c nhn b tit l
51%
Dch v vn chuyn v giao nhn

Website thit k cha chuyn nghip
Khc
29%
5%
L do khin ngi dn cha tham gia mua sm trc tuyn bao gm: kh kim nh
cht lng hng ha (78%), khng tin tng ngi bn hng (57%), khng c thng tin
ra quyt nh (46%), khng c th tn dng hoc cc loi th thanh ton qua mng
(42%), cm thy mua ca hng d dng v nhanh hn (38%), cch thc mua hng trc
tuyn qu rc ri (26%).
Biu 2. 6 L do ngi dn cha tham gia mua sm trc tuyn
Nm 2015
Khng thng tin quyt nh
Cha tng th
Kt ni Internet chm
Nm 2015
t hng trc tuyn rc ri

Khng c th tn dng hoc cc loi th
Kh kim tra
Khng tin tng
0% 10% 20% 30% 40% 50%
2.3.3.
Thc trng ngnh v xe khch trc tuyn
Ngnh xe khch ca Vit Nam c tim nng pht trin rt ln khi nhu cu i li ca
ngi dn bng phng tin ny khng ngng tng cao. Tuy nhin vic d on nhu cu
cng nh b tr, sp xp thi gian chy cho cc tuyn ng ca tng hng xe cng l rt
kh khn, v vy mi xy ra tnh trng vo cc dp l Tt c nhng bn xe, nh xe rt ng
khch v ngi dn phi xp hng t sm ch mua v, nhng cng c nhng nh xe
hot ng khng n 50% cng sut .
Ngoi ra vic vn hnh h thng t v thng qua tng i cng khin cc nh xe tn
mt khong chi ph khng nh dng chi tr cho nhn vin nhng hiu qu mang li
khng cao v vo cc thi gian cao im khi lng in thoi v nhiu v lin tc s kh
cho nhn vin trong vic cp nht s gh bn cc im giao dch khc nhau, ngoi ra
vic nghe nhiu in thoi s d gy ra tm trng khng thoi mi v kh chu ca nhn
vin i vi khch hng, khch hng khng phi tr tin trc cho vic t v nn cng
thng hay hy v gy nh hng khng nh n doanh thu ca nh xe. Thm vo vic
cp nht bng th cng s lng khch, thi gian cao im v thi im no trong nm c
s lng khch i ng cng d gy ra sai st lm nh hng n k hoch iu phi ca
cc nh xe.
V vy vic chuyn t t v xe qua in thoi thnh t v xe thng qua cc h

thng thng mi in t s l mt xu hng tt yu trong tng lai i km vi s bng n
ca cng ngh thng tin, nhng hin ti th trng ny vn c kh s khai do ngi dn
vn c thi quen t v xe qua in thoi v cng cha nhiu doanh nghip bc chn vo
lnh vc ny. Bng chng l ch c 2% cc website.
Thng mi in t l v i l bn v my bay, tu xe.
Biu 2. 7 Ngnh ngh, lnh vc kinh doanh ca cc website thng mi in t, bn
hng
2.3 S hnh thnh nhu cu mua v

2.3.1.
Tng quan v p vin nghin cu:
Tng mu: 300 ngoi

Phm vi: ang lm vic v sinh sng t H Ch Minh.
c im mu theo gii tnh: T l nam n trong mu kho st l 56% v 44% gn
nh tng ng:
Gi tnh
N ; 44%
Nam ; 56%
c im mu theo tui: tui di 18 tui chim 2%, 18- 24 tui chim

52%, 25 30 tui chim 40%, v 6% tui ln hn 30. Nhn chung mu kho st u l
khch hng tr, ph hp vi vic i du lch v i cng tc nhiu .
tui
> 30 tui; 6% < 18 tui; 2%
25-30 tui; 40%
18- 24 tui; 52%
c im v thu nhp: Theo biu cho ta thy thu nhp bao gm: 1 3 triu
(37%), 3 5 triu (18%), 5 8 triu (30%) v trn 8 triu chim 15%. y l khch hng
tr, thu nhp kh nn nhu cu i du lch kh tt .
Thu nhp
1-3triu
3-5 triu
5-8 triu
<8 triu
15%
37%
30%
18%
c im mu theo ngh nghip: Nh trong biu , c cu ngh nghip c

chia lm 4 nhm chnh : hc sinh (2%), sinh vin (53%), lao ng ph thng
Ngh nghip
Hc sinh
Nhn vin vn phng
Lao gn ph thng
Sinh vin
2%
30%
53%
15%
Tng quan v nhu cu mua hng online: c ti 79% ngi tng mua hng
online, 21% cha s dng mua hng online vi nhiu nguyn nhn nh: khng tin tng
vo cht lng hng khi nhn c, rc ri thanh ton, khng tin tng thanh ton, s b
la. T l mua hng online chim t trng cao, ng vi xu hng thng mi in t
pht trin trong nhng nm gn y.
Nhu cu mua hng online

mua
Cha bao gi
21%
79%
Nhu cu s dng v xe: 97% tng mua v xe v s dng. 3% cn li cha s

dng v xe vi nguyn nhn l i cc phong tin khc m bo an ton.
Biu 2. 13 Mc mua v xe ca khch hng
Mc mua v xe
Chu bao gi mua
tng mua
3%
97%
2.3.2.
Qu trnh hnh thnh nhu cu mua v xe cua khch hng
S hnh thnh nhu cu mua v xe: V xe l sn phm cn thit khi mun i du lch, cng
tc i vi nhng ngi i lm. Cn i vi hc sinh th nhu cu i hc v v qu dp l
tt thi thc vic mua v xe ca h.
MC CH T V XE
106
I HC
130
V QU
T TOUR 7
70
I CNG TC
120
I DU LCH
20
40
60
80
100
120
140
MC CH T V XE
106
I HC
130
V QU
T TOUR 7
70
I CNG TC
120
I DU LCH
20
40
60
80
100
120
140
Mc thng xuyn mua v xe: a s khch hng s dng v xe t 3 -4 ln/ mt nm

(58%), mc ny cho thy kh nng s dng v xe ca ngi tiu dng l kh cao. T 12 ln/ nm (28%), a s l sinh vin v cng nhn xa nh, mt nm ch c v qu n tt
1- 2 ln. Trn 4 ln/ nm (14%), l mc th hin nhu cu s dng ca nhng ngi hay i
cng tc v du lch.
Biu 2. 15 Tn sut mua v xe
TN SUT MUA V XE
14%
28%
1-2 ln/ nm
3-4 ln/ nm
Hn 4 ln/ nm
58%
Hnh thc mua v xe: a s khch hng mua bng cch gi in thoi trc tip cho cc nh
xe hay mua ti quy v. iu ny cho thy cch t v vn cn th s v ch yu da vo
mi quan h quen bit vi nh xe l ch yu. Tuy vy, lng khch hng mua v qua mng
cng kh cao, bt kp c vi xu hng ca cng ngh thng mi in t
HNH THC
MUA V XE
Mua v qua
mng
Bt xe khch
dc ng
n ti quy
v mua
Gi in thoi trc tip cho nh xe
0 20 40 60 80
100 120 140 160
18
0
Ngun thng tin tham kho khi mua v xe: a s p vin tr li l s tham kho bn b,
ngi thn v tham kho trn internet. V y l nhng ngun tham kho chnh, quan trng
trong quyt nh tiu dng ca sn phm.
NGUN THNG TIN THAM KHO

TM HIU QUA CC DIN N,
FANPAPE MUA BN V XE
50
16
XUNG BN XE TM HIU
10
TM HIU QUA SCH BO
INTERNET
119
151
HI BN B, NGI THN
0
2.3.3.
20
40
60
80
100 120 140 160
Nhu cu mua v xe online
Kh nng mua v xe online: Trong nhng p vin mua hng online th c 26%
tng mua v xe online, mt con s cn kh khim tn so vi s pht trin ca thng
mi in t. Cn li 74% l cha mua v xe online vi nhiu nguyn nhn nh: cha bit
ti vic t v xe online, quen t qua in thoi, t online rc ri, thanh ton kh khn.
Mua v online
tng mua online
Cha bao gi
26%
74%
Cch thc mua v xe online: Trong nhng p vin mua v xe online, cc bn hu ht

cho rng u mua bng cch ln google ri search trang web. Do , nhng trang web ang
ng top google tm kim s c li th. Ngoi ra, cc p vin cn mua bng nhng trang
web bit, v vy lm cho khch hng bit ti mnh l mt li th.
CCH MUA V ONLINE

HI BN B NHNG TRANG WEB UY
TN
14
VO NHNG TRANG WEB BIT

SN
20
LN GOOGLE SEARCH NGU NHIN

RI CHN TRANG WEB
0
35
10
15
20
25
30
35
40
Biu 2. 19 Cch mua v xe online

Nhng trang web nhng ngi p vin thng mua online l: vi 21/ 42
p vin tng mua th vexere.com th y l mt li th ln ca
cng ty. Cc trang web ca cc hng xe ln nh futabus.com hay
alovexe.com cng c nhc ti kh nhiu, y l nhng i th ln.
Cc trang web t v xe
KHC
MAILINHEXPRESS.VN
6
FUTABUS.VN
1
ALOVEXE.COM
BUS.HLINK.VN
CLICK1BUS.COM
4
VEXERE.COM
0
10
15
20
25
7
2.4 Ni dung chin lc Marketing Mix
2
2.4.1. Sn phm:
2.4.1.1.Trang web
Cng thng tin trc tuyn cho php trc tip t v online. L website chnh ca
cng ty VeXeRe .
Vi giao din p mt, thao tc n gin d s dng vi c nhng ngi cha tip
xc nhiu vi Internet. Lin kt vi nhiu nh xe v bn xe trn khp c nc nn VeXeRe
c nn tng c s d liu kh tt. Mi tuyn ng u c nhiu nh xe vi nhiu mc gi
la chn. Ngoi ra cn tch hp thm chc nng chn gi i v chn gh ngi .
Ngoi ra, trang web cn tch hp thm chc nng thu thp phn hi t khch hng.
Nhng nh gi, nhn xt v ng gp kin cho nh xe s gip nh xe hon thin dch v
ca mnh hn v cng cch khch hng khc c th d dng xem xt, chn la nh xe
cho chuyn i ca mnh .
Vi nhng hng xe nh, chy nhng tuyn ng a phng th h thng v xe s
gip h c qung b dn vi nhiu i tng khch hng khc nhau
Hnh 2. 3 Giao din ca Website VeXeRe :
2.4.1.2.Phn mm qun l xe khch dnh cho nh xe VBMS

Nm bt c cc vn ca hng xe trong cng tc qun l, Cng ty c phn
VeXeRe nghin cu cho ra mt Phn mm qun l xe khch VeXeRe (VBMS), cho
php cc doanh nghip qun l d dng t quy trnh bn v, hot ng i l, ti x, n
mi quan h vi khch hng.
c im :
c thit k cho ngi cha tng s dng my tnh
C kh nng h tr nh xe t vi xe n vi trm xe
C th s dng linh hot trn a thit b t my tnh bn, laptop, my tnh
bng, in thoi thng minh .
VBMS c thit k vi nhng c im chnh sau:
Bo mt thng tin
D liu c m bo an ton vi mt h thng bo mt thng tin vng chc, c h tr
24/7 vi mt i ng IT giu kinh nghim. H thng sao lu d liu c m bo
khng c d liu no b mt trong trng hp c s c.
Ti khon phn quyn
Cho php phn quyn gia cc ngi dng khc nhau: Cp nhn vin, Cp qun l, Cp
gim c iu hnh.
ng b thng tin
Thng tin c ng b tc thi cho php tt c ngi dng c truy cp vo mt d liu

thng nht nhm h tr qu trnh bn v hiu qu.
H thng bo co :
Cho php ngi dng xem bo co tc thi v doanh thu theo ngy, thng, ma nh vic
xy dng k hoch kinh doanh hiu qu.

H tr bn v trc tuyn
Phn mm c thit k nh mt cng c c th h tr bn v trc tuyn
Phn mm VeXeRe m hnh ha quy trnh bn v mt cch tinh gin nht vi cc tnh nng
c bn nh t v, hy v, thanh ton, i v. Bn cnh , VBMS cho php doanh nghip
truy xut tc thi cc bn bo co thng minh v doanh thu bn v, nh gim thiu thi
gian, chi ph qun l cng nh h tr qun l cht ch hn. Phn mm c th c sa i
cho ph hp vi nhu cu v quy trnh hot ng ca tng hng xe .
VBMS l phn mm mang li cc li ch ti a, bao gm:
Nng cao hiu qu qun l : nh qun l c th t ng truy xut cc bn bo co
thng minh mt cch tc thi, nh c th:
Gim thi gian, chi ph v sai st cho vic nhp liu, tnh ton th cng.
D bo nhu cu khch hng a ra cc phng n u xe, gim gi, qung b kp

thi tng doanh thu.
Gim thiu tht thot gian ln : VBMS d dng qun l nhn vin v:
Thao tc nhn vin c lu li.
D truy cu trch nhim.
Thng k bo co, truy xut t ng.
Tng hiu qu qu trnh t v: ng b thng tin gia qun l, phng v v i l
theo c ch thi gian thc v th :
Gim thi gian v chi ph lin lc gia phng v, i l v qun l.
Gim thiu sai st nh bn trng ch, hoc a thng tin sai lch.
To quan h tt vi khch hng: chm sc khch hng v to ra li th cnh tranh so
vi i th nh:
Gim ti thiu sai st, tht thot thng tin.
t v qua i l nhanh chng v chnh xc hn.
Thng k c khch hng chuyn nghip.
To hnh nh chuyn nghip.
Tng nhn din thng hiu:nh xe c qung b v nng hnh nh thng hiu
trn trang web VeXeRe vi hn 1500 lt truy cp mi ngy, fanpage trn 9000
thnh vin.
Hnh 2. 4 Phn mm qun l xe khch dnh cho nh xe
2.4.2. Gi:
Xc nh gi trong dch v phi cn c vo gi tr ch thc dch v mang li cho khch

hng. Trnh tnh trng ch cn c thun tu vo chi ph v tng thm mt mc li nhun.
Nh vy s mt i li th cnh tranh v gi trong Marketing hn hp. Xc nh gi phi
c nhn nhn t vin cnh th trng.
Qu trnh hnh thnh gi trong dch v c xem xt t ba gc : Chi ph dch v ca
ngi cung cp, tnh trng cnh tranh trn th trng v gi tr dch v tiu dng m ngi
tiu dng nhn c
i vi v xe khch: Vi cam kt gi v hnh khch mua trn Vexere.com s thp
hoc bng gi nh xe. Hin ti VeXeRe p dng chin lc nh gi linh hot i vi cc
khch hng ca mnh.
Vic nh gi cc chuyn i ca VeXeRe da trn 3 tiu ch: thi gian chuyn i, yu
t a l v yu t khch hng.
2.4.2.1. V yu t thi gian:
Hai chuyn i cng a im xut pht v cng im n nhng vo nhng thi im
khc nhau th s c mc gi khc nhau.
V d c th: chuyn i Nha Trang Thnh ph H Ch Minh trong 3 ngy 2,
3/05/2016 (tt c u l ngy thng, ko phi l tt Th 7, ch nht) s cao hn gi ngy
thng t 30-280% ty nh xe do nhu cu di chuyn sau l tng cao.
2.4.2.2.
V yu t a l:
Cc chuyn i cng 1 tuyn nhng ngc chiu nhau cng c gi v khc nhau.
C th so snh gi v H Ch Minh Nha Trang v Nha Trang H Ch Minh trong
ngy 29/04/2016 i vi xe Nam Phng:
Thnh ph H Ch Minh Nha Trang
Nha Trang Thnh Ph H Ch Minh
C th thy, gi v ca chiu Thnh ph H Ch Minh Nha Trang s cao hn gi v

chiu ngc li, vic nh gi ny c th lin quan ti yu t th 1 l thi gian ln yu t
th 3: khch hng.
2.4.2.3. Yu t khch hng:
Khch hng nhng thnh ph ln hn, thng c thu nhp cao hn nn cc chuyn i
xut pht t thnh ph ln thng cao hn t thnh ph nh: t Thnh ph H Ch Minh
n H Ni cao hn t H Ni n Thnh Ph H Ch Minh, t H Ni n Vinh cao hn
t Vinh n H Ni
Bn cnh , gi cc chuyn i s c s khc bit khi xt v tui, gi VeXeRe
phn nhiu ph thuc vo gi nh xe: tr em di 6 tui khng cn mua v (ngi cng gh
b m) t 6 tui tr ln bt buc phi mua v.
T khi thnh lp n nay, VeXeRe lun cam kt thc hin mc tiu ban u, cung
cp cho hnh khch dch v hnh khch r thp hn hoc bng gi nh xe. Theo chng
trnh ny, bt c khch hng no tm c gi v my bay no bn trn Internet thp hn
gi v ca VeXeRe trn trang web Vexere.com vi cng chng ng cng thi im,
VeXeRe cam kt s bn cho khch hng v vi mc gi thp hn 10% gi v tm c.
y c coi l bc i ng n trong chnh sch gi ca VeXeRe, gip doanh nghip
cng khng nh v th ca cng ty trong lnh vc thng mi in t gi r Vit Nam.
2.4.3. Phn phi:
H thng phn phi l h thng cc quyt nh nhm chuyn a sn phm v mt vt cht

cng nh v quyn s hu hay quyn s dng sn phm t nh sn xut n ngi tiu
dng nhm t hiu qu cao.
Hin nay VeXeRe s dng c 2 knh phn phi l knh gin tip v knh trc tip.
Ngi tiu dng
Cng ty
Cc i l
2.4.3.1. Knh phn phi trc tip:

VeXeRe s dng knh phn phi trc tip l khch hng mua v trc tuyn ti website
www.Vexere.com ca cng ty hoc khch hng c th mua v ti a ch cng ty ca
Vexere: 79/i8, u C, phng 14,Qun 11, Thnh ph H Ch Minh.
Cch th nht:
Khch hng c th mua v bng cch n trc tip phng v t mua hoc gi
in thoi vo tng i ca VeXeRe t v.
Tng i tr gip cc khch hng gi trn lnh th Vit Nam: 1900 545541 1900
6484.
VeXeRe h tr bn v cho cc tuyn ng trn khp lnh th Vit Nam, t bit l
cc thnh ph ln. C vn phng nhn v trc tip ti 79/I8, u C, Phng 14,
qun 11, H Ch Minh. Ngoi ra cn c dch v proship giao v tn nh trong khu
vc H Ch Minh.
Cch th hai:
Khch hng t mua v ti www.vexere.com theo quy trnh sau:
- Trc tin khch hng tm kim thng tin v cc chuyn i,lch chy,..sau chn chuyn
i thch hp cho mnh.
- Tip theo khch hng in y cc thng tin lin lc v thng tin ngi i cng
thun tin cho vic cung cp v.
- Tip n khch hng chn ch ngi cho mnh sao cho hp vi gi v.
- Cui cng l thanh ton v hon tt vic xc nhn
C th :
Bc 1: Truy cp vo trang ch ca website ca VeXeRe ti www.vexere.com.
Bc 2: Chn ni i, ni n, ngy i, v s lng hnh khch thch hp, sau nhn
Tm V
Bc 3:Chn hng xe bn mun mua v, v nhn t v
hoc in
thoi
Bc 4: Trng hp bn chn
m bn mun chn, v nhn Tip tc
ti bc 3:Chn v tr gh hay ging
. Lu Nhng ch cn trng c
mu trng, nhng ch m bn ang chn c mu xanh l cy.
Trng hp bn chn
ti bc 3:Hy gi in theo s in thoi hin
th t v qua tng i.
Bc 5:in cc thng tin cn thit cho vic t v, chn mt trong cc phng thc thanh
ton ph hp: Internet Banking, Visa MasterCard, hoc V in t Ngn lng. Sau
nhn Thanh Ton

Lu Bn cn in y thng tin cc c nh du * (H v tn, ST di ng,
Email).
Bc 6: Ti trang thanh ton ca 123Pay hoc Ngn Lng, nhp cc thng tin cn thit v
thanh ton
Bc 7:Sau khi nhn c thng bo Thanh Ton Thnh Cng t cng thanh ton 123Pay
hoc Ngn Lng, bn s c chuyn tip v website VeXeRe.com vi thng tin xc nhn
cc ni dung lin quan n v xe bn thanh ton
Bc 8: Nhn email v tin nhn SMS xc nhn thng tin v gi t VeXeRe (nh hnh trn)
Bc 9: n ngy i, hy ra im khi hnh trc 30 pht, xut trnh tin nhn SMS hoc
email i v giy v ln xe.
VeXeRe khng ngng hon thin phn phi ca mnh, ang hng n vic
phn phi qua i l, vi quy m nh th nghim. V c bn cha mang li li ch kinh t
cao, song m rng c ph hnh nh v gp phn khng nh vo vic tng nhn
din thng hiu.
2.4.3.2. Phn phi gin tip: i l
Hin ti vi hn 47 i l hp tc trn khp c nc, c th Nha Trang 9, H
Ch Minh 18, H Ni 12, Cn Th v cc tnh ln cn 5, ak Lak 3. i l bao gm nhng
c nhn, t chc l i l v n thun, khch sn v cng ty du lch. VeXeRe thc hin
hnh thc k qu vi cc mc gi thay i theo i l v iu kin ti chnh c hai bn. Khi
k hp ng l i l ca VeXeRe, i l phi tun theo nhng nguyn tc c bn:
S dng phn mm qun l v xe AMS ca VeXeRe.
K qu vi s tin trn 10.000.000 VND, cc iu kin ti chnh pht sinh khc ty
thuc vo iu kin tha thun cc bn v iu kin c bn ca i l.
Bn v cho nh xe c hp tc vi VeXeRe (danh sch km theo ), bao gm c form

online v offline.
Mc gi v c bn ra thuc vo tha thun hai bn.
Cc hot ng bn v chu s kim sot ca VeXeRe.
2.4.4. Chiu th
Qung b hay truyn thng nhm mc ch i thoi ra bn ngoi cho ngi tiu dng, th
trng v cng ng nhn bit v cm nhn c thng ip ch o ca thng hiu mt
cch tt nht, nhng y cng l hot ng tn nhiu chi ph nht. i vi VeXeRe,
khng nh c v tr v thng hiu ca mnh nh ngy nay i hi c chnh sch
marketing mix m c th l chng trnh xc tin hon thin.
Mc tiu:
Tng mc nhn bit thng hiu ln 86% thng qua cc hot ng chiu th.
Tng lng s dng cc dch v ca VeXeRe t 35,6 % ( kho st trn) ln 55%.
Thng ip
Phng tin:
t c mc tiu c th ra, Vexere c nhng chng trnh c th nh sau:
2.4.4.1.
Qung co
Qung co l hnh thc truyn thng khng trc tip, phi c nhn c thc hin thng qua
cc phng tin truyn tin. Vi cng ty c phn Vexere, l mt doanh nghip thng mi
in t mi thnh lp th qung co l mt yu t quan trng nhng chi ph cao nn c
nhiu cn nhc. Vi cc phng tin qung co khc nhau v da vo mc trung thnh
ca cc khch hng vi cc phng tin qung co, s thch hp ca dch v vi cc
chng trnh th Vexere c mt s chng trnh trn cc phng tin c th.
Internet :
Hin nay Vit nam l nc c tc pht trin internet thuc nhm nhanh nht chu
, v s lng ngi dng vt qua hu ht cc nc ng Nam ( t 0,3% dn s s
dng internet nm 2000, ti nm 2008 tng ln 17,1% v nm 2013 con s ny tng ln
25,1 %). Vexere tp trung vo qung co trn co trang dn tr, khi nghip nh Zing.vn,
Vnexpress v cc trang thng tin ca cng ty, c th l website Vexere.com. Hin ti

VeXeRe c mt trang web chnh l http://vexere.com.vn/ . Ti y Vexere a cc thng
tin gii thiu v cng ty, thng tin dch v cho khch hng, gii thiu cc dch v di ng,
hng dn cch t v, thanh ton
S dng cc banner ti cc trang web khc di dng hnh nh v backline lin kt
v trang ch Vexere.com. Hu ht cc trang web VeXeRe t banner qung co l nhng
trang web bn v xe khch hoc web ca nh xe c lin kt hp tc. T , VeXeRe c th
tip cn vi khch hng ca mnh mt cch d dng nht, ch cn mt c lick chut vo
bannner ca vexere, khch hng c th ti trang web ca chnh doanh nghip.
Bn cnh , VeXeRe cn ch xy dng cc ni dung trn website hp l, cung
cp y cc thng tin cn thit bao gm : thng tin cng ty, cc dch v/ sn phm chnh,
c im li ch, chc nng chnh ca trang web, cc nh xe lin kt chnh, nhn xt khc
hng, gii thng/ thnh tu t c, thng tin v cch thc lin lc khch hng c
ci nhn ng v nhanh chng nht v Vexere.com.
Vexere.com xy dng cc cng ng in t ln thng qua cc cng c in t ln
hin nay, nh google +, facebook. Hin ti Vexere trao i, cung cp thng tin vi khch
hng qua 2 trang in t chnh l facebook: V Xe R https://www.facebook.com/Vexere/?
fref=ts vi gn 18339 lt like v theo di. Vi cng google+ hnh khch c th truy cp
vo a ch https://plus.google.com/112780367424252154178/posts/p/pub?
gmbpt=true&hl=en. Vexere thng xuyn cp nht nhng thng tin mi nht cho cng
ng google. Tnh n hin nay, thng 5/2016, lng theo di hin ti ch t trn 80
flollow, cn kh t v lng tng tc cha cao. Ngoi ra, theo xu hng pht trin nh,
Vexere ang xy dng v dn hnh thnh trang in t google plus mi chuyn v ting
anh cho khch du lch nc ngoi tham kho, tm hiu.
Truyn hnh:
Vexere thc hin qung co trn cc knh truyn hnh c yu thch, ch yu l
cc chng trnh khi nghip cho cc bn tr, c th chng trnh V ngy mai ti sng do
knh HTV9 t chc ngy 25/2/2016 trn khung gi vng 21:30, qung co cho cc sn
phm ca cng ty v hnh nh CEO v h tr ng trn youtube vi t kha vexere
vnmts.
Bo vit:
Vi mc c gi ngy mt tng, chi ph thp, d s dng, kp thi, bo vit cng
c Vexre quan tm trong knh thng tin qung co n vi khch hng. Bo vit c th
ph bin rng ti th trng a phng. Vi cc chng trnh qung co thng qua hnh
nh v cc bi vit nh: B hc thc s i bn v xe (trn bo Thanh nin 24/4/2015) ;
ti khao kht lm giu (trn bo ICTNews 25/4/2015); t v xe khch online ( trn
bo Ph n Vit Nam 7/1/2016)
2.4.2.2 Khuyn mi.
Cng ty lun c hnh thc khuyn mi ch yu l gim gi nhm to iu kin cho hnh
khch c th tm c v r v ph hp cho mnh. Khuyn mi thng c thc hin
trc nhng dp l ln, khi nhu cu di chuyn v mua v tng cao. C th k n chng
trnh ln nh:
D BN ANG U, TT L V NH din ra vo tt 2015
( 15/12/2015-28/2/2016 )
Hnh thc: lin kt vi trng H Kinh t qua fanpage Enactus UEB. UEB h tr ti a
cc bn c nhu cu di chuyn cao, khi c bt vn pht sinh hoc thc mc cha c gii
quyt, c bit l chng trnh ny cc bn khu vc min bc. t v ti
Vexere.com/vexetet
Ti min Nam v min trung, cng qua trang web vexere.com/vexetet, cc chng trinh
c h tr vi thng ip truyn thng ring
c bit c cc chng trnh lin kt, ni bc c :

Lin kt vi Mytour ( mt trang web du lch, h tr c phng vi cc dch v
km theo), din ra t ngy 14.3 n 31.5.2016 , c th, khch hng ca mytour
t v qua vexere.com s c gim 10% gi v,ngc li, khch ca vexere s
dng cc dch v ca mytour s c u i mc gim gi 5%. Vi mi khch
hng hai trang web s c yu cu cc m code tng t nhau, bn l khch
ca mytour t trn vexere.com th code ca bn l MYTOUR, v ngc li,
nhn 10% gim gi ca vexere, bn phi nhp code VEXERE.
Lin kt vi 123pay ( hnh thc thanh ton trc tuyn), chng trnh ny din ra
15.12.2015 n ht ngy 24.01.2016. C th khi giao dch qua cng thanh ton
trc tuyn 123Pay, khch hng mua v ti Vexere.com c gim ngay 25% gi
v. y l u i c bit ca cng thanh ton trc tuyn 123Pay v Vexere
nhm mang n tri nghim t v xe khch online, an ton, tin li v nhanh
chng. u i gim gi khi t mua v ti trang www.vexere.com bng th quc
t MasterCard v chn thanh ton qua cng 123Pay. Mi th c tham d nhiu
ln khuyn mi.
Cc chng trnh ny c p dng ring l v khng p dng vi cc chng trnh khuyn
mi khc ca Vexere.com
2.4.2.1Hot ng quan h cng chng.
Hot ng quan h cng chng m Vexere thc hin ch yu l nhng hot ng nh:
Ti tr chng trnh Ni vng tay ln c t chc vo cui mi nm ca nh vn
ha thanh nin H Ch Minh.
Ti tr chng trnh V ngy mai xanh ca H Kinh T H Ch Minh 3/35/3/2016
H tr H Bch Khoa Hn Ch Minh chng trnh trin lm cng ngh ti Dinh
c Lp ngy 14/3/21/6
V mt s chng trnh khc
PR ni b: Ngy hi hin mu 7/2015 hp tc vi Vin huyt hc H Ch

Minh.
Hng nm h tr 200 v xe min ph cho cc bn sinh vin c hon cnh kh
khn trong cc dp tt.
Thc hin cc bui din thuyt, chia s kinh nghim lm ngh v truyn la
am m, thc y hot ng pht trin cho cng ng Start up Vt Nam ti
cc trng i Hc ln ti H Ch Minh ( i Hc Kinh T, i Hc Bch
Khoa,,)
Nhng hot ng cng chng ny ca Vexere gip cho thng hiu Vexere ngy cng
c nhiu ngi bit n v tin tng.
2.4.4.2.
Yu t con ngi
Con ngi l yu t quan trng hng u trong vic hoch nh, thc thi v qun l
cc chin lc ca doanh nghip hng ti xy dng v duy tr mi quan h vi khch
hng v cc bn hu quan
Yu t con ngi chim mt v tr ht sc quan trng qu trnh kinh doanh thng
mi dch v. p dng chin lc con ngi ng n, cc cng ty kinh doanh s to ra
thnh cng trong kinh doanh dch v. Con ngi y bao gm khch hng, cc trung gian
v ton b nhn vin trong cng ty.
Dch v c thc hin trc tip c bn bi con ngi, c th l nhn vin, h c vai
tr xc tc lm cho qu trnh giao dch dch v thun tin hn, ng thi cng tham gia mt
phn vo dch v. Hnh nh cht lng cng ty gn lin vi cch th hin ca nhn vin.
Bn cnh , nhn vin h tr trong vic trao i dch v ca cng ty tr nn d dng hn.
Yu t con ngi i vi Vexere
Nhn vin
Vexere tuyn dng nhn vin c thi v kh nng phc v khch hng mt cch
hon ho, cng vi tm nim rng gi li ha Gi r hng ngy, mi ngi cng i chng ti phi lun lun tp trung vo mc tiu duy tr chi ph ca mnh mc thp nht.
iu c ngha l nhn vin lm vic thng minh, sng to, tn tm v y nhit huyt.
Vexere c mt i ng nhn vin c o to chuyn nghip, nhn vin lm vic
thng minh, sng to hn v lun lun tm mi cch ci thin h thng v quy trnh ca
Vexere. Cht lng v lun m bo, nhng hng xe Vexere hp tc bn v u l nhng

nh xe hng u Vit nam trong ngnh vn ti hnh khch. i ng nhn vin phc v mt
t giu kinh nghim. i ng bn v lun nng hu, thn thin v chu o vi khch hng.
Tt c chng ti cng nhau mang n cho hnh khch lng mn khch nng nhit
nht ca Vit Nam, bo m tng chuyn i u thoi mi t khi bt u cho ti khi kt
thc hnh trnh. Cui cng, nhn vin ca chng ti lun bit yu thch cng vic ca mnh
nhng hnh khch ca Vexere lun c nhng hnh trnh thoi mi d chu. Vexere cam
kt duy tr mt ni lm vic m nhn vin ca chng ti lun t ho l mt thnh vin
ca Vexere. .
Khch hng
Vi s xut hin ca nhiu trang web thng mi in t trn th trng th khch

hng bt u c quyn c cn nhc, la chn hn vi cc dch v km theo, thi tip
cn v p ng thng tin ca nhn vin i vi khch hng l mt trong nhng tiu ch
quan trng quyt nh kh nng s dng dch v ca cng ty. Hin nay, hng xe khch no
mun cnh tranh thu ht c nhiu lt i t khch hng u tng cng tm kim i l
a dng vi mc chit khu khc nhau lm cho vic hnh thnh i l vi mc gi u i
tr nn gay gt hn. Hn na, vi trnh dn tr ngy cng cao i cng vi s pht trin
ca Internet th khch hng c th d dng so snh gi c v cht lng dch v ca cc
cng ty. V vy, cc hng xe khch v i l thng mi cn c cc dch v chm sc, dch
v t vn, coi trng khch hng v gy c n tng tt vi khch hng. C th ni quyn
lc thng lng ca khch hng ngy cng nng cao.
Vexere trin khai vic bo v thng tin c nhn ca khch hng kt hp cc gii php
v qun l v ng dng cng ngh bo mt thng tin hin i. Ti trang ch ca website
www.vexere.com.vn cn cung cp ng dn rt r rng khch hng c th d dng
truy cp vo trang Thng tin c nhn, ni gii thiu c th v cc vn lin quan n vic
bo v quyn ring t v thng tin c nhn ca khch hng.
Tt c d liu c nhn ca khch hng do Vexere thu thp, s dng c bo v bng
my ch c trch nhim bo mt cho cc dch v c cha thng tin mt. H thng dch v
bn v trc tuyn ca Vexere v h thng dch v bn v cho i l VBMS ca mt s hng
xe c lin kt vi Vexere s dng nhng phng php bo mt hin i bo v thng tin
c nhn ca khch hng trc nhng hnh vi xm nhp h thng tri php.
Vexere c nhng quy nh rt c th v bo v quyn ring t v thng tin c nhn

ca khch hng. Vexere c th tit l mt s thng tin c nhn nht nh ca khch hng
cho cc bn th ba phc v cho nhng mc ch ph hp nh yu cu phc v php lut,
cc vn nh hng n bn th ba c giy t php l. i vi cc trng hp cung cp
thng tin cho bn th ba h tr cho cc dch v lin quan n khch hng, Vexere
nghim cm bn th ba s dng thng tin c nhn ca khch hng cho nhng mc ch
khc ngoi mc ch c th m theo Vexere cung cp thng tin c nhn ca khch hng.
Vi s cam kt ban u, hnh khch t v qua Vexere.com s c nhn nhng gi tr
km theo, v thi ca mt tc phong chuyn nghip.
2.4.4.3.
Process Quy trnh dch v
Khi nim:
Quy trnh dch v bao gm tp hp cc h thng hot ng vi nhng tc ng
tng h gia cc yu tt, tc ng tuyn tnh gia cc khu, cc bc ca h thng trong
mi quan h mt thit vi nhng quy ch, quy tc; lch trnh v c ch hot ng. mt
sn phm dch v c th hoc tng th c to ra v chuyn ti khch hng.
T khi nim trn chng ta nhn thy quy trnh l cch thc m dch v c lm ra
v cc bc nhm t n nhng kt qu mong i.
Cc c trng ca vic thit lp v vn dng tin trnh dch v
Khch hng tham gia vo tin trnh
V tr giao dch v
Bn thn dch v
Dch v tng tc nhiu hay t
Mc tiu chun ha dch v
Mc phc tp ca dch v
Thit k quy trnh dch v
tng dch v Kch bn dch v
M hnh ho
Hon thin m hnh
Quy trnh dch v cua Vexere

tng dch v: Tr thnh trang web thng mi in t v v xe hng u Vit
Nam cung cp gi v r hn hoc bng nh xe.
Kch bn dch v: Vexere cung cp cc sn phm v dch v bao gm: V xe
khch trong khu vc ng Nam , phn mm qun l bn v xe khch cho nh
xe trn lnh th Vit Nam, h tr gii thiu cc khch sn ( c lin kt), gii
thiu cc im n thm quan, dch v xe bus,... Vexere hot ng theo tiu ch

chung ca ton mng li l cung cp gi v r mi ngy, cng thng tin tham
kho v cc nh xe, nhanh chng, chnh xc nhm gip khch hng tip cn d
dng hn vi vic di chuyn bng ng xe khch. Bng n lc cung cp cho
hnh khch gi r mi ngy, Vexere mang s mnh gip mi ngi ngy cng di
chuyn thng xuyn, nhanh chng hn, khng mt nhiu thi gian ch i mua
v, ng thi to c hi du lch bng xe khch cho tt c nhng ai trc y cm
thy phin toi v kh khn khi mun t v i xe.
M hnh dch v:
Hin ti website vexere.com c hn 5000 tuyn ng ca 2000 nh xe. Vexere c lin kt
hp tc vi hn 87 nh xe trn c nc, , trong c cc tuyn trng im hai chiu nh:
H Ch Minh Nha Trang

H Ch Minh Tuy Ha
H Ni Sapa
H Ch Minh Phan Rang ( Thp Chm )
H Ni Hi Phng
Bc Nam : H Ch Minh Nng- H Ni.
H Ch Minh Bun M Thut.
H Ch Minh Lm ng ( Lt ) H Ni.
H Ch Minh Ty Nam B ( Bn Tre, Bc Liu, Cn Th, C Mau)
Mng li cc tuyn ng Vexere c bn v
Hon thin m hnh:

Tnh nn 31/12/2015 va qua, Vexere l website thng mi in t bn v xe c
lt truy cp cao nht Vit Nam, v ang tng bc hon thin cc tuyn ng tr
thnh i l v xe kinh doanh thng mi in t ln nht Vit Nam.
Nh u t Nht bn Cypev SinGapo cng c nhng tha thun ring cho quy
m v s pht trin cho bc i mi cho cng ty c phn Vexere .Tho thun quy m ln
ny cho Vexere bao gm :
M rng h thng mng li nh xe sang cc nc khu vc ng Nam , trong
nh hng 2 nm tip theo ( nm 2015-2017 ) m rng lin kt v hp tc vi cc
nh xe di chuyn theo cc tuyn ng chnh ni cc thnh ph ti Lo v
Campuchia ( Mkng Express, Royal Limousime, Orient Express)
Quc t ha ( Anh ha ) cc thng tin trn website, pht trin kh nng phc v du
lch.
Tng cng hot ng ha cc tuyn ng mi trong tng lai Vit Nam v khu
vc ng Nam mang thng hiu Vexere, cung cp v r hng ngy v cung cch
phc v c tiu chun ho.
Vexere cng d kin s pht trin h thng ng dng trn cc thit b di ng nhm
cp nht thng xuyn cc thng tin mi ca cc hng xe. Ti u ha li ch cho
khh hng qua mi chng trnh mi.
2.7 Physical Evidence C s vt cht
2.7.1 Cc khi nim
Physical Evidence l mt trong 8P ca marketing dch v, ng vai tr v cng quan

trng trong cc doanh nghip ngnh dch v. Physical Evidence l phn vt cht ca mt
dch v. N bao gm: trang phc cho nhn vin, cc trang thit b, c s vt cht
2.7.2 C s vt cht cua Vexere
Trang phc nhn vin

i vi Vexere, cc c s vt cht cng nh trang phc cho nhn vin , ang v lun
lun c quan tm nhm nng cao hn na cht lng dch v m mnh cung cp
Trang phc hay cch phc v ca nhn vin Vexere lun c quan tm v nh hng ln
n cht lng phc v, trang phc ca nhn vin Vexere vi tng mu vng l ch o to
nn phong cch ring cho Vexere.
c thit k n gin nng ng, ng phc hin ti ca Vexere c mu vng ni bc,
tng trng cho s tr trung, mi m. Gc tri ngc l logo Vexere, ni v s nhit huyt
trong chnh tri tim ca mi thnh vin ca Vexere, gp phn cho cuc cch mng ha mi.
Tim lc ti chnh
Vexere hin l trang web thng mi in ln th 7 trong cc website startup v l
website in t bn v xe ln nht Vit Nam, ng thi l i l v xe r nht hin nay.
Cc nh u t, c ng ca ny bao gm Cype (75,78% vn), Qantas Airways (18%),
ng o Vit Thng Gam c sn phm Fouder (6,18%) v ng Trn Nguyn L Vn Tng gim c Fouder (0,04%)
Hin ti, theo nh gi ca SCIC, tnh hnh ti chnh ca Vexere vn ang ht sc
kh khn, vi cc gnh nng chi ph ban u cha gii quyt th cn bng, mt s vng
mc v mi trng kinh doanh vn cha c ci thin. Tuy nhin SCIC cng d bo,
Vexere ang i ng hng, cc gii php v ti chnh v nhng h tr tho g kh khn t
cc c ng v nh u t ang dn mang li hiu qu kh quan . D tnh n nm 2019,
Vexere c kh nng sinh li,v i vo qu o pht trin c bn.
C th khng nh, trong tng lai, vn iu l ca Vexere cn tip tc c tng ln
bng cch cho php cc nh u t trong nc khc c nng lc ti chnh v c kh nng
h tr hot ng ca Vexere c tham gia u t vo cng ty ny, thng qua hnh thc
pht hnh tng vn cho nh u t trong nc.
C s h tng thng tin

V nhn n t hng
in hnh mi y Vexere nng cp v a vo s dng h thng t gi ch mi
New Skies. y cng chnh l t nng cp h thng ln nht trong lch s Vexere nhm
mc ch ci thin tc t gi ch v xc nh khong thi gian cam kt thanh ton qua
trang web Vexere.com v tt c cc knh bn, nng cao hiu sut x l cc t ch ca
nhiu khch hng vo cng mt thi im, p ng c lng truy cp v giao dch thanh
ton ngy cng nhiu hn ca khch hng.
V thanh ton
Vexere tch hp vi h thng ngn hng, v cng thanh ton trn c nc c th thc
hin cc giao dch thanh ton trc tuyn. Nh vi VietcombankVi v in t, Vexere
gim c chi ph in n v ( t 5-10USD/1v ) xung cn 1USD cho chi ph mt v.
Lin kt vi cc hnh thc thanh ton trc tuyn nh Pay123, Payooqua h thng tt
c ca hng tin li.
T khi ng dng thng mi in t trong bn v cho php gi v t v nhiu lt cng
mt lc, s lng vn chuyn hnh khch ca Vexere tng nhanh, lnh thao tc thnh cng
cao. So snh 6 thng u nm 2015 tng 38% so vi 6 thng cui nm 2004. H s s dng
gh trc y t 70-72% nay tng ln 85%. Trong thng 7 v thng 8 s lng t ch
c lp y vi trn 96%.
V giao hng
i vi cc yu cu giao v ti nh, Vexere thng qua mng internet v dch v mail
gi m v n a ch email hoc SMS cho ngi nhn. Ngoi ra Vexere cung cp thm
dch Proship c thu ph cho nhng khch hng mun cm v trc tip, khng s dng m
Code do cng ty cung cp.
2.4.4.4.
Dch v khch hng
Dch v khch hng ca Vexere c thc hin theo 3 bc, trc, trong v sau giao dch,
c th hin trong bn sau:
Giai
Hot ng dch v
on
Trc
Cung cp mt dch v tin ch nhm ti u
giao
ha li ch cho hnh khch vi cc thng tin
dch
c bn v lch trnh, gi v, nh xe v v tr
gh la chn.
Quy nh v ph bin r rng v cc chnh
sch i tr v cho hnh khch
Cung cp thng tin, a ch vfa cch thc lin

h khi s c xy ra, v phm vi trch nhim
cc bn cn gii quyt.
Nhn vin trc tng i thng xuyn gii p
nhng thc mc, h tr trc tuyn khi c nhu

cu.
Thng tin phn hi nhn qua tng i lin h
hoc email : lienhe@vexere.com
Trong
Cc thng tin trn website vexere.com c
giao
cp nht thng xuyn, m bo chnh xc
dch
trn 80%.
Hin ti, khch lin h vi Vexere c 2 mc
chnh:
Khch tm, t v
Nh xe c nhu cu s dng phn mm
qun l quy trnh c nhn.
Sau 10s, mi cuc gi n tng i bt u
c tnh ph ( 200/p)
Cc vn lin quan h tr, lin quan nhn
t v c lin h trc tip phng Customer
Serive, vn pht sinh khc v phn mm
qun l, c chuyn my sang nhn vin
trin khi h tr.
Trung bnh, mi cuc gi tip nhn thanh ton
thnh cng, nhn vin tng i c h tr 35%/ gi tr v xe.
H tr vi thng tin nh xe c cp nht lin
tc trn trang chnh h thng mang tnh bo
mt cng ty.
Sau
Cuc gi tip nhn v t ch thnh cng ch
giao
c gi tr gi ch trong 4 gi, nu hnh khch
dch
khng thanh ton trong khong thi gian ,

h thng s t hy.
Thng tin phn hi c ghi nhn v tr li
trong 24h k t thi gian nhn c qua email
: lienhe@vexere.com
Nu h thng website hoc ng dy gp
vn qu ti, mi thng tin s c ghi
nhn v thng bo cho hnh khch sau qua
thng tin cung cp.
i vi phn mm qun l nh xe VBMS, h
thng s c nhn vin bo hnh 1 nm v
thng xuyn h tr nng cp khi pht sinh
vn .
Lp k hoch sa cha v bo hnh c quy
nh theo iu khon hp ng, tng ng
vi s xe ca nh xe k.
Khch hng trung thnh l nhng khch hng
t v thng xuyn hoc nh xe s dng
VBMS c kh nng chng minh gii thiu
khch khc theo s lng quy c ( 10 khch,
2 nh xe ) s c gim gi theo gi tr s
dng ln tip theo.
Khuyn mi t xut l nhng khuyn mi
khng c trong d kin ca Vexere, ch pht
sinh khi pha nh xe c yu cu phc v cho
nhu cu ring ( xe t khch,lng xe nhiu, s

c gy nh hng truyn thng..), khuyn mi
ch din ra trong ngy hoc thi gian rt ngn,
t mc tiu tm thi, chng hn : nh xe
Hunh Gia chuyn xe Si Gn Nha Trang
ngay 17/4, xe 39 ch , c 10 xe xut bn
Min ng H Ch Minh trong ngy nhng
n chiu ngy 16/4, lng v bn ra thp hn
3/10 xe, nn nh xe phi a ra mc chit
khu cao vi i l Vexere thc hin
chng trnh khuyn mi trong 1 ngy 17/4
nhm thc y lng v bn ra. a phn
khuyn mi t xut ch yu l gim gi su.
Bt c ngnh dch v no cng tip nhn than phin t pha hnh khch, c cch gii
quyt v hng i ph hp nht, Vexere a ra nhng bc sau:
1.
2.
3.
4.
5.
6.
7.
8.
Cho hi
Lng nghe
Thm hi
Thng cm
Gii quyt vn
t cu hi kim tra
Cung cp thm s h tr
Theo di st sao
2.4 Nhng kh khn hn ch cua chin lc Marketing Mix cua

Cng ty C Phn VeXeRe
L doanh nghip tr, mi thnh lp, VeXeRe gp khng t kh khn v
hn ch, c th:
Ngun ngn sch cn nhiu hn ch dn n cc hot ng
marketing nhm qung b hnh nh doanh nghip, cc chng
trnh chiu th cn thc hin manh mn, cha u t ng mc.
Ch yu qua cc phng tin gi r, phm vi tip cn cha cao.
V d: cc chng trnh giao lu gia lnh o doanh nghip
vi sinh vin cc trng i hc: i Hc Kinh T, i hc
Bch Khoa, dn sticker mu nh ti cc nh xe hp tc hay
fanpage khng c u t chm sc ng mc
Nhn s chuyn mn ha cha cao. S tch bit v u t
nhn s c nhiu chng cho. Nhn vin h tr nhiu v tr
trong qu trnh hot ng doanh nghip, va mang s gn b,
hiu bit su hn v cng ty, nhng tnh chuyn mn b hn
ch, thiu chuyn su mang tnh t ph.
t v online tuy khng phi l hnh thc mi, nhng cha tip
cn c vi i tng khch hng l bc trung nin c thi
quen thanh ton v t v theo hnh thc truyn thng.
Thanh ton qua cc thit b in t, ca hng tin li, th hay
internet banking cn nhiu hn ch, hn na hnh khch cha
c thi quen s dng cc hnh thc ny, ch yu vn thanh ton
trc tuyn. Chm ha mc tiu thc hin cch mng ngnh vn

ti hnh khch.
a s hnh khch u s dng smart truy cp, tm hiu
thng tin v giao dch, hin ti Vexere cha hon thnh qu
trnh xy dng ng dng ny trn smartphone p ng nhu
cu ca s ng hnh khch.
Xy dng v vn hnh h thng bo m cht lng bo dng
website hot ng tt tuy nhin loading km khi lt truy cp
cao rt km. Trong nm 2015, c hn 215 lt complant
Vexere t pha khch hng. Nhiu im n, thi gian khng
ng theo yu cu .
Khi i v hay hy v phi chu ph hy cao, c trng hp

ph ln n 100% hoc khng c p ng
Cc khiu ni ca khch hng th Vexere cng cha x l kp

thi. Ngay chnh bn thn trang web ca Vexere cng cha c
chc nng tr li phn hi t pha khch hng. V vy, vi cc
thc mc, khiu ni hay phn nn ca khch hng cha c
thu nhn v gii p.
Mc d to c thng hiu v xe khch gi r trong tm
tr khch hng nhng Vexere vn cha thuyt phc v gy dng
c lng tin cho khch hng v an ton v m bo khi
thanh ton cho nhng khch hng mi, cha s dng dch v
ln no.
Vexere c rt nhiu cc hnh thc khuyn mi nhng ch yu
tp trung vo gi ca v.
Cht lng dch v nh xe khng tt nh hng ln n uy tn

ca VeXeRe.
V quan h cng chng , do ngn sch cn nhiu hn ch nn
Vexere cha thc s quan tm n cc hot ng x hi, trong
phi k n cc hot ng t thin nh gy qu v ngi
ngho, ng h ng bo l lt,... cc hot ng ti tr nh ti
tr cc chng trnh giao lu, vn ha
2.5 nh gi tng qut
Thnh cng t c:
u tin phi k n trong chin lc marketing ca VeXeRe l
xy dng thnh cng thng hiu, to n tng cho hnh khch
v thng hiu VeXeRe: Thng hiu hng ti li ch ngi
tiu dng, tr trung, mnh m. Sau 2 nm pht trin, n nm
2015, Vexere c xp th 7 trong s 15 trang web thng
mi in t mi ln nht Vit Nam do trang bo uy tn Thanh
Nin bnh. Nm 2015, Vexere khng nh tn tui ca mnh
trong ngnh vn ti ng b. Mi ngy c trn 1568 lt tm
kim v truy cp vo website Vexere.com, cn s ny cn tng
gp 5-7 ln trong cc dp l. Khng ch gia tng s lng truy
cp mi ngy m Vexere ang pht trin i ng sales, m rng
th trng, gia tng lin tc s lng i l lin kt bn v v
nh xe s dng phn mm qun l v xe ca Vexere. Hin
Vexere cung cp thng tin ca hn 2000 nh xe vi hn 5000
tuyn ng khp c nc, bao gm mt s tuyn ng ln
ca Lo v Campuchia. Bn cnh , Vexere cung cp cc dch
v thanh ton trc tuyn internet marketing qua v in t,
master card hay bt c th ngn hng ti h thng ca hng tin
li v tr ATM, vi SMS v email, s thun li c nhn ln

ti a. S thay i ln ny khng ch mang li thnh cng cho
Vexere m cn mang li mt din mi ca c ngnh vn ti
ng b ang gp nhiu kh khn nh hin nay.
VeXeRe tin hnh c nhiu cuc nghin cu th trng
nhm nh gi tng quan v thc trng kinh doanh thng mi
in t i vi ngnh vn ti hnh nh pht hin ra nhng
nhu cu mi v nhng nhm khch hng mi. Gn y nht l
cuc kho st v thi quen s dng hnh thc thanh ton
internet marketing ca cc bn ti trng i hc, v nhu cu
s dng xe khch du lch ca khch nc ngoi, cng nh nhu
cu i li ca cc hnh khch sang cc nc ln cn: Lo,
Campuchia c hng pht trin ph hp. Tnh n nay, c
13 hng xe ti Lo, Campuchia c thng tin c cp nht trn
wesite vexere.com v 2 hng xe chuyn v du lch ngi nc
ngoi c lin kt bn v ( ch yu tp trung min Bc, tuyn H
Ni Sapa). C th ni y l thnh cng bc u, cng nh
ng lc khi m cho nhng bc i k tip.
Tn ti cn li:
Cc a im n tr khch cn rt t (ch yu l bn xe v
trm dng chn c nh trn tuyn ng ln ).
Cc dch v mong i b hn ch, nm ngoi phm vi kim sot
ca VeXeRe. Tha thun thng khng c nh xe m bo.
i tr v mt ph cao
Bn cnh , vi cc khiu ni ca khch hng th VeXeRe
cng cha x l kp thi. Trn trang web ca VeXeRe cng c
chc nng nhn phn hi t pha khch hng, tuy nhin thng
c chnh sa trc khi xt duyt, dn n tin cy khng
cao. Bn cnh , chc nng tr li phn hi v thc mc ca

khch hng cha c quan tm, xy dng.
Mc d to c thng hiu ves xe khch gi r trong tm
tr khch hng nhng VeXeRe vn cha thuyt phc v gy
dng c lng tin cho khch hng v an ton v m
bo, v iu ny phu thuc ln vo nh xe.
Bt u xut hin t nm 2013 nhng hnh nh ca VeXeRe
khng thc s n tng v ph bin v cc hnh thc qung co
ca VeXeRe cn rt hn ch. VeXeRe ch yu ch hot ng
qung co qua Internet, tp trung vo nhm khch hng tr tui
hay lt web v mua sm trn mng, cn vi nhng khch
hng khng thng xuyn s dng Internet th ch bit n
VeXeRe thng qua gii thiu.
VeXeRe c rt nhiu cc hnh thc khuyn mi nhng ch yu
tp trung vo gi ca v.
Tm tt chng 2
Chin lc Marketing mix ca Cng ty c phn VeXeRe c
thc hin tt v ngy cng hon thin hn, tuy nhin cn gp nhiu
hn ch do s gii hn v ngn sch. Vi mc u t ngn sch trong
nm 2016 vo khong 110 triu VN, VeXeRe ch yu tp trung vo
cc hot ng khuyn mi gi tr nh theo ma nhm tng mc cu
ca hnh khch. Tp trung xy dng hnh nh CEO Trn Nguyn L
Vn gn vi VeXeRe qua cc bui ta m chia s v hot ng din
thuyt v qu trnh Start up ti cc trng ai Hc trong a bn H
Ch Minh. Nhn chung nhng hot ng ny vn cn mang tnh rp
khun, cha c nhiu thay i so vi cc nm trc.
Sn phm khng c nhiu thay i, khch hng chnh l i l
v xe. Cc qun l ca h mang tnh truyn thng cn nhiu e ngi
khi tip cn in t trong qun l.
Tuy ni dung ca chin dch cha c nhiu thay i, khng

hp dn, thiu tnh sng to nhng VeXeRe vn tn dng c ht
c cc cng c ca marketing tch hp nh qung co, khuyn mi,
bn hng c nhn, marketing trc tip v quan h cng chng.
i vi qung co truyn hnh, VeXeRe cha thc s u t,
mt phn do chi ph ln, mt phn do ngun nhn lc cng ty cn hn
ch. Cc chng trnh c thc hin ch yu t cc i, knh ch
ng lin h, khng tn ph. Do cc on qung co c ni dung,
thng ip v nhc iu khng theo s kim sot ca VeXeRe, nhn
chung cha gy n tng ring. Hn na tn sut xut hin thp .
Qung co bo giy t ch trng v cha khai thc vai tr ca
qung co qua internet. y l mt thiu xt trong thi i internet
nh ngy nay.
Khuyn mi mt d c 2 chng trnh trong nm bao gm giai
on trc , trong khai trng v giai on sau khai trng. Tuy
nhin, chng trnh khuyn mi khng qu c bit, v cha c im
nhn ni bt thu ht khch hng mc tiu. Ch yu l khuyn mi
gim gi.
Nhn chung cc hot ng marketing mix ca cn mang tnh rp
khun, hot ng ring l cha c s phi hp ng b gia cc b
phn v cc n v hp tc, do s lm gim hiu ng cng hng
ca cc chng trnh. Chnh v vy, thu ht c khch hng mc
tiu, cn y mnh cng tc truyn thng mt cch ng b, nng cao
kh nng cnh tranh thng hiu vi cc i l v hng xe chnh hng
khc.
Chng 3: CC XUT - GII PHP HON THIN V
NNG CAO CHIN LC MARKETING:
1.1 Phn tch SWOT:

Bt c cng ty no cng c nhng im mnh, im yu, c hi cng
nh thch thc ring, ty vo iu kin thc t ca cng ty m c
nhng bin php thich hp. VeXeRe cng khng nm ngoi l, c th
c th hin qua bng sau:
C hi
Thch thc
Opportunities
Threats
(O1) Internet ngy
(T1) Ngi tiu dng
cng pht trin to
quen vi vic t v
iu kin cho TMT
trc tip qua in
pht trin .
thoi ca nh xe .
(O2) Nhu cu v vic
(T2) Thi quen mua
t v xe online l kh
hng rt khc nhau
ln .
tng vng .
(O3) Cc i th vn
(T3) Mc cnh
ang phn phi v
tranh ngy cng khc
trc tip qua trang
lit do c nhiu i
thng mi in t
th mi gia nhp
ca chnh mnh ch
(T4) Cha c nhiu
cha xy dng h
s khc bit gia cc
thng phn phi.

im mnh
Cc chin lc S O
i th cnh tranh .
Cc chin lc S T
Strengths
(S1 O4) Cn xy
(S1 T1) lin kt vi
(S1) C lin
dng h thng phn
nh xe, gio dc
kt vi nhiu
phi trc i th, tn
ngi tiu dng
nh xe nht
dng u th lin kt
chuyn dn t vic
so vi cc
vi nhiu hng xe v
t v qua in thoi
i th cn
phn mm c th dnh
sang t v online .
li
cho nhng ngi cha
(S3 T4) Thng qua
(S2) Xy
tng s dng my
cc phn hi ca
dng c
tnh.
khch hng, xy dng
h thng
(S3 O2) y mnh
v ci thin cc dch
phn mm
cc hot ng truyn
v chm sc khch
qun l xe
thng thng ngun
hng .
khch ring
khch hng sn c
(S2- T1) S dng
(VBMS), c
tng tin tng v
phn mm cho cc
th s dng
sn phm v dch v
im i l phn phi
cho nhng
ca cng ty
trc tip p ng
ngi cha
cc nhu cu mua
tng s dng
hng khc nhau
my tnh
(S3) c
mt lng
khch hng
n nh
(S4) Thi
gian u cho
khch hng
t v qua
tng i ca
cng ty nn
c c th
nghe c
nhng kin
phn hi ca
khch hng
v cht lng
v dch v
ca cng ty
cng nh cc
nh xe
im yu
Cc chin lc W
Cc chin lc W
Weakness
(W1) Cha
(W1 O2) Tng
(W1 T1) S dng
c nhiu cc
cng cc hot ng
cc hot ng truyn
hot ng
truyn thng thu
thng khuyn hch
truyn thng.
ht nhiu khch hng
khch hng chuyn
(W2) Hin
hn .
sang t v trc tuyn
ti cha hon
(W2-O2 ) Nhanh
(W2 T1 ) Hon
thin chc
chng hon thin kh
thin kh nng thanh
nng thanh
nng thanh ton online
ton online v ng
ton online
v ng dng in
dng cho in thoi
v ng dng
thoi p ng nhu
nhm tip cn vi
cho in
cu a dng ca ngi
nhiu i tng
thoi.
dng
Cc chin lc S O
khch hng.
(S1 O4) Cn xy dng h thng phn phi trc i thu, tn

dng u th lin kt vi nhiu hng xe v phn mm c th dnh
cho nhng ngi cha tng s dng my tnh
Vn dng th mnh l hng xe trc tuyn ln nht Vit Nam tnh
n hin nay, gi vng danh hiu bng cch tm kim v hp tc
thm nhiu hng xe mi trn khp cc tuyn ng Vit Nam v cc
nc ln cn. Xy dng h thng knh phn phi ln, c s qun l

cht, hiu qu v ti u.
n gin ha phn mm thn thin vi ngui dng tip cn
d dng hn vi mi ngi. Thm nhiu tn nng mi, hiu qu hn
trong phn mm, h tr ht mnh cho ngi s dng.
(S3 O2) y mnh cc hot ng truyn thng thng ngun
khch hng sn c tng tin tng v sn phm v dch v
cua cng ty
Tng cng qung co, PR cng chng, khch hng hiu
hn v s tin ch ca vit t v xe trc tuyn v gia tng gi tr
thng hiu ca VeXeRe.
C th bao gm cc ng nh: Ti tr cho cc qu khuyn hc,
t chc mini game trn fanpage, qung co trn cc trang web ni
ting tit kim chi ph so vi qung co trn truyn hnh,
Cc chin lc S T
(S1 T1) lin kt vi nh xe, gio dc ngi tiu dng chuyn dn
t vic t v qua in thoi sang t v online .
Thay v t bn thn cng ty VeXeRe vn ng, truyn thng cho
ngi tiu dng thay i thi quen t v in thoi chuyn qua vic
t v online, th cng ty c th lin kt xin s h tr ca nh xe, bi
v nh xe l ni tip cn vi khch hng mt cch d dng v hiu qu
nht.
C th dn poster ti cc nh xe, c nhn vin ca cng ty n
cc nh xe hng dn khch hng t v online th nghim, t
chc cc chng trnh nho nh ti cc nh xe thu ht s ch ca
khch hng v hng n phc tiu thuyt phc h thay i thi quen
mua v th ng.
(S3 T4) Thng qua cc phn hi cua khch hng, xy dng v

ci thin cc dch v chm sc khch hng
Ci thin dch v chm sc khch hng bng nhiu cch v nhiu
phng php khc nhau. C th k n mt vi trng hp c th m
VeXeRe c th vn dng nh: b sung nhn s cho phng chm sc
khch hng, lp thm ng dy nng, hotline thm nhiu u s
c th cng lc chm sc, tr li cho nhiu khch hng, m thm mt
vi vn phng nh, ni c i tng khch hng nhiu b phn
chm sc khch hng c th phn tn v h tr cho khch hng tin
li v nhanh chng hn.
Tp hun thng xuyn i ng chm sc khch hng ca cng
ty m bo cht lng lm vic, tc phong v t tng ca h.
Cp nht kin ca khch hng thay i theo hng tch cc
hn.
(S2- T1) S dng phn mm cho cc im i l phn phi trc
tip p ng cc nhu cu mua hng khc nhau
Thit k nhng phn mm c nhng tn nng chuyn dng p
ng nhu cu khc nhau ti cc im i l phn phi trc tip, cng
vic ny cn s chuyn mn v h tr cao nn cn s hp tc gia hai
bn.
Cc chin lc W O
(W1 O2) Tng cng cc hot ng truyn thng thu ht
nhiu khch hng hn .
Truyn thng c s dng rng ri v ngy cng pht huy c
vai tr ca mnh trong vic thu ht khch hng mi, v VeXeRe cng
khng ngoi l khi s dng tng cng cc hot ng truyn thng.
i ng nhn vin Marketing tr, nhit huyt v sng to s l
ngun nhn lc quan trng trong cc hot ng truyn thng. Hin
nay cng ty s dng kh tt cc cng c truyn thng nhng cn gia

tng tn sut thu ht s ch ca khch hng hiu hn.
t bit l cc hot ng truyn thng trn Internet cn c ch
trng nhiu hn, bi v cng ty ang hng n vic khch hng t
v online.
(W2-O2 ) Nhanh chng hon thin kh nng thanh ton online v
ng dng in thoi p ng nhu cu a dng cua ngi dng
To thm aps trn Android, IOS, ngi s dng my tnh
bng, in thoi c th truy cp nhanh hn, d dng hn.
Hon thin h thng thanh ton online gim thiu ri ro, sai st
k thut nh hng n vn thanh ton ca khch hng. Thng
xuyn kim tra h thng x l kp thi khi c li k thut, nm th
ch ng trong vic test phn mm.
Cc chin lc W T
(W1 T1) S dng cc hot ng truyn thng khuyn khch
khch hng chuyn sang t v trc tuyn
Khuyn khch ngi tiu dng t v trc tuyn bng cch h
tr h ht mnh. C th k n nhng hot ng nh: gim 50% khi
ln u t v online, thc y v to ng c cho khch hng
thay i thi quen mua v truyn thng.
Nhng cng c truyn thng s pht huy hiu qu nu bit tn
dng ti a.
(W2 T3 ) Hon thin, nng cao h thng phn mm gia tng
s cnh tranh vi cc i thu, khng nh v th , cht lng cua
mnh .
V cnh tranh ngy cng gay gt nn vic khc bit ha sn
phm s l vic quan trng gia tng kh nng cnh tranh vi cc
i th cng ngnh.
VeXeRe nn hon thin, nng cao h thng phn mm to s

vt bc v cht lng, m bo c sn phm ca mnh tt hn,
hiu qu hn cc i th.
Khng ngng cp nht, lm mi phn mm gi vng v th
.
1.2 xut mt s bin php gp phn hon thin chin
lc marketing mix cu cng ty VeXeRe
Vic hon thin h thng marketing-mix i vi bt c doanh
nghip no cng quan trng, VeXeRe cng th.
Hon thin h thng marketing - mix s gip cho VeXeRe c c
nhng sn phm vi cht lng cao, ng thi nng cao cht lng
dch v tho mn tt nht khch hng.
Trong h thng marketing hn hp ca VeXeRe c nhng cng c
hot ng c hiu qu nhng cng c nhng cng c c hiu qu hot
ng khng cao. Sau y l mt s kin ngh v gii php nhm hon
thin h thng marketing-mix VeXeRe:
3.2.1
Chnh sch sn phm:
Hon thin, nng cao phn mm: Hin ti cc tnh nng qun l
phn mm AMS ( phn mm qun l bn v ) v VMS ( phn mm
qun tuyn ng, thi gian di chuyn ) tng i hon chnh,
tuy thao tc, cch s dng d dng nhng kh sa cha, do cch lp
trnh phc tp, dn n vic h thng c th b ngng s dng trong
khong thi gian di. V th cn n gin ha cc phn mm v hng
dn c th nh xe vi cc li thng gp, khc phc trong thi gian
sm nht.
Xy dng thm ng dng trn thit b di ng IOS. Cc thit b di
ng ang ngy cng ph bin v ng vai tr quan trng i sng
hin nay. Vic thao tc trn di ng c nh gi l d dng v tin

li hn so vi vic s dng my tnh. Cn xy dng 1 aps c th ng
dng cho c cc thit b di ng s dng Android v IOS, ng dng
ny gip hnh khch c th d tm cc tuyn ng v nh xe di
chuyn vi thi gian, gi c c th
3.2.2
Chnh sch gi:
Ngy nay, gi khng cn l yu t quan trng nht trong cnh

tranh na . Tuy nhin, gi vn l yu t quyt nh n li ch kinh t
ca ngi mua v ngi bn. xy dng c mt chnh sch gi
hp l, mm do, linh hot trong c ch th trng y bin ng tht
chng d.
Gi c phi ph hp vi kh nng chi tr ca nhm khch hng
mc tiu, ph hp vi cht lng sn phm, b p c chi ph v
m bo c li cho doanh nghip.
Mt doanh nghip c th theo ui cc mc tiu khc nhau khi
nh gi nh:
Ti a ho li nhun: doanh nghip mun tng nhanh li nhun
trc mt bng cch h c th t gi cao ht nhng phn
ngn ca th trng hoc khi mi tung sn phm ra. Mc tiu
c s dng khi nhu cu hin ti ln, chi ph gi thnh n v
quy m nh, khng ln.
Mc tiu tn ti doanh nghip: khi sc p cnh tranh qu ln
hoc ang gp kh khn trong kinh doanh, nhu cu ca khch
hng thay i nhiu; lc doanh nghip phi t gi thp
bn c sn phm, duy tr hot ng sn xut kinh doanh ca
doanh nghip.
Mc tiu t c mt v tr nht nh no trn th trng.
t c mc tiu ny, gi dc t ra sao cho thu ht c
mt lng khch hng nht nh.
Doanh nghip c th theo ui mc tiu dn u v cht lng,

h nh gi rt cao ni ln cht lng hng u.
Tuy nhin, mt chnh sch gi hp l phi c xy dng trn
c s chi ph v gi thnh ca sn phm. Doanh nghip cn xc nh
c im ho vn, trn c s xy dng chnh sch gi cho mnh.
VeXeRe la chn linh hot cch mc tiu trn theo tng giai
on c cch nh gi khc nhau. C th, vi cc dp t bit nh
l, tt, do nh cu di chuyn cao v xe di chuyn c hn nn lng v
ti cc nh xe tr nn khan him, VeXeRe nng gi v cao hn mc
hin ti nhng lun m bo s thp hn nh xe ( ch yu l xe tng
cng cn gi, gi v nh xe s rt cao) ti a ha li nhun.
VeXeRe lun cam kt cung cp gi v bng hoc thp hn nh xe
nhm to c nh v tt trong lng khch hng. Hn na, vi mt
doanh nghip mong mun mang n mt ci nhn mi hn, thm ch
thay i thi quen mua v c t lu i ca ngi Vit, iu to
nn sc p kh ln cho VeXeRe, c c nhng thnh tu nh hm
nay, l mt iu kh khn, chnh v th vic t gi thp cng l mt
trong nhng cch doanh nghip tn ti.
lp c mc gi bn ti u, tng sc thu ht khch, cng
ty cn tnh ton c tng mc chi ph, xem xt mc gi ca cc i
th cnh tranh v gi c th trng. Ri sau xc nh vng gi chp
nhn cho doanh nghip mnh. T phn tch, nh gi im ho vn
v mc li d kin; xc lp c cu kinh doanh v nh mc gi bn ti
u.
Ngoi ra, VeXeRe s dng thm cc chnh sch nh chit khu,
gim gi hp l i vi khch quen qua cc chng trnh tri n hng
nm hay tng m khuyn mi cho khch c lt t nhiu
3.2.3
Chnh sch phn phi (bn hng):
Phn phi l mt qu trnh hot ng ca ngi cung ng v

cc thnh vin ca knh phn phi, nh m khch hng n c
vi sn phm.
Cng nh c knh phn phi nn doanh nghip tiu th sn
phm d hn v nhng ngi bn hng ca cc knh phn phi chuyn
nghip hn v h nm bt nhu cu th trng tt hn.
Khi c sn phm, nh c mc gi bn; lm th no
a sn phm n tay ngi tiu dng (lm th no bn c sn
phm) y chnh l cng vic ht sc kh khn, l ni lo ln nht ca
tt c cc doanh nghip; n quyt nh s thnh cng hay tht bi
trong kinh doanh ca doanh nghip.
VeXeRe c th thc hin mt s bin php sau:
Xy dng nhn bit cao vi khch hng qua knh
phn phi, cn la chn lin kt vi cc website thng
mi in t ln, c i tng khch hng mc tiu
tng ng v mc tng tc cao, c uy tn ti Vit
Nam to thun li xy dng nhn bit v lng tin
tng i vi khch hng. C th la chn cc website
thng mi in t ang pht trin v ng trong top 10
cc website c doanh thu cao nht Vit Nam (2014) nh
lazada.vn, Sendo.vn, tiki.vn, ivivu.com. ng thi vi
nn tng v cng ngh c sn s rt d VeXeRe v
i tc thit lp c h thng qun l ca mnh cng
nh vic c sn ngun giao nhn hng ha. Cc trang
web thng mi in t c chn phi l website cung
cp a sn phm v dch v v nhng trang thng mi
in t ch chuyn bn mt sn phm s khng th hp
tc vi VeXeRe do vi phm nguyn tc v lnh vc kinh

doanh ngay t u m trang web ( website i tc)
hng ti.
Lin kt, hp tc vi cc khch sn t 3 sao tr ln,
dnh cho hng khch c nhu cu i du lch v cng tc
c th d dng tra cu thng tin cng nh t v xe ti
khch sn ni m h ang . Va tin li cho khch
hng va c th tng thm c uy tn v tin tng ca
dch v do dch v c t ti khch sn phn no cng
c khch sn bo m v dch v v khch hng cng
khng s mnh b la. Khch sn cng s c cung
cp h thng phn mm qun l ca nh xe c th
bn v .
Hp tc bn v qua i l, c th l cc im bn
sim/card in thoi hoc cc phng game ln. B tr
ngi tip nhn thng tin v php trin proship ti cc
im ny. Nu khch hng l tng lp nhn dn lao
ng, h khng c chi ph nhng khch sn trn
3 sao, cng khng tip xc nhiu trn internet, h cng
khng c thi gian v bt tin khi phi xp hng ch
mua v, v khng phi nh xe no cng c bn v i l
phc v 24/24, i khi phi ch n lc i mi mua
c v. V vy cc a im bn sim/card l mt la
chn ph hp hn i vi h.
Phn phi v trc qua ng dng in thoi smartphone,
to s tin dng, d tra cu cho hu ht hnh khch v
tit kim c chi ph thay g s dng m code qua SMS
nh hin nay. iu kin x hi pht trin, cng ngh ha
c ng dng cao vo cc nhu cu i sng, v th cc
ng dng tin li trn smartphone cng c a chung
hn, y c xem l mt trong nhng cch tip cn

tinh vi, t chi ph v hiu qu cao.
Nhm kch thch kh nng tiu th; y mnh doanh s
ca cc i l phn phi nh hn, Vexere s p dng
chnh sch thng theo qu v nm nh sau:
Chit khu doanh thu theo qu
Doanh thu qu t 110% tr ln s c chit khu thm

1% tng doanh thu trong qu .
Doanh thu qu t trn 150% s c chit khu thm 3%

tng doanh thu trong qu
Chit khu doanh thu theo nm
Doanh thu nm t 110% s c chit khu thm 1.5%

tng doanh thu nm .
Doanh thu nm t trn 150% s c chit khu thm

3.5% tng doanh thu trong nm.
Vi nhng li th hin c nh l doanh nghip hin ang s hu

mng li lin kt vi nh xe v cc bn xe ln nht c nc tri di
khp Bc Trung Nam, cng nh t mnh xy dng c phn
mm qun l v xe khch c th gip cng ty cng nh cc i tc
qun l c lng v xe bn, tn hng ngy ti cc im i l khc
nhau . a v n tay hnh khch mt cch nhanh chng v d dng
nht. Vi hng i mi, VeXeRe ang tng bc n gn hn vi
cng cuc cch mng ha ngnh vn ti qua hnh thc phn phi
mang tnh in t ha cao.
3.2.4
Chnh sch chiu th:
C c h thng sn phm, mt chnh sch gi hp l, mt h

thng cc knh phn phi c la chn m thng tin khng n c
vi khch hng th cng tht v ngha. V vy chiu th c ngha v
cng quan trng, n mang thng tin v sn phm dch v ca doanh

nghip n cho khch hng v tc ng vo quyt nh mua ca khch
hng. Chnh n l tc ng u tin t pha doanh nghip ghi du
n trong lng khch hng.
VeXeRe c cc phng tin qung co hu hiu, nhng
hon thin hn chnh sch qung co ca cng ty, em xin a ra mt
s phng tin qung co nh:
S dng tp gp: a ra nhng thng tin, hnh nh c ng nht
v VeXeRe, tp gp c km theo biu gi mt s tuyn trng
tm v mt s quyn li m khch c hng trong qu trnh
tiu dng dch v ti VeXeRe.
Qung co trn tp ch: VeXeRe nn qung co trn cc tp ch
nh tp ch du lch Vit nam, tp ch thng mi v trn tt c
cc tp ch gn gi vi khch hng mc tiu ca VeXeRe.
S dng chnh cc nhn vin lm cng tc qung co, bi
chnh h l ngi gp phn to ra sn phm dch v, hng dn
khch hng s dng dch v v to n tng li trong tm
ch khch hng.
S dng nhn vin tip xc trc tip lm cng tc qung co l
mt phng tin hu hiu v khng tn km. Khi nhn vin
tip xc to c n tng tt vi khch th chnh khch s
lm phng tin qung co hu hiu v sn phm ca cng ty
cho nhng ngi khc. Theo kt qu nghin cu th mt khch
hng hi lng h c th gii thiu vi 3 ngi khc v cng ty,
nhng mt khch hng khng hi lng h s a thng tin ny
n 11 khch hng khc.V vy cn bit tho mn tt nht
khch hng c c n tng tt ca khch v c c mt
phng tin qung co hu hiu nht.
Ngoi ra, Digital Marketing c vai tr quan trng, ch yu l

ng cc bi qung b v bn hng thng qua fanpage facebook
v website Vexere.com ca VeXeRe, ca hng xe hp tc v
cc nh phn phi nhm tng mc nhn bit i vi thng
hiu. Google Adwords Vexere thc hin tt lun nm top 5
vi t kha xe khch, v xe khch r, t v online .
cn pht huy thm ti a ha hiu qu ca n mang li. Cc
chng trnh trc khi thc hin nn chy qung co trn
facebook trong 1 thng trc
ng bi trn cc trang mng in t chuyn gii thiu v
review v a im v du lch vi cc tuyn ng trng im
ca VeXeRe, ng thi thc hin cc viral clip vui nhn v li
ch ca vic t v online. Nhng phn ny s c ng ti
trn website Vexere.com.
C cc bi vit, tr chi trng thng v xe tuyn c nh trong
vng 2 tun li ko s tng tc ca khch hng trn
fanpage chnh ca cng ty. Bn cnh kt hp chng trnh
tri n cc khch hng c, chia s cm nhn ca mnh v nhng
chuyn xe v nhn qu .
Cc chng trnh Marketing h tr im phn phi l khch
sn, i l sim/card v cc phng game ln. Lin kt vi khch
sn, khi khch t v trn Vexere.com c nhu cu s dng
khch sn, th s c chnh sch gim gi v xe hoc gim gi
khch sn ( ty chng trnh ). Gim gi khch sn cho nhn
vin cng ty i cng tc hoc bn ngi thn, bn b ca nhn
vin.
3.2.5
Chnh sch con ngi:

Ti sn ca doanh nghip bao gm nhn ti vt lc. Trong
kinh doanh nhn t con ngi ng vai tr quan trng trong vic to
nn cht lng sn phm v uy tn. V vy, i hi cng ty phi c
c mt i ng nhn vin c trnh , c nghip v chuyn mn
cao, c nng lc, kinh nghim v lng yu ngh.
Trong hot ng kinh doanh, con ngi quyt nh s tn ti
v pht trin ca doanh nghip, phi tht s coi trng t khu tuyn
dng, i ng, o to v pht trin nhn s.
Cng ty cn c chnh sch bi dng nhn vin to ra cho
mnh i ng nhn vin ti nng nh:
Thng xuyn c nhn vin i hc nng cao trnh chuyn
mn, nhm i st vi thc t t c bin php khc phc,
sa cha nhng sai st, khuyt im trong qun l v phc v.
To iu kin hay m cc kho o to ngoi ng cho nhn
vin trong cng ty.
To iu kin cho nhn vin c nhu cu i hc thm nng
cao trnh chuyn mn, m ra c hi thng tin.
Thng xuyn m cc lp Retext cng c vng hn kin
thc cho nhn vin.
Hng thng u c cc cuc hp thng k, qun l v nhn
vin c th ngi li vi nhau trao i v nhng u nhc im,
nhng bt ng v hn ch trong cng vic c th gn kt,
hiu nhau hn v su hn l nhn nhn ra mt mnh v yu ca
tng c nhn c cch thc b tr nhn s ph hp nht .
C nhn vin u t i hc tp ti cc n v bn ( trong hoc
ngoi nc ).
Vai tr ca nhn vin tip xc trc tip l rt quan trng trong

vic to ra s hi lng cho khch hng, v vy Vexere cn tuyn
dng i ng nhn vin tip xc trc tip vi khch hng c
ngoi hnh p ( sales, pht trin th trng ); trnh chuyn
mn tt; kho lo trong giao tip, ng s; c lng yu ngh.
i vi nhn vin h tr, chm sc khch hng qua in thoi (
tng i vin), cn c ging ni m p, nh nh, bn cnh s
hiu bit cn c thi tn tm v kin nhn. c bit cn c
chnh sch i ng thch ng khuyn khch tinh thn hng
say lao ng ca nhn vin
Bn cnh s c gng ca nhn vin, ngi qun k phi nhn
thy c ng nng lc ca tng thnh vin trong doanh nghip,
t t h vo ng v tr thch hp nhm pht huy c nng lc s
trng v khuyn khch hot ng sng to ca nhn vin, to c
mi trng thi ua lao ng sn xut trong ton doanh nghip.
Vi nhng vic ang v s lm, trong tng lai VeXeRe s c c
mt i ng cn b cng nhn vin trnh c v nng lc v tr
tu. To cho doanh nghip pht trin hn na.
3.2.6
C s vt cht
Vi s vn hn ch, cha tng xng vi nhu cu pht trin
ca VeXeRe. Hin ti, cn c gii php gii quyt nhng vn quan

trng, c th:
Vi 2 ng dy nng 1900 9696 81 v 1900 5455 44, v ti
a 5 my kt ni cng thi im, lng khch cn h tr thng
tin lin h nhiu (nht l vo dp l, tt) dn n vic qu ti,
nhn vin khng tip nhn c ht khch hng. V th cn b
tr thm my vi ng dy c nh, h thng tai nghe, cng
cc thit b h tr lin quan.
Lp t TV 21 inch ti phng ch t v h tr cung cp

thm thng tin cho hnh khch.
Vi s lng cuc gi ngy cng cao, ngoi vic tng s lng
cc thit b chuyn mn h tr cuc gi, VeXeRe cn m rng
phng cho nhn vin chm sc khch hng, to khng gian
thoi mi v ph hp nht. Vi 1 phng cng sc cha 10 nhn
vin, n cui nm 2016, d nh tng thm 10 15 nhn vin,
u to p lc ln cho vic m rng c s phng ban. B tr
thm 1 phng sc cha 10 nhn vin bng vic thu mn vn
phng k bn hoc ghp cc phng phng t ngi li vi nhau
( k ton + AMS).
3.2.7
Qu trnh dch v:
Trong thng mi dich v, khng a ra mt quy trnh phc
v nht nh, m n ph thuc nhiu vo nhn vin giao tip, h l

ngi quyt nh n cht lng sn phm nh xe bn cho khch
hng, uy tn ca VeXeRe.Tuy nhin i khi ch v mt s xut nh ca
nhng nhn vin giao tip ny m lm cho cht lng dch v khng
c m bo. Trong iu kin kinh doanh kh khn nh hin nay,
tn ti v pht trin, VeXeRe cn khc phc nhng hn ch trong qun
l, ra nhng yu cu nht nh trong qu trnh dch v. Nhn vin
giao tip phi ci m, chn thnh vi khch, lun ti ci v kho
lo trong ng x. Cn phi c i ng nhn vin giao tip lun bit
lm hi lng khch; c nh vy, VeXeRe mi c th kinh doanh n
nh lu di c.
Quy trnh dch v cn n gin ha tit kim thi gian v
to s thun tin cho khch hng c thc hin qua cc bc c bn
gm tip nhn cuc gi, gii p thc mc/ h tr t v v chm sc,
gii quyt vn pht sinh sau dch v. Quy trnh dch v khng gii
hn v thi gian, tuy nhin m bo tnh chuyn nghip , cc vn

cn c nhn vin tr li mt cch ngn gn, chnh xc, i thng
trng tm.
Nh bt c dch v khch hng no, vic lin h vi tng i
s c tnh ph, v th nhn vin tng i cn c tc phong nhn
chng v dt khot, ti a ha li ch cho hng khch.
3.2.8
Dch v khch hng:
Cng vi s pht trin ca khoa hc k thut, i sng ca con ngi

ngy cng c nng cao, nhu cu ca con ngi cng v th m pht
trin hn.
Ngy nay, con ngi khng ch quan tm n li ch ct li khi mua
sn phm m h trng i nhiu vo nhng sn phm ph thm (l
ngi ta c to ra cc dch v lm sn phm khc i so vi cc i
th cnh tranh).
Trong kinh doanh hin ti, dch v khch hng l rt quan trng.
Tuy c nhng bc i ng k, v nhn c s tin tng ca nhiu
khch hng, nhng vn cn mt s vn ni bc c th thc hin
c trong thi gian ti. Hin nay, khch hng n vn phng ca
VeXeRe phi ch i rt lu ( t 5-10 pht ) c th ly c v, do
phng cung cp v v kim tra thng tin b cch bit so vi cc phng
ban khc, do cn khc phc im ny bng nhng cch nh sau:
-
C mt nhn vin chm sc khch hng dnh ring phc v

cho khch hng n vn phng cng ty. Nhn vin ny c
th gii quyt tt c thc mc ca hnh khch v tuyn
ng, thi gian, gi vv c kh nng giao tip tt, to
cm gic gn gi tch cc trong khi ch i xut v.
TV 21 inch treo tng c lp theo hng quan st

hnh khch tin theo di. on video th hin li cho,
on gii thiu v qung co v cng ty cng cc chng

trnh khuyn mi c trnh chiu lin tc. To cm gic
th gin hn trong qu trinh ch i.
-
X l nhanh, thn thin v n cn vi khch hng, lun ni

li cm n trong cc cuc gi hay khi khch thc hin giao
dch trc tip ti vn phng v, lun xin li khch hng
trong trng hp ng tic. N ci l yu t quan trng
trong qu trnh phc v khch hng m VeXeRe cn lu
tm.
Gi mail c nhn cho hnh khch s dng dch v ca

VeXeRe vi ni dung cm n v mong mun nhn c s
gp t pha hnh khch. Cm gic quan trng s thi thc
khch hng ng gp kin v gii t nhng bc dc, h c
th tip tc s dng s dng.
Tm tt chng 3
Mi doanh nghip u c im mnh, im yu, c hi cng
nh thch thc ring, ty vo iu kin c th m doanh nghip c
nhng bin php v cch thc hot ng c th nhm mang li hiu

qu cao nht. VeXeRe l doanh nghip start up vi s vn u t khi
nghip thp (133 triu ng nm 2013) nhng c s h tr 1 triu
la t pha doanh nghip u t v cng ng Cypent , nh cc
hot ng ca VeXeRe c pht trin cao hn. Ro cn ln nht
khin thng hiu Vexere cha thc s i su vo tm tr hnh khch
s dng dch v l chi ph marketing hn ch v thi quen s dng
dch v xe khch kh thay i ca ngi Vit Nam.
Nhng bin php a ra trn, c quan st v nhn nhn mt
cch chnh xc, chn thc nht da vo cc hot ng c th cng
ty. l nhng bin php mang tnh thc tin trong phm vi thc hin
c, v ang c trin khai thc t, khng mang tnh l thuyt.
Trong tng lai, Vexere cn c nhng hng i mi v khc bit hn
m bo cho s tn ti pht trin lu di.
KT LUN
Thc tin cho thy marketing c vai tr v cng quan trng
trong hot ng kinh doanh ca cc doanh nghip ni chung v doanh
nghip kinh doanh thng mi in t ni ring. Vic p dng
marketing vo cc hot ng kinh doanh ca cc doanh nghip thng
mi in t l iu ht sc cn thit, iu i hi cc doanh nghip
phi nhanh chng thay i quan im ca mnh v kinh doanh, th
trng, khch hng trong iu kin mi trng c s thay i vt
bc v khoa hc cng ngh, s ra i hng lot ca cc i th cnh

tranh, chnh v th mi doanh nghip kinh doanh thng mi in t
ngoi vic ci tin cng ngh, cn a dng ha tnh nng vi cc chnh
sch c th hng n li ch khch hng.
tn ti v pht trin trong mi trng cnh tranh khc lit
ngy nay, mi doanh nghip kinh doanh thng mi in t cn c
nhng chin lc lu di v nhng chin lc d phng thay i theo
th trng, trong vic tha mn vc bc nhu cu ca khch hng
mc tiu so vi i th cnh tranh l mt trong nhng bin php hu
hiu nht.
Qua nghin cu v ng dng marketing dch v vo trong hot
ng kinh doanh ca doanh nghip thng mi in t ti Vit Nam
ni chung v kho st v tim nng khch hng s dng dch v ca
vexere ni ring, ti nhn thy VeXeRe c nhng bc i ng n
v gt hi c nhng thnh cng nht nh trong nhng nm gn.
Tuy nhin vic ng dng marketing vo hot ng thng mi ca
VeXeRe ni chung cn yu km, gp nhiu kh khn v cha pht
huy ht tc dng ca n. Nhn thc v marketing cho ngnh thng
mi in t cn cha thu o, cn hi ht v phn no c nhng
bc i cha ph hp, thiu bi bn, ri rc v khng c khoa hc,
mi ch ch trng vo cc hot ng mang hiu qu nht thi, cha i
vo b su. Marketing mix l mt phn kh quan trng trong chin
lc pht trin lu di ca cng ty nhng cha c u t ng mc,
do marketing cha th hin ht c vai tr v sc mnh ca n.
L ngnh c th mnh v cc hot ng Internet, nn cc hot ng
trn mng x hi c ch trng hn so vi vic hot ng marketing
tng tc bn ngoi (PR, cho hng c nhn, t vn trc tip). Tuy
Internet du nhp vo Vit Nam gn 20 nm, nhng cc hot ng
thng mi in t ch n r v c xu hng pht trin mnh t 5 nm

tr v sau ( 2010), c th ni y l mt lnh vc mi c tc pht
trin v cnh tranh cao. Xut pht t thc trng , vic tm ra nhng
bin php tch cc v li i cho ring mnh nhm to s khc bit ha,
nng cao hiu qu kinh doanh thng mi l iu cp thit v v cng
quan trng.
TI LIU THAM KHO

[1] PGS.TS. Trng nh Chin (2012). Qun tr marketing,
NXB i Hc Kinh T Quc Dn
[2] TS. Ng Th Thu Th.S Nguyn Th Thy Linh (2016)
Gio trnh Marketing dch v - Trng i hc Ti chnh - Marketing
[3] TS. Ng Th Thu. Marketing cn bn, NXB Lao ng X
Hi.
[4] Thu Thy. Nhng chin lc Marketing hiu qu k diu,
NXB Lao ng X Hi.
[5] L Th Gii v cng s (2011), Qun tr Marketing nh
hng gi tr, NXB Ti Chnh.
[6] TS. Trn Vn He ( 2015), Thng mi in t cn bn,
NXB i Hc Kinh T Quc Dn.
[7] Ti liu khc t phng Data, Sale, Marketing ca cng ty
c phn VeXeRe.
Ting Anh
[8] Philip Kotler (1990) Marketing Management - Prentice hall
[9] D.J.LUCK, R.S Rubin (1987) Marketing reseach - Prentice
hall
Trang website
[10] https://www.brandsvietnam.com
[11] https://www.moa.com.vn
[12] https://voer.edu.vn
[13] https://doc.edu.vn
[14] https://www.slideshare.net/huyngaytho/imcfinal
[15] https://Emarketing.com
[16]http://thongkehanoi.gov.vn/a/dan-so-va-lao-dong1410859009-5418000135e36/
[17] http://www.google.com
PH LC
BNG KHO ST
1. H v
tn: ........................................................................................................
..
2. a ch
email: .....................................................................................................
3. Gii tnh cua bn l:

Nam
4. Hin ti bn ang
l: .........................................................................................
Sinh vin Ngi i lm
Khc: .................................................................................................
..................
5. Thu nhp hng thng ca bn l
1 3 triu
3 5 triu
5 8 triu
8 triu tr ln
6. Bn thuc nhm tui no?

< 18 tui T 18 n 24 tui
T 25 n 30 tui
Trn 30 tui
7. Bn bao gi t mua v s dng mt mt hng online cha?

Cha (tr li tip cu 8 ri dng)
C (tr li tip cu 9)
8. Ti sao bn khng t mua v s dng mt hng online?
................................................................................................................
..................
................................................................................................................
..................
9. Bn tng mua v xe online cha?
C (tr li cu 10 14)
Cha (tr li cu 15 18)
10. Bn mua v xe online bng phng thc no?
Search google ri chn website t v

t v nhng website bit trc
Khc: .................................................................................................
..................
11. Nhng website no bn thng t mua v xe online?
(c th chn nhiu p n)
Vexere.com
Bus.hlink.vn
Alovexe.vn
Pasoto.
Khc: ............................................
12. Khi t v nhng website ny, bn quan tm n nhng vn
no?
(1. Rt t quan tm, 2. t quan tm, 3. Bnh thng, 4. Hi quan
tm, 5. Rt quan tm)
1
Gia
o
di
n
p
, d
s
d
ng
Th
ao
tc

n
gi
n,
d
s
d
ng
a
dn
g
v
cc
hn
g
xe
Gi
c
13. Khi mua v s dng sn phm cua v xe online, iu g khin bn
cm thy lo lng?
(1. Rt t quan tm, 2. t quan tm, 3. Bnh thng, 4. Hi quan
tm, 5. Rt quan tm)
1
Ng
i
kh
ng
n
g
gh
ghi
trn
v
S
thu
n
tin
khi
tha
nh
to
n
tin
cy
ca
nh
xe
14. Khi mua v s dng sn phm cua v xe online, bn b nh hng
bi yu t no?
Gia nh
iu kin kinh t
Thi gian Khc
15. Bn hy cho bit yu t no nh hng n vic mua sm online cua

bn?
1
Gi
c
Hnh
thc
than
h
ton
Nhan
h, d
s
dng
, tit
kim
thi
gian
tin
cy
ca
cc
mt
hng
Hnh
thc
giao
nhn
hng
16. Bn c thng xuyn mua v s dng v xe khch khng?
Trung bnh 1 ln/1qu
Trung bnh 2-3 ln/1qu
Trung bnh nhiu hn 3 ln/1qu
17. Nu c dch v t v xe online, th bn c sn sng s dng hay

khng?
C
Khng
18. Bn hy cho bit mc quan tm cua bn khi ni n vic t v xe

online?
(1. Rt t quan tm, 2. t quan tm, 3. Bnh thng, 4. Hi quan tm, 5. Rt quan tm)
1
Gi
c
Hnh
thc
than
h
ton
Nhan
h, d
s
dng
, tit
kim
thi
gian
tin
cy
ca
cc
hng
xe

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GVHD : H Th Thanh Trc

GVHD : H Th Thanh Trc

thin v i mi chin lc Marketing mix ca mnh nng cao v

GVHD : H Th Thanh Trc

i tng nghin cu: Chin lc Marketing Mix

GVHD : H Th Thanh Trc

Tng hp, phn tch, nh gi, so snh v a ra kt lun

GVHD : H Th Thanh Trc

Gio trnh Marketing Cn Bn Trng i hc Ti

Chng 1: C S L LUN V CHIN LC

Khi nim marketing v marketing dch v trong

hot ng cua doanh nghip

GVHD : H Th Thanh Trc

mang li kt qu rt to ln. Ngi ta vn dng marketing sang cc

GVHD : H Th Thanh Trc

cc ngun lc bn trong cng vi s kt hp c hiu qu vi cc

c im hot ng marketing cua doanh nghip

GVHD : H Th Thanh Trc

Tnh d b dit vong cao. Dch v kinh doanh thng mi

Vai tr cua hot ng marketing i vi doanh

nghip kinh doanh dch v thng mi in t.

GVHD : H Th Thanh Trc

Marketing thc hin chc nng xc tin bn sn phm thng

Chc nng cua hot ng marketing trong kinh

Chc nng hoch nh chin lc

GVHD : H Th Thanh Trc

Chc nng t chc hin thc chin lc v phn

Chc nng kim tra kt qu thc hin chin lc

Sn phm dch v l mt tp hp cc gi tr lm tha mn

GVHD : H Th Thanh Trc

nhng vn ca h km theo cc gi tr tng ng vi kh nng

Sn phm bao gm hng ho v dch v, l hai phm tr

Sn phm tim nng

GVHD : H Th Thanh Trc

Hnh 1.1 Cc nhn t cu thnh sn phm - dch v

GVHD : H Th Thanh Trc

hn, tit kim chi ph v thi gian, ng thi i mi cch phn

Ga l biu hin bng tin ca gi tr hng ho, ngha l s

Gi c vai tr quan trng trong marketing hn hp dch v,

GVHD : H Th Thanh Trc

tr tch cc cc cng c khc v mang li hiu qu r rt. Gi c

GVHD : H Th Thanh Trc

nh gi kim sot nhu cu: thc hin phng php

Phn phi l qu trnh kinh t v nhng iu kin t chc

GVHD : H Th Thanh Trc

Theo quan im nh trung gian th knh phn phi l dng

Cc loi cu trc ca knh phn phi hng tiu dng gm c :

Knh cp zero (knh phn phi trc tuyn): Nh sn xut

ngi tiu dng

Knh mt cp: Nh sn xut a sn phm ca mnh n

GVHD : H Th Thanh Trc

tiu dng) hoc cc nh m gii, i l (i vi hng cng

Knh hai cp: C hai cp trung gian. Trong th trng hng

Knh ba cp (knh di sut): Thng c y cc thnh

thit lp mt cu trc knh phn phi nh sn xut phi

GVHD : H Th Thanh Trc

khch hng phc v, tnh phc tp ca sn phm l cc yu t

GVHD : H Th Thanh Trc

GVHD : H Th Thanh Trc

to thun li trong qu trnh trao i hng ha. Ngoi ra knh phn

GVHD : H Th Thanh Trc

Dng lu chuyn trong knh phn phi gip chng ta phn

Hnh 1. 6 Cc dng lu chuyn trong knh phn phi

GVHD : H Th Thanh Trc