Kinh Doanh Trực Tuyến (Nguyễn Đặng Tuấn Minh) PDF

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Table of Contents
LI GII THIU CA TC GI CHO LN IN TH HAI CA CUN SCH
LI NI U
GII THIU CUN SCH
GII THIU V TC GI
GII THIUMT S THUT NG V CNG C
CHNG 1: BC TRANH KINH DOANH V KHI NGHIP
CHNG 2: XC NH SN PHM/DCH V V KHCH HNG MC TIU
CHNG 3: NGHIN CU TH TRNG V I TH CNH TRANH
CHNG 4: VIT K HOCH KINH DOANH
CHNG 5: CC CNG C CHO MARKETING SN PHM
CHNG 6: CC CNG C BN HNG TRC TUYN
CHNG 7: THNG HIU V VN HA DOANH NGHIP
CHNG 8: QUN L QUAN H KHCH HNG
CHNG 9: TM KIM NHN S V I TC TRC TUYN
CHNG 10: QUN L THNG TIN V TRI THC TRONG DOANH NGHIP
CHNG 11: NGUN TNG XY DNG MT VN HA SNG TO

CHUYN 1: NG DNG BN HNG TRN FACEBOOK
CHUYN 2: XY DNG WEBSITE: NHNG SAI LM THNG GP V CCH

KHC PHC
CHUYN 3: GOOGLE ANALYTICS
CHUYN 4: CHM SC KHCH HNG TRC TUYN
CHUYN 5: I TH CNH TRANH ANG LM G TRN MNG?
CHUYN 6: GMAIL CHO DOANH NGHIP
CHUYN 7: QUN L LU DU TRANG (BOOKMARKING)
CHUYN 8: SEO V SEM
CHUYN 9: CHIN LC NI DUNG
CHUYN 10: CHIN LC LA CHN T KHA
CHUYN 11: IN TON M MY
CHUYN 12: GOOGLE PLUS
CHUYN 13: MT S LI THNG GP TRONG GIAO TIP VI KHCH HNG

TRC TUYN
CHUYN 14: PHN TCH MT TRNG HP THNH CNG
CHUYN 15: O TO NHN VIN TRC TUYN

PH LC 1: MU NGHIN CU TH TRNG: CHN DUNG KHCH HNG TIM

NNG
PH LC 2: TRA CU DOANH NGHIP
PH LC 3: CC KNH H TR XUT KHU
PH LC 4: MT S PHN MM H TR QUN L, VN HNH DOANH NGHIP
PH LC 5: MT S WEBSITE HOT NG THEO M HNH SN GIAO DCH

VIT NAM
PH LC 6: MT S SN GIAO DCH QUC T
PH LC 7: KIM TRA S HIN DIN LOGO CA BN DANH SCH HIN DIN

LOGO C/KHNG
PH LC 8: MT S MNG X HI VIT NAM V QUC T
PH LC 9: MT S DCH V BLOG PH BIN VIT NAM V TRN TH GII
PH LC 10: MT S TRANG THNG TIN TUYN DNG VIT NAM
PH LC 11: NHNG TRANG THNG TIN H TR TM I TC TRONG V

NGOI NC
PH LC 12: VIT K HOCH KINH DOANH
PH LC 13: MT S TRANG THNG TIN HU CH CHO DOANH NGHIP
PH LC 14: DANH SCH MT S A CH CHO PHP TO WEBSITE MIN PH

Kinh Doanh Trc Tuyn
NGUYN NG TUN MINH
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Thn yu dnh tng m, nh bin tp nh v nhng ngi ti yu qu cho ti

ng lc v nim tin hon thnh cun sch ny.
LI GII THIU CA TC GI CHO LN IN TH HAI CA CUN

SCH
Sau ln xut bn u tin ca cun sch, ti nhn c rt nhiu phn hi t cc

doanh nghip, trong c nhiu doanh nghip va v nh ang trn con ng
tm kim c hi pht trin v tn ti, tn dng cc cng c ca k nguyn s.
Nhng phn hi ny t nhiu gip ti hiu rng, mt cun sch nh cha
tha mn nhng kht khao hiu bit v kht vng vn ln trn mt th trng
nhiu c hi hn nhng cng khng t th|ch thc. V vy, trong ln ti bn ny,
ti mun chia s nhiu hn v nhng c hi y v c nhng thch thc bn phi
i mt. Doanh nghip c th khng tm thy cu tr li chi tit cho nhng thc
mc ca mnh v khng phi l{ iu hng n ca quyn sch ny, chng ti
ch c nhng tng c tnh cht gi m bn suy ngh v{ h{nh ng trong th
gii kinh doanh s.
Ti tin rng cun sch s gp phn gi m cho chin lc tng lai ca bn. C
nhiu ni dung trong cun sch s c, tuy nhin, c nhng nguyn l khng bao
gi thay i: Mt doanh nghip cng vn ng v sng to, doanh nghip s
c{ng c c hi sng st, pht trin bn vng trong k nguyn s ang thay i
cuc sng ca chng ta tng ngy tng gi.
LI NI U
Khi bn cm cun sch ny trn tay, nhiu phn trong n ~ c th c cho d n

c cp nht n tn lc chun b xut bn. Nhng con s a ra di }y ch
c tnh cht tham kho, chng vn ang thay i chng mt mi ngy. Bi v...
Bn ang sng trong mt thi i:
70% khch hng tra cu thng tin trn mng v{ gh thm website ca bn trc
khi n ca hng hoc nhc m|y t mua.
Con s ny ngy cng tng ln!
Hn 3 t lt xem Youtube mi ngy.
Con s ny khng ngng gia tng!
Gn 1/10 dn s th gii ang trn Facebook.
Con s ny ang tng nhanh hn bao gi ht!
Nu bn khng mun b lc hu trong mt th gii nh vy, hy bt u tn dng

tt c mi cng c trc tuyn ngay t by gi! l{ c|ch duy nht bn bt u
bc vo cuc chi ca nhng ngi kinh doanh chuyn nghip ca k nguyn
s!
Cun sch bn ang cm trong tay s h tr bn trong bc i ban u, bn

khm ph ra rng sng to c th mang li nhng gi tr ngoi sc tng tng
ca chnh bn trn con ng kinh doanh y thch thc nhng cng nhiu
khm ph v tri nghim tuyt vi.
GII THIU CUN SCH
Khc vi kinh doanh truyn thng i hi mt lng vn ln v ngun lc khng

l xm nhp th trng v cnh tranh tn ti, mt Facebook b nh thot
vn vai th{nh ngi khng l t cn bung k tc x ca nhng chng sinh vin
khng c g ngo{i am m v{ ho{i b~o. K nguyn cng ngh s ang to ra
nhng s}n chi vi c hi cng bng hn cho doanh nghip va v nh, doanh
nghip mi khi nghip. C mt website, mt blog hay thm ch l mt gian hng
trc tuyn v mt m hnh kinh doanh tt, bn ~ c th b|n h{ng. tn ti v
pht trin mnh m cng nh nm bt c nhng c hi ny, vic s dng cc
cng c s mt cch hiu qu chnh l cha kha thnh cng cho doanh nghip
nh.
Cun sch bn ang cm trn tay khng gii thiu cc cng c h tr hot ng
kinh doanh trc tuyn mt cch ri rc v m t nhng tnh nng k thut phc
tp. N gi cho bn cch s dng mt cch d dng, linh hot v sng to cc
cng c trc tuyn trong mi hot ng ca doanh nghip khi nghip theo bc
tranh khi nghip v xy dng mt doanh nghip va v nh. Chng ta s bt u
t vic ng dng cc cng c trc tuyn cho x|c nh sn phm dch v, nghin
cu th trng n vic xy dng thng hiu v{ vn ha doanh nghip t
hiu qu kinh doanh cao nht.
Cun s|ch cng gii quyt nhng bn khon thc tin ca doanh nghip v vic
s dng v{ ngha thc hin cc cng c n{y thng qua 15 chuyn v nhng
cng c v kin thc ph bin nht.
Bng vic gii thiu nhng a ch quan trng v thit yu cho doanh nghip khi
nghip, doanh nghip va v nh trong 15 ph lc, cun sch hy vng mang li
nhng thng tin b ch cho hot ng thc t ca doanh nghip.
V trn ht, chng ti tin tng rng cng c s ch l cng c nu bn khng

sng to trong vn hnh v s dng chng. Vi sc tr v s linh hot sng to
vn c, nhng doanh nghip khi nghip, doanh nghip va v nh s c th tn
dng nhng cng c n{y to dng v th cnh tranh mnh m v{ bnh ng
hn trn th trng.
GII THIU V TC GI
Tn: Nguyn ng Tun Minh
Ng{y th|ng nm sinh: 15/4/1982
Thc s Qun tr Doanh nghip S i hc Westminster Anh Quc (2008)
C nhn Kinh t i ngoi i hc Ngoi Thng H{ Ni Vit Nam (2005)
Cng vic:
Sng lp Shoplamour.com (2005)
Sng lp v vn hnh chin lc Timkhoahoc.com (2007 - 2009)
Trng phng Marketing Cng ty phn mm VINNO (2008 - 2009)
Trng phng Kinh doanh Cng ty MP Telecom (2009)
Chuyn gia Thng tin kinh doanh D |n i t|c i mi sng to IPP,

http://www.oif.gov.vnv http://www.ipp.gov.vn(2011)
Trng nhm T vn chin lc s, Sng to v vn hnh sng to trong doanh

nghip (t vn v{ {o to) GreenM.biz (2011 - nay)
Ging vin Khoa Quc t i hc Quc gia H Ni (2011 - nay).

GII THIUMT S THUT NG V CNG C
Alexa.com L mt trang web cung cp ng dng tm hiu thng tin vcc

website trn th gii.
Banner trc tuyn: L mt hnh thc qung co bng c|ch t hnh nh ca

doanh nghip, chng trnh... km theo ng link (lin kt) v ni bn mun
thu ht s ch ca ngi xem trn cc trang web khc.
Blog: L mt loi website hoc mt phn ca website cha ng nhng ni dung

do c nhn vit v{ a v{o km theo hnh nh, video v cc bnh lun.
Cooltext.com: L mt website cho php to logo dng ch trc tuyn.
Chrome: L mt trnh duyt Internet do Google pht trin.
Firefox: L mt trnh duyt Internet c pht trin bi Mozilla.
Forum: Din {n trc tuyn - l{ ni cng ng chia s thng tin v cc ch

cng quan tm v ni dung do ngi s dng to.
FreeCRM.com: L mt ng dng cng ngh in to|n |m m}y cho php qun l

quan h khch hng trc tuyn min ph.
Google: L mt c my tm kim cho php bn tm thng tin thng qua t kha.
Google Analytics: L mt ng dng min ph ca Google cho php c{i t vo

trang web nhm theo di cc s liu thng k v thng tin ca website.
Google Chrome: L mt trnh duyt Internet c pht trin bi Google.

Google Docs: L mt ng dng ca Google cho php son tho, qun l, chia s ti
liu.
Google Form: L mt ng dng nm trong Google Docs, cho php to mu kho

st trc tuyn v thng k d liu phn hi.
Google Site: L mt ng dng ca Google cho php to mt website theo mc

ch s dng: chia s thng tin, mng ni b, v.v...
Google Translate: L mt ng dng ca Google cho php dch mt t, mt cm t

hoc mt trang web t mt ngn ng ny sang mt ngn ng khc.
Internet Explorer: L mt trnh duyt Internet c pht trin bi Microso.
Mng x hi (Social networking service): L mt dch v trc tuyn hoc mt nn

tng, mt website tp trung vo vic xy dng mi quan h gia nhng c nhn
c cng quan tm, s thch.
Mind Map: S t duy l{ mt cng c do Tony Buzan pht trin nhm h tr,
lm r rng v d hnh dung hn i vi nhng ni dung kh tng tng hoc
ghi nh. Mind Map hin nay ang c ng dng rt nhiu trong kinh doanh.
RSS (Really SimpleSyndication): L mt nh dng tp tin s dng trong chia s

tin tc web. Cng ngh n{y cho php ngi s dng t mua hoc yu cu thng
tin t cc website m h mun c thng tin thng xuyn cng nh nm c
nhng cp nht mi nht t .
Sn giao dch trc tuyn: L mt nn tng, dch v hoc mt website cung cp

thng tin v ng dng cho php ngi mua v{ ngi bn c th giao dch, mua
bn hoc tham gia cc hot ng u gi. Sn giao dch c mt s loi chnh: B2B,
B2C, C2C.
SEM: L vic s dng cc hot ng marketing (thng thng l c tr ph) trn

cc cng c tm kim nhm thu ht c s ch ca ngi s dng.
SEO: Ti u ha cng c tm kim l n lc thc hin trn website nhm khin

cho trang web tr nn thn thin v d nhn bit nht vi cc cng c tm kim.
Skype: L cng c cho php trao i bng ging ni v hnh nh trc tuyn. Skype
hon ton min ph nu c hai ngi s dng u cng c ti khon Skype.
SurveyMonkey.com: L mt trang web cung cp cng c thc hin kho st trc

tuyn min ph.
T kha: L mt t hoc mt cm t c ngha, nhm m t mt sn phm, dch

v, thi quen, h{nh ng, nhu cu... T kha ca website cho php website
c nhn bit bi cc cng c tm kim.
Website: L tp hp cc trang web c mi lin h vi nhau v c cha ng ni

dung thng tin, hnh nh video v nhng ni dung s kh|c. Website c lu tr
t nht mt web server v c th c truy cp bng cc mng li nh
Internet hoc mng ni b thng qua mt a ch.
Youtube.com: L mt mng x hi cho php chia s video clip.
Viral marketing: L hnh thc marketing s dng cng ngh trc tuyn, c bit
l mng x hi v nhng th thut marketing nhm gia tng nhn bit sn phm,
thng hiu.
Cng ng chia s sch hay: http://www.downloadsach.com
Affiliate marketing: C nhiu cch hiu v Affiliate marketing, song c th coi }y

l mt m hnh chia s li nhun hoc thng cho nhng ngi n lc qung b
sn phm ca bn v{ mang kh|ch h{ng n cho bn qua knh marketing ca
ring h trn mi trng trc tuyn.
Pop up ads: Hay cn gi l pop-ups, l mt hnh thc ca marketing trc tuyn,

theo , mt ca s mi c m ra (di cc hnh thc khc nhau) nhm thu
ht lng truy cp vo website ca bn hoc thu thp email. i lp vi Pop-
up ads l Pop-under cng l{ mt dng m mt ca s mi nhng nm n sau ca
s chnh ca bn.
Backlink: L lin kt website dn v mt website khc hoc mt trang web trong

mt website khc. S lng backlink tng c coi l mt ch s quan trng |nh
gi tm quan trng hoc mc nh hng ca mt website hoc mt trang web
(c nhiu bn tham chiu n). V vy, t backlink c th coi l mt chin
lc nhm gia tng s nhn bit ca cng c tm kim vi website.
CHNG 1: BC TRANH KINH DOANH V KHI NGHIP
Bn ang vn hnh mt doanh nghip va v nh, bn c nhiu tng v{ y

quyt tm kinh doanh? Tt nhin, ging nh mi cng ty va v nh vi ngun
lc hn ch, bn cng gp rt nhiu kh khn t vn t{i chnh, i t|c cho n
th trng... Bn cn nhng cng c h tr trong sut qu| trnh trng thnh
y gian nan. Chng ta s bt u t nhng iu n gin nht nh chun b bn
mt sn phm mi. Bn c th l{ ngi tin phong trn th trng hoc bn mt
sn phm ang c, iu d hiu l bn phi tri qua nhng bc c tnh cht hi
l thuyt theo c|ch nhn ca bn, nhng bn cn giy v{ bt vit ra, chnh
xc bn mun bn ci g hoc cung cp dch v g. Khng n gin nh nhiu
ngi vn tng, nhng bc ban u x|c nh sn phm/dch v mt cch
chnh xc, nhm khch hng cn nhm n v tin h{nh c|c bc nghin cu th
trng mt cch bi bn l nhng bc i th{nh cng u tin. Nhng bc ny
bn khng nn b qua v{ c{ng khng nn coi thng v n s gip bn hng
nhng n lc kinh doanh ca mnh mt cch tp trung v truyn i nhng thng
ip r rng. Sau khi c mt sn phm, dch v v xc nh c khch hng mc
tiu, nm c thng tin v c|c i th cnh tranh, bn cn mt k hoch kinh
doanh tt xem mnh s tin hnh tng bc nh th no.
Tip n, bn s bt u bng vic gii thiu sn phm dch v ca bn vi khch

hng tim nng v tin hnh cc hot ng marketing.
Khi c nhng khch hng tim nng tm n, bn cn xy dng quan h vi h v

nhng nhn t quan trng h tr bn cng c nim tin vi khch hng chnh l
hnh nh thng hiu ca bn, ca doanh nghip bn v{ vn ha doanh nghip
d mi ang ch manh nha hnh thnh.
Khi ~ b|n c hng, vic qun l nhng mi quan h b|n h{ng v{ chm sc
khch hng tt hn, khin khch hng tip tc mua sn phm dch v ca bn v
tr th{nh ngi bn hng cho bn tr thnh mt trong nhng vn quan trng
khng km so vi marketing tm kim khch hng mi.
Hy m rng th trng bng vic nghin cu cc sn phm, dch v mi, tm

kim v tip cn i tc mi nhm pht trin cng vic kinh doanh. giai on
ny, bn c th ngh n vic tm kim i t|c trong v{ ngo{i nc.
n khi cng ty bt u pht trin, vic s dng v tm kim nhn s tr thnh

mt vn kh| au u vi cc doanh nghip. Rt nhiu doanh nghip va v
nh ri v{o tnh trng thiu thn nhn s cp trung v cp cao. V vy, vic chun
b xy dng mt i ng mnh cho pht trin hot ng kinh doanh ca bn cn
c tin hnh sm.
Trong thi gian ngn ban u, khi d liu v thng tin trong doanh nghip cn t,
vic qun l thng tin trong ni b doanh nghip t ra kh| n gin. Nhng n
khi bn pht trin mnh hn, l{m th n{o lung thng tin tri chy trong
doanh nghip, l{m sao lu gi thng tin v kin thc ca cc nhn vin
gii ng thi cho h c hi hc hi nhiu hn? L{m sao nhn vin mi vo t
nghin cu v t hot ng c... l vn khng nh. Vic xy dng vn ha
chia s thng tin km theo mt h thng thng tin c thit k c bn v sn
sng cho m rng cng nh hnh th{nh mt vn ha s|ng to ca cng ty cn
c tnh n ngay t nhng ng{y u tin thnh lp cng ty.
Cun sch ny s i theo tng mng trong bc tranh kinh doanh, khi nghip ca
bn cng bn khm ph xem cc cng c ca k nguyn Internet h tr c
g cho bn. Chng ti mun cng bn khm ph ra rng, cng vi s sng to
khng mt mi, ngay c vi nhng cng c n gin nht, bn cng c th tn

dng trit cc ngun lc, tit kim chi ph v{ nh}n cng lao ng.
CHNG 2: XC NH SN PHM/DCH V V KHCH HNG MC

TIU
1. Tm hiu v sn phm bn nh bn
Vic tm hiu mt cch khoa hc v sn phm/dch v m bn nh cung cp s

gip bn tr li cc cu hi sau }y trnh gp phi nhng ri ro sau ny do
thiu hiu bit:
- Trn th trng ~ c i th no cung ng sn phm/dch v n{y cha?
- Sn phm/dch v no cng loi, hoc tng t ang c mt trn th trng?
- Sn phm/dch v tng t ~ c trn th trng l phc v nhm i tng

no?
- }u l{ c hi cho sn phm ca bn?
Cng c gip bn tm hiu d dng nht chnh l Google, Yahoo hoc Bing. Do c
tnh ph bin nht ca Google, bn nn s dng cng c ny:
Bc 1: Google.com.vn hay Google.com
C th bn ~ bit, Google.com gip bn cho ra nhng kt qu ting Anh tt nht,

cn Google.com.vn s l mt cng c tt hn nu bn bn hng th trng Vit
Nam (v Google.com.vn s u tin cho ra c|c kt qu bng ting Vit v
nhng trang web t Vit Nam), v th bn s c thng tin chnh x|c hn. Tng
t, nu bn nhm vo sn phm/dch v ny trn th trng Php hoc c|c nc
ni ting Php (v d cung cp tour du lch cho du khch Php), th chc chn
Google.fr li l la chn tt hn V vy, khi tra Google, hy kim tra xem l{

Google.com.vn hay Google.com hay Google cho tng ngn ng ring khc nhau.
Bc 2: G g vo tm kim?
Nhng t kha chung chung thng s khng cho bn c nhiu gi tr khi cn

tm hiu v sn phm mnh nh bn. V d, bn nh bn cc sn phm thi
trang, nu ch g thi trang, bn s b ngp trong v khi cc thng tin v b lc
hng.
Hy bt u t mt vi t kha m t sn phm bn nh bn, v d: thi trang

cho tr em.
tm c th chnh xc nhng trang ang cung cp ni dung ny (c th l{ i

th cnh tranh hay nh cung cp tim nng hoc c th l mt bi bo vit v ch
ny), bn nn cho t kha vo du ngoc kp: thi trang tr em.
gii hn phm vi tm kim tip, bn c th thm cc du +, v d:
- Bn ch nh bn hng H Ni th cc cm t tm kim s l{: thi trang tr

em + H{ Ni.
- Bn ch bn hng Tp. H Ch Minh, v sn phm ca bn l t nhp khu ~

qua s dng th cu tm kim s l{ t nhp khu + secondhand hoc t
nhp khu + qua s dng + Tp. H Ch Minh
Vic dng mt hoc nhiu t kha tt s tit kim thi gian cho bn rt nhiu.
LU
- Ghi ch li nhng t tm kim v mt vi kt qu bn tm kim c

(nhng nhn nh ca bn t vic tm kim ny v d: tim nng hoc c
th hnh thnh tng mi)
- Th nhiu t ng ngha khc nhau cho nhng sn phm tng t nhau

bn chc chn l khng b qua nhng cch gi khc nhau cho cng sn
phm/dch v. V d: T ng ngha vi sn phm chm sc da l sn
phm dng da, m phm chm sc da
- Ghi li nhng lin kt (ng link) hu ch mt thi gian tm kim li

bng cch s dng Bookmark (nu bn dng trnh duyt Firefox), Bookmark
this page nu bn dng trnh duyt Chrome v Favorite (nu bn dng trnh
duyt Internet Explorer). (Tham kho thm Chuyn 7).
- Nn cho nhng ng link ny vo mt th mc c tn chung, v d: THOI

TRANG TRE EM lu gi chng phng khi bn cn tham kho nhng ni
dung khc (v d: Nghin cu th trng, cp nht v i th cnh tranh,
tham kho khi xy dng web).
2. La chn t kha m t chnh xc cho sn phm, dch v ca bn
Kt qu tm kim s cho bn c|i nhn s b v nhng g ang c trn th trng.

Bc tip theo, phi gi c ng tn sn phm bn s b|n. }y chnh l{ bc
khc bit ha sn phm, dch v ca bn trn th trng. Bn s v c mt
ming bnh ring bit, khng ging nhng g ang c trn th trng v bin n
th{nh c im ni tri cho sn phm ca bn. V d: Bn nhn ra rng trn th
trng c rt nhiu nh{ h{ng c sn, nhng cha c nh{ cung cp no giao
tn ni. V vy, bn c th c li th c quyn v tin phong trong nhm mt

h{ng c sn giao tn ni.
Lu , sau khi ~ chn c sn phm, dch v, phi tm cch m t sn phm ca

bn. S rt kh truyn i mt thng ip nu bn khng th ni c mnh
bn ci g trong khong di 7 t.
Tiu ch la chn nhng t m t sn phm, dch v bao gm:
- D hiu (truyn ti ng, tng ca bn)
- Ngn gn (t hn 7 t)
- Sc tch (m bo ngi nghe c th nh ngay c v ni li c cho ngi

khc)
- Nhiu ngi s dng ( ngi dng d tm thy bn trn cc cng c tm kim)

hoc c tim nng thu ht s ch ca nhiu ngi.
Cng nn th lp li c|c bc trn tm kim v kim tra xem liu mi ngi c

dng t, cm t bn ang ngh ti khng. Nu qu| t ngi tra t (bn c th
kim nh iu ny qua s lng kt qu tm kim xut hin trn Google) th c
hi b|n c hng ca bn s khng cao v mt rt nhiu thi gian gy dng
mt nim v sn phm trong tm tr khch hng. C th sn phm dch v ca
bn cha tng xut hin trn th trng v{ ngi tiu dng ho{n to{n cha bit
cng nh cha tm kim v n, vy hy tm hiu nhng t ng ngha, ng dng
hoc nhng sn phm, dch v c kh nng thay th.
Vic la chn t kha n{y cng gip bn dn chun ha nhng thng ip v sn

phm, dch v, t kha trn website, blog v cc cng c trc tuyn khc.
Cch hnh thnh t kha chun chnh l ghp nhng c tnh ca sn phm li
vi nhau hoc ghp tn sn phm + i tng nhm ti v (hoc) + t ng khch
hng tim nng ca bn hay dng, mun dng v (hoc) + t ng m t c tnh
ca sn phm.
Bn c th sng to ra rt nhiu cch thc gi mi v hc hi t nhng ngi ~

th{nh cng trc trn mng bng nhng t kha gy s ch trn th trng.
V d:
Nu bn nhm n khch hng tui teen (thanh thiu nin), t kha bn

chn nn l:
- Thi trang cho teen, thi trang c| tnh, h{ng c
Nu bn bn nhng mt hng mang tnh thi v, t kha bn nn chn: thi

trang du xu}n + mu mi i km theo l{ nhng t c tnh cht nh hng
nh: b su tp thi trang ng xu}n 2011 hay xu hng thi trang, thi
trang xu}n h 2012
3. Xc nh sn phm thay th
Nhng sn phm/dch v thay th l nhng sn phm/dch v c mt s tnh

nng, c im tng ng vi sn phm ca bn trong mt s hon cnh n{o ,
sn phm/dch v thay th s l la chn ca khch hng khi sn phm/dch v
ca bn khng |p ng c yu cu. Mc d sn phm/dch v thay th khng
phi l{ i th cnh tranh trc tip ca bn, nhng cng cho bn mt nim nht
nh v tng th th trng phc v mt nhu cu m bn ang chun b |p ng.
V d: Bn chn mua my in ring cho doanh nghip hay chn mt i l in n sn

phm thng xuyn. Mi la chn u c nhng u im, nhc im nht nh
v hon ton c th thay th nhau.
Vic x|c nh sn phm thay th, th trng ca nhng sn phm n{y v{ i

tng ang tm kim/cn nhc s dng cc sn phm ny c th l{ i tng
khch hng tim nng ca bn v nh cung cp nhng sn phm/dch v thay th
n{y i khi li tr th{nh i tc tim nng ca bn. Vy hy lp li nhng bc
tm kim nh trn hon thin h s nghin cu th trng ca bn v sn
phm thay th.
4. Xc nh khch hng
C mt sn phm khng ng ngha vi vic ~ x|c nh r c nhm khch

hng tim nng v{ nhng ngi a ra quyt nh mua hng thc s. Vi mt
ngun lc qung b v bn hng hn ch, bn rt kh thnh cng nu x|c nh
nhm khch hng mc tiu hoc phm vi th trng qu rng, chung chung nh:
Ton b thanh nin Vit Nam hoc gii tr thnh th hoc tr em di 6 tui
Ngo{i ra, i ng kinh doanh ca bn cng s gp khng t kh khn trong vic
tm kim chnh xc cc khch hng tim nng.
V vy, yu cu quan trng nht quyt nh kh nng th{nh cng trong b|n h{ng
v xy dng thng hiu ca bn chnh l phi nm bt chnh xc khch hng
tim nng v{ ngi ra quyt nh mua hng thc s.
}y, chng ta ni n ngi quyt nh mua hng bi v c rt nhiu mt hng

m{ ngi s dng sn phm khng ng ngha vi ngi ra quyt nh. V d:
Bn bn hng thi trang cho tr th c|c em b l{ ngi s dng cn ngi ra

quyt nh li l cha m cc em.
Trn thc t, bn nn v chn dung khch hng ca mnh trc, sau s dng
cc cng c trc tuyn h tr kim nh nhng phng o|n ca mnh.
Bn cng c th s dng t m t chn dung khch hng tim nng l{ kh|ch h{ng
c nhn (Ph lc 1.1) hoc c im ca khch hng doanh nghip (Ph lc 1.2)
in vo nhng thng tin m bn thy trong sut qu trnh tm kim.
V d, nu b|n Iphone ~ qua s dng, bn kh c th ni rng bn bn cho gii

tr, thanh nin thnh ph ln ni chung m{ nn x|c nh:
- H thuc tm t 18-35 tui
- C th ~ c thu nhp ring
- Sng nhng thnh ph ln
- Yu thch cng ngh
- Thch giao lu v{ kt bn
- Thi gian lt mng v nghe nhc nhiu
Hay nu bn hng thi trang ng phc cng s, cng khng th x|c nh l

nhm vo cc khch hng l doanh nghip ni chung m bn nn x|c nh r:
- Nhng doanh nghip c quy m nh th no s c nhu cu ng phc?

- Doanh thu h{ng nm trn bao nhiu chi tr cho may ng phc?
- Hot ng nhng thnh ph ln hay a phng kh|c?
- Thuc ngnh phi tng t|c nhiu vi khch hng (v d ngn hng, chng
khon, bo v)
Sau khi phng o|n s b, v d nu bn bn Iphone, bn hy s dng Google

tm kim xem }u ngi ta trao i v sn phm ca bn nhiu nht. Chng
ta hy bt u t cc din {n, c|c mng x hi v }y s tp hp nhng ngi
cng quan t}m n mt ch l Iphone v xem ngay kt qu u tin bt gp, v
d: http://www.tinhte.vn (Hnh 1). Nghin cu s b v din {n n{y, c th
thy, }y tp hp nhng thnh vin khng phn bit v la tui nhng thng
l{ sinh vin, ngi i l{m, c bit h cng c mt s thch, vn quan tm
chung l cng ngh mi.
Nu bn bn hng cho doanh nghip, bn nn bt u t chnh i th cnh tranh

ca mnh. Danh sch khch hng ca h c th l mt gi tt bn hnh dung
ra quy m v{ c tnh ca nhm khch hng tim nng.
Mt cch tip cn khc l cc mng x hi. L do l nhng ngi pht trin

sn phm/dch v cho doanh nghip, trng phng, ph phng trong doanh
nghip thng tham gia cc mng x hi ny. H khng ch l{ ngi nm r nhu
cu ca doanh nghip m{ cn trao i nhiu nht v nhng vn . Tm hiu
v cng ty ca h cng s gip bn hnh thnh mt chin lc tip cn cc doanh
nghip l khch hng tim nng. V d: Bn bn phn mm qun l nhn s, hy
tm trn mng x hi nhng ngi l{m Gi|m c Nhn s hoc Trng phng
Nhn s v{ trao i vi h v nhu cu ca doanh nghip. Phn hi ca h s gip
bn c c|i nhn r hn v nhng doanh nghip c th mua sn phm, dch v ca
bn.
Li ch kp ca vic tm kim trn Google cn l bn c th tm thy nhng bi

vit cp nht ca cc bo v xu hng sn phm, nh bn s c ci nhn su
hn v th trng hin ti ca sn phm v thng tin v i th cnh tranh
(hoc nh cung cp sn phm thay th) phc v cho phn nghin cu th
trng.
Tm hiu cng su bn c{ng c c|i nhn r r{ng hn v chn dung khch hng
tim nng v{ c th bn s cn khm ph ra nhng nhm khch hng tim nng
khc na m{ trc kia bn cha hnh dung n.
Sau khi tm hiu, bn s c mt bn m t khch hng tim nng hoc nhm

khch hng tim nng (theo mu ph lc 1) gip doanh nghip ca bn c
nhng nh hng r r{ng hn trong kinh doanh.
Chng ta c th tm gn chng X|c nh sn phm/dch v v khch hng mc

tiu bng nhng ghi nh sau y v s h tr ca cc cng c trc tuyn:
Nghin cu th trng l{ bc i quan trng sau nhng g bn ~ tin h{nh s b

v sn phm v khch hng. Tuy nhin, bn cn cn bit nhiu hn nhng thng
tin trn. Bn cn c ci nhn tng quan v xu hng th trng, i th cnh
tranh, nh cung cp dch v thay th (hoc b tr cho bn). Nhiu ngi hiu
nhm rng hot ng nghin cu th trng ch din ra khi lp k hoch kinh
doanh hoc thu ht s quan tm ca mt nh{ u t tim nng n{o . Nhn
nh nh vy s khin bn tht bi bt k lc no v th trng lun bin ng.
Bi vy, h~y x|c nh v lun ghi nh rng nghin cu th trng phi l hot
ng thng xuyn ca bn. Nhng cng c trc tuyn sau }y s gip bn thc
hin nhng cng vic nu trn.
CHNG 3: NGHIN CU TH TRNG V I TH CNH TRANH
1. Tm kim website c lin quan
Vic tm kim v nghin cu khong 10 website c lin quan n sn phm, dch

v bn ang b|n v{ lu li ng link ca chng li bng Bookmark (Tham kho
Chuyn 7) cho bn bit nhiu hn ch khng ch l thng tin hnh nh sn
phm trn website. Nhng website ny cho bit v:
- Nhng sn phm/dch v ang c cung cp trn th trng
- C|c i th cnh tranh trc tip hoc gin tip
- Cch thc bn hng ca nhng nh cung cp (bn trc tuyn hay ch gii thiu
sn phm dch v)
- Hnh thc thanh ton
- Sn phm dch v b tr
- a bn hot ng
- Gi sn phm v chi ph cho dch v b tr
- Vn ha doanh nghip v{ c im s b ca thng hiu i th cnh tranh.
Tt nhin, vic nghin cu cc website ny k hn c th l{m c s gip

bn tham kho khi xy dng website ca ring mnh. (Tham kho Chng 5 v{
Chuyn 2)
ng qun kim tra li nhng website n{y thng xuyn (ti thiu 2 ln/thng)
cp nht tnh hnh i th cnh tranh v tnh hnh th trng.
Khng nn b qua cc sn giao dch c ng nhiu thng tin sn phm lin quan
n sn phm ca bn, bn s thy danh sch hng lot cc doanh nghip
ang cung cp sn phm tng t nh bn. (Tham kho Ph lc 5, 6)
Bn nn lm bng thng k c bn v nhng thng tin trc tuyn m bn thu

thp c.
2. Nghin cu i th cnh tranh
Nghin cu i th cnh tranh r rng khng dng li nghin cu website.

Website v vic tm kim mang li cho bn mt bc tranh r hn v c|c i th
cnh tranh trc tip v gin tip trn th trng. Tuy vy, nghin cu s}u hn
v h, hc tp hoc vt qua h, bn cn nhiu thng tin v thi gian hn.
nghin cu v i th cnh tranh, ngoi vic nghin cu website c

thng tin v quy m doanh thu, quy m nhn s, a bn hot ng ca h, bn
cn rt nhiu thng tin lin quan:
- H ang s dng nhng cng c marketing no?
- Kh|ch h{ng ang ni g v h?
- u v{ nhc im sn phm ca h?
- Khch hng mc tiu ca h
V vy, cc tiu ch tm kim ca bn phi rt linh hot.
- Tm theo cng c c s dng: Tn mng x hi/sn giao dch/blog + tn cng

ty/ c nhn. Cch tm ny cho php bn bit c hot ng ca cng ty/c nhn
trn c|c mng x hi/sn giao dch/blog . V d: Trong tm kim ca
google, bn g: Facebook: Cng ty ABC. Kt qu s cho ra trang thnh vin ca

cng ty trn mng x hi cn tm hoc nhng mu qung c|o m{ cng ty ~
ng. iu n{y cng c p dng cho cc blog, cc trang bo... Tm kim theo c
php ny kh t m v mt thi gian, v vy bn nn ch trng vo mt vi cng c
mng x hi, blog hoc din {n ph bin.
- Tm kim chnh xc: cng ty TNHH ABC hoc cng ty ABC vic tra cu thng
thng s gip bn c ci nhn tng th v s hin din ca i th cnh
tranh/thng tin sn phm dch v trc tuyn, v d b|o in t n{o ~ vit v h,
din {n n{o ang ni v h, kh|ch h{ng ang ni g v h v c cc mng x hi,
c|c trang web c nhc n h. S lng kt qu ca Google v ch cng ty
ny cng l{ mt thng s th v cho thy s xut hin ca thng hiu i th
cnh tranh trn mng.
Bn cng nn l{m bn thng k nhng thng tin chi tit m bn cho l cn thit
hiu v i th cnh tranh v hu ch cho qu trnh ln k hoch kinh doanh
hoc hon thin sn phm ca bn.
Lp bn cp nht tnh hnh ca i th cnh tranh
Khi nghin cu th trng, bn cn xy dng bn cp nht tnh hnh ca i th

cnh tranh. }y c th coi l cng c gip bn xy dng mt chin lc pht trin
r r{ng cnh tranh tt hn hoc hc t chnh i th cnh tranh ca mnh.
(Tham kho thm Chuyn 5)
- Gi ca sn phm (ca i th cnh tranh)
- Nhu cu tuyn dng

- Tnh hnh pht trin th trng
- S lng sn phm, dch v
- Website
- Dch v cung cp cho khch hng
- Theo di thng tin trn c|c phng tin khc.
3. Thng tin, xu hng, dung lng v bin ng ca th trng
nm c xu hng th trng mt c|ch s b, ngoi vic tra nhng t kha

nh xu hng th trng + xut khu g (v{ khng qun kim tra ngy thng
ca bi vit chc chn bn c C nhng thng tin mi nht), bn c
th kim tra bng vic nm nhng thng tin v m t nhng t bo chuyn ngnh
v cc sn giao dch.
V d: Bn kinh doanh trong lnh vc phn mm, hy chun b cho mnh khong 5
a ch website, cng thng tin hu ch nht cp nht thng tin t chng mi
ngy, v d t mc vi tnh ca Vnexpress.net, tin cng ngh trn Vneconomy.vn,
trang tin tc ca Pcworld, trang tin tc ring v IT itgatevn.com.vn v
echip.com.vn.
Cch cp nht thng tin nhanh gn nht l s dng RSS ca chnh cc trang web
v{ a nhng ng link ny v website hoc blog ca cng ty bn. (Hnh 2)
Hnh 2: M t tnh nng RSS trn bo mng.
Ngun: http://www.vnexpress.net
Chnh bn phi l{ ngi v{o blog thng xuyn theo di tin mi nht v cp
nht nht v trang ca mnh. Ngoi ra, vic to nhng ng link v nhng trang
hu ch c nhng t kha lin quan n ngnh ca bn s rt hu ch cho vic
tr nn thn thin vi cc cng c tm kim (Tham kho mc blog ca Chng 5).
Tng t nh vy, bn c th theo di cc bin ng v gi thnh ca cc sn

phm b tr hoc sn phm u vo cho bn. i khi c|c tng mi s ny sinh
t }y.
V d: Nu bn kinh doanh trong lnh vc du lch, t chc cc tour du lch cho

ngi nc ngo{i n Vit Nam, bn cn cp nht tnh hnh t chc cc s kin
1000 nm Thng Long - H Ni lin tc t cc t bo, blog, k c nhng thay i

trong lch t chc s kin cp nht nh mt phn gi tr gia tng cho kh|ch
hng ca bn.
Nu bn kinh doanh trong lnh vc xut nhp khu, website cc hip hi v danh
b cc knh h tr xut khu cn phi c cp nht thng xuyn. (Tham kho
Ph lc 2, 3 c thm thng tin).
Vi s gip ca cc cng c trc tuyn, bn c th tm thy cc s liu thng

k v tnh ton v dung lng th trng mt c|ch tng i. V d: Dn s
quanh ni bn cung cp sn phm, dch v; tng s lng sinh vin trn a bn
H Ni. c nhng thng s chnh x|c hn, bn phi kt hp cc cng c trc
tuyn ny vi nhng cng c ngoi tuyn kh|c nh kho st bng in thoi,
kho st bng phng vn trc tip hoc tip cn vi ngun thng k chi tit
khng c cng b trn mng hoc s dng cc cng ty nghin cu th trng
c ngun s liu tt nht.
4. nh v bn thn hay xc nh yu t khc bit
Mc ch ca tt c vic nghin cu th trng l c ci nhn tng quan v th

trng v{ x|c nh c v tr ca bn trn th trng . Sau khi v mt bc
tranh hon thin v th trng, bn s x|c nh c mnh }u trn th trng.
V nh v thng hiu
- L{ ngi tin phong (ngi u tin cung cp sn phm/dch v trn th

trng)
- L{ ngi i sau i th cnh tranh
- L{ ngi pht trin th trng ngch.
nh v sn phm
V gi
- Cao hn so vi gi ca i th cnh tranh
- Thp hn so vi gi ca i th cnh tranh
- Bng gi ca i th cnh tranh nhng dch v tt hn
V cht lng sn phm
- Tt nht, cao cp trn th trng phc v phn khc gi cao
- Cht lng va phi, chi ph hp l phc v phn khc gi trung bnh
- Tnh nng phc v nhu cu c bn, cht lng tng i, chi ph thp phc v
phn khc gi thp.
Sau khi thnh lp c bn nh v cng ty v sn phm dch v, bn hy cng

khai thng tin ny vi nh}n vin, c bit l nhn vin kinh doanh v nhn vin
marketing h c th ch ng vi cng vic bn hng v truyn thng ti
khch hng.
5. Nghin cu th trng bng kho st trc tuyn
Trong qu trnh tm kim thng tin th trng, bn s nh hnh c mt th

trng ca ring mnh, c th l mt th trng ng|ch cha h c nh cung cp
n{o, cng c th l mt th trng c nhiu nh cung cp nhng cu cn ln hn
cung rt nhiu. th nghim th trng v nm c khch hng tim nng
ang cn g, bn c th tin hnh mt kho st trc tuyn xem khch hng
tim nng ngh g v sn phm dch v ca bn v{ phng thc ci tin. Rt nhiu
gii php cho bn do c rt nhiu nh cung cp cc gii php kho st trc tuyn
min ph nh SurveyMonkey. (Hnh 3)
Hnh 3: V d mt cng c kho st trc tuyn min ph.
Ngun: http://www.surveymonkey.com
Vi SurveyMonkey, ch cn ng k th{nh vin v{ qua 3 bc l bn v khi to

kho st ca bn min ph. Bn cng c th tch hp kho st ny vi Facebook v
cc ng dng khc. Bn c th tr thm ph c hng nhiu tin ch hn t
ng dng ca SurveyMonkey nh c nhiu hn 1 b|o c|o v kt qu kho
st, khng gii hn cc cu hi, v s dng nhiu hn c|c mu kho st c sn
c thit k. (Hnh 4)
Hnh 4: Cc bc to kho st vi Surveymonkey.com.
Ngun: http://www.surveymonkey.com
Ngoi ra, bn cng ho{n to{n c th ch ng s dng Google Docs v form

(Mu) trong Google Docs to ra nhng kho s|t iu tra theo cch ring ca
mnh v nm bt thng tin tr li hon ton min ph. Form l mt dng mu da
trn cu trc ca mt file Excel. Mi kt qu tng hp cc cu tr li u c
sp xp theo th t cc cu hi. Google Form cng cho bn thng k s lng
lt tr li, s dng nhng on m~ (code) a kho st vo website v cc
trang khc. (Hnh 5)
Bn c th s dng chnh ti khon Gmail, chn Docs, chn Create new (To),
chn Form (Mu). Vi giao din thit k n gin v cc th loi cu hi a dng,
bn c th thit k mt mu kho s|t n gin, c ng link v gi cho bn b,
nhng ngi c trong danh sch bn b hoc cng khai mi ngi c th cng
lm kho st. (Hnh 6)
xem hnh thc ca kho st, bn chn Go to live form (i n biu mu ang
m), xem bo co tnh hnh tr li, bn chn Show summarry of responses
(Hin th bn tm tt cu tr li) (Hnh 7); a kho st vo mt trang web,
bn chn Embed form in a webpage (Nhng biu mu vo mt trang web) v{
gi form di dng email cho nhng i tng phn hi tim nng, bn chn
Send form (Gi biu mu). Gii hn cho mi ln gi l{ 50 ngi. Bn nn cng
khai kho st ca mnh bng ng link trn website hoc trn blog, Yahoo
Messenger thu nhn thm cc cu tr li nhm gia tng tnh thuyt phc cho
cuc iu tra ca mnh.
Hnh 8 l hnh nh kt qu bo co phn hi i vi mt kho st th d.
Nh vy, ngay c vi nhng cng c n gin v min ph, bn cng c th tin

hnh nhng kho st th trng nhm cng c thm nhng gi nh ca mnh v
nhu cu th trng v c ci nhn thc t hn v nhng g mnh cn lm trong k
hoch kinh doanh. }y cng l{ c s vng chc khi bn thuyt phc nh{ u t
v tnh kh thi ca d n.
Bn c th qun tt c nhng g ~ c trong chng n{y, nhng h~y ghi nh,

nghin cu th trng s dng cc cng c trc tuyn gip bn tr li chnh xc
cu Hi: Bn ang u?
CHNG 4: VIT K HOCH KINH DOANH
Vi nhng g ~ thu thp c sau khi tin h{nh theo c|c bc chng trc,
bn ang i nhng bc c bn c ci nhn v tnh hnh th trng v{ nh
hng pht trin. V vy, bn cn a tt c chng vo mt bn k hoch hon
chnh.
Tht sai lm nu cho rng k hoch kinh doanh l khng cn thit v khng my
thit thc v n thay i thng xuyn, hoc ton nhng vn tng tng ra
vit ln giy. Bn cn mt k hoch kinh doanh v:
- Bn cn c mt bc tranh tng th v nhng g bn cn lm v nhng g cn

theo di.
- Bn cn theo di chnh k hoch ca mnh i chiu v{ iu chnh hot ng

thc tin ca doanh nghip do c nhng thay i ca th trng, i t|c, i th.
- Nu tm kim mt nh{ u t hoc i tc hp tc kinh doanh, bn k hoch

kinh doanh l yu t thuyt phc nht vi i tc tim nng ca bn rng bn c
mt k hoch kinh doanh kh thi v bn c th t c mc tiu ra mt cch
khoa hc v hiu qu.
Mc d c rt nhiu ni dung cn th hin trong k hoch kinh doanh, nhng v

c bn, mt bn k hoch kinh doanh s c nhng im chnh sau }y:
1. Tm tt ngn gn ngi c nm c tng ca bn trong 2 pht: Mc

tiu, S mnh, Cha kha thnh cng
2. Tm tt v cng ty
3. Sn phm v dch v
4. Phn tch th trng
5. Tm tt Chin lc v thc hin Chin lc
6. Tm tt v vn qun l cng ty
7. K hoch ti chnh
C rt nhiu mu k hoch kinh doanh trn mng v bn c th tm kim mt

mu ph hp vi yu cu v ngnh ngh ca mnh. S khng tht hp l nu bn
l mt doanh nghip cung cp dch v li s dng mt mu k hoch ca doanh
nghip sn xut; tng t, nu bn l mt doanh nghip va mi thnh lp, ch
c khong 10 thnh vin, quy m nh, s khng ph hp nu bn s dng mu k
hoch kinh doanh ca mt doanh nghip ~ ph}n chia phng ban mt cch
chuyn nghip, r rng v ngn sch marketing ln.
la chn ng cng c vit k hoch kinh doanh, bn c th tham kho cc

mu k hoch kinh doanh bng cch:
- Tm kim chnh xc cm t mu k hoch kinh doanh + dch v trn google

hoc business plan template + service company hoc tra cu theo tng lnh
vc: v d business plan + retail industry (k hoch kinh doanh cho ngnh
bn l).
- Nu bn gp kh khn trong vic c ting Anh hy s dng google.com/

translate c h tr. (Tham kho Chuyn 9 v cch s dng Google
Translate cho vic dch mt website).
- Tham kho mt v d v mt trang web h tr vit k hoch kinh doanh (Hnh

9).
Ngoi ra, hin nay c mt s cng ty cn cung cp cc mu k hoch kinh doanh,

k hoch marketing v k hoch nhn s... c th hon ton min ph di dng
file word hoc bn phi tr mt khon ph s dng phn mm h tr vit k
hoch ca h.
Nu bn l{ ngi c t duy hnh nh v mun xy dng k hoch kinh doanh ca

mnh theo s t duy, gi t Mind Map ca Tony Buzan s l mt la chn.
Tham kho Ph lc 12 bit thm thng tin v cc website h tr vit k hoch

kinh doanh.
CHNG 5: CC CNG C CHO MARKETING SN PHM
Phn 1: MARKETING TRC TUYN
Th gii s ang mang li nhng cng c v{ c hi marketing tuyt vi cho cc

doanh nghip va v nh. Cha bao gi doanh nghip c th tip cn vi nhiu
cng c marketing trc tuyn dng nh min ph nhiu n th v hiu qu ca
chng hon ton do n lc v s sng to ca doanh nghip m thnh. Mi n lc
marketing trc tuyn u s mang li kt qu nu bn tr li c chnh xc: Bn
dng cng c n{o, l{m g v{ hng n ai? Chng 5 khng tham vng gii
thiu vi bn tt c nhng cng c marketing trc tuyn cho sn phm m tp
trung vo mt s cng c ph bin v{ c bn nht nh website, blog, mng x hi.
Vi cc cng c ny, rt nhiu doanh nghip va v nh ~ th{nh cng, v{ nu
bn sn sng, bn cng s l mt trong s .
1. Website
Hy bin website thnh tr s trn mng, th{nh i din bn hng v thnh cng
c marketing ca bn. Trc khi kh|ch h{ng n vi bn, h s tm kim bn trn
mng nm nhng thng tin c bn v bn! Mt ca hng m mt con ph s
phi ng ca v m, nhng website ca bn v{ hin din 24/24h mt
ngy v 7/7 ngy mt tun. V vy, hy ghi nh, website ging nh mt ca hng,
mt gian hng chnh thc ca bn lun m ca trn mng v mi hot ng ca
bn u hng ngi s dng v website.
Ngay t khi mi thnh lp, s khng tn qu nhiu chi ph mua mt tn min

nhm duy tr s hin din ca bn trn mng: 10-15 USD (vi tn min quc t).
Bn cng cn m bo mnh l ch s hu ca tn min mt cch chnh thc.
Vi tn min quc t, iu duy nht khng nh bn l ch tn min chnh l bn

c kh nng truy cp v kim sot tn min vi mt ti khon gm email (xc
thc s hu ca bn) v mt khu (password) bn c c sau khi ng k mua.
Vi tn min Vit Nam (tt hn cho vic ch dn a l), bn s c giy chng
nhn tn min ghi s hu tn min ca bn.
Nu bn la chn nhng a ch xy website min ph nhm th nghim th

trng, bn c th tham kho Ph lc 15.
Nu bt tay vo xy dng mt website c tr ph, c mt website tt, cn c s

chun b v mi mt ca website:
Bc 1: Tm hiu website ca i th cnh tranh hoc cc website cng ngnh

ngh
- T gc ngi dng, h~y ph}n tch im mnh, im yu trong website ca

i th, im bn thch v khng thch v website v{ tham kho kin ca
nhng ngi s dng khc nu c th.
- Rt ra nhng bi hc t website (hoc gian hng trc tuyn) ca i th cnh

tranh hoc ca cc doanh nghip cng ngnh.
Bc 2: Xc nh i tng nhm ti. Cng ging nh b|n mt sn phm, bn

phi bit bn n cho ai. V vy, xy dng mt website cng cn x|c nh r c|c i
tng s xem n. Tuy nhin, trong mi trng Internet, bn khng th la chn
chnh xc nhng g bn mun, ai cng c th l{ kh|ch gh thm trang web ca
bn. Vy phi t u tin cho nhng i tng sau }y:
- Khch hng (xem sn phm dch v, tm hiu v thng hiu, mua sn phm, so
snh vi i th cnh tranh ca bn)
- i tc (tm kim c hi hp tc, so snh bn vi nhng i tc khc, tm hiu

v doanh nghip v{ thng hiu ca doanh nghip)
- i th cnh tranh (xem v cp nht tnh hnh ca bn, hc tp t bn, tm kim

im mnh, im yu ca bn)
- Cng c tm kim (c thn thin vi cng c tm kim khng, c d nhn bit

khng, c nhng t kha no, ch ca website ra sao) (tham kho thm
Chuyn 8)
- Cng ng ngi tiu dng (tm hiu v thng hiu v cc hot ng cng
ng, hot ng x hi ca bn)
- ng vin tuyn dng (tm hiu v cng ty trc khi quyt nh lm vic, tm
kim thng tin tuyn dng, tm hiu vn ha cng ty)
- Nhn vin (cp nht tnh hnh ca cng ty, gia tng nim t h{o i vi thng
hiu ca cng ty)
Mt website tt phi l mt website khin ngi s dng cm nhn c s thn

thin v thy dch v c thit k ra dnh cho mnh. V vy, bn cn cn nhc
i tng trng tm nhm n, mong mun ca h t vic s dng website.
Bc 3: Ln khung nhng dch v/tnh nng v ni dung m bn ngh l{ cn thit

cho website ty thuc v{o i tng bn nhm n. Danh s|ch di }y gi
cho bn nhng ni dung/tnh nng bn mun c trn website ch khng phi l
tt c. Bn cng c th t th t u tin c|c tnh nng qua tng giai on. V d:
Giai on u, bn ch mun dng li vic gii thiu thng tin sn phm/dch

v, gii thiu v cng ty. Giai on hai, khi nghin cu v nm bt c nhu cu
ca khch hng, bn s m rng thm tnh nng ph hp. Ging nh mt cng ty,
website cng cn c nhng giai on pht trin, m rng v{ thay i.
Dch v/tnh nng
- Bn hng trc tuyn
- H tr khch hng trc tuyn
- Thanh ton trc tuyn
- Cho php khch hng bnh lun trc tip
- Cho php khch hng kt ni vi bn trn cc cng c trc tuyn khc
Ni dung
- Gii thiu v cng ty (thnh lp, gi tr tm nhn)
- Gii thiu sn phm/dch v, bo gi (nu c)
- Tuyn dng
- Thng tin lin h
- Tin tc v cng ty
- Danh sch khch hng (nu c th cng khai)
- Cc lin kt khc (v cc mng x hi, c|c blog m{ cng ty ang s dng)

Bc 4: Chun b nhn s cho website. Bc chun b nhn s cho website rt

quan trng v s l{ ngi lm vic vi nh cung cp dch v thit k website
cho bn, gim st tin thc hin xy dng ng thi chun b ni dung cho
website, hoc ch t l{ ngi iu phi cho tng b phn trong vic chun b
ni dung cho website.
Bc 5: Trao i vi i tc xy dng website v thi gian xy dng, thit k m

thut cho website, vn qun tr website v{ chi ph cng nh kh nng m rng
c|c tnh nng cho website. Ngay t ban u, bn cn c nhng tnh ton cho vic
m rng cng ty sau ny v la chn mt i tc tim nng c kh nng i cng
bn trong sut qu trnh pht trin ca cng ty. Bn cn cn nhc nhng vn
nh cht lng dch v, bo hnh v cc vn h tr k thut khc. Hy la
chn nhng i tc bit lng nghe v hiu tng ca bn, nhng ng thi bn
cn phi lng nghe nhng phn tch ca h xem nhng gi ca h c hp l
hay khng, gii php h a ra c ph hp vi yu cu ca bn khng. Hy trnh
xa nhng i tc khng bit lng nghe kin ca bn hoc khng a ra c
nhng ni dung t vn x|c |ng khng mt thi gian chnh sa li sau ny.
Bc 6: Chun b k lng ni dung website cng ging nh chun b ni dung v

trang tr cho gian hng ca bn. Thng tin sn phm dch v, thng tin t hng,
mua hng, h tr sau mua h{ng l{ nhng gi tr m bn mang li cho khch
hng. Thng tin l sc sng ca website v vy, mt website c thit k ha
tt khng th xa i c n tng v s thiu thn ngho nn v ni dung.
Bc 7: Nghin cu k lng v chun b t kha cho ton b website v cho tng

trang thnh phn ca website nu c th. L do phi la chn t kha l{ m
bo rng, cng c tm kim tm ng ra bn khi khch hng cn tm n bn.

Tham kho Chuyn 10 c mt chin lc la chn t kha tt.
Bc 8: m bo vic cp nht tin tc din ra u n v website c chm sc

cn thn ging nh gian hng ca bn. Nu l{ website b|n h{ng trc tuyn v
phi giao tip vi kh|ch h{ng thng xuyn, bn nn lin tc thay i giao din
khng gy ra s nhm chn cho khch hng. Nu l website gii thiu thng
tin n thun th tn sut thay i v giao din c th t hn, khong 4-6
thng/ln. V mt thng tin, bn cng cn x|c nh thng tin no l dng t bin
i, thng tin no nn cp nht thng xuyn trnh n tng xu cho khch
hng v mt website ton tin tc qu| c. Nhiu doanh nghip mc phi sai lm
khi xy dng website nh: dp khun cc mu website sn c, a nhng tiu
mc khng cn thit hoc khng ph hp ln website. iu ny d gy n tng
v mt website khng chuyn nghip v{ c thit k cu th. Nu bn nht thit
phi a mc tin tc vo website, phi chc chn rng tin tc c ni dung ph
hp v c tn sut c nh. Nu a qu| nhiu tin tc, mt cch v tnh bn ~
bin website gii thiu cng ty thnh website tin tc.
Tham kho Chuyn 2 hiu thm v mt s sai lm cn trnh vi doanh

nghip nh v va khi thit k website, mt s thng tin hu ch cho cc tiu ch
website tt.
2. Blog
Blog l mt trong nhng cng c h tr c lc cho bn trong vic tr nn thn

thin vi cc cng c tm kim v xy dng cng ng. Trn th gii c rt nhiu
blog ph bin nh Opera, blogger v{ Wordpress. Mi mt blog u c im mnh
khc nhau ty thuc vo la chn v thi quen s dng ca bn.
L do bn nn chn blog l kh nng x}y dng cng ng tt ca cng c ny v

nhng ni dung cng nh thng ip ca bn c truyn i nhanh. Ngo{i ra,
blog l{ ni bn a ra nhng li khuyn gn gi, nh nhng v giao tip c
vi khch hng ca mnh, iu m website nghim tc ca cng ty khng nn v
kh c th thc hin cng lc vi vic gii thiu v cng ty.
Trong blog, gia tng s hin din ca thng hiu, bn nn ch t hnh nh

i din (avatar), cho n ng link n website v cc bi vit trn blog.
Bn hy la chn nhng t kha quan trng t link v website ca mnh v

khng qun li a ch lin h trn blog mi ngi c th lin h vi bn.
Cng tuyt i trnh vic lp li ni dung gia website v{ blog nh vy s to ra

s nh{m ch|n cho ngi c, mt khc, cc cng c tm kim s khng |nh gi|
cao vic ny.
Cc hot ng trn blog:
- Quan trng nht l bn phi chun b ni dung ca blog
- Kim tra bi vit c nhng t kha n{o lin quan n sn phm, dch v ca bn
- ng b{i trn blog
- t link cho nhng t kha lin quan n sn phm, dch v dn ti trang c

ch trong website ca bn
- Chn hnh nh thm phn sng ng
- Khng qun li thng tin lin h di mi bi vit.

gia tng s thn thin ca blog vi cc cng c tm kim, bn cng nn t link

t cc trang web khc c cng ch vi blog ca bn. V d: Nu ti c mt blog
chuyn v bn m phm, ti s t thm cc link v b quyt chm sc da, chm
sc tc t nhng trang web c uy tn khc bng cch s dng RSS, nhm gia tng
gi tr cho nhng ngi gh thm blog, ng thi gip cc cng c tm kim nhn
bit blog ca ti tt hn. RSS l{ mt tnh nng ca cc trang bo mng, cc blog
cho php bn ly ni dung t v blog hoc website ca bn mt cch t ng
mi khi website hoc blog/ngun tin c thm nhng thng tin mi.
V d: Hnh 11.1 m t vic RSS cho php bn cp nht tin tc t VnEconomy. vn

theo tng mc ca trang bo.
Hnh 11.2 m t mt blog Opera s dng RSS t trang khc v bt ng sn lin

quan n ch m{ trang blog n{y hng ti l{ a thng tin v mi trng u
t Vit Nam.
c thm danh sch cc blog ph bin, bn c th tham kho Ph lc 9.
V d:
Wowparty l mt cng ty chuyn v t chc s kin bng bong bng. Mt trong

nhng i tng khch hng tim nng ca h chnh l{ c|c gia nh mun t chc
sinh nht cho con bng bong bng. Di s t vn ca cng ty t vn chin lc
marketing trc tuyn, h ~ tin hnh thc hin cc hot ng marketing trc
tuyn nhm n nhng i tng ny. H pht trin hn mt website v ch
n{y mang tn nhatkyyeuthuong.com v{ t link tt c cc cng c v . H
bt u bng mt lot blog lin quan n cc ch nui dy con c|i, chm sc
b, thi trang cho b Blog sau tr th{nh ni chia s ca rt nhiu b m v

cc vn xung quanh vic chm sc em b. (Hnh 10)
3. Mng x hi
Bn cht ca mng x hi l s kt ni v chia s gia nhng c nhn vi nhau. V

vy, khi tham gia mng x hi, ng ngh ngay n bn hng hay qung co, m
chnh l{ x}y dng mt cng ng cho sn phm ca bn. Rt nhiu hng ni
ting trn th gii ~ th{nh cng khi mang c nhng gi tr mi qua cch thc
giao tip mi vi khch hng ca mnh bng cch s dng mng x hi nhm to
dng hnh nh thng hiu v{ gia tng nhng tri nghim ca khch hng vi
thng hiu.
Cch lm ph bin l tham gia vo vic kt bn cng chia s vi t c|ch l{

doanh nghip. Cc mng x hi h tr c lc cho vic xy dng cng ng v
lng nghe phn hi ca khch hng c th k ra nh:
Facebook.com
L mng x hi dnh cho gii tr, vi s lng th{nh vin tnh n thng 7 nm
2011 l 750 triu v khng ngng tng ln. Facebook l mt ni l tng
qung b v pht trin hot ng kinh doanh nu bn thc s mun chia s gi
tr vi cng ng. Nhng ng dng ca Facebook gip bn bn hng c rt
nhiu (Tham kho Chuyn 1). Ngoi vic c mt ti khon, bn cn c th to
FanPage (trang d{nh cho ngi hm m) xy dng v pht trin cng ng
ca mnh, ng thi chia s v tip nhn phn hi cng nh x l nhng vn
c th xy ra. Trn FanPage, bn cn c th dnh cho nhng khch hng hm m
trung thnh vi thng hiu ca mnh nhng cm xc mi m mi ngy, nhng
chng trnh khuyn mi, b quyt s dng sn phm. Nu bn c kinh ph cho
qung c|o, Facebook cng l{ ni cho bn c hi tip cn khch hng mt cch c
chn lc v bn phi u thu trong phm vi ngn sch ca mnh c tham
gia chng trnh qung co ny. Ngay khi ln ngn sch, bn c th la chn th
trng nhm ti. Vi li th nm thng tin ngi dng ca mnh, Facebook cho
php bn la chn tui, gii tnh, v tr a l, s thch ca nhng ngi hoc
nhm ngi c th tr thnh khch hng tim nng ca bn.
V d:
DELLFC (Dell FanClub) ~ rt thnh cng khi xy dng mt cng ng nhng

ngi s dng sn phm ca Dell Vit Nam. Trn Facebook h ~ x}y dng
c mt cng ng khong 31.321 thnh vin (tnh n th|ng 6 nm 2011).
Trn trang d{nh cho ngi hm m, DELL cng b mi chng trnh khuyn mi,
li khuyn v chia s cng nh th hin phong cch ca nhng ngi s dng
my tnh DELL. (Hnh 12.1)
LinkedIn.com
L mng x hi dnh ring cho gii tri thc, doanh nhn v dn lm vic chuyn
nghip. Mng x hi ny ph hp bn xy dng thng hiu c nhn, xy dng
mng li bn b v cng ng chuyn nghip ca ring bn. (Xem thm
Chng 7 bit ti sao nn tham gia LinkedIn).
Twitter.com
Gip bn cp nht lin tc tnh hnh ca bn vi ngi theo di v cp nht v

bn (follower) bng mt tiu blog vi s lng t hn ch l 140 t. Bn hon
ton c th sng to nhiu c|ch kh|c nhau tn dng Twitter nh tng t|c vi
ngi s dng trn in thoi di ng, v d cp nht lin tc v tnh hnh
ng k nhn qu min ph. Tn dng Twitter mt cch sng to cng c th cho
bn mt chin dch marketing thnh cng bt ng v s lng ngi mun cp

nht tnh hnh ca bn khng nh.
Youtube.com
L mng x hi chia s video thuc mi th loi. Rt nhiu tn tui ln ~ s

dng th{nh cng Youtube to ting vang ln cho mt chin dch marketing ca
mnh. Dove - v p thc s l mt th d. Video clip v v p thc s mang tn
Dove Evolution t c hn 13 triu lt xem v{ hn 6.000 bnh lun. Nu bn
cn nghi ng v hiu qu truyn thng ca nhng cng c ny, hy th hi mnh
xem bn phi b ra bao nhiu chi ph cho vic thu ht 13 triu lt ngi bit
n qung co ca bn? l{ cha k hng lot c|c clip n theo kh|c lin quan
n clip ny.
Vit Nam cng bt u c nhng chin dch truyn thng x hi thnh cng
nh Youtube: Video clip qung co sa ca Vinamilk vi bi ht ng nghnh {n
b nhy ma ~ t s lng ngi xem cho 2 clip cng ch ln n 8 triu
lt. thnh cng trn Youtube, bn c th c mt s cng c c bn v rt n
gin thc hin c|c clip/on phim. Window Movie Maker cho php bn sn
xut nhng on phim n gin. Trong thi i cng ngh s, mt cng ty s hu
mt my quay k thut s v mt s k nng thm bt ph cng vi mt
kch bn tt cng c th lm nhng on phim gii thiu v sn phm, v vn ha
cng ty mt cch trc quan sinh ng.
Google Plus
L mt mng x hi mi xut hin nm 2011 nhm cnh tranh trc tip vi

Facebook. Vi kh nng c| bit ha cc mi quan h v to dng mt nn tng
vng chc cho nhiu ng dng khc nhau do Google cung cp, }y thc s l mt
mng x hi tim nng cho nhng doanh nghip ~ quen s dng cc ng dng
ca Google trong cng vic kinh doanh.
Bn c th tham kho thm cc mng x hi khc Ph lc 8. iu duy nht bn

cn lu khi l{m qung co v thu ht s ch ca cng ng trn cc mng x
hi l{ khng c xa ri mc tiu v sn phm dch v, phi sng to v sng to
lin tc trao i v giao tip vi khch hng nhm gia tng gi| tr cho h v
gip h hiu thm v bn.
Pinterest.com
L mt ci tn mi trong danh sch mng x hi nhng thu ht c mt lng

ng o ngi tham d do nhm n nhng ph}n khc chuyn s}u hn
Facebook. Ly ngha t t ghp Pin v Interest Pinterest ra i cho php
ngi dng chia s nhng s thch ging nhau v gn ln nhng hnh nh v
s thch ca mnh. Vi 97% ngi s dng mng l ph n, Pinterest tr thnh
mnh t l tng cho nhng mng kinh doanh phc v nhu cu ca n gii l
thi trang, m phm, m thc, du lch, sch v.v...
Wayn.com
L mt mng x hi ca cng ng yu thch du lch. WAYN l vit tt ca Where

are you now? Bn ang }u? Mt a ch hu ch cho nhng doanh nghip
cung cp cc dch v du lch gii thiu sn phm, dch v ca mnh. Tuy vy, nu
ch qung c|o n thun, bn s kh ly lng c cng ng Wayn, h~y

chnh nhng khch hng tri nghim dch v, sn phm ca bn qung b gip
bn. Mt bc nh ca h trc cnh bin lng mn ghi ch h ang Nha Trang
c th s l mt li mi marketing truyn ming hu ch hn bt k mt n lc
a tin qung co no trn mng x hi Wayn.
Jumo.com
Marketing khng ch v mc ch li nhun. Rt nhiu doanh nghip x hi ra i

v mong mun mang li li ch cho cng ng. Nu bn cn marketing d n ca
mnh tm kim c|c nh{ u t tim nng, h~y tham d cng ng Jumo tm
n nhng ngi chung tng v sn s{ng u t cng sc, thi gian cho
nhng d n ca bn. l{ nhng ngi mong mun to ra nhng thay i ln
lao cho cuc sng ca chng ta. Kt hp vi Good.is, Jumo.com ang tr thnh
mt cng ng mnh chia s tng v pht trin mng li cho nhng ngi
nhiu tng ci thin cuc sng.
4. Sn giao dch
Sn giao dch l{ ni ng ngi tm n, giao thng v{ tm kim c hi hp tc.

Do vy, sn giao dch lun lun l la chn s 1 cho cc doanh nghip khi mun
bun b|n trong nc v{ ngo{i nc. Do c nhiu ngi s dng, cc sn giao
dch n{y c cc cng c tm kim nhn bit tt hn, v d, cng mt lc bn
ng sn phm dch v trn website v trn mt sn giao dch nh Vatgia.com.
Khi bn tra trn Google, kt qu hin ra trc tin s l trn Vatgia.com ch
khng phi website ca bn. Vi mt doanh nghip mi thnh lp v website mi
i v{o hot ng, vic c th xut hin ngay trong
10 kt qu tm kim u tin qu l{ kh, nhng nu tham gia sn giao dch v link

sang hnh nh, sn phm v website ca bn, thng tin gii thiu sn phm/dch
v v website ca bn s n vi kh|ch h{ng nhanh hn.
C ba loi sn giao dch ph bin nht l sn giao dch Doanh nghip - Doanh
nghip (Business to Business - B2B) v Sn giao dch Doanh nghip - Ngi tiu
dng (Business to Consumer - B2C); C2C l sn giao dch ca nhng ngi tiu
dng vi nhau (Consumer to Consumer).
- B2B l nhng sn giao dch do doanh nghip cung cp sn phm/ dch v nhm
n nhng khch hng l doanh nghip. T m hnh ny, nhiu sn giao dch
chuyn ng{nh ra i, v d sn giao dch chuyn ngnh vt liu xy dng, ha
cht, nng sn, sn phm xut khu
- B2C l nhng sn giao dch nhm n ngi tiu dng cui cng, m hnh bn l
sn phm, dch v, c th theo cng mt ch , v d tp hp c|c thng hiu
thi trang, sn phm dnh cho m v b... hoc l hn hp, v d cc siu th bn
l trc tuyn.
- C2C l nhng sn giao dch cho ngi tiu dng t mua bn vi nhau v tr mt
khon ph cho ngi cung cp dch v.
Tuy vy, i khi c s kt hp gia hai m hnh B2B v{ B2C cng nh B2C v{ C2C
to thnh nhng sn giao dch hn hp.
Ty v{o c th sn phm, dch v v nhm khch hng tim nng bn nhm ti

la chn nhng sn giao dch khc nhau nhm trnh mt thi gian m khng
t c kt qu nh mong mun.
Bn c th phi tr mt khon ph nht nh khi tham d nhng sn giao dch ny

hoc ch tr ph khi c giao dch c tin hnh. Cc sn giao dch thng hng
n vic cho bn mt khng gian ring bn hng nn c nhiu c nhn khng
cn website vn kinh doanh rt tt qua s{n. i vi cng ty, bn nn a c|c
ng link hoc dn dt khch hng v website ca doanh nghip.
c thm thng tin v cc sn giao dch Vit Nam v trn th gii, bn c th

tham kho thm Ph lc 5, 6.
5. Marketing vi email
Chng ta s khng gi l email marketing v n s ng ngha vi vic bn s

dng email gi hng lot th n khch hng tim nng hoc i t|c. ng,
l mt phn ca chin lc marketing s dng email nhng khng phi l tt c.
Marketing vi email c ngha l{ bn s dng email nh mt cng c marketing
ngay c khi bn khng gi hng lot th cho h{ng lot khch hng. Chng ta s
bn v khi nim marketing vi email sau khi c mt cng c tt email.
Trc ht, chng ta s ni v mt email c nhn tt s c th tr thnh mt cng

c bn hng hoc marketing tuyt vi nu bit tn dng. Cc doanh nghip
thng c xu hng to ra mt email cho mi nh}n vin nhng qun khng
thng nht chun hnh thc ca email . Mt hnh thc email tt phi cho bit
c tn ca ngi gi, km theo website ca cng ty, in thoi lin lc ca
ngi gi th, email v{ thng tin v trang Twitter, Facebook (nu c). Mc ch
l{ ngi bn giao dch c th tm thy bn d bn bt k ni no trn mng.
Mt ch k c{ng n gin v{ y thng tin cng
tt. Bn nn dng nhng biu tng nh (|) hay (::) to khong cch gia cc
ni dung. Mt email hnh thc p v{ c y thng tin s g}y c n tng
tt vi ngi nhn c th. Mt khc, khng t thng k trn Google Analytics
cho thy, s lng ngi truy cp website qua hm th khng phi l con s nh.
Nu bn ch ng hn na, hy kch thch h h{nh ng ngay khi nhn thy ch
k trong email ca bn, bn c th thm mt dng ku gi h{nh ng ngn. Hy
quan st v d di }y:
Ch k ca Gim c cng ty ABC
Nguyen Van A
Gi|m c iu hnh (CEO) | Cng ty
ABC (ABC Company)
T vn thnh lp doanh nghip
+84.437777777 (ext.101) | nguyenvana@abccompany.com |

http://www.abccompany.com
Ch k ca nhn vin kinh doanh
Nguyen Van B
Nhn vin Kinh doanh (Sales Executive)
Cng ty ABC (ABC Company)
Bn cn thnh lp cng ty? Hy lin h vi chng ti ngay hm nay c t

vn:
+84.437777777 (ext.102) | nguyenvanb@abccompany.com |

http://www.abccompany.com
Xy dng c mt h thng email tt, bn c th tin hnh cc chin dch email

marketing nhm cng c quan h vi kh|ch h{ng c hoc khch hng hin ti,
kch thch khch hng mi mua hng thng qua vic cung cp thng tin chng
trnh khuyn mi, qung co hoc cung cp thm thng tin v sn phm, dch v.
C mt s vn cn lu nu bn gi hng lot cho tt c nhng email bn tm
c, l{ Spam tc l gi th r|c cho kh|ch h{ng. V ngn hn, bn c th t
c mc ch l{ s lng ngi truy cp website sau chin dch s tng t
bin, nhng v lu di s li hnh nh khng tt cho khch hng, nht l nhng
ngi bt c d phi m email khng lin quan g n nhu cu ca mnh. H~y
khch hng t nguyn nhn email ca bn bng mt trong nhng hnh thc sau:
- Xy dng h thng ti liu hoc gi tr hu ch min ph (v d ng dng min

ph, phn mm min ph) khch hng ch ng ng k v{ s dng email ca
h ng k. V d: Mt c s b|n vn phng phm ca Vit Nam ~ ng dng
rt thnh cng gii ph|p n{y. thu thp email ca nhng ngi s dng cc
ng dng vn phng, trn website ca doanh nghip c lit k hng lot ng
dng hu ch nh phn mm chnh sa nh, b g Unikey ti nhng ng
dng hu ch n{y, ngi s dng cn ng k email c gi ng dng v
hm th ca h.
- Xy dng mt chng trnh marketing c bit khuyn khch mi ngi

ng k nhn th tin ca bn. V d: 1.000 email ng k u tin s nhn c
phn qu ca chng trnh. Nh vy, mt chng trnh c th{nh cng hay khng
hon ton ph thuc vo s sng to ca bn.
c mt chin dch email marketing tt, bn cng cn chun b hnh thc ca

email v ni dung email. Hnh thc ca email khng nn km qu nhiu nh v
mu sc. Ni dung ca email cn n gin, nu bt c ch v gy ch ngay
t tiu gip ngi c quyt nh c nn c email ca bn khng. Bn
cng cn ch , mi ni dung ch nn tm tt gn g{ng, c thng tin chnh.
Cn nhng thng tin chi tit, bn nn t lin kt ngc (backlink) v website -
gian hng chnh thc ca bn.
gi email, bn c th s dng phn mm gi email chuyn nghip ca cc nh

cung cp dch v chuyn nghip, gim ti thiu kh nng email b lit vo dng
spam. Ngoi ra, mt nh cung cp dch v email marketing hiu qu s c th cho
bn bit cc thng k hu ch cho vic |nh gi| hiu qu chin dch ca bn (s
ngi nhn, s ngi m th, s ngi bm vo link, s ngi t chi nhn
th). Mt trong s nhng nh cung cp dch v email marketing hiu qu c th
ni n l Icontact.
6. Marketing vi din n
Kinh doanh trong mt ngnh ngh m vic t vn sn phm tr th{nh thng

trc, rt nhiu doanh nghip ~ la chn xy dng v vn hnh mt din {n
thu ht thm cng ng v gia tng gi| tr cho h. Cc hng sa trn th gii
nh Dumex hay Similac to dng cng ng cho cc b m sp sinh con chia s
v hc hi kinh nghim, ng thi cng l{ c|ch lng ghp gi tr m cc cng ty
ny mun mang li cho khch hng tim nng v cng ng.
Vic qung b v truyn i thng ip t din {n gp thun li ch, khi khch

h{ng ~ t nim tin v sn s{ng trao i vi doanh nghip nhng mong mun v
sn phm, dch v cng nh bn khon ca h th vic bn hng khng cn l vn
ln. Tuy vy, vic vn hnh v duy tr mt din {n i hi rt nhiu n lc

ca doanh nghip t vic xy dng ch , to dng cng ng n vic duy tr
ni dung v s hng khi ca ngi s dng.
Mt s doanh nghip khc th la chn marketing trn nhng din {n ni ting

c ngi truy cp tng i trng vi tp khch hng mc tiu ca h. V d:
Vit Nam, cc sn phm cho b m v tr em thng hng n nhng din {n
xoay quanh vn chm sc tr em nh webtretho.com (web tr th) hay
lamchame.com (lm cha m)... Vic duy tr s hin din thng xuyn trn cc
din {n n{y cng l{ mt cch qung b| thng hiu tt v gy dng tnh cm
vi thng hiu; mt kh|c, n cng h tr rt nhiu cho vic xut hin trn cc
cng c tm kim. Tuy vy, nu lm dng v tp trung qu nhiu vo mc ch
bn hng, bn c th b ty chay v{ g}y mt thin cm vi ngi dng. Cng
ging nh mng x hi, khi marketing vi din {n, hy ghi nh, bn ang trao
i v pht trin cng ng vi nhng con ngi, c yu c ght v{ khng a g
nhng li ch{o h{ng eo b|m.
7. Marketing trn cng c tm kim
Mt trong nhng hnh thc marketing trc tuyn quan trng phi tnh n l
marketing trn cng c tm kim (Search Engine Marketing - SEM). nh ngha
hp tc l bn tr ph s dng dch v qung co bng t kha ca cc cng c
tm kim nh Google vi Google Adwords hay Bing c xut hin v tr d
bt gp cho ngi s dng m cc cng c tm kim nh trc. }y c nhiu
hnh thc, v d PPC (pay per click tr tin theo mi click ca khch hng vo
lin kt) hoc PPM (pay per mille tr tin theo khong 1.000 ln qung co
c hin th cho khch hng) hoc PPA (pay per action) hay cn gi l PPL (pay
per lead) tc l loi qung co c yu cu cao nht, chi ph cao nht khi ch tr ph
nu vic click ca khch hng dn n h{nh ng n{o theo yu cu (v d:
ng k th{nh vin, mua h{ng). Do phi tr ph nn bn phi c chin lc qun
l ngn sch ca mnh rt cht ch. Vi doanh nghip va v nh, ngn sch thp,
cn nhc k gia cc bin php SEM.
Mt s kh|c th nh ngha SEM kh| rng v cho rng l{ mi n lc lin quan

n vic gia tng s xut hin ca mnh trn cc cng c tm kim, trong bao
gm c marketing bng t kha c tr ph, qung co trc tuyn, tn dng cc
phng tin truyn thng x hi (SMM
Social Media Marketing) pht trin cng ng v thuyt phc cng ng

v gi tr ca sn phm, dch v.
Tuy vy, thc t cho thy, mt doanh nghip c th b nhiu chi ph cho SEM
thng ch t c hiu qu ngn hn: Khi ht ngn sch qung co, v tr xut
hin trn nhng ch bt mt s bin mt. V vy, trc khi tin hnh mi n lc
qung co c ph trn cng c tm kim, bn hy thc hin vic ti u ha s thn
thin ca website vi cng c tm kim (SEO - Search Engine Optimization).
Tham kho thm Chuyn 8 v SEO v SEM.
8. Qung co banner
L hnh thc bn tr ph c t hnh nh v bn, chng trnh ca bn

qung b trn mt trang web kh|c m{ thng thng l bo, tp ch trc tuyn.
Banner c th v tr c nh trn trang web hoc cng c th hin th dng
mt ca s pop-up hin ring, tch ri khi trang web ban u (cn gi l pop
up ad). Banner ny c th t lin kt v website ca bn hoc t v

microwebsite (website nh) cho mt chng trnh ring bit ca bn.
Thng thng vic qung co bng banner s l qung co phi tr ph v{ c t c

hi cho doanh nghip nh. Cch thc lu di v hp tc c li, sng to l bn nn
tm n nhng nh cung cp sn phm dch v b tr c cng nhm khch hng
tim nng vi bn, phi hp cng lm qung co hoc trao i banner cho
nhau. Cc cng c tm kim s khng |nh gi| cao nu hai website t link trao
i cho nhau, bn nn lp thnh lin minh c khong ba i tc tr ln hp
tc. A t banner trn website ca B, B t trn website ca C v{ C t trn
website ca A.
Vic la chn i t|c cng quan trng m bo thnh cng. V d, bn b|n

g ni tht, hy tm nhng nh cung cp sn phm giy d|n tng hoc nh cung
cp dch v chuyn nh{ cng hp tc. Nhng i t|c n{y u c chung mt
nhm khch hng tim nng vi bn, l{ nhng ngi va chuyn nh{, ang c
nhu cu trang tr li nh ca...
Ghi nh:
KT HP MARKETING TRUYN THNG V MARKETING TRC TUYN
Nu bit kt hp cc cng c marketing truyn thng v marketing trc tuyn, c

hi truyn thng ca bn cng nhn ln gp bi. Nguyn l kt hp n gin nht
l tn dng c|c phng tin n gin nht t namecard cho n bao b ng sn
phm, t ri, |o ma, m bo him, ng phc ca nhn vin, nhn mc ca sn
phm a thng tin v website ca bn ln .
Tuy vy, phi lu , tn website ca bn xut hin trn nhng phng tin ny
nn i km vi khu hiu ca cng ty hoc nhng cu c kh nng kch thch
h{nh ng ca khch hng thay v ch mi website ca bn.
Phn 2: O LNG HIU QU CHIN LC MARKETING TRC TUYN
Sau khi ~ tiu tn thi gian, tin bc, nhn lc cho chin lc marketing, nu
khng |nh gi| hiu qu hoc |nh gi| mt cch hi ht bng s lng ngi
vo website, bn s mc sai lm ln v khng th rt ra kinh nghim cho nhng
ln tip theo.
Tiu ch n{o nhn din thnh cng ca bn trong mt chin lc marketing

trc tuyn? Cng c no s h tr bn?
1. Nhng tiu ch nh gi
- S ngi vo website trc tip (}y c th l hiu ng ca chin lc marketing

ngoi tuyn b tr).
- S lng ngi vo qua cc cng c qung b, website ca bn th ba.
- S lng ngi phn hi trc tip trn blog, Twitter, Facebook.
- S lng ngi nhc my gi in cho bn sau khi xem chng trnh. ng

qun hi h bit n bn qua knh no.
- S ngi gh thm c|c trang microsite, blog, YouTube, Facebook Fanpage ca

bn.
- S ngi ng k nhn bn tin, ng k th{nh vin trn website, microsite ca

bn.
- Cht lng cc li bnh phm (tch cc hay tiu cc).
- S lng n t hng t nhng ni bn t gi hng (Facebook, sn giao dch

B2C, B2B m bn tham gia).
- S n t hng thnh cng/s n hi hng gi n t nhng click. Cng t

}y hnh thnh mt tiu ch: t l chuyn i (conversion rate) chuyn i t
khch ving thm sang ng k th{nh vin, hoc chuyn i t khch ving thm
th{nh ngi mua hng.
- V{ ng qun so snh vi mc tiu ra ban u v cc tiu ch trn trong qu

trnh lp k hoch.
- Hy lun ghi nh: Mi chin lc, cng c u phi o lng c. Nu khng

o lng c trc tip hoc gin tip, bn khng nn tip tc.
- Cc cng c gip bn: Cho d bn s dng cng c no (mng x hi hoc

website, microsite) chng u gip bn o lng mt kha cnh n{o nhng
g bn ang l{m.
Google Analytics (Hnh 13.1) l cng c thng trc v ph bin nht cho vic
o lng tng th hiu qu chin lc. Cng c ny hon ton min ph v c th
c{i t vo website ca bn, gip bn theo di tin trin hng ngy (Tham kho
Chuyn 3). s dng c Google Analytics nhm phn tch website ca
mnh, bn ch cn c mt ti khon gmail v nh cung cp dch v thit k website
c{i t Google Analytics cho website ca bn. T }y, bn c th theo di cc
thng s nh: Ngi dng vo website qua nhng trang no, h dng nhng t
kha n{o tm ra trang ca bn, h xem ni dung no nhiu nht, h n t
nhng quc gia hoc tnh thnh no... Nu bn t mc tiu cho website ca mnh
v t l chuyn i (conversion rate), v d t ngi xem h{ng th{nh ngi mua

hng; t ngi gh thm th{nh ngi ng k th{nh vin..., Google Analytics cho
php bn thit lp mc tiu tin theo di v{ |nh gi| mc tiu bn ra. Hnh
13.2 cho bn hnh dung r hn v cc mc tiu (Goal). Goal type cho php bn la
chn: mc tiu ca bn l{ ngi dng bm vo mt link n{o (URL
Destination); mc tiu l thi gian li trn website (Time on site); mc tiu l
s lng trang/ln truy cp (Pages/Visit).
Thng k tng th ca Youtube v s lt xem video, s lng bnh lun

(comments), s liu chuyn su (Insight) ca Facebook; s fan hm m trn
Fanpage, cc thng s nhn khu hc thng k ca Facebook cng l{ nhng thng
s quan trng |nh gi s thnh cng ca chin lc hoc cng c m bn s
dng.
Alexa: Mc d tnh chnh xc ch tng i, Alexa cng cho php bn nhn

chng trnh bn thc hin mt s kha cnh hoc thng tin v website ca
bn: lt ngi truy cp v{ tng gim, t kha n{o c ngi dng s dng
tm ra bn, cc quc gia c ngi s dng gh thm website v..v. Bn c th vo
alexa. com, chn Siteinfo (http://www.alexa. com/siteinfo); |nh tn website
bn cn kim tra, sau chn Get details bn s c thng tin chi tit v website
.
Google: Google chnh l mt thc o th v cho chin dch ca bn. Qua cng
c ny, bn s bit c bao nhiu bi vit bao nhiu ngi bnh lun v chin dch
ca bn H~y ghi nh, nhng g bn lm trong chin dch hm nay s c
Google lu gi vnh vin v tt hay xu hon ton ty thuc vo bn.
CHNG 6: CC CNG C BN HNG TRC TUYN
Quy trnh bn hng trc tuyn v c bn din ra nh sau:
Bc 1: Ngi mua t hng.
Bc 2, 3: Ty theo vic ngi b|n hay ngi mua chp nhn ri ro m vic
thanh to|n c tin h{nh trc hay chuyn h{ng c tin h{nh trc.
Thng thng, ngi mua phi tr tin trc v{ ngi bn giao hng sau. Tuy
vy, vn c nhng doanh nghip thu tin theo phng thc mang h{ng n ri
mi thanh ton tin cho ngi giao hng.
i vi lnh vc dch v thng thng ngi mua phi tr ph trc, v d ti

nhc chung in thoi hay mua phn mm
Bc 4: Ngi mua s i li nu h{ng khng ng quy c|ch phm cht.
Vi mt quy trnh b|n h{ng n gin nh vy, cc cng c c coi l phc v

trc tip cho vic bn hng ca bn, c ngha l{ thng qua c|c cng c , mt
trong c|c bc trn c thc hin. Ngi mua c th t hng, nhn c sn
phm/dch v hoc thanh to|n c cho bn, theo di qu| trnh a h{ng
CC CNG C PHC V BN HNG TRC TUYN

1. Website
Nu mt website ch gii thiu v thng tin sn phm, dch v v gi, m khng

cho php khch hng thc hin mt trong cc giao dch trn, website mi ch
l cng c marketing hoc gii thiu sn phm, dch v, cha phi l mt
website bn hng. C bn cp pht trin ca mt website bn hng thc th:
- Cp 1: Website ch c chc nng gi hng, tc l{ cho php ngi mua t

h{ng (sau khi ~ nghin cu tnh nng, gi| v{ phng thc thanh ton). Ngi
mua sau khi t hng vo cc gi c th gi yu cu/n t hng ca mnh. n
h{ng c chuyn i cho ngi b|n, sau ngi b|n v{ ngi mua s tha
thun hnh thc thanh ton (tr tin khi nhn hng, tr tin trc vo ti khon
ri s nhn c hng, tr tin sau khi ~ nhn c h{ng) Vi nhng website
nh th, khch hng ch t mua hng trn mng m khng thc hin thm bt
k giao dch no qua website na.
- Cp 2: Website cho php t hng v thanh ton trc tuyn. cp ny,

ngoi vic cho php ngi mua t h{ng, n cn m bo khch hng c th
thanh to|n c vi nhng th thanh ton trc tuyn mnh ang c, v d
Visacard, Mastercard (quc t) hay Ng}n Lng, Bo Kim (Vit Nam).
- Cp 3: Website cho php kim tra tnh trng cung cp sn phm dch v, hng
~ chuyn i n }u.
- Cp 4: Ngoi vic cung cp nhng dch v c ba cp trn, website gia

tng tri nghim mua hng ca khch hng bng nhng hnh thc nh: nhn bit
c nu khch hng quay tr li, cho php khiu ni trc tuyn, hng dn s
dng trc tuyn, c h tr trc tuyn khi mua h{ng.
2. Sn giao dch in t
gia tng hiu qu b|n h{ng v{ tng kh nng marketing sn phm n nhiu
ngi tiu dng hn, nhiu doanh nghip tham gia cc sn giao dch hoc cc ch
trc tuyn to khng gian bn hng ca ring mnh hay cn gi l{ gian h{ng
o. C|c cng c ny khng ch h tr c lc cho vic marketing do c s lng
ngi s dng ng o v nhu cu a dng m cn cung cp cc cng c gip
vic bn hng tr nn thun tin v{ n gin hn rt nhiu. Cc cng c ny cn
h tr tt cho vic nhn bit ca cng c tm kim v thng hiu, sn phm, dch
v ca bn. (Tham kho chi tit Chng 5)
Bn c th tham kho v cc sn giao dch in t trong Ph lc 5, 6 c thng

tin chi tit v cc sn giao dch Vit Nam v trn th gii.
Thng thng, mi sn giao dch u c cch hot ng ring nhng c th chia

lm ba nhm:
- Min ph tham gia v ch thu ph trn giao dch
- Min ph tham gia, thu ph trn s lng tin ng hoc thu ph trn dch v gi
tr gia tng
- Thu ph tham gia ngay t u.
Trc khi tham gia v chun b sn sng cho vic bn hng, bn cn:
- Chun b trc hnh nh sn phm, dch v.
- Chun b thng tin m t sn phm, dch v v{ c tnh ca sn phm, dch v,

cng chi tit cng tt.
- Chun b thng tin v thanh to|n, phng thc mua hng v giao hng, bo
hnh hoc bi thng thit hi cho kh|ch h{ng
- Chun b thng tin lin h mt c|ch y v thng nht to nim tin cho
ngi mua hng.
Sau khi ~ chun b chi tit cc thng tin ny, bn c th t tin ng k th{nh
vin, v cp nht hnh nh sn phm, dch v trn v{ tip nhn n t hng
gi v.
3. Yahoo Messenger v Skype
L mt cng c thng xuyn s dng cho vic trao i thng tin hng ngy, bn
cn tn dng Yahoo Messenger v{ Skype giao tip trc tip vi khch hng v
chm sc kh|ch h{ng trc tuyn. Do c th kinh doanh Vit Nam, mt th
trng rt a chung Yahoo Messenger, rt nhiu doanh nghip ~ tch hp tnh
nng h tr trc tuyn ln trang web gip khch hng tm kim thng tin v
t h{ng nhanh chng sau khi ~ tm hiu thng tin sn phm, dch v. Nick chat
Yahoo Messenger ca bn cng c th c hin th trn c nhng sn giao dch
m bn tham gia. V vy, bt k khi no bn hoc nh}n vin kinh doanh ang
trn mng v{ ch hin th, mi kh|ch h{ng u c th lm vic vi bn.
Bng chng v giao dch vn c lu li nu bn s dng Yahoo Messenger

Archive. Hnh thc ny ch yu da trn s tin tng gia hai bn, tuy vy n t
ra rt nhanh nhy v hu dng.
Nu bn hng bng cch ny, bn nn chun b thng tin sn phm, dch v tht
k lng gii |p nhanh chng cho kh|ch h{ng. Khi kh|ch h{ng t hng, bn
cn ly nhng thng tin nh:
- Tn tui, a ch
- S in thoi lin lc
- Thi im giao hng ph hp
V thng bo cho khch hng bit hnh thc thanh ton, hnh thc vn chuyn,
vn bo h{nh Sau khi x|c nhn c|c thng tin t hng, bn nn gi in
xc minh bng in thoi, m bo nhng thng tin mnh c v khch hng v
ngi t hng l c thc.
Vic chat trn Yahoo Messenger cng c th gip bn cp nht cho khch hng
tnh trng vn chuyn hng v gii |p khiu ni nu c.
Khng qun nhp thng tin ca khch hng vo kho d liu khch hng ca bn
tin theo di v{ chm sc kh|ch h{ng v sau ny.
Ngo{i ra, m bo chc chn rng mi nhn vin kinh doanh khi ri khi cng
ty khng mang theo nhng d liu qu gi v nick chat ca khch hng, bn nn
t thng nht nick cho cng ty, v d: congtyabc_tuvan; congtyabc_ banhang v{
yu cu bn giao li nick ny khi nhn vin ri khi cng ty. Tham kho thm
Chuyn 13 Mt s li thng gp trong giao tip vi khch hng trc tuyn.
TNH NNG GI HNG
Bn khng th bn hng trc tuyn m khng s dng tnh nng gi h{ng. ng

nhin, vic thit k tnh nng gi hng ph thuc rt nhiu v{o n v thit k sn
phm v nhu cu ca bn. Tuy vy, khi x|c nh bn hng trc tuyn, bn phi
qun l c ton b quy trnh n{y qua c|c bc c bn sau:
- Tip nhn n h{ng trc tuyn
- Nm c thng tin sn phm, gi tr n h{ng
- Nm c thng tin ngi t h{ng (}y s l{ c s ban u cho CSDL khch

hng ca bn sau ny) v l nn mng ph}n nhm kh|ch h{ng v{ chm sc
khch hng
- X l v{ thay i trng th|i n h{ng t cha x l sang ang x l, hon tt
- Theo di v{ ghi ch thng tin n h{ng v{ thng tin kh|ch h{ng phc v cho
nhng ln sau. V d, khi khch hng mua hng li, h khng phi in hng lot
thng tin nh ban u
- Cp nht trng hy n h{ng tit kim thi gian, chi ph
- Xc nhn n h{ng th{nh cng. }y, i vi mt quy trnh mua bn v thanh

ton trc tuyn ton b, vic gim st s din ra n gin hn rt nhiu. Trong
trng hp, quy trnh bn hng ca bn mi dng trc tuyn mt phn, cn
kh}u thanh to|n c hon thin vo lc giao hng th cn c s phi hp ng
b vi cc b phn nh giao h{ng, k to|n v..v xc nhn n h{ng ~ ho{n tt.
Khi thc hin tnh nng gi hng trc tuyn cng c ngha l{ bn chp nhn cng
khai gi ca sn phm vi c ngi dng v{ i th cnh tranh. Trong trng
hp ny, bn s phi cn nhc v nu ra gi ca sn phm ngay ban u. trnh
tnh trng gi sn phm l 0 VND hoc 0 USD s to n tng v mt gian hng
khng hon chnh v{ kh c c nim tin vi khch hng.
Xy dng tnh nng gi h{ng cng ng ngha vi xy dng nim tin vi khch
hng trong giao dch. V vy la chn cng c tch hp thanh to|n cng i hi
s cn nhc khi xy dng. Vi cc cng c thanh ton trc tuyn trong nc nh

Nganluong, Baokim hay cng c thanh ton trc tuyn cho giao dch quc t nh
Paypal, Visa, Master, nh cung cp sn phm s c nhiu la chn hn.
CHNG 7: THNG HIU V VN HA DOANH NGHIP
Rt nhiu doanh nghip thng hiu nhm v xy dng thng hiu v{ vn ha

doanh nghip, c th k ra }y nh:
- Vic xy dng thng hiu l ca nhng doanh nghip c nhiu tin.
- Vic xy dng thng hiu l c mt logo p v chuyn nghip.
- Vn ha doanh nghip khng dnh cho nhng doanh nghip t ngi
- Khi n{o c tin s tp trung xy dng thng hiu.
Nhng hiu lm nh trn c th dn bn vo vng xoy, c tin mi l{m thng

hiu, nhng mun chuyn nghip phi c thng hiu, cha c tin cha l{m
thng hiu chuyn nghip c Nu tip tc t duy theo c|ch , bn ang
hn ch rt nhiu c hi ca mnh. Hy ghi nh, mi thng hiu ln u bt u
t mt c s nh. Vic xy dng thng hiu nn tin hnh cng sm cng tt, t
nhng iu rt nh v nn bt u t c hai gc , xy dng thng hiu c
nhn ca ch doanh nghip v xy dng thng hiu ca doanh nghip.
Phn 1: BT U XY DNG THNG HIU DOANH NGHIP VI NGUN

KINH PH THP
Xy dng thng hiu hon ton c th v nn bt u t mt doanh nghip va

v nh. Ngay t khi bn mi thnh lp, hy xy dng cho mnh mt tm nhn cho
s ln mnh v tn tui ca cng ty v sn phm trn th trng. Xy dng
thng hiu biu hin ra bn ngoi bng tn gi, logo v cc ti liu, hnh nh c
s hin din ca bn. l{ nn tng l}u d{i tng bc gy dng trong tm tr
ngi dng mt thng hiu chuyn nghip. L mt doanh nghip nh, bn hy
tit kim chi ph v tp trung chi cho mt s ni dung chnh nhn din thng
hiu sau }y:
- Thit k logo.
- Thit k v in n card: bn cn c mt danh thip (namecard) chuyn nghip

gii thiu v tn. Khng nn tham gii thiu v mnh v sn phm, dch v. Sau
khi c mt logo nh mun (theo c|c bc di }y), bn hy chun b thit k
v in card.
- Thit k v in bo gi: bn cn mt s lng va phi bn bo gi in ba cng v

chuyn nghip.
- Thit k v in n catalogue hoc bn Gii thiu dch v.
- Hon thin cc ti liu nhn din khc.
1. Thit k logo n gin v nhanh chng trong 30 pht
Logo l mt phn ca thng hiu nhng khng phi l{ thng hiu. Nhiu
doanh nghip mi thnh lp, hoc qu th vi vic c mt logo hoc mt qu
nhiu thi gian vo vic thit k logo. Chng ta hon ton c th t to nhng
logo hoc ly tng t nhng knh kh|c nhau c mt logo chuyn nghip,
th hin c tng ca bn trong mt thi gian ngn. C rt nhiu cng c h
tr bn vic ny, }y chng ta s tm hiu vic phi hp mt s cng c c bn
v hon ton min ph. Tt nhin, nu bn khng phi l mt nh thit k xut
sc, hy s dng mt la chn n gin cho bn. Bn hy thc hin theo c|c bc
sau }y:
Bc 1: Nu bn c nh t logo theo ch (tn cng ty hoc tn sn phm),

cooltext.com l mt cng c rt tt thc hin vic ny. Bn v{o a ch
http://www.cooltext.com, chn mt mu logo bn thch (tt nht nn chn loi
khng c nn d s dng cho nhiu mc ch sau n{y). }y cng c rt nhiu
font ch kh|c nhau bn la chn (Hnh 16.1).
Bc 2: Hon tt v ti xung. Bn c th ti logo xung di nhiu dng khc

nhau, dng file nh, dng html hoc gi v email ca bn.
Mt cng c kh|c cng n gin khng km cho vic thit k logo theo dng ch,
l{ http://www.simwebsol. com/ImageTool. Bn ch vic v{o trang web, |nh
cc yu cu i vi logo ca bn theo ch dn v logo s hin ra. Vic tip theo l
bm phi chut v{o logo ti xung my.
Nu bn mun c mt tng logo thit k thc s, khng ch l logo ch, bn c

th tham kho c|c tng trn http://www.logomaker.com. Trang web ny
cung cp rt nhiu mu logo v thm ch cn cho bn th thit k. Nu ~ thit k
xong, bn hon ton c th tr mt khon ph nh ti logo v v dng theo
mun. Tuy vy, nu ch tm kim tng, }y c th l mt trang web cho bn
nhng tng tt trc khi trao i vi nh thit k logo ca bn.
H~y u t mt cht vo cng vic thit k logo v n s i theo bn trong sut

qu trnh hot ng, hin din trn danh thip, website v ti liu gii thiu v
cng ty ca bn. Quan trng hn c l logo th hin mt phn hoi bo v tm
nhn ca bn, v vy n cho bn v nhn vin cm hng lm vic mi ng{y. Do ,
nu khng phi l mt nh thit k chuyn nghip nhng mun hc tp t nhng
tng khc nhau, hy tm kim trc tng v tit kim thi gian khi lm vic
vi nh thit k chuyn nghip.
Bc 3: Son tho mt biu mu chnh thc bao gm: logo v gii thch ngha
ca logo, v gii thiu logo vi mi nhn vin trong cng ty.
Bc 4: Lng ghp logo vo mi loi giy t, ti liu m{ thng hiu ca bn hin

din. (kim tra danh sch ti liu cho marketing trong Ph lc 7). khng ch l
c|ch l{m gia tng nim t ho ca nhn vin vi thng hiu m cn gip bn to
s nhn din thng hiu mt c|ch ng b v khoa hc.
2. Thit k business card (namecard) trong 2 pht
Nh ~ ni trn, danh thip (namecard) l cng c c bit quan trng

khch hng tim nng, i tc nh v bn. Mt namecard n gin, y thng
tin l rt quan trng.
La chn 1: S dng cng c thit k businesscard trc tuyn. Bn c th t

thit k namecard cho mnh bng mt form c sn v{ n gin vi y thng
tin ca bn, hy s dng cng c: http://www.degraeve.com/business-cards
(Hnh 16.2).
Bc 1: Ti logo ca bn ln mt trang n{o (v d: Flickr.com hoc Picasa). Sau

, bm phi chut trn logo, chn Copy Image URL ly ng link ni logo
ca bn.
Bc 2: Tr li trang http://www. degraeve.com/business-cards; bm Ctrl+V,

dn Url vo v tr thay hnh nh trong v d. in y thng tin nh bn
mun hin th trn card.
Trang ny s ch ng ly nh t ngun v{ to card cho bn. Cng nn lu ,

c|c trang nc ngo{i thng khng h tr nh dng ting Vit, bn nn son
bng ting Anh.
Sau khi to xong cc ni dung cn thit, bn bm chn Make Business Card (nh
hnh 16.2). Trang web s t ng chuyn card ca bn thnh tp file in c, ~
phn . Bn ch vic bm Ctrl + S lu v my, gi cho ngi in n ca bn
hon tt vic thit k card.
La chn 2: S dng mu thit k sn ca Microsoft. Microsoft ~ to ra mt

kho d liu vi nhng mu thit k sn, bn ch vic la chn, ti v v{ in
thng tin ca mnh, sau gi ra hng in. Nhng mu thit k ny hon ton
min ph v rt d s dng. Bn c th vo: http://office.microsoft.com/ en-
us/templates/ v{ in vo tm kim: business card. Hng lot cc kt qu s
hin ra v ch sau v{i bc, bn ~ c mu sn s dng. (Hnh 17)
Bn chn download ti mu v. File c ti xung thng l file c dng

template (tc l mu dng sn). Lu , nn la chn nhng mu ph hp vi bn
Microsoft Office ca my bn, c th l Microsoft Office 2003 hoc 2007 hoc

2010.
Loi file ny gip bn nhn bn lin tc file ging ht file gc nhng khng l{m
file gc mt i. Sau khi ti file xung, bn tin hnh chnh sa, thay i logo v tn
cng ty, tn ngi s dng theo bn.
Nu ~ chc chn v file mnh nh sa v thng nht ly mu l{m mu chung

cho c cng ty, bn nn chn lu file di dng .dot hoc .dotx v{ file
ni mi ngi c th ly c (Hnh 18).
La chn 3: S dng Microsoft Office Publisher vi cc mu ~ dng sn khi bn

c{i t Microsoft Office (Hnh 19). Bn c th thay mu sc v lng ghp logo ca
mnh to ra mu namecard ph hp v sng to theo mun ca bn.
3. Thit k cc ti liu in n
khng mt thi gian thit k ti liu gii thiu cng ty v bo gi, bn c th

v{o website sau ti xung nhng mu ~ thit k trc hon ton min ph v
bn c th chnh sa, a nhng ni dung ca cng ty mnh v{o :
https://www.marketsplash.com/marketsplash/flow/ ihm?execution=e2s5.
Nu bn c cng c Microsoft Publisher, bn c th ti xung cc mu c sn ca

Microsoft t http://office.microsoft.com/ en-us/templates/?CTT=97 hoc s
dng cc mu thit k c sn trong Microsoft Publisher v chnh sa theo mnh.
Sau khi thng nht c cc mu ny, bn cng nn lu tp gc dng mu

(template) s dng sau ny khi bn cn in thm card mi cho nhn vin.
Nn lu t{i liu mu ny ni qun l thng nht nhng ngi lin quan c
th tip cn.
4. Thng nht cc mu giy t vn phng
Thng nht mu giy t vn phng khng ch to cho doanh nghip ca bn tc

phong chuyn nghip ngay t u, m cn tit kim thi gian cho c cng ty mi
khi c mt yu cu mi pht sinh. Nhn vin ca bn c th l{ ngi gii chuyn
mn nghip v nhng li khng rnh v thit k m thut. V vy, mi mu ti
liu nn c chun ha v thng nht trong ton doanh nghip doanh nghip
ca bn khng ch chuyn nghip trong ni b cng ty m cn to dng c
hnh nh p v phong cch lm vic nhanh nhn trong con mt khch hng.
Bn cn phi to cc mu vn bn dng sn tin s dng theo c|c bc sau

}y:
Mu vn bn word
Hy to ra mt mu vn bn Microsoft Word chung cho c vn phng thun

tin cho vic in n v thng nht ti liu gi i cho kh|ch h{ng. C|ch thit k ph
bin l: Pha trn l logo, thng tin dch v, pha di l{ a ch lin h, website.
H~y mu ni mi nhn vin c th tm v s dng c. Mi khi cn thay i
bt k thng tin no, bn ch cn thay file mu chung ca cng ty l{ .
C|c bc to mt mu vn bn word cng ging nh thit k mt file word thng

thng, c header (tiu u trang) v{ footer (tiu cui trang).
Sau khi hon thin mu, bn chn Save As, chn Document Templates (.dot) hoc
(.dotx). Tuy vy, phi ghi nh t tn theo ngy bn l{m ngi s dng bit
}u l{ vn bn cp nht mi nht.
Mu trnh by Powerpoint
Bn phi chun b cho vic thuyt trnh lin tc gii thiu sn phm, dch v.
Mun cho vic ny tit kim thi gian cho c bn v nhn vin ca bn, nn son
trc t 2 n 4 mu Powerpoint tin dng cho c cng ty.
Powerpoint Template chung dng cho mi mc ch trnh b{y v{ thng nht s

dng cho ton b cng ty mi khi nhn vin ca bn phi thuyt trnh. File
ny bao gm:
1 trang u
- Logo cng ty
- Tn cng ty
- Tn bi trnh by
- Tn ngi trnh by
- Chc v ca ngi trnh by
- a im trnh by v thi gian
(Bn cng c th son tho mt mu chung ting Vit, mt mu chung bng ting
Anh s dng cho nhiu mc ch kh|c nhau.)
1 trang gia trng
1 trang cui cng
- Thng tin lin h (thng thng ca cng ty)
- Logo vn nn xut hin mt v tr va phi
- Slogan ca cng ty hoc mt c}u thc y h{nh ng ca ngi xem s tng

phn thuyt phc cho bi trnh by ca bn.
Powerpoint Template gii thiu v cng ty/ sn phm dch v
Da trn Powerpoint chung ~ to trn, bn hy son tho mt mu

Powerpoint gii thiu v cng ty, bin n tr thnh ti liu chung cho mi thnh
vin v tt nht nn son tho bng 2 th ting Vit - Anh. Ti liu c chun
ha s gip nhn vin ca bn bt thi gian khi cn gi ti liu gii thiu cng ty
cho khch hng hoc i thuyt trnh.
L do bn nn dng mu dng sn l{ v i vi mi kh|ch h{ng v{ i tng

lng nghe, bn cn phi chnh sa i cht (ng{y th|ng, ngi trnh by hoc cp
nht mt s thng s v cng ty, sn phm, dch v). N cng to thi quen cho
ngi s dng mu ny phi xem xt li cc ni dung trc khi mang i trnh b{y
trnh vic mt s li nh khin ngi nghe hoc nhn ti liu cm thy khng
c tn trng.
Mu phong b v th c u
Nhn mnh s hin din thng hiu ca bn bng c|c phong b th v{ th c

tiu logo to mt hnh nh thng nht. Microsoft cung cp cho bn
rt nhiu mu phong b h tr bn to dng mt hnh nh nh vy. Lun ghi
nh t logo ca bn v tr ph hp, d nhn bit (thng thng l gc trn bn
tri hoc gc di bn phi. ng thi, bn la chn nhng mu dng sn c
mu sc ph hp vi logo tit kim thi gian v khng to ra qu nhiu hnh
nh mu sc.
Bn vo website http://office.microsoft. com/en-us/templates/?CTT=97. Sau ,

chn t kha tm kim l{ envelop templates xem cc mu phong b ph hp
vi bn, ti v v{ in nhng thng tin cn thit cho mu b th cng nh giy
vit th ri chuyn cho i tc in n ca bn.
Biu mu chng t giao dch khc

i khi cng ty ca bn phi tuyn dng, bn cn mu n tuyn dng hoc mt

mu th gii thiu Tt c nhng mu , nu do doanh nghip t son, bn nn
chun ha hin th logo v slogan km thng tin lin lc v dch v trn .
Mt t ha n bin nhn, mt biu mu n xin vic u c th tr thnh du
hiu nhn din thng hiu ca bn.
t ti liu ni ti liu chung ca c cng ty ai cng c th tip cn. L

mt ngi qun l ca cng ty, bn phi m bo rng mi nhn vin u phi
hiu ngha ca logo cng nh nhng gi tr m bn k vng mang li cho khch
hng, cc biu mu bn ~ son v nhng ti liu c thit k. iu ny rt quan
trng v c rt nhiu khch h{ng |nh gi| cng ty ca bn qua hiu bit ca nhn
vin v chnh cng ty. (V ni ti liu chung ca cng ty, bn c th nghin cu
thm Chng 10 - Qun l h thng thng tin v tri thc trong doanh nghip -
la chn mt ni ti liu ph hp.)
Phn 2: XY DNG THNG HIU C NHN CA CH DOANH NGHIP
Bn bt u vi mt doanh nghip va v nh, do thng hiu c nhn ca

bn l nn tng quan trng xy dng thng hiu cho doanh nghip. V bn s
phi l{ ngi bn hng quan trng nht ca doanh nghip, vic xy dng thng
hiu c nhn ngay t khi thnh lp doanh nghip cng ging nh to ra nhng
cm nhn tch cc ca khch hng tim nng v{ i tc ca bn. Th gii s cho
bn rt nhiu nhng cng c gip bn th hin c hoi bo, nguyn tc v
nhng gi tr m bn s mang li cho khch h{ng, i tc, cng ng thng qua
vic thnh lp cng ty. Bn cng nn lu , iu n{y khng ng ngha vi vic
bc l v i t ca bn. Hy ch chia s v cng vic v nhng gi tr ca cng ty
t gc c| nh}n v{ trong vai tr l{ ngi l~nh o cng ty trnh nhng ri ro

b xm phm i t trn mng.
Cc cng c bn c th s dng:
- Cc mng x hi
- Xy dng blog
- T vit b{i ng trn c|c b|o v{ tp ch.
1. Xy dng h s c nhn trn mng x hi
Mng x hi l cng c giao tip ph bin v{ ang to ra nhng s}n chi cho bn.
Cha bao gi th gii s li cung cp cho bn nhng cng c gp g nhiu
ngi nh vy nhm gii thiu v bn, v cng ty ca bn v tm kim nhng
kh|ch h{ng, i tc tim nng.
c im ca mng x hi trc ht khng phi qung co m gip bn pht

hin nhng cng ng c tim nng quan t}m n sn phm, dch v ca bn,
chia s vi h nhng gi tr ca cng ty v gip h hiu hn v bn trc khi ngh
n chuyn bn hng cho h.
V vy, vic u tin khi ln mng x hi l to dng nim tin v s thn thin
cng nh nh hnh gi tr ca bn. Hy xy dng mt h s y thng tin
(trnh tit l nhiu thng tin c| nh}n v{ i t) v cng ty (website, blog, sn
phm, dch v) v cng vic ca bn.
Bc tip theo l tm kim v thng bo cho bn b mnh: c rt nhiu bn b ca

bn cn c bit bn ang l{m g v{ ang }u, v vy hy thng bo cho h, c
th h s gip qung b v bn v cng ty ca bn.
C rt nhiu mng x hi m bn c th s dng (tham kho Ph lc 8), ph bin

l: Facebook, Twitter, LinkedIn , Pinterest (trn th gii v rt nhiu ngi Vit
Nam ang s dng). Vit Nam, vo thi im hin ti, bn c th s dng mt
s mng x hi Vit Nam nh motibee.com.
Xy dng mt h s vn rt n gin, nhng duy tr hot ng ca bn trn

nhng trang ny cn quan trng hn. H~y thng xuyn cp nht v bn, cng
vic ca bn v nhng hot ng bn ang tin hnh (nhng thng tin bn mun
cng khai) vi bn b v{ ng nghip, i t|c hin thc ha tm nhn v s
mnh ca mnh.
Ngay khi c c hi, hy tm kim nhng i tc mi trn cc mng x hi ny t

email hoc namecard ca h duy tr quan h c nhn vi h. Vic duy tr quan
h s m ra nhng c hi hp tc mi v lu di cho bn.
2. Xy dng blog c nhn
Nu bn c kh nng vit lch mt cht hoc mun chia s mt s kin thc

chuyn ngnh vi cng ng, vic vit blog l{ iu v cng nn lm, v ngoi vic
h tr xy dng thng hiu c nhn, n cn to thm nhng gi tr gia tng cho
cng ng v khch hng tim nng ca bn. blog l mt kiu nht k c nhn
nhng li cng khai cho cng ng nn n c th s dng gip bn tip cn
cng ng v{ cng ng hiu hn v bn, v doanh nghip ca bn.
ng qun hon thin h s ca bn trn cc blog, thng tin cng ty v thng tin
lin h cng ng ca bn d dng lin h vi bn. Cng ging nh mng x
hi, bn khng nn cng khai v cuc sng c| nh}n v{ thng tin c| nh}n m
bo blog tr thnh cng c h tr ch khng phi cn tr cng vic ca bn.
V d: Bn thnh lp mt doanh nghip sn xut g ni tht v bn s thy

khch hng cn t vn nhiu thng tin lin quan n g: loi g, thit k, kiu
dng, gii thiu mu mi, bnh lun v{ gip la chn Blog l{ mt cng c rt
tt cho kh nng lin kt vi cng ng, th hin c kin thc chuyn mn.
Ngoi ra, vi c tnh k thut ca mnh, nhiu blog c th gip bn c nhn
bit tt hn vi cc cng c tm kim. Mt s blog ph bin nh Opera, Blogger
hay Wordpress. Bn c th tham kho Ph lc 9.
3. Vit bi
Nu bn c kh nng vit tt, ngoi blog, thi thong bn nn vit b{i v{ ng trn
mt s b|o in t ln, k c trong mc bn c vit. Thng thng nhng mc
n{y c nhiu ngi c v bnh lun, v vy n s gip cho bn tip cn vi
nhng ngi c cng mi quan tm vi bn. Ngoi ra, khi khch hng tim nng
hoc i tc tm thy tn bn trong mt chuyn trang b|o in t uy tn, bn s c
th bc u to dng lng tin vi kh|ch h{ng, i tc, v d VnExpress hoc
ng ti trn cc din {n nh Din {n doanh nghip, Din {n ca B Cng
thng
Nhng ch bn khai thc c th l: Cu chuyn khi nghip hoc kinh

nghim/tri nghim c |o ca ring bn trong kinh doanh, mt vn
chuyn ng{nh n{o m{ bn mun cng ng hiu r hn, mt vn gy tranh
ci trong ngnh ngh ca bn.
Cn nu sng to hn na, hy to ra mt iu g c |o khin chnh cc bo

phi tm n v vit v bn. Vic xy dng thng hiu c| nh}n v{ thng hiu
doanh nghip theo cch ny thc s s mang li hiu ng tt v nu tch cc, bi
vit v bn s cn c ng i ng li nhiu ln trn cc ngun kh|c nhau.
cng l{ mt cch xy dng hnh nh thng hiu rt tt.
Vinno l mt doanh nghip phn mm, chuyn cung cp cc dch v phn mm

h tr qun l. Nguyn tc lm vic ca h l gi thnh hp l vi nhu cu ca
khch hng, trung thc v c tm vi cng vic. Cng ty n{y x|c nh }y l{
nguyn nhn chnh cho thnh cng ca h. T mt doanh nghip khi u vi 5
thnh vin trn mt gc xp, h tr thnh mt cng ty c khong 20 nhn vin v
500 khch hng. Cu chuyn thnh cng ca h c rt ra t thnh cng ca ci
tm trong cng vic. Ngi ch doanh nghip mun mang cu chuyn thnh cng
n{y a ln b|o chia s vi cng ng trn VnExpress.net. Cu chuyn ca anh
sau khi chia s ~ c rt nhiu ngi phn hi, tr thnh mt b{i b|o do c
gi vit nhn c phn hi nhiu nht trong nm. Rt nhiu c gi cng gi
th v{ gi in n chia s suy ngh v{ hiu thm v cng ty.
CHNG 8: QUN L QUAN H KHCH HNG
Khch hng l ti sn qu gi nht ca doanh nghip, cho nn qun l quan h

khch hng (Customer relationship management CRM) c coi nh mt trong
nhng hot ng quan trng nht ca doanh nghip.
Qun l thng tin, d liu khch hng l mt phn quan trng nht trong qun l
quan h khch hng v n khin doanh nghip hiu r hn v khch hng ca
mnh.
Ngay t khi mi thnh lp doanh nghip, ch t mi nhn vin kinh doanh ca bn

cng cn mt file Excel ghi li thng tin ca khch hng, bao gm:
- Tn cng ty, t chc
- a ch
- in thoi
- Website
- Ngi lin h
- in thoi di ng ca ngi lin h
- Email ca ngi lin h
- Khch hng bit n bn qua: (Qung co, Gi in, n gp trc tip, Khch
hng ca bn gii thiu, Qua email, Qua s kin, Qua Internet, Qua i tc,
Qua website, Qua ngun tham kho,...)
- Nhu cu mua hng (s lng, quy nh cht lng...)

- Ngy lin h
- Tim nng
- Mc u tin
File Excel ny tr thnh ti sn chung ca doanh nghip. Tuy vy, nu mi

nhn vin kinh doanh c mt file ring, s c nguy c b trng khch hng v gy
nh hng n thng hiu ca doanh nghip. Mt khc, bn rt kh kim sot
tnh hnh theo di v{ chm sc kh|ch h{ng ca nhn vin. Khi nh}n vin ri b
doanh nghip, ti sn ny rt d b h mang theo v gy thit hi cho doanh
nghip. V vy, ngay t u, bn nn s dng phn mm qun l quan h khch
h{ng mi nh}n vin kinh doanh u c kh nng tip cn v nm thng tin.
Phn mm qun l quan h khch hng c th chia lm hai loi:
Phn mm ci t trn my tnh
- Phn mm c thu ph (thng thng c lm theo yu cu ca doanh nghip)
- Phn mm m ngun m min ph (thng thng yu cu bn phi bit cch ci

t v c kin thc k thut).
Phn mm s dng cng ngh in ton m my khng cn ci t (tham kho

Chuyn 11). Thng thng c hai loi chnh:
- Min ph vi s lng ngi s dng t v thu ph vi s lng ngi dng

nhiu hn
- Min ph trong thi gian dng th v{ thu ph sau .

Ngoi ra cn mt s phn mm vn cn c{i t nhng c mt s tnh nng ca

mt phn mm in to|n |m m}y.
Ty vo yu cu ca doanh nghip, bn c s la chn kh|c nhau. Trong trng

hp ngn sch ca doanh nghip cha cho php chi tr nhiu cho hot ng ny,
bn vn cn c thc bo v ti sn thng tin khch hng. }y, chng ti xin
gii thiu hai gii php cho bn:
1. S dng bin php n gin nht: Google Docs v sharing (chia s)
- Bn to mt file Excel trn my theo cu trc thng tin nh ~ nu trn.
- Vi t c|ch l{ trng phng kinh doanh hoc qun l, bn l{ ngi c quyn cao
nht i vi vic qun l file .
- Bn vo Google Documents v chn Upload ti file ln.
- Sau khi hon thnh vic ti ln, bn m file va ti v chn Share nh hnh 22.1.
- Mt ca s hin ra cho php bn g tn hoc email ca ngi bn mun chia s

file , trong trng hp ny l email ca nhn vin kinh doanh. Bn c th chn
Can edit (cho php chnh sa) v Can view (cho php xem, khng cho sa), sau
chn Share Google Docs gi li mi cho nhn vin kinh doanh ca bn
(Hnh 22.2).
m bo an ton, ngay c khi s dng email min ph nh gmail, bn cng nn

xy dng email thnh h thng, v d: nguyenvana.abc@gmail. com (ABC l tn
cng ty bn) v khi nhn vin ri b cng ty, bn c quyn yu cu ly li email
.
- Sau khi chia s file, bn c th gi|m s|t ai ang l{m g trn file v{ nn to cho
mi nhn vin kinh doanh thi quen nhp tn tui v{ a ch ca khch hng tim
nng v{o file Excel . Cui mi bui lm vic, bn c th s dng tnh nng
download file ca Google Docs lu gi thng tin xung my tnh nhm bo tn
d liu trong ngy.
2. S dng phn mm trc tuyn FreeCRM.com
FreeCRM.com l mt trong nhng phn mm qun l quan h khch hng trc

tuyn c bnh chn l tt nht trong nhm phn mm CRM trc tuyn min
ph. FreeCRM cho php bn s dng ti 50 ti khon cho nhn vin ca mnh v
kim so|t c nhiu hng mc cng vic (Hnh 24).
Tuy vy, c mt s tnh nng ca FreeCRM ch dng cho bn chuyn

nghip (Professional Version). Ty vo yu cu ca doanh nghip, bn c th
kh|m ph| c|c tnh nng c bn ca FreeCRM dnh cho doanh nghip mnh t
qun l thng tin khch hng, chia s kch bn gi in thoi cho khch hng cho
n cc hot ng chm sc kh|ch h{ng v{ c|c c hi k kt hp ng (Hnh 25).
Ngo{i ra, im bt li ca c hai bin php ny mt mi trng lm vic mng

Internet khng n nh l cn c mng lm vic. Trong khi , nu c mt
phn mm c{i t trong my, d liu s c m bo ngay c khi khng c
mng. D sao, cng ngh in to|n |m m}y cng l{ xu hng khng th b qua.
pht trin lu di, bn cn c nhng u t v{o vic qun l ti sn d liu,
c bit l d liu khch hng ca doanh nghip.
CHNG 9: TM KIM NHN S V I TC TRC TUYN
Tuyn dng v{ tm i tc l mt trong nhng vn au u nht ca nhng

doanh nghip va v nh, c bit l khi mun m rng. C c ngi gii
cng vn hnh v pht trin cng ty th kh gi chn v mc lng khng th |p
ng c, cn nu s dng nhng nhn s c t kinh nghim th vic {o to s
gp rt nhiu kh khn. V vy, vic to dng mt vn ha mi v gi chn
ngi c nng lc v trong phm vi chi tr ca cng ty l c mt ngh thut. Bn
khng ch ng tuyn dng trn mt vi trang hay b tin ra cho nhng nh mi
gii tuyn dng l{ , 30 pht tr chuyn khng phi l mt cch tt |nh gi|
ton b v ng vin.
H~y thay i quan nim truyn thng v tuyn dng v hy ch ng, sng to
vi cch tm kim nhn lc ca mnh. C rt nhiu cng c s c th h tr bn
hiu v ng vin v tm kim cc ng vin cng nh i tc tim nng hn bn
tng.
1. S dng cc cng c ng ti trc tuyn tm kim ng vin v i tc
tuyn dng cc ng vin cho cc cng vic khng i hi qu nhiu k nng v{

kinh nghim, bn c th s dng c|c trang ng ti thng tin tuyn dng (Ph lc
10). Vic ng ti thng tin tuyn ngi ny khng ch gip ng vin tim nng
tm n bn tt hn m{ cn gip x}y dng thng hiu tuyn dng ca bn trong
con mt ngi lao ng.
ng thng tin tuyn dng hoc thng xuyn xut hin nhng ni ng vin
tim nng xut hin (c bit i vi cc ngnh cung cp dch v, thng xuyn
c nhu cu tuyn dng ng vin) bng vic t banner trn website ca cc trang
bo mng, cc trang tuyn dng cng l{ mt cch tt duy tr hnh nh.
2. S dng cc cng c trc tuyn tm kim ng vin tim nng
- S dng ngay website ca bn: Nu bn c mt website, chc chn nn c mt

mc trn website tn l Tuyn dng hoc C hi vic lm vi chng ti (nh
chng ti ~ ni trn phn xy dng website). Hy cp nht ngay bt k thng
tin tuyn dng no ca bn trn . }y cng l{ c|ch bn to ra mt khng gian
cho nhng ng vin tim nng quan t}m n cng ty ca bn v c th l thng
tin chnh thc v chng trnh tuyn dng ca bn. Ngay c khi cha c nhu cu
tuyn dng, bn cng nn m t v vn ha cng ty, nhng gi tr bn s mang li
cho ngi lao ng, mt mi trng bn ang n lc to ra cho cng ty thng
tin v pht trin v..v. Bn cng khng nn qun li thng tin lin lc ca
phng/b phn nhn s nhng ngi quan t}m n cng ty ca bn c c hi
c gi h s hoc trao i v cng vic vi bn.
- Bn cng c th ch ng ng nhu cu tuyn dng ca cng ty mnh trn thanh

cng c tng (wall) ca Facebook chnh thc ca cng ty, cc blog v cng c
khc m cng ty s dng.
- Vic ng thng tin trn mng phi i km vi s ch ng tm kim ca b

phn nhn s v tm kim h s ng vin ch l mt phn nh trong nhng vic
phi lm. Ch ng tip cn nhng ng vin tim nng s cho bn nhiu c hi
hn chn c ngi gii v{ c c|i nhn a din hn v h. Hy hnh dung
trn cc mng x hi c bao nhiu ngi c th l ng vin tim nng ca bn?
Nhng mng x hi tim nng ni c nhiu ngi tham gia l mt la chn tt
cho bn. V d: Nhng mng cng ng cho gii vn phng cng s, c c|c
nhm lm marketing, kinh doanh tp hp nhau li v chia s. Bn c th tip cn,

chia s v by t nhu cu tm kim nhn s ca mnh. Bn cng c th hiu thm
v k nng v{ kinh nghim lm vic ca ng vin qua nhng trao i trc tuyn
trn mng x hi ny.
ng ti thng tin chnh thc trn nhng mng x hi chuyn bit cng l{ mt
c|ch thu ht ng i tng cn tuyn dng. Ch ng m rng mng li v
mi gi ng vin ph hp. Vit Nam, mt s din {n hoc mng x hi nh
motibee.com (Hnh 26), hrlink.vn hay webketoan.com l nhng cng c hu ch
cho vic tm kim ng vin ca bn.
Ngoi ra, bn cng c th s dng mt s mng ph bin h tr vic tm hoc kt

ni i tc. Tham kho Ph lc 11.
3. To dng mt vn ha thu ht nhng ngi gii
- To dng mt vn ha doanh nghip m rng ca cho ngi c nng lc v ph

hp vi vn ha cng ty cng l{ mt c|ch ng vin t tm n bn ngay t
nhng ng{y u. Vn ha doanh nghip c th c to dng vi s h tr ca
cc cng c nh blog, YouTube. Khi ng vin thy c mi trng lm vic v
hot ng ca doanh nghip, vic gy dng thin cm ban u s khuyn khch
ng vin np n v{ trao i ci m vi bn.
- Nu bn c nhu cu tuyn dng thng xuyn do c th ngh nghip, vic xy

dng mt trang web ring cho hot ng tuyn dng l{ iu nn lm. Thay v thu
ht ng vin v trang web ca cng ty, h~y a ra mt website hoc blog ring v
nhu cu tuyn dng gm nhng ni dung chnh sau }y:
- Nhu cu tuyn dng (m t cng vic, yu cu k nng, kinh nghim)

- Quyn li v{ ngha v ca ng vin
- Nhng thng tin mang tnh gia tng gi| tr nh:
K nng n{o nn c khi phng vn vo v tr A, B, C
Cn chun b nhng g khi np h s
- Kt qu phng vn v{ tng t|c vi ng vin ngay trn website
- gia tng hiu qu tuyn dng v{ thu ht ngi t{i hn na, vic xy dng
mt trang mng x hi cho vic tuyn dng ca bn trn Facebook, kt hp vi
vit blog v vn ha cng ty cng trn trang n{y s l mt cch sng to duy tr
hot ng tuyn dng. Tuy nhin, nu khng nhn lc duy tr, bn khng
nn tham lam thc hin qu nhiu trang.
V d: MP Telecom l mt cng ty chuyn cung cp dch v Contact Center v thu

ngo{i chm sc khch hng. Vi mt lng in thoi vin ng o, cng ty c
rt nhiu hot ng trong ni b cng ty. th hin vn ha cng ty v{ gn kt
nh}n vin cng nh gip c|c ng vin mi hiu thm v vn ha cng ty, qua vic
t vn s dng cng c trc tuyn nh Youtube, blog, cng ty ~ ph|t trin c
mt s}n chi rt hu ch cho c nhng nhn vin hin ti v nhn vin tim nng
ca cng ty.
4. Cc mu in thng tin
- Bn nn xy dng mt quy trnh tuyn dng n nh v c sn cc mu in

thng tin cho ng vin trong qu trnh tuyn dng. Vic son trc mt mu
ng k cng gip bn tit kim thi gian trong vic xt duyt h s ng vin.
- Sau khi son tho xong cc mu n{y, h~y nh km c|c mu ny vo thng tin
tuyn dng trn website v kt ni mi thng tin tuyn dng v website ca
bn.
- Bn cng c th to ra nhng mu n ng tuyn trc tuyn ng vin in

v gi trc tip cho bn.
5. Phn hi chuyn nghip
Nhiu doanh nghip l l{ vn cng b thng tin cho ng vin v khng minh
bch ha c|c bc trong tuyn dng. Nhng doanh nghip nh vy thng gy
mt nim tin vi ng vin hoc to ra s ch i khng cn thit t ng vin.
cng l{ l do khin nhiu ng vin b sang lm vic cho i th cnh tranh hoc
cng ty khc. Cch x l n{y thng gp nhng doanh nghip cha c th|i
ng vi vic tuyn dng. Bn phi c tinh thn coi ng vin tim nng nh
khch hng tim nng v{ x}y dng mt quy trnh phn hi hiu qu l cch tt
nht gy thin cm vi ng vin tim nng v{ x}y dng mt thng hiu
tuyn dng tt.
- Phn hi bng email ngay sau khi nhn c n ng tuyn, thng bo v quy
trnh v mt s mc thi gian quan trng cho c hi lm vic tip theo. Nu bn
s dng mng x hi ng tuyn v ng vin trao i trc tuyn vi bn v
vic np n, bn cng cn phn hi ngay trn mng x hi ng vin cm thy

yu cu ca mnh c |p ng.
- Thng bo cho ng vin trng tuyn bng mt phng thc ~ b|o trc v
thng nht. V d: Email, hoc in thoi hay Twitter.
- Phn hi tch cc vi c nhng ng vin cha th{nh cng bng email hoc
Twitter
Nh vy, c th tm gn li vic tm kim nhn s v{ i tc trc tuyn phi tun

th nhng nguyn tc sau:
CHNG 10: QUN L THNG TIN V TRI THC TRONG DOANH

NGHIP
Bn khng nn coi nh vic qun l thng tin trong doanh nghip ngay t nhng
ng{y u thnh lp v vn hnh doanh nghip v nu khng c mt chin lc
qun l thng tin tt, bn s mt rt nhiu thi gian tm kim thng tin v chia
s cng nh cp nht. Theo Xerox, bnh qun mt doanh nghip dnh 40% thi
gian tm kim thng tin khng c cu trc; 70% thng tin c to mi
thay v ti s dng; 60-80% nhn vin khng th tm c thng tin mnh cn.
i vi ngun tri thc trong doanh nghip cng vy. Khi doanh nghip c mt
nh}n vin c {o to v thc hnh mt cng vic nht nh, ngi t ngt
ri b cng vic. iu g s xy ra? H s mang theo ton b kin thc, hiu bit
v cng vic, sn phm, dch v, quan h khch hng v thm ch c nhng b
quyt b|n h{ng. trnh nhng phin h s xy ra vi nhng thng tin hu ch,
nhng ti liu {o to nhn vin v c nhng chia s, tri thc ca nhn vin, bn
nn xy dng mt mng li thng tin n nh v vn hnh mt cch chuyn
nghip trc nhng thay i ca ni b cng ty v cch thc tng t|c vi
khch hng. Mt h thng thng tin tt v c kh nng to ra s lun chuyn
nhanh chng cng l{ nn tng xy dng mt vn ha s|ng to v{ trao i
tng trong doanh nghip.
1. Xy dng h thng qun l chia s thng tin v tri thc trn nn tng
Gmail
Sau khi xy dng mt h thng email cho c doanh nghip, bn cn tn dng ti

a nn tng n{y tit kim thi gian gi v nhn nhng ti liu chung ca cng
ty. Nu cng ty bn c mng LAN kt ni cc my tnh li vi nhau th rt tt.
Tuy vy, xin gii thiu vi bn mt cng c gia tng tnh nng hot ng cho ton
b t chc v{ hn c mt ni chia s ti liu trc tuyn: Google Site (Hnh 28).
Google Site vn l mt cng c cho php mi ngi dng to dng cho mnh mt
website ring da trn cc mu dng sn do Google cung cp v chia s vi mi
ngi. Trong cc mu dng sn ny, c rt nhiu loi hnh ngi dng la
chn: dnh cho doanh nghip, mng ni b, v mc ch phi li nhun i vi
vic xy dng mng chia s thng tin trong doanh nghip, bn nn chn mc
Intranet (Mng ni b), theo c|c bc sau }y:
- Bc 1: ng nhp hm th Gmail d{nh cho doanh nghip ca bn.
- Bc 2: Chn Google sites (nh hnh v trn), nu khng thy hin ra ch Sites
ny, bn chn More, sau chn Sites t menu x xung.
- Bc 3: Chn Create new site (to mt trang mi) (Hnh 29).
- Bc 4: La chn loi site. Chn Browse the gallery for more (xem thm trong
danh mc), bn c th chn theo c im ca trang hoc theo lnh vc hot
ng. Vi vic xy dng mng ni b, bn nn chn Intranet Site Template.
- Bc 5: Hon thin thng tin thnh lp site trong cc mc sau (Hnh 31).
- Bc 6: iu chnh trang theo mun: Sau khi la chn mu dng sn

cho mng ni b ny, bn s c mt khng gian chia s rt nhiu ni dung
(Hnh 32), bao gm:
+ Ti liu (Documents): Bn nn a v{o }y nhng ti liu ph bin v mang

tnh cht c nh trong cng ty nh t{i liu gii thiu cng ty, logo ca cng ty v
gii thch ngha logo, mu thit k Powerpoint, Microsoft Word, Quy nh chung
ca cng ty. Ngi qun l ca website s c quyn cho php mi ngi xem
hoc ti ti liu.
+ Lch lm vic: (Calendar) Do c cng ty cng lm vic trn mt nn tng, bn

hon ton c th chia s mt phn lch lm vic ca mnh vi ngi cng phi
hp c lin quan. Vic chia s lch ny c tc dng nh mt cng c hp tc v
nhc vic tit kim thi gian.
+ Danh b (Directory): Danh b ca mi ngi trong cng ty, i tc, ngi lin
h, email, website u l ti sn ca chung doanh nghip. S rt ngn c thi
gian hn nhiu cho vic lu chuyn nhng thng tin ny nu doanh nghip c
mt danh b chung, c cp nht lin tc thay v phi in n.
+ Tho lun (Discussion): }y chnh l{ c s hnh thnh mt vn ha thu ht s

tham gia ca ton b nhn vin cng ty cho nhng tng mi v{ thc y hp
tc, sng to trong doanh nghip hoc ci thin mi trng lm vic trong cng
ty. Nu bit lng nghe t nhng tng hoc tho lun ny, doanh nghip bn s
c nhiu ci tin v{ i mi.
+ Thng bo (Announcements): Nhng thng bo ca ban gi|m c v hot ng

ca doanh nghip v cc s kin sp c t chc.
+ Ti nguyn (Resources): Ngun t{i nguyn cng chia s trong doanh nghip,
v d tri thc, kinh nghim ca nhng nhn vin trong doanh nghip, cc quyn
s|ch in t v k nng l{ c s hnh thnh mt h thng tri thc c t chc
trong doanh nghip.
2. Qun l d n v chia s thng tin d n
Cng ty bn c th c nhiu d n ln nh hoc cng c th qun l mi khch

hng, mi n t h{ng nh mt d |n. qun l tt ngun thng tin cho d n
v{ gi|m s|t c tin trnh ca d n, bn c th s dng nhng cng c sau }y:
- Microsoft Project Manager: }y l mt cng c ph bin cho vic qun l d

n theo tng u mc cng vic, ngy bt u v ngy kt thc, trnh t cng vic,
phn cng nhim v v d tr ngn sch. Phn mm ny cn cho php nhng

ngi tham gia chia s thng tin v nm r nhim v ca mnh. Bn cng c th
xut thnh mt b|o c|o thuyt phc nh{ u t hoc a th{nh dng s
Pert nhng ngi theo di d n c th nhn bc tranh tng th.
- OpenProj: }y c th coi l phn mm m ngun m tt nht thay th cho

Microsoft Project.
OpenProj hon ton min ph v cc tnh nng c nhiu c im tng ng vi

Microsoft Project Manager. Ngoi ra cn rt nhiu phn mm m ngun m c
th h tr bn min ph c lit k Ph lc 4.
CHNG 11: NGUN TNG XY DNG MT VN HA

SNG TO
C th bn cha c nhiu kinh ph cho vic xy dng nhng trang cng ng

nhm thu ht tng mi t cng ng, khch hng v xy dng mt khng gian
cho chnh nhn vin ca mnh. Mt mng ni b nh ~ nu Chng 10 ho{n
ton c th gip bn bo mt c|c tng trong ni b cng ty. Bn cng nn x}y
dng mt danh mc nhng trang web trong ngnh hoc nhng ngnh c lin
quan nh}n vin c tin hng ngy. Vic cp nht tin tc ng{nh h{ng ng{y cng
l mt c s hnh thnh nhng sn phm, dch v mi hoc nhng tng ci
tin mi. Nhng tng ny chnh l ti sn ca doanh nghip v lm bn khc
bit so vi c|c i th cnh tranh. V nu tn dng ti a mc Discussion mng
ni b trong Chng 10, bn ~ c mt khng gian chia s v{ ni hnh th{nh vn
ha sng to rt tt trong doanh nghip.
Vi tng trong cng ty l vy, cn vi tng t khch hng v nhng ngi

quan t}m n sn phm dch v ca bn th sao?
Bn khng bao gi nn b qua ngun tng mi t chnh khch hng ca mnh

phn hi li cho cng ty. Hng my tnh DELL, nh cung cp dch v phn mm
in to|n |m m}y Qun l quan h khch hng hay c hng c ph Starbucks
u ~ rt thnh cng trong vic thu ht phn hi v{ tng ca ngi s dng
ci tin sn phm, dch v ca mnh (bn c th c thm trong cun B mt
pha sau in to|n |m m}y ca Marc Benioff - Carlye Adler xem h ~ l{m
th n{o). l{ ngun tng v gi, khng ch gip bn tr th{nh ngi bit
lng nghe trong con mt khch hng m cn thc s cho bn nhng cm hng
sng to mi. Bn khng cn xy dng ngay mt mng x hi hoc mt website
t tin lm vic ny, min l bn chun b tinh thn cho nhng ch trch v
bit cch lng nghe, bn s c rt nhiu c|ch thc hin c nhng knh tip
nhn tng t khch hng hiu qu.
1. Tn dng ti a blog kch thch cng ng v khch hng tham gia bnh lun.
Khng qun truyn thng v knh blog n{y n khch hng.
2. Tip nhn phn hi qua c email v{ c|c phng tin trc tuyn kh|c nh
Yahoo Messenger, cc mng x hi bn ang s dng: Facebook, YouTube
3. S dng ng d}y nng tip thu kin kh|ch h{ng v{ lu li nhng kin
ny nhm xy dng d liu cho b phn marketing v bn hng.
4. li mc bnh lun di hnh nh sn phm s cho php ngi dng gi th

bnh lun v cho bn.
nhng ni dung ny pht huy tc dng vi vic ci tin sn phm, dch v ca

bn, bn cn xem xt v phn hi nghim tc vi tinh thn lng nghe v{ th|i
cu th.
Nu nh vi ni b cng ty, bn s khuyn khch nh}n vin a ra tng mi

v cho h quyn t ch thc hin tng ca mnh hoc xy dng c ch thng
cho nhn vin v nhng tng hay, th vi khch hng, hy bt u t nhng
vic n gin nh cm n h chn thnh, gi bu thip chc mng v thng bo
cho h khi sn phm ca bn ~ ci tin theo hng h ngh cng l{ bc i
u tin chuyn nghip ha hot ng quan h khch hng v quan h cng
ng ca bn.
Mt ngun tng khc khng km quan trng l{ t i th cnh tranh,

nhng din bin trn th trng v nhng cng ty i trc bn trn th trng
quc t. khai thc ti a nhng tng mi xut hin t i th cnh tranh,
bn cn
khuyn khch nhn vin cp nht lin tc thng tin t i th cnh tranh (nh ~
nu trong Chng 3 v{ Chuyn 5). cp nht thng tin t th trng quc t,
bn khng th khng c tin tc t nhng trang thng tin chuyn ngnh ca th
gii, c bit nhng th trng ln nh M, chu u, Nht Bn Bn cng khng
nn nhng gii hn v ngn ng hn ch hiu bit ca mnh. Hy khuyn
khch nhn vin hc tt ngoi ng ch ng hc tp v cp nht. Tuy vy, cng
khng qun s dng nhng cng c c sn v min ph cho vic dch thut nh
Google Translate khng b qua nhng tng v cng ngh mi trn th gii.
Bn c th tham kho thm Chuyn 9.
im mu cht xy dng mt vn ha s|ng to l phi lun rng m cnh ca

cho c|c tng mi, m cng c s l la chn s 1 gip bn giao tip v
tng t|c ng{y mt tt hn vi khch hng v nhng ai quan t}m n cng ty ca
bn.
Chng ta c th tm tt li nhng ngun tng cho xy dng vn ha s|ng to

ca bn:
CHUYN
CHUYN 1: NG DNG BN HNG TRN FACEBOOK
Vendorshop: C th coi l ng dng tin ch h{ng u trong vic to dng gian

hng v gi hng trn Facebook. Vic c{i t kh| n gin. V vy, vi
Vendorshop, thay v ch a nh ln Facebook, ch thch gi tin sn phm v tn
sn phm vo phn description (m t), bn hon ton c th t xy dng mt
trang bn hng, gip bn thng k s liu lin quan n n h{ng th{nh cng, s
lng ngi gh thm v..v. Vendorshop c th coi l cnh tay phi c lc ca
bn. Nu bn cn hi lng tng v cch s dng, Vendorshop s c clip hnh nh
km theo hng dn trc quan v cng sinh ng gip bn bt u.
Payvment: Mt cng c thng mi ton din gii php e-store, cho php bn
to cc ca h{ng ring bn sn phm trc tip t Facebook. Bn c th d
dng thm danh sch cc sn phm mi, to cc danh mc, ti ln hnh nh sn
phm, thm ty chnh HTML v nhiu hn na.
BigCommerce SocialShop: ng dng n{y cho php ngi dng ca

BigCommerce bn hng trn Facebook. BigCommerce l ng dng gi hng trc
tuyn ph bin cung cp gii ph|p thng mi in t cho c cc doanh nghip
nh v cc tp o{n ln. Ngi s dng c th thm mt tab mi cho trang fan
hm m ca h trn Facebook, ni sn phm ca h s c lit k. Ngi hm
m c th xem cc mc, chia s vi bn b v cc sn phm mua trc tip t ca
hng Facebook ca h.
Social Store Builder: Mt ng dng thng mi in t trn Facebook c to

ra bi Volusion cho php bn bn sn phm trn chnh trang Facebook ca bn.
s dng ng dng, bn phi l mt khch hng Volusion.
Ecwid: Mt ng dng min ph cho php t do mua sm hng ha trn Facebook,

c th d dng tch hp vo h s ca ring bn bn trn Facebook. Cc ng
dng s dng cc Ecwid phn mm thng mi in t kt hp vi AJAX v chc
nng ko-th s cung cp mt cch qun l gian h{ng n gin, hiu qu.
CafePress: Vi ng dng CafePress, bn c th bn bt c mt hng g thng qua

Profile ca mnh trn Facebook.
PhotoZ: Zazzle, PhotoZ cho php bn a hnh nh trong album ca bn ln

Facebook c bin thnh cc sn phm bn trn Zazzle.com. Gn th cho
nhng ngi khc trong mt album PhotoZ c th khuyn khch bn b trn
Facebook mua mt mn hng thng qua Zazzle theo cch ny.
Eventbrite: Eventbrite dng bn v s kin. Cc dch v lp k hoch s kin

cho php bn ng b{i, qung co v bn v cho cc s kin. iu n{y c thc
hin thng qua Facebook Connect, cho php bn ty chn cng b cc s kin to
ra trn Eventbrite.
EBay Auction: ng dng ny ca Facebook cho php bn bn hng trc tuyn

thng qua u gi v tip cn nhiu khch hng tim nng hn.
Cui cng v khng th khng k n l Facebook Marketplace. }y l{ ni hi

t nhng ngi thc s mun mua, bn. Nu bn l mt doanh nghip bn hng
cho ngi tiu dng cui cng v nhm n th trng ton cu, mi ng dng
ca Marketplace s gip bn thc hin mt c|ch n gin nhng nhu cu mua
b|n . tng ny nhm to ra mt trung tm s dng m ca Facebook bn

hng trc tip cho bn b trn mng. L hnh thc rao vt kt hp vi mng x
hi, Marketplace cho php bn la chn trao i vi nhng ngi bn ~ bit v
tin tng.
CHUYN 2: XY DNG WEBSITE: NHNG SAI LM THNG

GP V CCH KHC PHC
1. Khng s hu tn min ca chnh mnh
Tng rng rt n gin nhng rt nhiu doanh nghip mc phi li ny. H

thng b mc tn min cho mt s dng sai mc ch, l{m nh hng n
thng hiu ca doanh nghip.
- Giao cho mt nh}n vin ng k tn min nhng khng yu cu chuyn n l tn

min khi nhn c nhn hoc n v no ng k h. Sau mt thi gian vn
hnh v ht hn tn min, khi cn mua li, doanh nghip c th gp nhng s c
sau }y:
- Khng th s hu chnh tn min ca mnh (do ngi mua gip khng chu tr
hoc ~ |nh mt). iu ny d gp vi tn min quc t khi chng nhn s hu
ch n gin l mt xc nhn v mt khu truy cp quyn qun tr c gi vo
email.
- Buc phi mua li tn min mi. Km theo l{ c|c chi ph nh in n li card,

khi to h thng email, truyn thng li cho kh|ch h{ng v{ thm ch l{ |nh
mt nhng kh|ch h{ng ~ quen thuc vi tn min c ca bn.
- B |nh cp tn min v mc ch khng tt. Nhiu doanh nghip b mt trm

quyn kim sot tn min v b giao quyn qu vin ngh vic. iu n{y cng
khin doanh nghip khn kh khi tm cch ly li tn min v qun l tn min.
V vy, trn ht, phi coi tn min l mt ti sn quan trng ca doanh nghip v
l mt phn ca thng hiu. Doanh nghip phi xy dng cho mnh thc bo
v thng hiu v tn min ngay t nhng ng{y u mi thnh lp.
2. Khng c chin lc v nh hng kinh doanh r rng cho kinh doanh

trn web
Khng c chin lc kinh doanh trn website cng ng ngha vi vic xy ra

mt ngi nh{ nhng khng bit lm g. Nu bn khng th tr li c nhng
cu hi di }y mt cch r rng, chi tit th bn khng th c mt k hoch xy
dng website hon chnh. iu ny s khin k hoch xy dng website tht bi
hoc sm mun g bn cng s phi thay i li khi vic kinh doanh ~ i v{o n
nh. V vy, mt thi gian v tit kim chi ph, bn hy tr li nhng cu
hi sau:
Bn mun c website lm g?
- Kinh doanh trc tuyn
- Xy dng thng hiu
- To uy tn vi khch hng
- C ni gii thiu v cng ty
iu n{y c bn s quyt nh vic bn la chn ng k tn min hng vo sn

phm, dch v hay hng vo cng ty. Bn c th la chn tn min bng tn sn
phm bn mun kinh doanh, v d www.sanphamchamsocda.com hoc tn min
theo thng hiu ca bn: www. congtyabc.com.
Bn s lm g trn website ?
- Bn hng
- Gii thiu sn phm
- Giao tip vi khch hng
- Thu ht s ch
- To dng cng ng
iu ny s quyt nh vic bn la chn i tc thc hin d n. Nu hng vo

vic xy dng website du lch, gii thiu sn phm, thu ht s ch , to dng
cng ng, bn cn la chn nhng cng ty thit k website c dch v t vn
hng n ti u t kha, ti u b cc website. Nu mun nhn mnh vo dng
sn phm hoc thng hiu sn phm, bn cn c nhng thit k n tng v c
nhng im nhn lm website ca bn khc bit. V d: Nu l mt cng ty
du lch, vic thit k web i hi khng ch ti u t kha trong lnh vc khch
h{ng tm n, bn cn phi gia tng gi| tr cho website bng mt vi dch v nh
du lch qua nh, n}ng ng cp website bng cng ngh c |o nh cng
ngh 3D trn website
3. Ph thc hon ton cho cng ty xy dng web
}y cng l{ iu hon ton khng nn. Khng ai hiu r website ca bn, nhu cu
ca bn bng chnh bn. Chnh v vy, dch v thit k web ch l mt phn trong
ton b d n website ca bn. Vic ca mt cng ty thit k website ch dng li
:
- T vn xy dng website: ng k tn min, la chn b cc, mu sc ph hp

vi ngnh ngh v{ nh hng kinh doanh; t vn cu trc thng tin trn web
- Xy dng website
- H tr bn vn hnh website
- H tr t vn hiu qu kinh doanh qua website (nu c)
Nh vy, vai tr ca nh cung cp dch v thit k website ch thc thi nhim v

thit k v{ t vn. Ngi quyt nh cui cng l bn. Ni dung v gi tr m bn
mun truyn ti n khch hng l hon ton do bn. V th, trnh tnh trng
ph thc hon ton cho cng ty xy dng web, bn nn chc chn:
- C mt chin lc kinh doanh qua mng thc s (x|c nh r sn phm dch v,

i tng khch hng nhm n)
- Chun b thng tin a ln web: bao gm tin tc v hnh nh sn phm
- Ch ng thay i ni dung ca website v c nhn lc ring cho vn ny
- Yu cu nh cung cp dch v h tr thng tin hu ch bn hon chnh chin

lc kinh doanh ca mnh.
4. Khng c nhn s hoc thi gian cho website
Nu bn khng c nhn s hoc thi gian cho website, bn nn dng li d n

ny. Xy dng mt website khng ch l xy xong ri . Website cn c cp
nht, chm sc v{ ho{n thin. Nu khng cn nhc vn ny, bn s lm nh
hng n thng hiu ca chnh mnh.
Hy hnh dung khch hng ca bn vo mt website nm 2012, mc Tin mi nht

li ca nm 2008, mt vi mc vn tnh trng ang x}y dng?
V vy, bn cn chun b nhn s cho ton b qu trnh xy dng website, mt

ngi cng bn gim st vic xy dng giao din v ni dung, iu phi cng vic
v nht l{ chm cht cho s hon thin ca website v mc ch kinh doanh ca
doanh nghip.
5. Quan nim rng c nhiu tin l xy dng c website tt
Mt website tt cha chc ~ phi l{ website c chi ph u t cao, m{ phi l

website c ti u chi ph, hiu qu trong vn hnh v mang li li ch
thit thc cho ngi kinh doanh.
Bn s c mt website tt khi:
- C s chun b tt v nhn s
- C chin lc kinh doanh r rng
- Bit mnh mun i n }u
- Cn nhc v la chn gia c|c i tc mt cch k lng
- C thi gian u t nghim tc cho website.
6. Giao website cho bn b hoc ngi nh
}y khng phi l s la chn ti nhng l{ iu phi cn nhc k lng. Bi l,

nhng mi quan h thn quen rt kh xy dng mt website c chin lc di
hn tr khi bn hp t|c di dng i tc hoc c phn, c quy nh trch nhim

r rng.
Thng thng, bn s gp phi nhng vn sau:
- Th nht, v thi gian: s ch ng v thi gian s rt hn ch. Bn thng kh

a ra yu cu c nh v thi gian, bn d b qua nhng ln tr hn v l{
ngi nh hoc bn b ca bn.
- Th hai, v hiu qu hot ng lu di: Nu nh lm vic vi website lu di,

bn nn suy ngh li v vic s dng cc mi quan h quen bit. Mt phn v mi
ngi u c nhng im mnh, im yu kh|c nhau. Ngi c kh nng ha
tt cha chc ~ gip website ti u ha c t kha tm kim. Ngi gii lp
trnh cha chc ~ gip bn cho ra mt giao din nh . V{ nu c ngi gii c
hai vic trn, cha chc ~ gip bn qun tr website u n, thng xuyn v
hiu qu.
- Th ba, vic m rng v lu di cho website s gp nhiu hn ch v bn b,

ngi thn s kh theo st chu trnh kinh doanh ca bn.
S ch ng trong mi tnh hung l cn thit!
TH NO L MT WEBSITE TT?
Tip cn cu tr li cho th no l mt website tt, bn c th i theo ng{nh ngh

hoc theo nhng tiu ch chung t ra da v{o i tng nhm ti.
V d v mt s ngnh ngh v nh ngha website tt
1. Website v thng tin nh t, bt ng sn

Vi i tng nhm ti l nhng ngi mua nh, thu nh, ch khng phi gii
kinh doanh hoc mi gii bt ng sn, mt website bt ng sn tt phi n
gin, y thng tin v nh{ t, tin tc lin h, hnh nh i km v{ quan trng
nht l c th tm kim c theo nhiu tiu ch kh|c nhau nh: khu vc a l,
gi c, din tch v{ c gp ch nh ch khng phi qua trung gian. Ngoi ra, do
c tnh cnh tranh cao, vic la chn nhng t kha c th ca trang v nhng
t kha mang tnh th trng ng|ch s c cc cng c tm kim nhn bit tt
hn.
iu ny khin vic pht trin website hng nhiu vo nhng mi quan tm

chnh ca kh|ch h{ng hn l{ hnh thc qu cu k. V vy, mt website bt ng
sn tt thng thng c nhng tiu ch sau }y:
- Giao din n gin, thn thin vi ngi s dng
- Cu trc thng tin r rng, d hiu, d nm bt
- Tiu ch tm kim a dng, tm kim v tr d nhn bit
- Thng tin y , hnh nh thc t (khng phi hnh nh i din)
- Thng tin ngi lin h
- Thn thin vi cng c tm kim.
2. Website mua bn hng tiu dng
Mc d ph thuc rt nhiu vo nhm khch hng nhm ti, nhn chung website
mua bn hng tiu dng ngoi vic gii thiu sn phm, dch v ti ngi tiu
dng cn phi to ra cm xc mua hng mi ngy, thm ch thay i hng gi.
T}m l ngi tiu dng thng thch khm ph, so snh v chia s trc khi mua.
Cm xc v tri nghim mua h{ng cng nh gi| c tr thnh cc nhn t quan
trng nht. Mt kh|c, i vi nhng website bn nhiu mt hng khc nhau, vic
xy dng mt c ch tm kim tt cng l{ u tin s 1. Mt website mua bn hng
tiu dng th{nh cng thng c nhng tiu ch sau }y:
- Hnh nh v giao din p, thn thin v d s dng
- Thng tin y (thng tin sn phm, dch v, nh cung cp, cht lng hng
ha, ph vn chuyn, phng thc thanh ton)
- Mt h{ng a dng, phong ph
- C t vn v h tr mua hng
- To c nim tin vi ngi tiu dng.
3. Website v du lch
Mt website v du lch, ngoi vic x|c nh r th trng nhm n, c rt nhiu

vn phi quan t}m nh ngn ng, tri nghim ca kh|ch h{ng ~ tng thc
hin tour vi doanh nghip. Giao din p km theo nhiu hnh nh v nhng a
im hp dn. Cm xc ca khch hng tim nng v mt min t xa l thc s
l nhng iu bn cn ch n khi xy dng website. Ngoi ra, vi mt website
v du lch, ty v{o i tng khch hng cp cao hoc cp trung m bn c nhng
la chn v hnh nh theo tiu ch ca tng phn khc th trng. Mt khc, vi
c tnh cnh tranh rt ln, vic la chn t kha trong lnh vc du lch t
doanh nghip trc nhng la chn cn trng khi chn t kha cho website v
cc bin php SEO v{ SEM c thc hin. Mt website v du lch tt c nhng

tiu ch sau:
- Kh nng tng t|c tt trn website v c lin kt n cc cng c kh|c nh

Facebook, Twitter, c|c blog gip khch hng tip cn vi doanh nghip mi
ni, mi lc
- Hnh nh p
- Thng tin y v{ n gin
- Quan t}m n cm xc v tri nghim ca khch hng
- Cu trc thng tin tt v thn thin vi cc cng c tm kim.
Rt kh nh ngha c mt website tt nht theo mi kha cnh, v rt t

website |p ng tt c nhng tiu ch nu ra di }y v{ cng khng nht
thit phi nh vy. Ty vo yu cu ngnh ngh, bn c th chn mt s trong
nhng tiu ch n{y ln k hoch xy dng mt website tt:
Vi khch hng
- y thng tin v sn phm, dch v
- Thng tin cp nht v chnh xc v gi|, chng trnh khuyn mi
- Hng dn y v giao hng v thanh ton
- C th khiu ni v cht lng hng ha
- Thng tin lin h

- D t hng, mua hng hoc hi v sn phm dch v
- c phn hi vi nhng th gi n doanh nghip t website
- Ti xung nhanh, khng mt thi gian i
Vi i tc
- Thng tin v doanh nghip, hot ng ca doanh nghip v{ xu hng hp tc
- Thng tin lin h
- C|c i tc hin c (nu c th cng khai)
- Chnh sch hp tc
- c phn hi vi nhng xut hp tc gi t website
Vi ngi qun tr v iu hnh website
- Thit k cu trc ni dung d hiu khng mt nhiu thi gian tm hiu
- Thi gian cp nht ngn, trnh t cp nht n gin
- C hng dn qun tr bng hnh nh
Vi ng vin tuyn dng
- Cp nht v nhu cu tuyn dng
- Cp nht v c hi lm vic vi doanh nghip
- Cp nht v tnh trng ca n tuyn dng (nu c)

- Hiu bit v vn ha v{ mi trng lm vic
Vi cng ng
- y thng tin v doanh nghip, gi tr, tm nhn
- Kh nng tng t|c cao tip nhn phn hi
- Thng tin lin h r rng
Vi doanh nghip
- T l chuyn i th{nh h{nh ng cao (ng k th{nh vin, mua h{ng, ng k

nhn bn tin hoc ng k tham gia chng trnh khuyn mi
- S ngi vo website nhiu
- T l ngi quay tr li website cao
- Kh|ch h{ng n t website ln.

CHUYN 3: GOOGLE ANALYTICS
Google Analytics vn l mt cng c min ph ca Google v rt d c{i t vo

website ca bn. Hiu mt c|ch n gin, n s thng k gip bn nhng
hot ng c bn ca ngi dng trn trang web ca bn, bao gm rt nhiu ni
dung:
- Thng tin v ngi gh thm trang (Visitor Overview) (s lng, trnh duyt h
s dng, s trang bnh qun h gh thm)
- Thng tin v nhng ni m{ kh|ch thm trang n t (Vit Nam, M)
- Thng tin v nhng trang c khch hng xem nhiu nht theo th t t trn
xung
- Nhng ngun thng qua h gh thm trang web ca bn (t cng c tm

kim, t mt trang th ba hay vo trc tip)
Nu b qua tt c nhng iu ny, vic xy dng website kinh doanh dng

nh khng c nhiu ngha.
1. Khng s dng Google Analytics
Sai lm u tin ca bn khi kinh doanh trn mng hay mi ch n thun xy

dng website l{ khng c{i t Google Analytics phn tch hot ng kinh
doanh trn mng ca mnh, hoc c c{i t m khng s dng, khng quan tm
n nhng con s thng k v{ ngha ca Google Analytics vi cng vic kinh
doanh ca bn.
Nu cha c Google Analytics, bn c th lin h trc tip vi nh cung cp dch

v thit k website t yu cu. Vic thc hin yu cu khng tn n 5
pht.
2. Khng tm hiu ngha cc thng s ca Google Analytics
C Google Analytics trong tay nhng khng hiu ht ngha c|c thng s ca n
l mt thiu st ln. Mi thng k u cho bn mt thng ip c
ngha thc s cho hot ng kinh doanh ca bn cng nh nhng chin lc ti
u ha cng c tm kim (SEO), marketing trn cc cng c tm kim v c chin
lc marketing ngoi tuyn m bn thc hin.
3. Ch ch trng s lng Visit
Hin nhin, s ngi vo trang l mt nhn t quan trng nht ni ln hiu qu

hot ng ca trang web. Tuy nhin, nu bn c gi mt bn thng k t
Google Analytics hoc c l{ ngi trc tip theo di hot ng nhng bn li
ch xem s ngi thm trang th bn ~ sai lm. S ngi thm trang mi ch ni
ln mt phn ca cc vn .
Nu s ngi thm trang cao nhng h ra ngay: Bn phi t hi mnh website

ca bn ~ thc s hu ch cha?
Nu s ngi thm trang cn thp nhng a phn qua cng c tm kim v la

chn nhng t kha ng vi sn phm ca bn: Bn ang i ng hng, hy
tip tc.
Nu s ngi thm trang cao nhng s lng trang h xem cng thp, t l ngi
quay li khng cao, c ngha l{ h cha thc s cn sn phm ca bn.
V vy, khi xem xt nhng yu t lin quan xung quanh Visitor, bn hy nghin
cu nhng thng s kh|c nh Bounce Rate, Page View, Average Time on Page,
New Visits, Map Overlay c ci nhn xu chui v vn .
4. Ch xem nhng thng s c bn trn Google Analytics
Nu ch xem s b nhng thng s trn Google Analytics theo kiu overview

m khng xem k v cn nhc nhng thng s n{y cng nh s thay i ca n
qua thi gian, bn ang l~ng ph ngun ti nguyn thng k ny.
Vic xem nhiu bn thng k hng thng v so snh s khin bn mt nhiu thi
gian, trong khi Google Analytics hon ton c th gip bn thng k qua thi gian,
hng thng thm ch h{ng nm bn c ci nhn xu chui, t hnh th{nh nn

mt chin lc tng th. iu ny rt quan trng i vi nhng doanh nghip c
mt hng thi v, tnh cht kinh doanh theo ma.
Nhng d liu chuyn s}u, khi c xem n tn cng s t ra cho bn nhiu

cu hi th v iu chnh chin lc kinh doanh v chin lc marketing ca
mnh.
5. Khng p dng Google Analytics o lng hiu qu cc chin lc
Sau khi thc hin cc chin lc online, nhiu doanh nghip khng s dng
Google Analytics o lng hiu qu. H khng tr li c ngi thm trang
tng ln do nhng ngun no, h n t }u v{ h c vo li khng.
Traffic Sources l mt ngun cc k hiu qu doanh nghip |nh gi| c

nhng chin lc trc tuyn ca mnh. T , doanh nghip c mt chin lc r
r{ng loi b nhng knh tn thi gian m khng hiu qu.
V d: Bn b ra 2 triu ng banner trn mt trang web c ting, nhng sau 1

thng, ch thy c 200 ngi v{o qua trang web . Bn ch mt cng sc trn
mng x hi 1 ngy, m c ti 150 ngi vo website ca bn qua bi vit
trn Facebook. iu buc bn phi thay i chin lc tit kim thi gian
v chi ph.
6. Khng nhn Google Analytics di con mt kinh doanh
Google Analytics khng ch n thun l mt cng c thng k mang tnh k

thut, ngha kinh doanh t cng c ny l: cho php doanh nghip iu chnh v
thay i ph hp vi yu cu ca th trng.
V d: Bn kinh doanh trong lnh vc thi trang, t kha bn la chn cho trang
l: thi trang p, thi trang h{ng c, thi trang nhp khu Nhng khi quan
st trn Google Analytics, bn thy t ngi tra nhng t m{ tm ra bn, h li
tra nhng t nh bt nhp khu, h{ng c ma thu 2011.
iu ny cho thy, vn khng phi bn la chn t kha no ph hp vi sn

phm, m phi la chn nhng t n{o kh|ch h{ng ngh v sn phm t tm
n nhng sn phm ging nh ca bn.
Kinh doanh trc tuyn cng i hi mt chin lc tp trung vo khch hng

thc s.
7. Khng ci thin tnh hnh t nhng thng k trn Google Analytics

Bit c nhng vn m khng bit cch ci thin tnh hnh sau khi xem thng
k trn Google Analytics l sai lm ln nht.
Trong khi cng c ny cung cp cho bn nhng thng s thc s c ngha v

khch hng tim nng, iu h trng ch bn v lm th n{o h tm thy
bn, th nhng bn khng l{m g ci thin tnh hnh, c ngha l{ bn ang
mt kh|ch h{ng v{o tay i th cnh tranh ca mnh.
Sau }y l{ mt s ch gii cho vic s dng Google Analytics bn tn dng

cng c ny mt cch hiu qu. (Mi hng dn nu di }y u s dng phin
bn c Vit ha ca Google Analytics)
- Thi gian thc: Mc d mi bn th nghim, tnh nng Thi gian thc trong
Google Analytics t ra hu ch c bit vi nhng trang c s lng ngi vo
ln v n cho bn theo di c nhng thi im trong ngy c nhiu ngi gh
thm trang web, trang n{o c vo nhiu nht v thi gian ngi dng li
trn website ca bn
- Nhn khu hc: Cho bn thng tin v ngn ng ngi dng s dng, ngi dng
n t a im no (c th trn phm vi ton cu v theo tnh thnh ca mt
nc) c nhng nh hng pht trin th trng hoc m rng th trng
mi hoc gia tng hot ng marketing trc tuyn trn mt th trng hin ti
- Hnh vi: Cho bn thng tin v t l khch mi so vi nhng khch quay li, Tn
sut, gn kt. Khi xem xt hnh vi bn nn lu : nu t l khch mi nhiu
hn nhiu ln kh|ch c i khi khng hn l mt tn hiu tt v iu c th c
ngha l{ ngi dng vo mt ln ri khng bao gi quay li cao. Ngc li, nu t
l quay tr li cao, bn cng cn phi xem xt c phi lng n t chnh

doanh nghip ca bn khng
- Lung truy cp: Tnh nng mi ny cho bn hiu hn v hnh vi khch hng v
lm nn tng cho bn xy dng mt chin lc ni dung ph hp. Bn s theo di
c kh|ch gh thm i t trang no ti trang n{o, trang n{o c xem nhiu
nht
- X hi: Nu bn tin hnh cc hot ng marketing trn cc mng x hi, mc

X hi l mt ni dung quan trng trong bo co Google Analytics. N cho bn
bit, trang no trn web ca bn c gii thiu trn mng x hi nhiu. Nu bn
s dng mt ng link cho mt chng trnh trn website ca mnh, Google
Analytics s gip bn xem url c chia s bao nhiu ln theo thi gian. l{
cch bn |nh gi| hiu qu ca mt chin lc. Ni dung Ngun trong phn x
hi ny s cho thy cc mng x hi bn s dng. Google Analytics cng thng k
gip bn lung truy cp t mng x hi v hnh vi ca kh|ch xem i t mng x
hi vo trang ca bn v xem tip cc ni dung nh th no.
CHUYN 4: CHM SC KHCH HNG TRC TUYN
I. L G?
Vi m hnh chm sc kh|ch h{ng truyn thng, nu khch hng cn s tr gip,

h phi nhn xung quanh tm mt ai h tr. Cn trong thng mi in t,
mc d tng t|c trc tip vn l mt la chn khng th b qua, chng ta hon
ton c nhng la chn n gin hn, tit kim chi ph hn v{ gia tng nhng
tri nghim cho khch hng nhiu hn. B{i vit di dy ca GreenM gii thiu
vi bn nhng hnh thc c bn ca Chm sc kh|ch h{ng v{ Cn lm nhng g
gip khch hng ca bn c nhng tri nghim trc tuyn tuyt vi cho
thng hiu ca bn. Ba hnh thc c bn nht ca chm sc kh|ch h{ng trc
tuyn l:
1. Chat trc tuyn
Thay v ch phc v mt khch hng vo mt thi im nh trong gp mt trc

tip hoc qua in thoi, chat trc tuyn cho php bn tip chuyn v x l vn
cho vi khch hng cng mt lc, nh vy s tit kim chi ph nhn s v ph
giao dch rt nhiu. Ngoi ra, vi kh nng tng t|c trc tuyn ngay lp tc, bn
c th nm bt nhu cu ca khch hng rt nhanh. mi nc khc nhau, cc
tng t|c trc tuyn cng kh|c nhau. chu u hay M, vic dng Skype kh
ph bin, nhng vi doanh nghip Vit Nam, Yahoo Messenger vn c a
chung nht.
Tuy vy, im hn ch ca phng thc n{y l{ lc n{o cng phi c ngi hin
din chat, ch mt ln khch hng thy nick ca bn sng m bn khng tr li,
h s mt nim tin vo dch v trc tuyn ca bn. gii quyt vn ny, cch
tt nht l phi ni r vi khch hng v thi gian bn s h tr trc tuyn. Mt

khi ~ a ra gi gic r rng, chnh bn s phi tun th bng vic phn cng
nhn vin thc hin to nim tin cho i tc v khch hng lm vic vi bn.
Chat trc tip l mt gii php thc s hu hiu cho nhng doanh nghip va v
nh, doanh nghip mi thnh lp.
2. Theo di n t hng/ yu cu thng tin
Vic ngi tiu dng, kh|ch h{ng t cu hi v hin trng n h{ng ca h l

vn thng gp vi cc doanh nghip thng mi in t, vn chuyn, cung
cp dch v T ng ha qu trnh theo di trng th|i n h{ng l{ mt cch gii
thot bn khi nhng cu hi thng xuyn ca khch hng v n h{ng v{ gip
gii phng nhn lc khi nhng cng vic tn nhiu thi gian nhng li khng
my mang li gi tr ny. Khi t ng ha c qu trnh ny, bn cho khch hng
c quyn t do, tin tng vo kh nng ca bn v quan trng hn l{ cm gic
yn tm v mt doanh nghip c quy trnh chuyn nghip.
Theo di n h{ng t ng thng gp cc doanh nghip chuyn pht nhanh,

doanh nghip vn ti v doanh nghip thng mi in t. Mt email thng bo
trng thi hng ha, v tr ca chng hoc hng va chuyn t trng th|i ch x
l sang ang trn ng vn chuyn s rt hu ch.
Tt nhin, h{ng ha c a ti tay ngi tiu dng cha hn ~ hon tt quy

trnh. Trong trng hp hng hng, v cn h tr vic hng dn khch hng t
ng ha quy trnh v lp li qu| trnh a h{ng cng l{ mt vn quan trng
cn cn nhc. Ngay c khi n h{ng th{nh cng, vic cm n v{ ly kin phn
hi hoc km theo nhng thng tin h tr khch hng, cp nht sn phm, tnh
nng mi, khuyn mi cho kh|ch h{ng th}n thch cng l{ mt phn khng th
thiu cho hot ng chm sc kh|ch h{ng trc tuyn. Mt khi t ng ha c
c|c bc ny km theo kh nng c| nhn ha theo tng khch hng, bn ~ c c
hi thu c 80% li nhun t 20% khch hng thn thit.
3. H tr bng in thoi
H tr bng in thoi s l gii php cui cng v tn km nht nu nhng bin

php k trn khng mang li kt qu g. Mt khch hng bc tc him khi li vo
mng chat by t phn n, h s khng chn ch gi in thoi thng cho bn.
Nhng trao i trc tip l cch tt nht bn l{m h ha kh|ch h{ng ca
mnh. Khch hng s |nh gi| cao h tr qua in thoi trc tuyn, giao tip con
ngi vi con ngi s gip khch hng bt kh chu v{ l{ c|ch ghi im cho
hot ng kinh doanh trc tuyn ca bn. Him doanh nghip no c th a ra
hnh thc h tr qua in thoi 24/24, nhng h~y gii hn gi gic cho hot ng
trc tuyn ca bn.
H~y ghi ngay ng d}y nng khch hng gi trong trng hp khn cp v
lun ghi nh rng, nu trc kia, khi khch hng khng hi lng, h ni vi 10
ngi xung quanh, gi c 500 triu ngi trn Facebook sn sng lng nghe li
phn nn ca h!
II. TI SAO?
mc I chng ta ~ hiu chm sc kh|ch h{ng trc tuyn gm nhng g, cu hi

tip theo l ti sao phi chm sc kh|ch h{ng trc tuyn. Tt nhin, khi hiu n
gm nhng g, bn s hiu n ging v{ kh|c chm sc kh|ch h{ng truyn thng
nhng im no. Tuy vy, chng ti nhn mnh rng, n khng thay th hon
ton cch thc truyn thng ta ang s dng; ngc li, chng b tr tch cc ln
nhau to ra nhng tri nghim tt hn cho kh|ch h{ng ca bn. Vy }u l{
nhng u im, nhc im ca chm sc kh|ch h{ng trc tuyn?
Nhn chung, Internet cho php bn lm vic v tin hnh kinh doanh vi khch
hng ca mnh n gin hn bi v c hai bn u tin hnh mi vic ch trc
mn hnh my tnh vo mi thi im trong ngy khng phn bit thi gian,
khng gian. Li th ca chm sc kh|ch h{ng trc tuyn l:
- Tit kim chi ph: Bao gm chi ph giao dch (so snh gia tin Internet v tin
in thoi, ph di chuyn n tn ni l{m vic ca kh|ch h{ng) v{ chi ph nh}n
s (so snh gia mt ngi chm sc mt khch hng vo mt thi im v mt
ngi chm sc nhiu khch hng vo mt thi im).
- Gia tng hiu qu: Do bn c th cng b cc thng tin v h tr mua hng, danh
sch cu hi thng gp khch hng t tm kim v t gii |p. T ng ha
c|c thng tin n h{ng cng l{ c|ch gim thi gian v{ gia tng hiu qu qun
l.
- Gia tng t l khch hng trung thnh nu bn khin cho cng vic mua sm trc
tuyn n gin v thun tin hn so vi vic mua sm truyn thng.
Nhc im ca chm sc kh|ch h{ng trc tuyn l:
- Mi quan h kh c c nhn ha bi bn cht ca mua sm trc tuyn.
Nu kh|ch h{ng trng i qu nhiu
nhng khng |p ng c yu cu, h s th chy thng xung siu th di

nh ch khng bao gi mua hng ca bn na.
- Chi ph {o to nhn s cho vic chm sc kh|ch h{ng trc tuyn s cao hn rt
nhiu v }y l{ tng t|c gia con ngi vi con ngi trong mt th gii o,
khng c gp g, khng c th hin thin ch qua nh mt, ging ni hay n
ci.
III. NH TH NO?
Nu cc mc I, II, bn ~ nm c nhng khi nim v hnh thc c bn ca

chm sc kh|ch h{ng trc tuyn v ti sao cn chm sc kh|ch h{ng trc tuyn,
mc III s gip bn c th ha cc cng vic cn tin hnh. Hy lit k chng
th{nh danh s|ch m bo chc chn bn khng b qua bc no trong nhng
bc c nu di }y:
- Phi cho php tng t|c trn website ca bn (bng cch to ra giao din cho
vic tng t|c, thit k website theo hng d s dng v quan trng hn l{
chun b mt i ng nh}n s cho hot ng tng t|c trc tuyn).
- Phi thng nht a tt c thng tin gip tng t|c ln mi trang con ca
website v{ ng qun gn v{o s in thoi.
- Gi email thng bo tip nhn thng tin/ n t hng ngay khi h thng tip
nhn nhu cu.
- Gi thng tin iu tra hi lng ca khch hng ngay sau khi bn hng v coi
}y nh phn dch v hu mi ca bn.
- Hy phn hi mt cch c nhn v c bit ha vi bt k mt bnh lun c tnh

cht tiu cc no bn nhn thy t nhng iu tra k trn. Trong trng hp ny,
gi in thoi lin lc to cm gic tc thi s tt hn l{ gi email.
- Hy tng qu hoc mt quyn li n{o cho nhng khch hng trung thnh c
nhng li nhn xt tt v bn bn c th a ln mng (website, blog ca
doanh nghip).
- Cho nhng khch hng hin ti quyn c la chn v{ hng li t nhng

quyn li c bit ny.
- ng qun gn thng tin lin h km theo s in thoi hoc name card c nhn
ca ngi b|n h{ng trn h{ng ha c giao.
- Ghi li thng tin khch hng, cho php nhp thng tin vo form trc tuyn lu
trong c s d liu. Gi li chc mng vo nhng dp c bit.
- C| nh}n ha thng ip trn trang ng k.
- Hy sn s{ng i mt vi nhng li phn nn mt cch nhanh chng nht v

dng cm nht.
S la chn cho mi hot ng chm sc kh|ch h{ng trc tuyn thuc v bn. D
bn chn hnh thc no, ch cn chm sc kh|ch h{ng tt, h s quay tr li. l{
im ging nhau duy nht gia chm sc kh|ch h{ng trc tuyn v{ chm sc
khch hng truyn thng.
CHUYN 5: I TH CNH TRANH ANG LM G TRN MNG?
i khi bn khng phi l{ ngi dn u th trng, bn l{ ngi n sau, bn

ang ho{n to{n lng tng?
i khi bn khng hiu phi bt u t }u vi nhng g bn s lm trn mng?

Nhng ngi kh|c ang l{m th no?
Chng ta hy th tho g bng cch bt u vi vic nghin cu xem i th cnh

tranh ca bn ang l{m g trn !
1. Hy bt u bng mt danh sch i th cnh tranh trc tip
Vic tm kim mt danh s|ch i th cnh tranh trc tip l cc k quan trng, n
ging nh mt bc nghin cu th trng trc tuyn nm r nhng i th
ca mnh ang hot ng trn mng nh th no. Hin nhin, bn c th ngh n
vic tm c i th cnh tranh trc tip v gin tip. Nhng trc ht hy phn
bit:
i th cnh tranh trc tip l{ i th cnh tranh bn nhng mt hng hoc

cung cp nhng dch v ging ht bn, cng nhm n mt i tng khch hng
v{ cng ang chia s th phn vi bn. V d: cng b|n m|y tnh bn, cng bn
laptop cho sinh vin trn cng mt khu ph
i th cnh tranh gin tip l nhng i th bn mt h{ng tng t, c th

thay th sn phm ca bn. V d: ngi mua c th cn nhc gia Ipad v laptop,
trong trng hp ny, hai sn phm khng cng loi, khng cnh tranh trc tip
m hon ton c th thay th ln nhau.
Vic c ci nhn v i th trc tip l cn thit trc mt. ng nhm ln

tr|nh sa { v{o vic bn khon phi cnh tranh vi cc i th gin tip nh th
no!
2. S dng nhng cng c n gin tm hiu k v i th cnh tranh
bit i th ca mnh ang l{m g trn mng, hy bt u vi nhng cng c

v cng n gin theo th t sau:
Website ca i th
- Cch thit k website
- Kh nng tng t|c vi ngi s dng
- C|c tnh nng cho ngi s dng
- M hnh kinh doanh
Cng c tm kim:
- Tm i th trn Google, Bing hoc Yahoo: Vic tra tn sn phm ca i th v

tn cng ty (t chc ca i th) trn cc cng c tm kim c th cho bn ci
nhn ton din hn v h, chng hn h c ng qung co trn Google hay
khng, h ang hot ng trn nhng sn giao dch no, h ang qung b mnh
nhng sn phm n{o
- Cc cng c tm kim |nh gi| h ra sao: Bn tm ra h trang th my trong

kt qu tm kim? S lng trang c nhc n h (s lng kt qu tm kim) l
bao nhiu?
3. Nghin cu k website ca i th
- Ngoi vic nghin cu ni dung, tnh nng ca website v cch thc h ang
kinh doanh bng website nh ~ nu trn, bn cng c th xem t kha no h
ang s dng bng cch s dng SEO Site tools c{i t vo trnh duyt Google
Chrome, thng qua bn c th xem thng tin ca bt k website no v hon
ton min ph.
- Ngoi ra cn mt cng c khc min ph ca Hubspot c th h tr bn o

lng website ca chnh bn v so snh vi i th cnh tranh.
- Cch thit k website ca h nh th no (nn so snh vi website ca chnh

bn v{ t mnh vo v tr ngi s dng)?
- Cng ngh xy dng website c ti u ha cng c tm kim khng?
- Kh nng tng t|c vi ngi s dng th n{o (c bit ch phn Contact,

Online support hoc bt k phn no ca website th hin mi lin h vi ngi
s dng)?
- Cc kt ni ca website vi nhng website hoc mng x hi khc.
- S lng kh|ch n thm trang (visitors) (nu c)
- Cu trc thng tin trn website
- Cch b tr sn phm, thng tin dch v.
Nu bn ~ c mt website, vic nghin cu n{y cng gip bn rt nhiu trong

vic hon thin website ca chnh mnh. Cn nu bn cha c, n s gip bn ln
mt phng |n x}y dng website tht tt v tt hn ca i th rt nhiu.
4. Nghin cu nhng cng c h ang s dng
- T website ca i th, bn cng phn no bit c i th ang s dng cng

c no ngoi website: Facebook, YouTube, blog
- Tra trn cc cng c tm kim nh

Google, Bing, Yahoo: tn ca i th
+ cc mng x hi, cc sn giao dch, bn c th thy h ang hot ng }u v{

hot ng nh th no.
- Nu ang s dng mt cng c n{o nh s{n giao dch hoc mng x hi, bn
cng c th tra trn tm ra i th cnh tranh ca mnh. La chn danh
mc sn phm cng loi vi danh mc sn phm ca mnh cng l{ mt cch khc
tm ra i th.
5. Rt ra bi hc cho chnh mnh
Sau khi nghin cu i th cnh tranh, website v nhng cng c h ang s

dng, bn s phn no hiu c u im v{ nhc im ca i th v ca
chnh mnh.
Hy ln mt chin lc hon thin nhng phn cn thiu st trong chin lc

kinh doanh hoc marketing trn mng ca mnh. Bit }u, chnh trong qu| trnh
nghin cu i th, bn s c nhng tng mi thc s sng to. Rt nhiu
ngi chn cch bt chc i th tr thnh mt follower (ngi theo ui)
cn chng ti hy vng, bn hy sng to ra nhng tng ca ring mnh tr
th{nh pioneer (ngi tin phong) hoc leader (ngi dn ng).
6. Cp nht lin tc
Vi nhng i th cnh tranh |ng gm v c nhng i th tm thng nht,

hy gi thi quen theo di h thng xuyn cp nht lin tc tnh hnh ca h.
Hy lun ghi nh, i th cng ang nghin cu bn v{ ang thay i rt nhanh
v nu gi mt bn nghin cu th trng trong vng mt thng m khng thay

i g, chnh bn mi ang l{ ngi lc hu!
Ngi xa c c}u Bit mnh bit ngi, trm trn trm thng: Hiu bit v i
th cnh tranh cng l{ mt c|ch thng minh hiu mnh cn lm g, t ph|t
trin mt c|ch c lp, t tin v ch ng nht!
CHUYN 6: GMAIL CHO DOANH NGHIP
Vi mt doanh nghip c di 10 nhn vin, bn hon ton c th s dng tnh

nng h tr min ph ca Gmail to dng mt hm th chuyn nghip cho c
t chc. V d: website ca cng ty bn c tn min l: abc.com, hy to cho nhn
vin ca bn mt hm th: ho_ten@ abc.com. Ngay c khi cha c trang web ca
ring cng ty, bn cng nn mua mt tn min to hm th ca ring cng ty
nhm to mt hnh nh chuyn nghip trong con mt khch hng. Tn min
ny ch cn tr v mt trang ang c xy dng (xem thm Chuyn 2).
L do chnh khin bn nn c mt hm th ca ring t chc mnh v{ c{i t trn

my c nh ca cng ty l{ m bo rng mi khi nh}n vin c ca bn ri
khi t chc, nhn vin mi c th tip qun h thng email v nhng giao dch
~ c vi kh|ch h{ng. Email trao i chnh l mt ti sn quan trng vi doanh
nghip m bn khng c php b qua.
Google cung cp mt nn tng cho vic to dng h thng email ca t chc rt

hu ch nhng ch gii hn 10 email min ph vi 1 tn min. c im ca
email ny l bn vn s dng nn tng Gmail nhng ho{n to{n gi i vi danh
ngha ca email cng ty, v d nguyenvana@abc.com.
Nn tng n{y cng gip vic chia s ti liu tr nn d d{ng hn v{ vic tip cn
nhng mng ni b n gin khng cn phc tp.
Cch lm rt n gin, bn vo: http:// www.google.com/apps/intl/en/group/

index.html; chn Get Started v bn c th tin h{nh theo c|c bc ch dn ca
Google thnh lp Gmail ring cho t chc ca mnh.
Nu bn c trn 10 nh}n vin, vn tn dng nn tng Gmail ca Google, bn c

vi gii php:
- Gii php 1: Mua ti khon t chc ca Google vi chi ph khong 50 USD cho
mt ti khon trong 1 nm. Khi mua gii php ny, h thng email ca ton
doanh nghip s chuyn nghip hn nh vic c hng li t cc ng dng
ca Google. Cch lm ny ph hp vi nhng doanh nghip c kh nng t{i
chnh duy tr mt h thng email tt.
- Gii php 2: Bn c th tn dng hm th Gmail d{nh cho nhm 10 ngi ~

nu trn, mua thm mt s tn min ng dng, v d: bn cnh abc.com, bn
c th mua thm abccompany. com v{ abc.biz to thm h thng email khc
cho nh}n vin. iu n{y cng ng ngha vi nhng ri ro c th xy n nu c
ai c tnh mo danh bn. V vy, hy cng b nhng tn min bn ang s
dng trn website chnh thc ca cng ty v cng tr chng v mt a ch
website duy nht. }y ch l gii php tnh th vi nhng doanh nghip nh.
- Gii php 3: Bn vn c th chia s vi nhng nhn vin ti liu c trong mng

ni b ca doanh nghip bng hm th Gmail c| nh}n ca h, nhng h~y nh b
tn h ra khi danh sch sau khi h ri khi cng ty m bo tnh an ton.
CHUYN 7: QUN L LU DU TRANG (BOOKMARKING)
Vi trnh duyt Chrome, thanh cng c lu du trang (Bookmarking) ging nh

hnh s 1; vi trnh duyt Firefox, hnh s 2 v vi trnh duyt Internet Explorer,
hnh v s 3.
Mun to c mt ni lu ng link ca cc trang web, vi tng trnh

duyt, bn hy tin h{nh c|c bc sau }y:
- Vi Internet Explorer: Favorite Organize Favorite, mt ca s xut hin, bn

chn New Folder (mt th mc mi) Chn tn th mc Close. Sau khi to
xong th mc ny, nu c bt k link no mi, bn hy ch ng a v{o th mc
bng vic bm chn Favorite.
- Vi Firefox v Chrome, cng vic din ra tng t, tn gi khc ca cc trnh

duyt ny l Bookmark. Thay v vo Organize Favorite, bn s vo Bookmark
Manager, sau chn Add Folder v hon tt.
- Lu du trang trc tuyn vi Delicious. com: Bn c bao gi gp phi tnh

hung l{ khi c{i t li my, bn ~ qun khng xut tt c nhng g bn ~ lu
trong bookmark ra cha? Bn s cm thy nui tic cc v c rt nhiu
website quan trng bn ~ lu v{ rt mt thi gian tm li. Cm gic ti t
s khng bao gi c nu bn ch ng s dng cng c Delicious lu du
trang trc tuyn. s tr thnh ti sn ca bn v bn c th truy cp bt c
ni }u. Sau khi ng k, bn chn Save a new bookmark v{ |nh tn trang web
cn lu. Tags cho php bn t nhng t kha lin quan n trang d dng
hn cho vic tm kim sau ny. Bn c th dng c nhn (khng chia s cho
ngi khc) bng cch chn Make Private v{ sau lu li. Delicious cng cho
php bn nhp ton b nhng Bookmark bn ~ lu cc trnh duyt Google

Chrome, Firefox v Internet Explorer vo ngun d liu Bookmark trc tuyn
ny ca bn lu tr.
CHUYN 8: SEO V SEM
Chng ta u bit rng mi website ch c c hi trong ti a 20 gi}y u tin

gy n tng vi ngi s dng khi h tra cu sn phm dch v ca chng ta
trn mng. Nu khng nm trong con s 20 trang web u tin ca kt qu tm
kim, mi n lc ca chng ta dng nh s tht bi. Chnh v vy, tr nn thn
thin vi cc cng c tm kim l cch quan trng gin tip to n tng vi
khch hng. Chnh cc cng c tm kim mi hiu c cch chng xp hng
trang web, u tin nh th no v ti sao li c trang web ln u, trang web
xung cui.
SEO (Search Engine Optimisation) l ti u ha cng c tm kim. Hnh thc n

gin nht ca SEO chnh l{ iu chnh mt website sao cho ni dung bng ch
(text), tiu ca tng trang (title) trong website, th meta, th m t nh
khin cc cng c tm kim xp hng website tt cho mt hoc mt vi cm t
n{o .
Cn phn bit t kha }y l{ cm t ch khng phi t. Thi trang cho b l{

mt cm t. Thc hin SEO l thc hin ti u ha cng c tm kim cho tng
trang ca website t c th hng cao hn trong con mt ca cng c
tm kim theo tng ch ca trang bng c|ch t m mt s lng nht nh v
hp l cc t kha chnh, m t hnh nh (nu c) bng nhng t kha ph hp,
t lin kt sang trang c ch lin quan.
V d i vi trang gii thiu sn phm dch v, bn c th nhn mnh nhng t

kha lin quan n sn phm dch v ca mnh bng c|ch in m. }y l{ c|ch rt
tt gy n tng vi cc cng c tm kim. Sau , trong trang n{y, bn nhc
ti mt sn phm dch v khc mt trang khc trong cng website. Vic t link
sang trang n{y cng gip vic |nh gi| th hng c tt hn.
phn bit SEO v SEM, Chng 5, ta ~ tm hiu v SEM. Chi ph cho SEM c
th rt cao vi nhng ngnh phi cnh tranh mnh m, nn la chn c mt
th trng ngch hoc nhng t kha bt cnh tranh hn cng l{ mt cch tit
kim chi ph m vn nhm c v{o i tng khch hng tim nng mt cch
chnh xc nht.
Bn c th hnh dung ra qua hnh v sau }y:
Trn hnh v, SEO l nhng phn cng c tm kim cho ra kt qu t nhin, tc l

khng do s dng mt dch v tr ph no ca Google. SEM l phn cc doanh
nghip mua t kha trong dch v Google Adwords c xut hin nhng
ch d thy.
SEO c th coi l n lc ca bn c n |p mt cch t nhin: Nh cu trc

website tt, cp nht ni dung lin quan n ch thng xuyn v bn la
chn t kha tt, bn c mt website tt v{ c |nh gi| cao trong con mt ca
cng c tm kim. Bn cng nn lun ghi nh rng mi n lc b chi ph qung
co trn cng c tm kim s cho ra nhng kt qu khng bn vng nu bn
khng thc hin SEO ngay t u. C mt website tt cho cng c tm kim l nn
tng vng chc bn tin hnh mi hot ng khc.
CHUYN 9: CHIN LC NI DUNG
Ni dung ng vai tr quan trng s mt trong kinh doanh trc tuyn. Mi n lc

lm ti u ha cng c tm kim SEO (Search Engine Optimisation) ca bn s
l con s 0 nu bn khng chun b ni dung y v phong ph cho website.
Ngoi ra, do bn cn s dng cc cng c khc na, ni dung cng cn phi sng
to v{ a dng xoay quanh ch sn phm/ dch v hoc gii php ca bn. V
vy, chuyn ny, ni dung chng ta ni n }y l{:
- Ni dung cho website
- Ni dung cho blog
- Ni dung cho Newsletter gi khch hng tim nng
- Ni dung cho giao tip trn mng x hi
- Ni dung cho YouTube
- Ni dung bng hnh nh v video clip.
Chnh v vy, ni dung rt a dng v{ i hi doanh nghip phi c s u t rt

ln c v cng sc, thi gian v nhn s.
Theo nhng mc trn, bn phi lit k c nhng ni dung no cung cp

cho nhng cng c no. Trn website, ni dung thng bao gm nhng thng
tin tnh v{ nhng thng tin ng. Thng tin tnh thng t thay i hoc lu thay
i, v d: Gii thiu cng ty; Gii thiu sn phm, dch v. Thng tin ng
thng thay i nhiu v cn cp nht lin tc, v d: hot ng/tin tc v cng
ty, tin tc tuyn dng, tin tc chng trnh khuyn mi v..v.
Tng t nh vy, ni dung trn blog tp trung vo ni dung g, v d: mang

thng tin hu ch cho khch hng. Bn x|c nh tn sut a tin ln blog
khong 2 ln/tun hoc nhiu hn. Ni dung cho Newsletter cng th, xoay
quanh nhng vn v sn phm, dch v, t vn s dng cho ngi tiu dng,
khch hng tim nng. Newsletter tn sut c th 1 ln/thng. Cu hi t ra l:
Ch ca cc bi vit trn blog hoc Newsletter ly t }u?
- Chnh nhn vin ca cng ty l ngun ti liu v tri thc quan trng nht. Ch cn
mt bui hp nhm 3 ngi, bn ~ c th c ti 10 ch cho blog.
- Hc tp tng t trn mng. Khi nung nu v mt vn g , bn c th tm

kim v Internet l ngun ti nguyn v tn cho bn nhng tng mi. Nu
l mt vn cn cha bit, bn c th cng nhm ca mnh nghin cu v trao
i. Khi cng hiu vn , vic gii thch li cho kh|ch h{ng/c gi tim
nng khng ch n thun l vic chuyn ng mt khi nim mi, n s thc s
mang li gi tr cho khch hng ca bn. Cng khng nn gii hn v ngn ng
cn tr vic bn tip cn vi nhng kin thc mi.
Google Translate, mc d cha thc s hon thin, cng c th l mt cng c h

tr c lc bn nm c nhng tng t mt trang web bng mt ngn
ng khc v c th to cho bn nhng ngun cm hng cho ni dung mi.
- Ly tng t thc mc ca khch hng. Doanh nghip ca bn c rt nhiu

ngun phn hi ca khch hng, c rt nhiu iu h cn cha hiu v sn phm,
dch v, c tnh k thut mi la chn ca h u bt u t thin cm v s
hiu bit. Nu bn bit khch hng cn g v gip h tr li cu hi, bn ~ g}y
dng c thin cm v cho h s hiu bit la chn bn mt cch sng sut.
Sau khi c ch vit bi, bn cn ghi nh mt s nguyn tc sau }y:
- Bn vit nhm ti khch hng v ngi c, h l nhng con ngi thc s. V

vy, nu t vn vit ti u ha cng c tm kim ln h{ng u, bn s kh
chim c tnh cm ca ngi c. dung ha c hai yu t ny, bn cn
phi vit nhng ni dung c ngha v{ c gi| tr hu ch cho ngi c, cng sng
to v cng kt ni linh hot vi sn phm, dch v v gi tr ca doanh nghip
cng tt. Phong cch vit t nhin l cch hp dn ngi c quan trng nht v
cng l{ c|ch khin ni dung ca bn tr nn c |o. Km theo l{ vic kim
tra li cc t kha quan trng s dng trong cc bi vit n{y v{ c|ch t lin kt
cho cc t kha quan trng. Trnh nhng li nh khng |ng c nh vit sai li
chnh t, vit cu khng hon chnh
- Khin bi vit tr nn sinh ng bng s lng hnh nh hp l. Nhiu hnh nh

qu s khin bi vit tr nn nng n v kh chp nhn vi c my tm kim. iu
n{y i khi cng l{m ph}n t|n ngi c. V vy, vic la chn hnh nh cho bi
vit cng quan trng khng km g son tho ni dung. Sau khi a hnh nh vo
bi vit, bn nh chn nhng t kha m t hnh nh ph hp vi ni dung nh
v gn gi vi sn phm, dch v ca bn cng c tm kim d nhn bit.
- Trnh tuyt i vic trng lp ni dung. Bn ~ vit bi trn website v lp li

ni dung trong cng website nhm gia tng s hin din ca t kha. Tuy
nhin, cc cng c tm kim |nh gi| cao vic c nhng thng tin duy nht trn
website, khng b trng lp. Nu pht hin bn trng lp ni dung, cc cng c
tm kim s pht rt nng bng vic |nh gi| website ca bn thp i hoc thm
ch khng gh thm website ca bn na. H~y t m nhng t kha quan trng
v{ t link hp l. Khng qun bn ang n lc li ko ngi s dng sang
nhng ni dung kh|c nh mua thm h{ng, hiu thm v dch v khc ca bn
T m va phi s lng t kha cng l{ c|ch tt gy ch vi ngi c v
c cng c tm kim.
- S dng mt t kha va phi. Nh ~ ni trn, bi vit ca bn l{ phc

v ngi c, nn nu lp li t kha nhiu ln s gy ra s nhm chn, kh chu.
La chn s xut hin mt cch va phi v hp l s lng t kha s gip bn
hi ha vic thn thin vi c ngi c v c my tm kim.
- Cp nht tin tc lin tc: h~y i mi v{ lun i mi. Mt ch mi m, mt

cch tip cn mi, tin tc mi v nng hi hoc nhng bi vit mi ng bao
gi cng thu ht s ch ca ngi c. V vy, d trn website hay trn blog, n
lc cp nht thng xuyn s c n |p xng |ng bng s ngi vo trang
thng xuyn v s c gi quay tr li cao hn hoc s ngi ng k nhn
Newsletter nhiu hn.
- Kch thch hnh ng. Truyn i mt thng ip kch thch h{nh ng trc khi
kt thc vn bn l vic nn l{m cng sc son tho ni dung ca bn c
n |p xng |ng. c th l li mi khch hng tim nng t thm cu hi,
mi h bnh lun phn hi hoc mi h s dng sn phm dch v. Nhng thng
ip ny nn ngn gn, sc tch v{ i km vi thng tin lin h hoc website (nu
bn ang vit bi trn blog).
Ni dung cho thng ip trn mng x hi c khc mt cht. Do c tnh tc th,

ni dung bt buc phi kch thch h{nh ng: phn hi, trao i, tc l phi to
c mt ch gy thc mc, t m hoc g}y tranh c~i. Nhm iu hnh hot
ng trn mng x hi cng phi phn ng linh hot v sng to vi mi phn hi
ca khch hng. Trn mng x hi, bn cng lun phi sn s{ng i ph vi
nhng phn hi tiu cc, hnh vi ph ri, do bn lun cn nhng nhn s c

kh nng ng ph nhanh v sng to. Mt phn hi tiu cc c th tr thnh tiu
im ch ca truyn thng v gy tai ha cho thng hiu. V vy, nhm
marketing trc tuyn cng cn lm vic cht ch vi b phn truyn thng chnh
thc ca doanh nghip.
Ni dung trn youtube.com l nhng ni dung bng hnh nh ng, c li bnh

thuyt minh thi gian chun b l}u hn nhiu. Ngo{i ra, n i hi mt vi k
nng chuyn nghip c nhng video clip p mt. Khi pht trin mt knh ca
ring mnh trn YouTube, bn cng cn phi ch xem mc ch ca knh
nhm n ai? H mun bit g? iu g khin h h{nh ng? V d: Mt video clip
nhm n khch hng tim nng cho sn phm my gt la, iu khch hng
quan tm l n vn hnh th no, hu ch khng, kch thc, tiu hao nng lng
v vic s dng n trong thc t. Mt video clip demo sn phm s rt hu ch
khch hng hnh dung ra sn phm . Bn khng qun lng ghp ng link
website vo video v km theo li gii thch v tnh nng sn phm phn ch
gii ca video clip. Bn kt thc bng thng ip kch thch h{nh ng: hy gi
ngay cho chng ti: +8444444444 hoc truy cp: http://www.tenwebsite.com.
CHUYN 10: CHIN LC LA CHN T KHA
Mun c mt h thng t kha ph hp vi vic qung b sn phm, dch v ca

doanh nghip, ph hp vi thi quen tra cu v tm kim ca ngi s dng
ng thi li hu ch cho vic thn thin vi cng c tm kim, bn cn phi
chun b k lng theo mt s bc sau }y. Nhng bc lm ny c th thay i
v hon ton linh hot ty thuc vo s sng to ca bn.
1. Ln danh sch nhng t kha sn phm, dch v ca bn m bn ngh ti.

Khong 5 - 10 cm t lin quan n sn phm, dch v hoc nhng dch v b tr
theo nguyn tc: m t chnh xc sn phm, dch v v khng qu ngn, khng
qu di. Trong qu trnh la chn t kha, bn h~y ngh n sn phm dch v
chung, nhng c im khin bn tr nn khc bit. Bn cng c th s dng
cng c SEO site tools nh ~ trnh b{y Chuyn 5 tham kho t kha ca
i th cnh tranh.
2. Phn tch nhng t kha ny v s lng c tra v{ xu hng tra cu t ny

thng qua cc trang web, v d nh www.compete.com
hay www.keyworddiscovery.com v{ c bit l Google Keyword Suggestion Tool
(cng c gi t kha ca Google) hoc wordtracker.com (bn dng th trong 7
ngy).
Trong s ny c nhng cng c cho php s dng min ph, mt s khc bn phi
tr ph. }y chng ti xin gii thiu vi bn mt s cng c min ph h tr
chin lc t kha.
- Google Key Word Suggestion Tool (https://adwords.google.com/Select/

KeywordToolExternal)
Cng c ny ca Google cho php bn tra cu nhng t bn ngh n v gi cho

bn nhng t lin quan; mc cnh tranh ca t kha (iu ny s l yu t
quyt nh nu bn nh chi tin cho mt chin dch Google Adwords, nhng t
kha cnh tranh cao th ph u thu s cao hn). Ngo{i ra, bn cng bit c s
ln tm kim t kha ny trong thng Vit Nam hoc trn th gii quyt nh
hng la chn. Nhng t kha ngoi t kha cnh tranh chnh, m t sn phm
dch v ca bn s l cng c tt hnh thnh nhng dch v gia tng xoay
quanh sn phm dch v ca bn hoc to ch cho cc bi vit trn blog ca
bn v ch ny.
- Google Trends (google.com/trends - http://ww w.google.com/Insights/

Search/#): L mt cng c gip bn tm c xu hng tra cu hay mc quan
tm trn th gii hoc mt nc c th i vi mt t kha. V d: Ti tm t
kha learning english online, kt qu ny cho ti thy mc quan t}m tng
ln tng i cao vo cui 2009, u 2010 v{ c xu hng n nh. Nhu cu hc
ting Anh trc tuyn Vit Nam rt cao, ch sau Pakistan.
Sau khi phn tch v cn nhc cc t kha ny, trong thi gian i xy dng v
thit k website, bn nn m mt blog chy th nghim. Bn cn chun b ni
dung cho blog lin quan n sn phm v dch v ca mnh. blog Opera v blog
Wordpress s cho bn nhng ngun thng tin hu ch v t kha ngi dng c
th tm ra bn. L do la chn blog l v cc cng c tm kim rt u tin nhng
blog ny khi cho ra mt
kt qu. V vic m ra blog th nghim l min ph v c th thay i sau ny, bn

khng nn ngn ngi thc hin vic th nghim. Sau khi nm c nhng t
kha th hin xu hng v th nghim thc t, bn s c trong tay mt s lng

t kha m bo c nhng tiu ch ~ nu ra ban u.
Bn cng nn ghi nh rng vic s dng t kha khng phi l{ vnh vin nhng
cng khng nn thay i qu| thng xuyn, s rt kh cng c tm kim nhn
bit ra bn. Bn cn iu chnh chin lc ca mnh khi c bng chng rng
mi th ang thay i v nhng t kha khc s ph hp hn vi bn. Vic thay
i n{y cng nn linh hot v kt hp vi cc cng c nh Google Analytics trong
qu trnh vn h{nh website thy c rng, nhng t kha khch hng tm ra
bn ph hp thc s vi nhng t kha m bn dn tm huyt nghin cu v la
chn nhm m t sn phm, dch v ca mnh.
CHUYN 11: IN TON M MY
in to|n |m m}y (Cloud Computing) l mt thut ng cn kh mi m Vit

Nam v{ ang thay i cch nhn nhn ca chng ta v phn mm v cch thc s
dng truyn thng. Bn hy hnh dung l nu trc kia, khi cn phi s dng mt
phn mm n{o , bn phi ti chng v my hoc mua a CD, sau c{i v{o
m|y vn h{nh. in to|n |m m}y thay i hon ton cch chng ta tip cn
v phn mm v s dng cc ng dng trong mi trng Internet. |m m}y
thc cht l cch hiu v mi trng Internet, tc l mi th ~ c xy
dng sn v bn ch cn trnh duyt Internet, thit b ca bn c ni mng, th
l bn c th s dng m khng phi c{i t g. Hnh v hnh dung v in ton
|m m}y c th c minh ha nh hnh bn di.
Thit b m chng ta nhc n }y c th l{ in thoi thng minh (smart

phone), m|y tnh bn, my tnh xch tay, my tnh bng Nhng th a ln
|m m}y c th l nhng ng dng vn phng, ng dng cho in thoi di ng,
phn mm
Li ch ca vic s dng in ton m my l gim thiu chi ph c{i t phn

mm hay chi ph xy dng h thng v{ c s h tng, d dng to nn tng cho
chia s thng tin v cng vic v n hot ng hon ton trn nn tng web.
Nhng nguy c c th xy ra khi s dng ng dng in to|n |m my l tnh

bo mt v an ton. Th tng tng d liu ca bn c lu }u v{ nu
xy ra tnh trng b |nh cp hoc ph hy d liu th sao?
Ngoi ra, mt vn khc khng km phn quan trng l{ trong trng hp bn

mun thay i nh cung cp dch v, vic chuyn i t mt dch v ny sang mt
dch v khc vi cch tip cn khc khng h n gin v hin nay cha c mt
chun mc no gia c|c n v cung cp v vn hnh. Vic di di d liu chng
hn l mt vn ln.
Mt trong nhng v d tiu biu l Salesforce.com, c th coi l{ thng hiu to

ra cuc cch mng v qun l quan h kh|ch h{ng. Salesforce.com ~ x}y dng
mt nn tng pht trin vic qun l quan h khch hng trc tuyn hon ton.
Nhn vin ca bn c mt ti khon v{ ng nhp, th l bn ~ c th s dng
nhng ng dng ~ c xy dng sn cho qun l quan h khch hng. Nu bn
mun thay i, Salesforce.com cung cp cho bn nhng ng dng m, gip
bn t xy dng nhng tnh nng mi theo yu cu c th ca bn.
Khng ch dng li phn mm qun l doanh nghip: phn mm qun l quan

h khch hng, phn mm qun l nhn s, phn mm qun l d |n nh
gii thiu Ph lc 4, c rt nhiu ng dng ~ tng bc c a ln |m
m}y nhm n gin ha vic s dng. Google Docs l mt th d tiu biu khc.
Thay v son tho ti liu dng Word, Excel, Powerpoint trn my tnh, ch cn ti
khon ca Gmail, bn c th lm tt c t son tho vn bn, v tranh v tin

hnh kho st trc tuyn (Online Survey) da trn nhng ng dng ca Google.
in to|n |m m}y ang tr nn cnh tranh v hp dn hn bao gi ht bi

nhng tn tui ln ~ thc s tham gia cuc chi nh Apple vi Icloud (cung cp
ng dng cho Iphone v Ipad trc tuyn) hay Microsoft vi Office365.com (a
ton b ng dng vn phng ln |m m}y) vi chi ph s dng tng i hp
l cho doanh nghip va v nh. in to|n |m m}y cng ha hn mang li nhiu
hn na nhng thay i trong cch chng ta lm vic v{ tng t|c vi ng
nghip, cng ng v xy dng nn nhng vn ha kinh doanh mi.
Vi mc tiu h tr cng ng khi nghip, Google v Salesforce thit lp mt a

ch ni c|c doanh nghip va v nh khi nghip c th tn dng nhng sn
phm ~ c to t trc vi tn gi Non Profit Starter Pack (NPSP) ti a ch
http://code.google.com/p/npsp/
CHUYN 12: GOOGLE PLUS
}y l{ mt mng x hi mi ra mt nm 2011 do Google ph|t trin vi mong

mun xy dng v pht trin cng ng trn nn tng nhng ngi ~ qu| quen
thuc vi vic s dng Gmail. L do m mt doanh nghip bt k khng bao gi
nn b qua Google+ cho d Google+ cha si ng bng Facebook l Gmail vi th
phn ang tng v{ s nng ng trong pht trin email in to|n |m m}y cng
nhng ng dng vn phng kh|c ang to ra mt cng ng nhng ngi s
dng cc ng dng ca Google. Google Plus c mt s tnh nng kh|c bit so vi
Facebook m bn nn bit:
- Circles: Cho php ngi dng thit lp cc nhm khc bit t danh sch bn b
trc tuyn v c bit ha giao tip cho tng nhm. V d: bn b, gia nh, ng
nghip
- Hangouts: Cho php nhm ti a 10 ngi c th cng tr chuyn qua Video v

Sparks. }y l{ mt ng dng ha hn vic t chc cc cuc hp trc tuyn trong
ni b cng ty, giao tip vi kh|ch h{ng
- Sparks: cho php bn tm kim thng tin nhanh chng da trn nn tng tm
kim sn c ca Google.
Google Plus ha hn mang li nhng li ch cho doanh nghip v hot ng

marketing, cho php tn dng cc ng dng hu ch trn nn tng di ng v h
iu hnh Android.
Trc mt, mt doanh nghip mun tn dng Google+ c th s dng tnh nng
to trang web ca mng x hi ny. Ti ng link http://www.google.
com/+/business/, bn c th to mt trang web ca doanh nghip v lin kt vi
cc ng dng khc ca Google v Google +. Bng c|ch a cng khai h s ca
cng ty bn v kt ni mng li vi nhng khch hng dng Gmail, bn ang to
c hi cho mnh giao tip vi cc khch hng mt cch trc tip nht trn
chnh nn tng Gmail ca h.
Vi Google+ kt hp vi Google Analytics, bn c th c nhng bo co v hot

ng ca mnh, nhng ni dung c chia s v tm ra nhng ngi c nh
hng trong Circle ca bn. Nu bn l mt t chc phi li nhun, kt hp
Google+ v Google for nonprofit (Google phi li nhun)
(http://www. google.com/nonprofits/) bn c th c s h tr rt ln t
Google qung b nhng n lc ca mnh v xy dng cng ng ca bn ln
mnh hn na.
CHUYN 13: MT S LI THNG GP TRONG GIAO TIP VI

KHCH HNG TRC TUYN
Chm sc kh|ch h{ng l{ mt hot ng c bn v khng th thiu ca mi doanh

nghip. Nu trc kia chng ta chm sc bng gi in thoi, i gp mt, mi
tham d hi ngh kh|ch h{ng th hin nay vi nhng cng c trc tuyn, bn c
th ni rng kh nng tng t|c vi khch hng. Nhng cng c c th gip
vic giao tip vi khch hng hiu qu hn v{ chm sc h chu |o hn. c
th n gin ch l vic chat trn Yahoo Messenger (nh hin nay rt nhiu
doanh nghip Vit Nam a chung) hay gi email chm sc kh|ch h{ng c, cung
cp thng tin v tnh trng t hng trc tuyn, hay giao tip vi h trn cc
phng tin thng tin i chng...
Cc nhn vin kinh doanh trn cc website c phn h tr trc tuyn thng gp
mt s li sau:
- nh ting Vit khng du: Mc d trong giao tip ngn ng chat, vic |nh
ting Vit khng du d hiu v nhanh, tit kim thi gian nhng khi giao tip vi
khch hng th hon ton khc. Vic |nh khng du thng lm mt nhiu thi
gian ca khch h{ng c v hiu ca bn nn hiu qu giao tip khng cao.
- Lm dng ngn ng chat trong giao tip: Thay v giao tip vi khch hng sao
cho d hiu, nhiu bn nhn vin kinh doanh trc tuyn qun rng mnh ang
trao i vi khch hng nn s dng nhng ngn ng nh: ri (ri), bao j a (bao
gi ) hay sr sis (sorry sister xin li ch) iu ny lm gim tnh chuyn
nghip trong s dng ngn ng ca bn v c th gy phn cm vi mt s khch
hng.
- Khng kt hp d liu trc tuyn vi d liu khch hng chung ca c

cng ty: }y l{ vic lm thiu st ca nhiu nhn vin kinh doanh trc tuyn. S
khng phi l mt quy trnh chm sc kh|ch h{ng ho{n thin nu bn khng nm
c thm cc thng tin khc ca kh|ch h{ng nh email, s in thoi ngo{i
nick chat. Mt khc, bn s khng th chm sc tt mt kh|ch h{ng ~ nhiu ln
t hng ca bn nu bn khng d liu bit rng kh|ch h{ng ~ quay
li vi bn. Hy lun nh rng 80% doanh thu ca doanh nghip n t 20%
khch hng trung thnh. Vy, hy bt u ngay t u trong vic chm sc kh|ch
hng v xy dng c s d liu c kh nng tng t|c tt v{ ng b vi cc cng
c khc m bn s dng.
- Qun tm bit v cm n khch hng: Nhiu ngi thng qun tm bit

khch hng. Khc vi giao tip trc tip, bn c th n mt n ci chia tay
khch hng, vi chm sc kh|ch h{ng trc tuyn, vic c bit ha quan h rt kh
khn. V vy, bn phi tn dng mi c hi xy dng n tng tt vi khch
h{ng, i khi ch l mt biu tng mt ci v cm n.
- Khng lu li on hi thoi vi khch hng: Thng thng, nhiu nhn

vin kinh doanh qun ch lu on hi thoi, nht l vi Yahoo Messenger.
iu n{y i khi s gy bt li cho bn nu mun nh li ~ trao i g vi khch
hng hoc thng tin kh|ch h{ng V vy, h~y lu tr ngay trong Yahoo
Messenger nhng on trao i cn s dng cho nhiu mc ch sau n{y.
CHUYN 14: PHN TCH MT TRNG HP THNH CNG
1. Gii thiu
- Wowparty l mt cng ty lm vic trong lnh vc trang tr tic sinh nht.
- Mc d s dng nhiu cng c nh: website, YouTube, Twitter, Facebook,

Myopera v cc sn giao dch B2B, B2C nhng s lng n t hng qua cc
knh ny khng nhiu.
2. Kh khn trc thc hin
- Khng nm c thng tin khch hng.
- Cc cng c s dng thng xuyn: marketing bng s kin, trin l~m, ng b{i
PR trn b|o ch v{ c|c phng tin ngoi tuyn nhng khng gi|m s|t c hiu
qu.
- S lng truy cp vo website khng cao.
- Thng hiu khng c qung b chuyn nghip.
- i ng nh}n s kinh doanh v marketing lm vic chng cho, cha ho{n thin
k nng marketing trc tuyn.
3. Khc phc
Di s hng dn v{ t vn, Wowparty ~ xem xt tng quan chin lc

marketing di hn v chin lc marketing trc tuyn v thc hin thay i:
- C cu li nhn s v hnh thnh chin lc truyn thng v marketing trc

tuyn di hn.
- Xy dng cc d n bn hng v PR nhm qung b| thng hiu.
4. Kt qu t c
- YouTube: Cp nht hn 200 video clips mi vi tng lt xem video ti ln:

10.732.
- Blog: 30 bi vit mi thc hin trn cc blog Opera, Wordpress vi tng lng
truy cp ln ti hn 10.000 lt trn cc knh blog.
- Website: cu trc li thng tin, b sung ni dung v chun b cho nhng thay i
tng th ln hn. S lng ngi truy cp tng 200%.
- S n t hng qua cc knh trong thi gian th nghim: 16.
- S n t h{ng bnh qu}n ngay sau chng trnh {o to: 1 n t hng/1

ngy qua YouTube.
5. Nguyn nhn thnh cng
- Tn trng v thng thn: Wowparty v{ nhm t vn thng nht nguyn tc

thng thn ch ra nhng sai lm v k thut v chin lc nhn cc chin lc
v cng c t gc kinh doanh. Hai bn cng tn trng chuyn mn ca nhau
trnh tnh trng bn t vn tr th{nh ngi ch cho khch hng cn lm g. Cng
ty t vn ch l{ ngi t ra cu hi khch hng t tr li v t gii quyt mt
cch ph hp nht.
- Thay i nhanh chng: Ngay khi nhn ra nhng sai lm v{ xu hng khng th
thay i ca marketing s, Wowparty ~ thay i ht sc nhanh chng v thc s
t c nhng kt qu t ph| bc u.
- Quyt tm thnh cng: Khng phi doanh nghip n{o cng nhn thc v thay
i nhanh chng nh Wowparty. Ngay sau nhng th{nh cng ban u, Wowparty
~ nhanh chng x}y dng li chin lc marketing li v xy dng thng hiu
bng c|c chng trnh marketing trc tuyn, v d Nht k Yu thng.
6. Nhng gi tr bn vng
Ngi ch doanh nghip sau mt thi gian kh khn phi ri b cng vic kinh
doanh ca mnh, nhng g anh cn li khng nhiu: Mt website khng th ha
gi, mt vi trang mng x hi l}u khng ai chm sc: Facebook, Blog v..v. Khi
quyt nh tr li kinh doanh sau hn 1 nm, ngi ch doanh nghip ~ suy
ngh v{ kt lun nhng ti sn cn li khng phi l tin, m chnh l nhng gi
tr tng nh o trn mng mnh ~ d{y cng x}y dng. Bt u tr li vi mt
vi dng gii thiu trn Facebook, ngi ch doanh nghip nhn c 2 n t
h{ng u tin. s tin ti khi ng li cng vic kinh doanh, ngi ch
doanh nghip ~ th{nh cng khi tr li ng lnh vc l th mnh ca mnh v

tn dng cng c s. Vi anh, Facebook gi l mt gia nh m cng, v trn
cng ng nhng ngi m, nhng gia nh chia s vi nhau nhng bc nh
hnh phc, m{ ng gp mt phn cho khng gian hnh phc l{ c|c sn phm
ca cng ty.
S thnh cng ca mt doanh nghip nh trn Facebook cho thy mt iu, mng
x hi khng ch ~ l{ ni qung co, website khng ch ~ l{ cng c marketing.
Nu doanh nghip bit cch giao tip, to dng cng ng v{ chm sc cho cng
ng , doanh nghip s c trong tay nhng cng ng khch hng vi tnh yu
thng hiu, s gn kt mt cch t nhin. chnh l{ x}y dng thng hiu
mt cch bn vng.
CHUYN 15: O TO NHN VIN TRC TUYN
Vi nhiu doanh nghip, vic {o to nhn vin mi tr thnh mt cng vic rt

kh khn v{ mt nhiu thi gian. Cc cng c s cho chng ta rt nhiu c hi
nhn vin t {o to v{ ngi qun l s tit kim thi gian hn rt nhiu.
{o to nhn vin mt cch hiu qu, di }y l{ mt s gi cho bn s dng
cc cng c trc tuyn.
1. Youtube, mt cng c o to hiu qu
Vic hng dn nhn vin mt cch trc quan sinh ng s gip cho vic tip thu
nhanh hn v{ hiu qu hn nhiu. Bn c th ni tt c nhng g mun ni, quay
video v c th km hnh nh, minh ha thm ch quay phim li nhng bc cn
tin hnh cng vic. Ti sn nhng video clip ny hon ton c th ti s dng
cho vic {o to nhiu nhn vin tip theo. Hy chnh sa v cp nht ngay khi c
th. Tuy vy, hy ghi nh, l{ t{i sn ca cng ty bn, h~y a ln youtube. com
v{ knh ch Private, ch nhng ngi c bn cho php mi c
xem ni dung.
Nu cha c thi gian xy dng knh Youtube ca mnh, bn c th yu cu nhn

vin t hc mt s ni dung trn chnh Youtube. Rt nhiu cc video clip v {o
to k nng ~ c a ln }y v d: k nng gi in thoi, tr li phn nn
ca khch hng, k nng b|n h{ng qua in thoi, k nng thuyt trnh, k nng
lng nghe v thm ch c k nng hi hp Vn ch l bn mun nhn vin ca
mnh hon thin k nng g v{ bn dnh bao nhiu thi gian tm nhng hc
liu cho nhn vin ca bn?
2. Xy dng Intranet ca ring cng ty trn nn tng Gmail
Nh ~ ni nhng chuyn v ni dung trc, vic xy dng mt trang

intranet trn nn tng gmail s gip bn tit kim thi gian chia s ngun ti
nguyn ca doanh nghip, thu thp tng v{ l{ c hi nhn vin mi t hc,
t tm hiu v doanh nghip. Intranet c th chnh l{ ni hnh th{nh mt din {n
ni b chia s kinh nghim v{ tng.
3. Blog ca nhng ngi c kinh nghim
Nhng chuyn gia ca doanh nghip bn l ngun thng tin v tri thc qu gi|
chia s vi nhng nhn vin mi. Hy khuyn khch h chia s kinh nghim bng
vic vit blog. Nhng nhn vin mi s hng th khi hc t nhng ngi c kinh
nghim trong chnh mi trng ca mnh
4. Xy dng mt danh sch nhng trang web chuyn ngnh, website ca i

th cnh tranh m nhn vin ca bn nn c v t tm hiu mi ngy
Nhng website chuyn ngnh l mt a ch tt gip nhn vin ca bn t {o

to. Nu bn kinh doanh trong lnh vc xut nhp khu, vic c v tm hiu
nhng trang web v xut nhp khu, th trng nc ngoi, kinh doanh quc t
s gip nhn vin ca bn t trau di nhng kin thc mi v k nng mi. Hc
t nhng website, din {n cng l{ c|ch gip nh}n vin ca bn tin b nhanh
hn.
PH LC
PH LC 1: MU NGHIN CU TH TRNG: CHN DUNG KHCH

HNG TIM NNG
PH LC 2: TRA CU DOANH NGHIP
Vit Nam c mt s website h tr bn tra cu doanh nghip tm kim i

tc tim nng. chnh l{ website danh b, website ca cc hip hi, ngnh hng.
PH LC 3: CC KNH H TR XUT KHU

PH LC 4: MT S PHN MM H TR QUN L, VN HNH

DOANH NGHIP
PH LC 5: MT S WEBSITE HOT NG THEO M HNH SN

GIAO DCH VIT NAM
PH LC 6: MT S SN GIAO DCH QUC T

PH LC 7: KIM TRA S HIN DIN LOGO CA BN DANH SCH

HIN DIN LOGO C/KHNG
PH LC 8: MT S MNG X HI VIT NAM V QUC T

PH LC 9: MT S DCH V BLOG PH BIN VIT NAM V

TRN TH GII
Tn ng dn
Blog Opera: http://my.opera.com
Blog Skyrock: http://www.skyrock.com
Blog thuc cng ng mng Zing: http://me.zing.vn
Blog Yahoo 360 plus: http://vn.360plus.yahoo.com
Dch v blog Blogger: http://www.blogger.com
Dch v blog Wordpress: http://www.wordpress.com

PH LC 10: MT S TRANG THNG TIN TUYN DNG VIT

NAM
Tn ng dn
Chuyn trang tuyn dng: http://vinahotjobs.com
Nhn s: http://www.nhansu.com.vn
Thng tin tuyn dng cho sinh vin: http://www.jojojo.vn
Tm vic nhanh: http://www.timviecnhanh.com
Trang thng tin tuyn dng: Vinacareers http://vinacareers.com
Trang tuyn dng ca 24h: http://www.24h.com.vn/jobs/job.php
Trang tuyn dng Working: http://working.vn
Trang Vic lm Vit Nam: http://www.jobsvietnam.com.vn
Trang Vic lm Vit Nam: http://www.vietnamwork.vn
Tuyn dng: http://tuyendung.com
Tuyn dng: http://www.tuyendung.com.vn
Tuyn dng nhn lc: http://www.tuyendungnhanluc.com
Vic lm H Ni: http://vieclamhanoi.net
Vic lm mi: http://vieclammoi.com

Vic lm Vina: http://www.vieclamvina.com
Vietnamworks: http://www.vietnamworks.com
Website chuyn v tin tc tuyn dng: http://www.careerlink.vn

PH LC 11: NHNG TRANG THNG TIN H TR TM I TC

TRONG V NGOI NC
M t ng dn
Tm kim i t|c trong nc: http://www.xuctienthuongmai.vn
Tm kim i t|c trong nc: http://www.mangdoitac.com
Tm kim i t|c trong nc: http://www.muaban4u.com
Tm kim i tc trong nc: http://www.muaban.com.vn
Tm kim i t|c trong nc: http://vnexpress.net/rao-vat
Tm kim i tc Vit Nam: http://vietnamexport.com
Tm kim i tc M: http://www.buyusa.gov
Tm kim i tc xut nhp khu nc ngoi: http://ttnn.com.vn
Tm kim i tc xut nhp khu nc ngoi:

http://ecvn.com/entpTopPage/lang/1
H tr mua bn v tm kim i tc: http://vccinews.vn
Mc c hi giao thng ca bo Din {n doanh nghip: http://dddn.com.vn/c2-

106/co-hoi- giao-thuong.htm
Tm kim i tc Nht Bn: http://www.jp-vn.com/
Th trng nc ngoi http://ecommerce.gov.vn

MT S TRANG WEB H TR
PH LC 12: VIT K HOCH KINH DOANH
M t ng dn
Kho ti liu h tr doanh nghip khi nghip vit k hoch kinh doanh ca
Microsoft: http://www.microsoft.com/business/en-us/
resources/startups/business-plans-entities/ how-to-write-a-business-
plan.aspx?id=fvk j1n0bI#Howtowriteabusinessplan2
Cung cp cc mu k hoch kinh doanh:

http://www.bplans.com/sample_business_plans.php
H tr doanh nghip khi nghip (c bit l cc c nhn khi nghip):

http://www.myownbusiness.org/s2
S dng Mind Map vit k hoch kinh doanh:

http://www.usingmindmaps.com/mind- map-business-plans.html
PH LC 13: MT S TRANG THNG TIN HU CH CHO DOANH

NGHIP
Tn ng dn
Bo Din n doanh nghip: http://dddn.com.vn
B|o u t (ting Anh): http://www.vir.com.vn
B|o u t (ting Vit): http://baodautu.vn
B|o in t ca Thi bo kinh t Vit Nam: http://www.vneconomy.vn
B|o in t Vietnamnet: http://www.vietnamnet.vn
B|o Lao ng: http://www.laodong.com.vn
Bo Si Gn Tip th: http://www.sgtt.com.vn
Bo Tui tr: http://www.tuoitre.vn
Cng thng tin d liu tng hp v kinh doanh SAGA: http://www.saga.vn
H thng ng k thng tin doanh nghip: http://dangkydoanhnghiep.info
Nng sn, thy hi sn Vit Nam: http://www.agro.gov.vn
Tp ch Nhp cu u t: http://www.nhipcaudautu.vn
Tp ch Vi tnh Si Gn: http://www.pcworld.com.vn
Tip th Nng sn Vit Nam: http://www.tiepthinongsanviet.org.vn

Tin tc nng nghip v ch nng nghip trc tuyn: http://agriviet.com
Thi bo Kinh t Si Gn: http://www.thesaigontimes.vn
Thi bo Vi tnh Si Gn: http://www.tbvtsg.com.vn
Trang thng tin gip {o to nhn vin kinh doanh v gip nhn vin kinh doanh
t hc: http://www.nhanvienkinhdoanh.net
PH LC 14: DANH SCH MT S A CH CHO PHP TO

WEBSITE MIN PH
ng dn
http://www.webs.com/
http://www.hpage.com/
http://www.wix.com
http://www.yola.com/
http://www.weebly.com/
https://sites.google.com
http://www.ucoz.com/
http://www.jimdo.com/
http://www.moonfruit.com/
http://www.youfreeweb.com/

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LI GII THIU CA TC GI CHO LN IN TH HAI CA CUN SCH

GII THIU CUN SCH

GII THIUMT S THUT NG V CNG C

CHNG 1: BC TRANH KINH DOANH V KHI NGHIP

CHNG 2: XC NH SN PHM/DCH V V KHCH HNG MC TIU

CHNG 3: NGHIN CU TH TRNG V I TH CNH TRANH

CHNG 4: VIT K HOCH KINH DOANH

CHNG 5: CC CNG C CHO MARKETING SN PHM

CHNG 6: CC CNG C BN HNG TRC TUYN

CHNG 7: THNG HIU V VN HA DOANH NGHIP

CHNG 8: QUN L QUAN H KHCH HNG

CHNG 9: TM KIM NHN S V I TC TRC TUYN

CHNG 11: NGUN TNG XY DNG MT VN HA SNG TO

CHUYN 1: NG DNG BN HNG TRN FACEBOOK

CHUYN 2: XY DNG WEBSITE: NHNG SAI LM THNG GP V CCH

CHUYN 3: GOOGLE ANALYTICS

CHUYN 4: CHM SC KHCH HNG TRC TUYN

CHUYN 5: I TH CNH TRANH ANG LM G TRN MNG?

CHUYN 6: GMAIL CHO DOANH NGHIP

CHUYN 7: QUN L LU DU TRANG (BOOKMARKING)

CHUYN 8: SEO V SEM

CHUYN 9: CHIN LC NI DUNG

CHUYN 10: CHIN LC LA CHN T KHA

CHUYN 11: IN TON M MY

CHUYN 12: GOOGLE PLUS

CHUYN 13: MT S LI THNG GP TRONG GIAO TIP VI KHCH HNG

CHUYN 14: PHN TCH MT TRNG HP THNH CNG

CHUYN 15: O TO NHN VIN TRC TUYN

PH LC 1: MU NGHIN CU TH TRNG: CHN DUNG KHCH HNG TIM

PH LC 2: TRA CU DOANH NGHIP

PH LC 3: CC KNH H TR XUT KHU

PH LC 4: MT S PHN MM H TR QUN L, VN HNH DOANH NGHIP

PH LC 5: MT S WEBSITE HOT NG THEO M HNH SN GIAO DCH

PH LC 6: MT S SN GIAO DCH QUC T

PH LC 7: KIM TRA S HIN DIN LOGO CA BN DANH SCH HIN DIN

PH LC 8: MT S MNG X HI VIT NAM V QUC T

PH LC 9: MT S DCH V BLOG PH BIN VIT NAM V TRN TH GII

PH LC 10: MT S TRANG THNG TIN TUYN DNG VIT NAM

PH LC 11: NHNG TRANG THNG TIN H TR TM I TC TRONG V

PH LC 12: VIT K HOCH KINH DOANH

PH LC 13: MT S TRANG THNG TIN HU CH CHO DOANH NGHIP

PH LC 14: DANH SCH MT S A CH CHO PHP TO WEBSITE MIN PH

Kinh Doanh Trc Tuyn

NGUYN NG TUN MINH

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Khi bn cm cun sch ny trn tay, nhiu phn trong n ~ c th c cho d n

Bn ang sng trong mt thi i:

Con s ny ngy cng tng ln!

Hn 3 t lt xem Youtube mi ngy.

Con s ny khng ngng gia tng!

Gn 1/10 dn s th gii ang trn Facebook.

Con s ny ang tng nhanh hn bao gi ht!

Nu bn khng mun b lc hu trong mt th gii nh vy, hy bt u tn dng

Cun sch bn ang cm trong tay s h tr bn trong bc i ban u, bn

GII THIU CUN SCH

Khc vi kinh doanh truyn thng i hi mt lng vn ln v ngun lc khng

V trn ht, chng ti tin tng rng cng c s ch l cng c nu bn khng