THIN LONGDid you know? An elephant weighs less than a tongue of a blue whale. This fantastical campaign 3*30 second and 60 seconds tvc's brands stationary supplier Thien Long as the company that brings knowledge to life by means of showcasing all sorts of fun facts. This BIG Cirkus Act was brought to you by Juggler Christian Greet, Knife thrower Layne Howe, Daredevil Chris Lyne, Flamethrower Sandesh Codhadu, Mime Priyan Jayamaha, Freak Phil James, Fane Flaws, Dale Hobson and Jaime Fernandez Muro. Character animation by Monkey Matt Pitt, our French Artiste Boris Plateau and New York Strongman Scott Wilkinson. THIS IS ONE OF THE VIETNAMESE COMMERCIALS I HAVE WORKED DURING THE SUMMER (2006) IN VIETNAM. I WAS THE FIRST ASSISTANT DIRECTOR. AND IT WAS DIRECTED BY THE GERMANY DIRECTOR.

Chin lc kinh doanh ca bt bi Thin Long Cng ty C phn tp on Thin Long Sn xut v mua bn vn phng phm, dng c hc sinh, dng dy hc bng nha, hng nha gia dng. In tampon (pad), in la, p nh trn bao b v sn phm ca Cng ty. Mua bn my mc, trang thit b phc v ngnh sn xut ca cng ty.Sn phm Thin Long c ngi tiu dng trong v ngoi nc tin dng. Chin lc kinh doanh ca Tp on Thin Long. Cng ty Thin Long ban u l mt c s sn xut nh c hnh thnh vo nm 1981, Sn phm lc ny n gin, qu trnh sn xut th cng l chnh. Nm 1996 Cng ty TNHH SX-TM Thin Long chnh thc c thnh lp, bt u mt giai on mi: nng cao cht lng sn phm, nng sut sn xut, mu m phong ph vi nhiu trang thit b hin i v cng ngh sn xut tin tin nn dn chim lnh th trng bt bi v m rng mng li tiu th trn c nc. Nm 2004, Cng ty TNHH SX-TM Thin Long chnh thc c chuyn i thnh Cng ty C phn SX-TM Thin Long. Hin nay, Cng ty Thin Long l mt trong nhng cng ty hng u ca Vit Nam trong lnh vc sn xut bt bi v cc loi vn phng phm khc. Trong sut 20 nm hot ng sn xut kinh doanh, Thin Long lun ly phng chm cht lng l trn ht lm kim ch nam cho mi cng vic v mnh dn u t vo vic nng cao trnh ca i ng CBCNV thng qua vic gi i tu nghip ti nc ngoi, tham gia cc kha hc di v ngn hn trong nc v t o to. n nay, Thin Long c mt i ng cn b k s v cng nhn lnh ngh, nng ng, sng to. Bn cnh yu t con ngi, Thin Long khng ngng thc hin cc hot ng nghin cu pht trin cng ngh, ci tin sn phm, u t h thng trang thit b hin i nht cng vi ngun nguyn liu c nhp n nh t cc cng ty chuyn ngnh hng u th gii nh c, Thy S V vy sn phm ca cng ty Thin Long p ng c nhu cu a dng ca th trng v cht lng sn phm cng nh cht lng phc v. Ngoi sn phm chnh l bt bi, lin tc nhng nm qua Cng ty Thin Long cn nghin cu sn xut v cho ra rt nhiu sn phm mi nh bt lng bng, bt lng du, bt lng kim, bt bi mc nc, bt sp mu, bng hc sinh, mu nc, mu Poster v.v vi nhiu mu m, cht lng cao v c ngi tiu dng tn nhim. Hin nay mng li sn phm ca Thin Long c ph rng khp th trng ton quc v xut khu sang th trng c, i Loan, Hng Kng, B quyt xy dng thng hiuBy gi bt vit khng cn khan him nh trc y, m c ngy no ca ng tr thnh hin thc. Hin nay Thin Long tr thnh thng hiu s 1 trong ngnh vn phng phm Vit Nam, v c nh gi l mt thng hiu c nhiu tim nng khi hi nhp kinh t th gii. Khng dnh nhiu chi ph cho qung co, sc cnh tranh ca Thin Long nm chnh cht lng sn phm v s m bo ca thng hiu.Theo mt quan im mi v s cnh tranh th khi cc mt hng trn th trng u c cht lng tt nh nhau, gi c cng nh nhau th ci quyt nh s tn ti ca sn phm, doanh nghip chnh l thng hiu. Chnh sch hu mi v chm sc khch hng l mt trong nhng nhn t quan trng quyt nh s thnh cng ca mt thng hiu. Theo ng C Gia Th: Theo ti vic xy dng thng hiu th ct li l xy dng cht lng sn phm. By gi ngi tiu dng quyt nh tt c. c bit chng ti coi trng tt c nhng kin ca ngi tiu dng.Cch y 3 nm c mt

nh vn vit th cho ng Th v phn nn rng chic bt kim ca Thin Long khng tt, khng ra mc v gi li cho cng ty. Lc b phn k thut xem xt rt k v rt ra rng do nh vn khi s dng khng ng np bt dn n mc b kh. Cng ty c gim c chi nhnh H Ni n tn nh ng c trn ng Thanh Nin mang bt n cm n c gp v hng dn c cch dng bt. ng c rt cm ng v c ngh rng l th ca mnh ri vo qun lng Nu bn ang dng mt sn phm ca cng ty Thin Long, nu bn khng hi lng bn c th lin h vi cng ty, ti dm qu quyt rng nhng thc mc ca bn s c gii p mt cch tt nht. chnh l li cam kt v cht lng ca ngi ng u cng ty Thin Long.Bt cho ngi Vit Nam, bt cho ngi th giiVo nhng nm 1978-1985 bt bi Vit Nam cht lng rt km. Lc bt xn l bt Thi Lan. ng Th lc y m c gi mnh c th sn xut nhng chic bt xn nh ca Thi th tht tuyt. Ngy y, bt Thi Lan xut khu trn ngp th trng Campuchia v trn sang c Vit Nam. By gi th mi chuyn li ngc li, bt Thin Long chim 50% th phn Campuchia v trn sang c Thi Lan. Nhiu lc ti i cng tc nc ngoi, trong khch sn 5 sao ca Singapore, c ti nhn ra chic bt bi Thin Long hay n gin l khi i n ngi ta a bt bi Thin Long cho ti k. l mt cm gic vui v tht t ho. Bn l mt ngi Vit Nam, khi bn ra nc ngoi bn s t tin nu bn bit v t ho v t nc ca mnh. V s cn tuyt vi hn nu bn gp phn to nn s t ho . Mong mun ca ng Th l Thin Long s tr thnh mt thng hiu mnh c tn tui trn th gii. Ngay t nm 1998 cng ty Thin Long c chin lc tng bc thc hin mong mun . K hoch ny gip cho ng ch ca Thin Long rt t tin: Khi hi nhp Thin Long hon ton sn sng. H thng qun l, kim sot gt gao m bo l hng ca Thin Long s xut khu c sang M. Ni chung Thin Long c th vt qua tt c nhng hng ro kh tnh nht Mc tiu chin lc t 2008-2012Tr

thnh Tp on vn phng phm s 1 ti Vit Nam. mn ha sn xut v thng mi. trin xut khu v hi nhp quc t.

Chuyn Pht Tr

thnh mt trong nhng cng ty c mi trng lm vic tt nht cho ngi lao ng, em lai li ch cao nht cho khch hng v li nhun cao nht cho doanh nghip v c ng.

Vietnambranding su tm v tng hp Cp nht 26-08-2010 Trch Tp ch Thng hiu Vit Xy dng dch v thng hiu Mt cy bt ging nh c th mt con ngi, rut bt bao gm u bt v mc l phn bn trong c th: u bt chnh l tri tim, mc cha trong bt v nh l mu gip nui sng c th, v bt ging nh u mnh v tay chn gip cho bt lun hot ng tt cng nh to s thoi mi cho ngi s dng, mu sc v in n bn ngoi cy bt ging nh qun o, lm tng thm gi tr sn phm. Cc chi tit cy bt d nh d ln, d quan trng hay khng quan trng u gp phn to nn mt cy bt mang thng hiu Thin Long vi cht lng tt v tng th hi ha lm hi lng ngi tiu dng. Vi hng trm mu thit k c quyn phc v cho th trng, Thin Long lun l n v to t ph v mu m, kiu dng v cht lng trong ngnh Bt vit - Vn phng

phm ti Vit Nam. Sn phm Thin Long c ngi tiu dng trong v ngoi nc tin dng. Thin Long l thng hiu c ngi tiu dng ngh n u tin khi c nhu cu s dng sn phm bt vit v vn phng phm ti Vit Nam hin nay. NGUYN HNG HI DHQT4 08186351 M hc phn: 210702502 http://www.365ngay.com.vn/index.php?option=com_content&task=view&id=2987&Itemid=13

Nhng nh hng ca PR i vi mt doanh nghip27/09/2010 13:20 PR l vit tt ca t ting Anh Public Relation, c hiu l quan h cng ng hay quan h cng chng. N c xem l cng c hu hiu gip doanh nghip qun l v kinh doanh thnh cng trong nn kinh t hi nhp. Tuy nhin, do nhn thc sai v PR nn cc doanh nghip Vit Nam khng khai thc c ti a gi tr v hiu qu ca cng c y tim nng ny v v th cha gt hi c trn vn nhng ch li to ln t hot ng PR mang li. Do , li gii cho bi ton ny l cc doanh nghip phi nhanh chng tm hiu k li cng c y tim lc PR. H cn phi tr li c v sao cc doanh nghip nc ngoi li rt "trng dng" PR? Bi vit ny s gip doanh nghip nhn nhn li bn cht thc s ca PR v 3 li ch ln doanh nghip s nhn c khi thc hin mt chin lc PR, l: 1. PR tht cht cc mi quan h v h tr ngun nhn lc trong t chc. 2. PR h tr hot ng tip th ca doanh nghip t kt qu cao. 3. PR l cng c gip doanh nghip xy dng hnh nh v thng hiu thnh cng nht. Doanh nghip phi hiu ng khi nim PR Do khng hiu ng bn cht ca PR nn cc doanh nghip Vit trin khai cc k hoh PR khng t c kt qu ch thc ca n. Vic hiu ng khi nim PR s gip doanh nghip nh hng ng cc mc tiu v hot ng chin lc cho doanh nghip. Trc tin, doanh nghip phi hiu PR chnh l mt qu trnh n lc khng ngng ca doanh nghip nhm to nh hng n suy ngh, nhn thc ca cng ng thng qua qu trnh truyn thng thch hp cng tha mn c hai chiu- doanh nghip v cng ng. N l mt khu trong tip th nhng khng nn nhm ln PR vi qung co, mt li ph bin trong phn ng nhn thc ca cc doanh nghip Vit. PR em thng tin v cng ty v sn phm ti cho ngi tiu dng thng mang tnh khch quan, c tnh thng tin nhiu hn bi thng ip PR c truyn t qua cc phng tin trung gian c tnh khch quan l thng co bo ch, bi vit trn bo i, cc chng trnh ti tr, cc hot ng t thin v.vCn qung co thng mang tnh thng mi, mang tnh ch quan ca doanh nghip nn kh duy tr nim tin lu di trong cng ng dnh cho doanh nghip. Philip Kotler khi qut quan h cng chng chnh l tp hp cc cng c nhm to s ch cng nh gi tr bnh lun- talk value cho doanh nghip. V ng gi nhng cng c ny l nhng chic bt ch - PENCILS ca quan h cng chng: Publication: S cng b/xut bn

Events: Cc s kin News: Tin tc Community affairs: Quan h vi cng ng Identify media: Xc nh phng tin truyn thng Lobbying: Vn ng hnh lang Social Investments: u t x hi PR tng cng marking ni b trong doanh nghip Lm th no mt ngi bn ngoi mun vo lm vic ti cng ty, v mt ngi trong cng ty khng mun chia tay doanh nghip, iu ny rt cn s h tr ca PR ni b. Phng nhn s HR (Human Resource) thng kt hp rt cht ch vi b phn PR nhm trin khai cc chng trnh cho thng t ni b doanh nghip. T cc bn tin ni b, cc chng trnh giao lu n cc hot ng sng v s mng thng hiu u c PR thc hin. B phn PR s thay mt cho HR chuyn ti nhng ch trng, chnh sch mi doanh nghip n nhn vin nhm thu hiu ln nhau, thng nht ch, ng vin mi ngi trong cng vic, nng cao tnh dn ch v pht huy kh nng sng to. Thng qua con ng PR ni b, b phn PR s kt hp vi cng on cng ty, on th, kt hp vi y t, t chc cc hot ng vn th m, ngoi kha trong cng ty nhm nng cao sc khe, tinh thn on kt ni b. Ni chung vi mc tiu to nn mt nn vn ha sng to cho doanh nghip, nu doanh nghip bit s dng cng tc PR ni b s t c nhng hiu qu thit thc, pht huy tim lc ca mnh thuyt phc cng ng. PR h tr hot ng tip th ca doanh nghip t kt qu cao PR c xem chnh l ch P th 5 ca phng thc 4P thuc marketing mix, biu th cho s cm nhn (Perception) ca khch hng v cng ty, v sn phmDoanh nghip kt hp hot ng tip th vi PR to ra nh hng mnh nht. Thng thng cc doanh nghip khi tung mt sn phm mi ra th trng thng PR i trc to ra mt nhn thc mi i vi cng ng, nh thc mt nhu cu no ca cng ng bng bi vit bo ch (editorial), sau l nhng thc phim truyn hnh (TVC) hay hng lot cc qung co bo (printads), tng cng s nhn bit v sn phm thng hiu cho khch hng mc tiu. PR lm c iu m hu ht cc nh marketing ca cc doanh nghip u cho l mc tiu ca h: thng tin c th v thng ip ca doanh nghip v sn phm n vi khch hng. Qua PR nhng thng ip c truyn t n vi khch hng mc tiu mt cch c th hn so vi qung co. Ngoi ra, s d gp ri ro nu thiu PR bn cnh Marketing, nh: Lm sao cng ng chp nhn mt sn phm, khi x hi cha c nhn thc tt v n. V li, nu khng c PR, th cc cng c cn li ca marketing (qung co, khuyn mi) khng lm ni cng vic gii quyt khng hong khi c s c th trng. Do , chin dch tip th khi c kt hp vi hot ng PR s c gi tr hn hn tng

mc tc dng ca tng hot ng ring bit. Di y gi cc cch h tr cc mc tiu tip th bng PR:

PR- cng c gip doanh nghip xy dng hnh nh v thng hiu thnh cng nht. Nu xem xy dng thng hiu l tng th cc im tng tc th PR chnh l cng c chin lc khng th thiu trong vic gip doanh nghip hon thnh s mnh ny: Mt thng hiu tung ra m khng c hy vng chin thng trn trn a PR th tht bi c th nhn thy (theo Al Ries, chuyn gia thng hiu hng u th gii vit trong tc phm ni ting Qung co thoi v v PR ln ngi). Vi s mnh l xy dng s hiu bit v to nim tin, hot ng PR nhm lm cho khch hng hiu r tn ch v cc gi tr m doanh nghip hng ti, cng c nim tin khch hng thng qua cc cch tc nghip c o, c bit ca PR nh: ti tr mt chng trnh hp dn, hoc mt hot ng mang tnh cng ng. V d, cc chng trnh ti tr nh Tip sc ma thi ca Bt bi Thin Long, hay m mm ti nng ca Vinamilk, Giai iu tnh thng ca Kinh ngoi vic mang n cho x hi nhng gi tr thit thc, th nhng chng trnh PR ny cn c ngha ht sc quan trng trong s nghip tm ch ng trong tm tr khch hng (top of mind) ca nhng thng hiu ny. Doanh nghip thc hin chin lc PR s to nn mt nim tin ln trong khch hng v thng hiu hn khi h s dng qung co bi PR l ngi khc ni v mnh, trong khi qung co l mnh ni v mnh Hnh nh khi c cng nhn bi s ng ngi ngoi cuc thng khch quan v ng tin hn khi nhn xt ch quan. PR s xy dng hnh nh ca cng ty v thng hiu cho sn phm mang tnh nht qun lu di bi n l kt qu n lc khng ngng ca doanh nghip to dng nim tin vo cng ng. Vi PR, thng hiu v hnh nh ca doanh nghip khng ch tr nn gn gi vi khch hng ca cng ty m cn c yu mn, tn vinh bi nhiu

i tng bn ngoi khc nh: chnh ph, cng ng, nh u t, nh cung cp, gii truyn thng, thm ch vi c thnh vin trong ni b cng ty Thng hiu ca mt doanh nghip tn ti v pht trin bn vng bn cnh mt chin lc PR hon ho. DiaOcOnline.vn - Theo Doanh Nhn 360 http://www.diaoconline.vn/tinchitiet/7/22600/nhung-anh-huong-cua-pr-doi-voi-mot-doanhnghiep/

Tm tt Trong nn kinh t th trng, bao gi cng c s cnh tranh v s cnh tranh ny ngy mt tr nn mnh m hn gia cc doanh nghip trong nc, ngoi ra cn c c s xm nhp ca nhng doanh nghip nc ngoi. iu hin nhin, bt k doanh nghip no cng mun sn phm hay dch v ca mnh c ngi tiu dng ch v la chn, v t c mong mun khng phi ch nh vo yu t cht lng sn phm, gi cnh tranh, cng ngh tin tin m chnh l hng lot vn cn gii quyt chng hn nh phi bit ngi tiu dng ang cn g? V mun g? Nhu cu ca ngi tiu dng thay i ra sao? Nhng ng c mua hng, tnh cch ca tng nhm khch hng, cc tc nhn tc ng trc tip v gin tip n hnh vi mua, nhng nhm khch hng no c hnh vi mua phc tp hay n gin, mua theo thi quen?..v..v.. t i hi mi doanh nghip phi nm bt c tm l, hnh vi khch hng, c bit l phi hiu c s cn thit phi nghin cu hnh vi khch hng. Ngoi ra khi ni v chic bt bi, th khng th qun rng vai tr ca chic bt bi hin vn cha th tch khi hn i sng mi c nhn. D ngi tiu dng l ai? Thuc tng lp no trong x hi? L tng lp thng lu, trung lu hay cng nhn? L gim c hay cng nhn? L ging vin hay hc sinh sinh vin? Th chic bt bi vn l mt cng c hu ch mi khi cn n n. Mc tiu nghin cu ca ti l nghin cu hnh vi ca sinh vin trong vic la chn, tiu dng bt bi Thin Long v xut gii php nhm thu ht tiu dng sn phm bt bi Thin Long. Khng gian v i tng nghin cu: ti ch yu cp n hnh vi tiu dng ca sinh vin kha 8 ti khoa kinh t qun tr kinh doanh trng i Hc An Giang trong vic la chn v tiu dng bt bi Thin Long Ngun d liu cho ti gm c ngun d liu th cp v d liu s cp. Ngun d liu th cp c c thng qua vic tham kho chuyn nm 3 ca cc kha trc, tham kho ngun thng tin t sch, bo, internet..v.v D liu s cp c c thng qua vic thu thp bng bng cu hi pht tho s b v chnh thc c thit lp sn nhng cu tr li gi trc tip n i tng nghin cu l sinh vin khi la chn v tiu dng bt bi Thin Long. Kt qu nghin cu cho thy phn ln sinh vin pht sinh nhu cu khi bt ht mc, ngun thng tin ch yu l da vo kinh nghim bn thn. Trong quy trnh nh gi cc phng n yu t v gi c s quan tm ng k bn cnh l u bt bi v hin nay sinh vin ch yu mua bt bi vn phng phm l nhiu. Ngoi ra, c th a ra quyt nh mua, sinh vin cn ch n yu t thng hiu ca sn phm. Sau khi mua, sinh vin c thi hi lng v khng hi lng, yu t khng hi lng ch yu l u bt bi d hng khi va p. Tuy khng gian nghin cu kh hn hep nhng mong mun kt qu nghin cu c th l nhng s liu hu ch gip cho doanh nghip tr li c cu hi Bn dng bt hiu g? Ti sao? ng thi, vi s liu nghin cu to cho doanh nghip c ci nhn mi v hnh vi tiu dng ca khch hng. // MC LC TM TT

MC LC DANH MC CC HNH CHNG 1: GII THIU TI Trang 1 1.1 C s hnh thnh Trang 1 1.2 Mc tiu nghin cu Trang 2 1.3 Phm vi nghin cu Trang 2 1.4 Phng php nghin cu Trang 3 1.5 Kt qu mong mun v ngha nghin cu Trang 3 CHNG 2: C S L THUYT Trang 4 2.1 Gii thiu Trang 4 2.2 Khi nim v hnh vi tiu dng Trang 4 2.3 Quy trnh quyt nh mua hng Trang 4 2.3.1 Nhn thc nhu cu Trang 4 2.3.2 Tm kim thng tin Trang 4 2.3.3 nh gi cc phng n Trang 6 2.3.4 Quyt nh mua sn phm Trang 6 2.3.5 Hng vi sau khi mua Trang 6 2.4 M hnh nghin cu Trang 7 CHNG 3: PHNG PHP NGHIN CU Trang 9 3.1 Ngun d liu Trang 9 3.2 Phng php thu thp d liu Trang 9 3.3 Phng Php phn tch d liu Trang 10 3.4 Thang o Trang 10 3.5 C mu v phng php chn mu Trang 11 3.6 M hnh quy trnh nghin cu Trang 12 3.7 Tin nghin cu Trang 13 CHNG 4: TNG QUAN CNG TY THIN LONG Trang 14 4.1 Hnh thnh v pht trin Trang 14 4.2 Hot ng sn xut kinh doanh Trang 14 CHNG 5: KT QU NGHIN CU Trang 15 5.1 Gii thiu Trang 15 5.2 Thng tin mu Trang 15 5.3 Hnh vi tiu dng bt bi Thin Long Trang 15 5.3.1 Nhn thc nhu cu Trang 15 5.3.2 Tm kim thng tin Trang 16 5.3.3 nh gi cc phng n Trang 17 5.3.4 Ra quyt nh Trang 20 5.3.5 Hnh vi sau khi mua Trang 23 CHNG 6: KT LUN V KIN NGH Trang 27 6.1 Gii thiu Trang 27 6.2 Kt lun Trang 27 6.2.1 Nhn thc nhu cu Trang 27 6.2.2 Tm kim thng tin Trang27 6.2.3 nh gi cc phng n Trang 27 6.2.4 Ra quyt nh Trang 28 6.2.5 Hng vi khi sau mua Trang 28

6.3 Kin ngh Trang 28 6.4 Hn ch ca nghin cu Trang 29 Ti liu tham kho Trang 30 Ph lc Trang 31 Chng 1: GII THIU TI 1.1 C s hnh thnh Trong nn kinh t th trng, bao gi cng c s cnh tranh v s cnh tranh ny ngy mt tr nn mnh m hn gia cc doanh nghip trong nc, ngoi ra cn c c s xm nhp ca nhng doanh nghip nc ngoi. iu hin nhin, bt k doanh nghip no cng mun sn phm hay dch v ca mnh c ngi tiu dng ch v la chn, v t c mong mun khng phi ch nh vo yu t cht lng sn phm, gi cnh tranh, cng ngh tin tin m chnh l hng lot vn cn gii quyt chng hn nh phi bit ngi tiu dng ang cn g? V mun g? Nhu cu ca ngi tiu dng thay i ra sao? Nhng ng c mua hng, tnh cch ca tng nhm khch hng, cc tc nhn tc ng trc tip v gin tip n hnh vi mua, nhng nhm khch hng no c hnh vi mua phc tp hay n gin, mua theo thi quen?..v..v.. .Theo Kotler & Levy Hnh vi khch hng l nhng hnh vi c th ca mt c nhn khi thc hin cc quyt nh mua sm, s dng v vt b sn phm hay dch v . Chnh iu , i hi mi doanh nghip phi nm bt c tm l, hnh vi khch hng, c bit l phi hiu c s cn thit phi nghin cu hnh vi khch hng. C nghin cu th kt qu nghin cu mi tr thnh nn tng thnh cng ca mi doanh nghip trong cng tc trin khai cc hot ng truyn thng qung b, tip th, quan h cng chng, pht trin sn phm mi, ci tin sn phm c hay ni chung hn c mt chin lc marketing nh ng vo cc mt hay cc yu t tc ng ln hnh vi ca khch hng. Ngoi ra, ha chung khng kh tng bc y mnh cng nghip ha, hin i ha t nc, th khoa hc k thut ngy mt nng cao, cng ngh mi dn dn thay th cng ngh li thi v cng ging nh th chic bt bi cng dn thay th v tr quan trng, ng u ca chic bt my vi c tnh tin dng khng cn bm mc v khng gy bn nh chic bt my, nhng khng v vy vi s ra i ca nhiu loi bt khc nhau nh bt d, bt b hay bt d du c th thay th v tr cng nh vai tr ca bt bi m y ch l s tha mn thm nhu cu s dng ca ngi tiu dng. Vai tr ca chic bt bi hin vn cha th tch khi hn i sng mi c nhn. D ngi tiu dng l ai? Thuc tng lp no trong x hi? L tng lp thng lu, trung lu hay cng nhn? L gim c hay cng nhn? L ging vin hay hc sinh sinh vin? Th chic bt bi vn l mt cng c hu ch mi khi cn n n. Mt gim c cn ph duyt nhng d n u t hay k kt nhng bng hp ng, nhng hc sinh tiu hc, trung hc hay ph thng cn ghi chp bi v v c th phi chp chc ln bi pht khi khng chun b bi khi n lp. Ni v sinh vin, d c nhng chic my tnh bn hay xch tay h tr cho cng vic nh vn bn thay g vit tay, d n lp c nhng ni dung bi ging c in sn ..v.v.. nhng chic bt bi vn cn thit trong vic ghi li nhng thng tin cn thit t ging vin. Khng dng li y, m cn rt nhiu trng hp khc na s cn n s h tr ca chic bt bi. Nhng mi a v x hi khc nhau, ngh nghip khc nhau, hon cnh kinh t khc nhau, mc ch s dng v s hiu bit khc nhau to nn nhng hnh vi la chn v tiu dng khc nhau. Mt gim c c a vi cao trong x hi c th la chn

loi bt bi vi kiu dng sang trng, c tin c th chng t a v bn thn, mt hc sinh c hon cnh kh khn v thiu thn v vt cht c th loi bt bi vi kiu dng n gin khng mang tnh cu k vi gi mt hoc hai ngn ng ch nhm mc ch trang b c dng c hc tp khi n trng s l s la chn ca c nhn , mt s khc c c tnh v lun lun mun nhng vt dng bn cnh phi p nn c th la chn loi bt bi gn lin vi c tnh cng nh phong cch ca chnh mnh v ch ch hn n yu t v gi ca loi bt bi . Khng dng li kiu dng hoc gi sn phm m nhng yu t k thut trn mi chic bt bi nh thn c ming lt bng cao su, ngi bt to hay nh, mc bt lu kh hay mau kh..v.v.. cng c th l nhng l do la chn v tiu dng. V hin nay trn th trng bt bi c mt vi thng hiu ln nh Thin Long, Bn Ngh, Hn Sn, Bch ng sn xut kh nhiu chng loi bt bi khc nhau, nhng theo mt cuc kho st c tin hnh ngu nhin i vi hc sinh ba trng ph thng c s ti TP.HCM l L Qu n, Nguyn Du v Hng Bng. Ch c mt cu hi: Bn dng bt hiu g? Ti sao?. ng ngc nhin l 100% trong s nhng hc sinh m c hi u dng bt bi Thin Long. Tuy nhin, hc sinh t ra kh lng tng trong vic gii thch l do s dng . Ngoi ra theo quan st s b ti trng i Hc An Giang, cng nh cc a im bn bt bi ln cn trng th a phn l by bn bt bi Thin Long v trong mi sinh vin th c tm sinh vin dng bt bi Thin Long ch c bit ch l kiu dng v gi cng nh chng loi sn phm c phn khc nhau. Nh vy liu thng hiu Thin Long c l mt trong nhng yu t quan trng tc ng ln hnh vi khch hng? Nhn chung li, tt c nhng yu t c th xy ra trong vic la chn v tiu dng bt bi ni chung v bt bi Thin Long ni ring ch c th l nhng gi nh cho cc yu t nh hng ln hnh vi tiu dng ca khch hng, nhng khng phi ch da vo gi thuyt l c th hiu c tt c nhng g ang xy ra trong hnh vi tiu dng bt bi Thin Long nh hin nay, v nh trnh by mun hiu c hnh vi ca khch hng cng nh l hiu c nhng ng c mua hng, hnh vi trc khi mua hng v sau khi mua hng c hi lng hay khng hi lng t nhng c tnh ca sn phm in hnh chnh l bt bi th cn phi i nghin cu hnh vi khch hng. V vy, t chnh nhng tc ng tch cc ca vic nghin cu hnh vi khch hng i vi s thnh cng ca mi doanh nghip cng nh l yu t nn tng cho mt chin lc marketing hay mt k hoch marketing c th t c mc tiu ra, ngoi ra cng mun gii thch c mt phn no cho cu hi Bn dng bt hiu g? Ti sao? nn tc gi quyt nh la chn ti Nghin cu hnh vi tiu dng bt bi Thin long ca sinh vin trung i Hc An Giang. 1.2 Mc tiu nghin cu Mc tiu chung: M t hnh vi tiu dng bt bi Thin Long ca sinh vin Mc tiu c th: xut gii php nhm thu ht tiu dng sn phm bt bi Thin Long. 1.3 Phm vi nghin cu: Khng gian v i tng nghin cu: ti ch yu cp n hnh vi tiu dng ca sinh vin kha 8 ti khoa Kinh t - Qun tr kinh doanh trng i Hc An Giang trong vic la chn v tiu dng bt bi Thin Long Thi gian nghin cu: Nghin cu hnh vi tiu dng bt bi Thin Long trong 5 thng u nm 2010 1.4 Phng php nghin cu: Ngun d liu cho ti

D liu th cp: Tham kho chuyn nm 3 ca cc kha trc, tham kho ngun thng tin t sch, bo, internet..v.v.. D liu s cp: D liu c thu thp thng qua bng cu hi pht tho s b v chnh thc c thit lp sn nhng cu tr li gi trc tip n i tng nghin cu l sinh vin khi la chn v tiu dng bt bi Thin Long. ti nghin cu c tin hnh qua hai bc: Nghin cu s b: l giai on c tin hnh vi nghin cu nh tnh, phng vn nhm sinh vin bng bng cu hi pht tho thit lp trc cu tr li nhm phc v cho vic hiu chnh bng cu hi pht tho thnh bng cu hi chnh thc. Nghin cu chnh thc: l bc th hai trong nghin cu cng l giai on nghin cu nh lng, thc hin thu thp d liu qua bng cu hi chnh thc, v dng cng c Excel h tr cho vic x l d liu thu thp c. Sau khi x l d liu thu thp th tin hnh phn tch thng k m t v hnh vi tiu dng ca sinh vin. 1.5 Kt qu mong mun v ngha nghin cu: Nghin cu hnh vi tiu dng ca khch hnh ni chung, ca sinh vin trng i Hc An Giang ni ring trong vic la chn, tiu dng Bt Bi Thin Long to iu kin cho doanh nghip c th thm d: Mc cn nhc trong hnh vi khi la chn bt bi. Cc yu t no ca bt bi lm khch hng hi lng v yu t no khng hi lng t c th a ra phng n ci tin hay i mi sn phm. Cc tc nhn trong v bn ngoi tc ng ln hnh vi tiu dng ca khch hng. iu quan trng hn l gii thch c l do la chn bt bi Thin Long ca khch hng thay v kt qu iu tra ti ba trng nhng khng tm thy c li gii thch ti sao mua sn phm, loi bt bi no c mua nhiu nht? Khi no mua v mua u? Thng qua qu trnh nghin cu hnh vi tiu dng bt bi Thin Long ca sinh vin, mong mun kt qu nghin cu c th l nhng s liu hu ch gip cho doanh nghip tr li c cu hi Bn dng bt hiu g? Ti sao? ng thi, vi s liu nghin cu to cho doanh nghip c ci nhn mi v hnh vi tiu dng ca khch hng, c nh vy mi c th a ra chin lc Marketing ph hp vi tnh hnh la chn sn phm ca sinh vin ni ring cng nh khch hng ni chung, c th tha mn c nhu cu tim n ca khch hng, ngoi ra cng c th vn dng xut gii php nu mc tiu nghin cu. http://tailieudientu.net/showthread.php?2946-Kh%F3a-Lu%26%237853%3BnNghi%EAn-c%26%237913%3Bu-h%E0nh-vi-ti%EAu-d%F9ng-b%FAt-bi-Thi%EAnlong-c%26%237911%3Ba-sinh-vi%EAn-tru%26%237901%3Bng%26%23272%3B%26%237841%3Bi-H%26%237885%3Bc-An-Giang

Thin LongThin Long doanh nghip sn xut bt bi v vn phng phm hng u Vit Nam Mt cht v bc ng khi nghip Theo b quyt ca Jack Canfield Nu bn mun thnh cng hn na bn nn hc v s thnh cng. Mi ngi c mt hnh mu ring hc theo, vi ng C Gia Th ngi c sc nh hng nhiu nht n ng chnh l ngi m nay 84 tui. M ti l mt ngi ph n kin cng, bun thng bn bng nui c 10 anh em ti khn ln Nhng li khuyn ca m ng theo ng trong sut bc ng khi nghip cho n khi thnh cng. Trc khi lm bt bi ng cng tri qua nhiu ngh: ngh c kh, bn thuc l, bn v s L anh c trong gia nh ng hiu c trch nhim ca mnh, ng ngh rng gia nh cn c mt ngh g lm n. ng th sc vi ngh lm bt. Nu c cu hi t ra l Ai l ngi th lm bt u tin ca cng ty Thin Long? th cu tr li chnh l Tng gim c C Gia Th. Khi nghip ca ti l mt ci my gia cng, chic xe p c tng vi hai vnh xe g st.. M c ca ng Th khi y rt gin d Ngy xa bt khan him nn ti mong sn xut c nhiu bt mi ngi dng bt c thoi mi. Hnh thnh v pht trin Cng ty Thin Long ban u l mt c s sn xut nh c hnh thnh vo nm 1981, Sn phm lc ny n gin, qu trnh sn xut th cng l chnh. Nm 1996 Cng ty TNHH SX-TM Thin Long chnh thc c thnh lp, bt u mt giai on mi: nng cao cht lng sn phm, nng sut sn xut, mu m phong ph vi nhiu trang thit b hin i v cng ngh sn xut tin tin nn dn chim lnh th trng bt bi v m rng mng li tiu th trn c nc. Nm 2004, Cng ty TNHH SX-TM Thin Long chnh thc c chuyn i thnh Cng ty C phn SX-TM Thin Long. Hin nay, Cng ty Thin Long l mt trong nhng cng ty hng u ca Vit Nam trong lnh vc sn xut bt bi v cc loi vn phng phm khc. Hot ng sn xut kinh doanh Trong sut 20 nm hot ng sn xut kinh doanh, Thin Long lun ly phng chm cht lng l trn ht lm kim ch nam cho mi cng vic v mnh dn u t vo vic nng cao trnh ca i ng CBCNV thng qua vic gi i tu nghip ti nc ngoi, tham gia cc kha hc di v ngn hn trong nc v t o to. n nay, Thin Long c mt i ng cn b k s v cng nhn lnh ngh, nng ng, sng to. Bn cnh yu t con ngi, Thin Long khng ngng thc hin cc hot ng nghin cu pht trin cng ngh, ci tin sn phm, u t h thng trang thit b hin i nht cng vi ngun nguyn liu c nhp n nh t cc cng ty chuyn ngnh hng u th gii nh c, Thy S V vy sn phm ca cng ty Thin Long p ng c nhu cu a dng ca th trng v cht lng sn phm cng nh cht lng phc v.

Ngoi sn phm chnh l bt bi, lin tc nhng nm qua Cng ty Thin Long cn nghin cu sn xut v cho ra rt nhiu sn phm mi nh bt lng bng, bt lng du, bt lng kim, bt bi mc nc, bt sp mu, bng hc sinh, mu nc, mu Poster v.v vi nhiu mu m, cht lng cao v c ngi tiu dng tn nhim. Hin nay mng li sn phm ca Thin Long c ph rng khp th trng ton quc v xut khu sang th trng c, i Loan, Hng Kng, B quyt xy dng thng hiu By gi bt vit khng cn khan him nh trc y, m c ngy no ca ng tr thnh hin thc. Hin nay Thin Long tr thnh thng hiu s 1 trong ngnh vn phng phm Vit Nam, v c nh gi l mt thng hiu c nhiu tim nng khi hi nhp kinh t th gii. Khng dnh nhiu chi ph cho qung co, sc cnh tranh ca Thin Long nm chnh cht lng sn phm v s m bo ca thng hiu. Theo mt quan im mi v s cnh tranh th khi cc mt hng trn th trng u c cht lng tt nh nhau, gi c cng nh nhau th ci quyt nh s tn ti ca sn phm, doanh nghip chnh l thng hiu. Chnh sch hu mi v chm sc khch hng l mt trong nhng nhn t quan trng quyt nh s thnh cng ca mt thng hiu. Theo ng C Gia Th: Theo ti vic xy dng thng hiu th ct li l xy dng cht lng sn phm. By gi ngi tiu dng quyt nh tt c. c bit chng ti coi trng tt c nhng kin ca ngi tiu dng. Cch y 3 nm c mt nh vn vit th cho ng Th v phn nn rng chic bt kim ca Thin Long khng tt, khng ra mc v gi li cho cng ty. Lc b phn k thut xem xt rt k v rt ra rng do nh vn khi s dng khng ng np bt dn n mc b kh. Cng ty c gim c chi nhnh H Ni n tn nh ng c trn ng Thanh Nin mang bt n cm n c gp v hng dn c cch dng bt. ng c rt cm ng v c ngh rng l th ca mnh ri vo qun lng Nu bn ang dng mt sn phm ca cng ty Thin Long, nu bn khng hi lng bn c th lin h vi cng ty, ti dm qu quyt rng nhng thc mc ca bn s c gii p mt cch tt nht. chnh l li cam kt v cht lng ca ngi ng u cng ty Thin Long. Bt cho ngi Vit Nam, bt cho ngi th gii Vo nhng nm 1978-1985 bt bi Vit Nam cht lng rt km. Lc bt xn l bt Thi Lan. ng Th lc y m c gi mnh c th sn xut nhng chic bt xn nh ca Thi th tht tuyt. Ngy y, bt Thi Lan xut khu trn ngp th trng Campuchia v trn sang c Vit Nam. By gi th mi chuyn li ngc li, bt Thin Long chim 50% th phn Campuchia v trn sang c Thi Lan. Nhiu lc ti i cng tc nc ngoi, trong khch sn 5 sao ca Singapore, c ti nhn ra chic bt bi Thin Long hay n gin l khi i n ngi ta a bt bi Thin Long cho ti k. l mt cm gic vui v tht t ho. Bn l mt ngi Vit Nam, khi bn ra nc ngoi bn s t tin nu bn bit v t ho v t nc ca mnh. V s cn tuyt vi hn nu bn gp phn to nn s t ho . Mong mun ca ng Th l Thin Long s tr thnh mt thng hiu mnh c tn tui trn th gii. Ngay t nm 1998 cng ty Thin Long c chin lc tng bc thc hin mong mun . K hoch ny gip cho ng ch ca Thin Long rt t tin: Khi hi nhp Thin Long hon ton sn sng. H thng qun l, kim sot gt gao m bo l hng ca Thin Long s xut khu c sang M. Ni chung Thin Long c th vt qua tt c nhng hng ro kh tnh nht

Mi ngi chn cho mnh mt con ng i, mt cch thnh cng v mt m c lun tin v pha trc. Nu bn ngh bn mun lm vic ny, v bn mun cng n thnh cng, bn hy tm mi cch thc hin. ng Nguyn Minh Tun TG cng ty Km Ngha thnh cng vi nhng cy km, ng C Gia Th th thnh cng vi nhng cy bt cn bn, bn mun thnh cng nh th no? Hy n xem chng trnh Ngi ng thi tun ny c thm mt cun sch v thnh cng. (Vietnambranding su tm v tng hp )

http://www.vietnambranding.com/danh-ba/danh-ba-thuong-hieu/109/Thien-Long

Cm nhn thng hiu: Thin Long = bt bi!Thng hiu l ti sn ca khch hng ch khng phi ca ch cng ty Kevin Robert, tng gim c ton cu ca Saatchi & Saatchi ni nh th khi c hi v cch tip cn vn thng hiu.

nh v Bt bi SGTT tin hnh cuc kho st ngu nhin hc sinh ba trng ph thng c s ti TP.HCM l L Qu n; Nguyn Du v Hng Bng. Ch c mt cu hi: Bn dng bt hiu g? Ti sao?. ng ngc nhin l 100% trong s nhng hc sinh m chng ti hi u dng bt bi Thin Long. Tuy nhin, hc sinh t ra kh lng tng trong vic gii thch l do s dng. N n gin mt cch ng s: ngi tiu dng s dng sn phm ny, trong mt chng mc no , l v thc. Ging nh chuyn ngi Vit khng gi xe my l xe my m l xe honda hay by gi, ngi ta khng ni ln mng tm kim m ni google n i. Qu tht, trong tm tr khch hng Vit Nam, mt i b phn mc nhin xem bt bi v Thin Long l mt. Mt cy bt ging nh c th mt con ngi, rut bt bao gm u bt v mc l phn bn trong c th: u bt chnh l tri tim, mc cha trong bt c v nh l mu gip nui sng c th, v bt ging nh u mnh v tay chn gip cho bt lun hot ng tt cng nh to s thoi mi cho ngi s dng, mu sc v in n bn ngoi cy bt ging nh qun o, lm tng thm gi tr cho sn phm. Cc chi tit ca cy bt d nh d ln, d quan trng hay khng quan trng u gp phn to nn mt cy bt mang thng hiu Thin Long vi cht lng tt v tng th hi ho lm hi lng ngi tiu dng.

Mt cu chuyn khc, c k ca khu Tn Thanh, Lng Sn. Ngi ch vng bin gii ny, ng ra, l ni hng Trung Quc c chim, v bn thn n c sinh ra bun bn hng t bin gii Trung Quc chuyn sang. Vy m, gia mt rng bt bi cc loi hnh dng, gi c v cht lng, bt bi Thin Long vn ng chm ch trn k hng. Hi ngi bn v sao c mt hng ny y, h ch ci: Ti bn hng, v mi ngi ch thch xi loi bt ny. l ti sn qu gi nht m cng ty ny c c.

nh gi ca ngi tiu dng Ba im mnh Ti hi ngh APEC 2006, bt Thin Long c s dng. Kht vng cy bt ca mnh s c dng k kt tt c cc vn kin quan trng ca t nc. Gn rt cht vi cc hot ng cng ng. Chin dch marketing Tip sc ma thi, cng vi nhng hot ng v s nghip gio dc to mt hnh nh ng gi. Nhiu sng to trong vic m rng cc nhnh sn phm. Tnh sng to v nng ng, th hin trong vic u t cho cng tc nghin cu v lin tc cung cp sn phm mi.ng C Gia Th v Philip Kotler.

Hai im yu:

Nhiu nhm sn phm vi cc phn khc th trng khc nhau nhng li nht chung trong cng mt phng n tip th v xy dng th trng. Mt doanh nhn thnh t khng th dt ti mt cy bt mang nhn hiu Thin Long, cho d n c tt cch my i chng na. Website t chc thiu khoa hc, ngay t ci a ch web cho n cc phn ni dung bn trong. Ngi sng lp, ng C Gia Th, gn thng hiu c nhn vi thng hiu cng ty kh hon ho. Con ngi ng: hc khng nhiu, nhng lun ra sc t hc, t o to v vn ln khng ngng ngh; c thi ng mc v khng vung tin qua ca s nh nhiu ngi giu c khc. Quan trng hn, ng khng dnh dng n nhng v tai ting.

(Vietnambranding - Theo SGTT)

30 nm pht trin v thnh cng ca Tp on Thin LongKhng dng li th trng trong nc, cc sn phm ca Thin Long cng vn xa ra th trng nc ngoi, xut khu n 30 quc gia v nhn c nhng tn hiu kh quan.Trc y, hu ht mi ngi u s dng bt ngi l tre, bt chm mc, bt ch trong hc tp v lm vic nhng c nhiu iu bt tin. Trong khi , bt bi c nhiu u im hn nhng kh t nhn hiu v t tin. Nhn thy tim nng pht trin th trng ln, ng C Gia Th b vn thnh lp c s sn xut v gia cng bt bi Thin Long. T thnh cng vi sn phm bt bi, Thin Long tip tc u t vo h thng sn xut, nghin cu v pht trin nhiu dng sn phm khc nhm a dng ha sn phm trong lnh vc vn

phng. Cc sn phm bt xa, bt sp, bt ch mu, tp vit, giy ghi ch, giy dn nhn, ba ng ti liu, cp h s c a vo th trng cng vi s pht trin khng ngng, c i ng nhn lc v dy chuyn sn xut. Tp on c gn 3.000 cng nhn vin, hn 100 nh phn phi, gn 40.000 im bn hng trn c nc

Hnh nh v tinh thn Sc mnh tri thc ca Tp on Thin Long. Con tu Thin Long ang c vn hnh bng tn ch Sc mnh tri thc ca Tng gim c, tin s V Vn Thnh Ngha. Tinh thn v Sc mnh tri thc y a Thin Long tr thnh thng hiu c tn sut xut hin kh dy trong cng tc xy nh tnh ngha, nh tnh thng, ti tr cc hot ng x hi do cc bo, cc c quan thin nguyn khi xng. Nhng chng trnh nh: Tng trng trng, cu tr ng bo b l lt, xy trng hc cho tr em ngho, tri n thy c, ngy hi th k, gp bt Thin Long tng bn n trng th hin mi quan tm su rng ca tp on vi cng ng, x hi.

Tng gim c, tin s V Vn Thnh Ngha ti l ra qun Tip sc ma thi 2011. c bit hn, t nm 2002, Thin Long cng B Gio dc v o to, Trung ng Hi Sinh vin Vit Nam v bo Thanh Nin khi xng v thc hin chng trnh Tip sc ma thi, gip cc th sinh t cc tnh an tm hn khi d thi i hc. Mi nm, chng trnh c m rng thm nhiu tnh thnh v s th sinh c tip sc tng ln, cc hot ng tnh nguyn ngy cng a dng hn. T nhng cy bt bi ban u, n nay, tinh thn sc mnh tri thc lan ta v l ng lc a Thin Long n vi vic nghin cu, sn xut v a vo th trng nhiu chng loi sn phm, thuc 5 dng sn phm chnh: Bt vit, dng c vn phng, dng c hc sinh, dng c m thut v mc cc loi. Tp on ny xc nh: Lun duy tr v th l tp on vn phng phm hng u ti Vit Nam; c ch ng nht nh ti th trng Asean, M v s l tp on vn phng phm ln th 5 trong khu vc ng Nam . t c s mnh ny, Thin Long s pht huy th mnh ca 'Sc mnh tri thc'. Bi trong bt c hot ng no, tri thc lun ng vai tr quyt nh s thnh bi. Thin Long vi lch s 30 nm, chng ti khng ch to mi trng tri thc trong cng ty m chuyn thng ip n ngi tiu dng, cng ng x hi vi mong mun mi ngi c th hng th thnh qu t sc mnh tri thc, tin s V Vn Thnh Ngha cho bit. Thursday, 30 June, 2011 VnExpress.net http://www.marketingvietnam.net/gl/kinh-doanh/doanh-nghiep-viet/2011/06/30-nam-phat-trienva-thanh-cong-cua-tap-doan-thien-long/

Vn ha kinh doanh A. Gii Thiu

Vn ha kinh doanh c xem nh cha kha m ra s thnh cng v pht trin ca c nn kinh t t nc ni chung, ca mi doanh nghip ni ring. nh kim ch nam cc doanh nghip nh hng pht trin. Trong qu trnh hi nhp v pht trin kinh t th vic xy dng mt nn vn ha mnh mi doanh nghip l rt quan trng. Khi nghin cu ti ny, em rt tm c vi vn ha doanh nghip ca Thin Long. Nt vn ha Thin Long va m bn sc dn tc nhng cng thm m tinh thn hin i . Cng ty Thin Long ban u l mt c s sn xut nh c hnh thnh vo nm 1981, vi qu trnh sn xut th cng l chnh. Nhng qua nhiu nm hot ng, vi nhng kinh nghim tch ly c, Thin Long nhn ra rng: pht trin cn phi nng cao cht lng, a dng ha mt hng v m rng knh phn phi. Nm 1996, cng ty TNHH SX-TM Thin Long chnh thc c thnh lp vi tr s chnh qun Bnh Thnh, thnh ph H Ch Minh. tip tc pht trin trong qu trnh hi nhp, thng 4/2004, cng ty TNHH SX-TM Thin Long chnh thc c chuyn thnh cng ty c phn SX-TM Thin Long vi vn iu l ti trn 180 t ng. Hot ng ca cng ty khng ch dng li mt hng bt bi m c m rng sang cc mt hng vn phng phm khc v tr thnh thng hiu ng u trong ngnh vn phng phm Vit Nam vi 70% th phn v mt mng li tiu th ti 64/64 tnh thnh trong c nc v vn ra nhiu quc gia khc. Trong sut 20 nm hot ng sn xut kinh doanh, Thin Long lun ly phng chm cht lng l trn ht. Di s lnh o ca v tng gim c y nhit huyt C Gia Th , Thin Long tr thnh mt thng hiu mnh Vit Nam.. Vi cht lng t tiu chun quc t, sn phm c nhiu ngi tiu dng yu mn v tin cy, Thin Long c bnh chn l thng hiu s 1 trong top 100 thng hiu mnh Vit Nam , t gii thng sao vng t Vit nm 2006- 2007 v c cp chng ch ISO 9001:2000. Trong sut 10 nm (1997-2006), thng hiu Thin Long c bnh chn l hng Vit Nam cht lng cao. Vn ha doanh nghip Thin Long gm cc ni dung chnh sau: - Cu trc ca vn ha doanh nghip : Gm ba cp sau: Cp th nht : Nhng qu trnh v cu trc hu hnh ca cng ty Thin Long. Cp th hai: Nhng gi tr c tuyn b (bao gm cc chin lc, mc tiu, trit l ca doanh nghip). Cp th ba: Nhng quan nim chung (nhng nim tin, nhn thc, suy ngh v tnh cm c tnh v thc, mc nhin c tha nhn trong doanh nghip). - Vn ha doanh nghip tc ng n hot ng kinh doanh ca cng ty Thin Long

Nh t vn: Tnh hung qun tr hc - Cng ty Thin Long!TNH HUNG KINH DOANH: CNG TY THIN LONG Khng phi t nhin m t mt c s sn xut nh, sau hn 20 nm hot ng, n lc khng ngng, Cng ty sn xut thng mi Thin Long tr thnh mt thng hiu ng u trong ngnh vn phng phm Vit Nam, v cn c ngi tiu dng bnh chn l Thng hiu s 1 trong 100 thng hiu mnh Hng Vit Nam cht lng cao do ngi tiu dng bnh chn trong nm 2005. t c iu bi Thin Long c nhng bc i tht bi bn v vng chc. t c Thng hiu s 1 nh ngy hm nay l nh Thin Long tp trung pht trin tng bc v ngun lc, h thng phn phi v cc hot ng marketing. tp trung pht trin ngun nhn lc, song song vi chnh sch lng bng hp l, mi trng lm vic tt thu ht nhn ti, cng ty cn thng xuyn c cn b tham gia cc kha o to trong v ngoi nc nng cao k nng chuyn mn. Chnh i ng nhn lc ny l nhng ngi lm ch c nhng cng ngh mi nht, hin i nht to ra cc sn phm cht lng. Cc sn phm ca cng ty c sn xut theo mt chu trnh khp kn bng cc thit b th h mi v chuyn dng cho ngnh sn xut bt bi c nhp t c, Hn Quc, i Loan... c bit di s h tr ca Robot v c ng k m vch EAN VN, to ra nhng sn phm ng tiu chun cht lng. Khng ai c th ng rng, cch y hn 20 nm Thng hiu s 1 ny ch l c s gia nh nh vi vi chc cng nhn, sn phm n gin vi qu trnh sn xut th cng l chnh. Nh li qu kh, ng C Gia Th, Tng gim c Cng ty Thin Long, bi hi: Trong qu trnh hot ng, vi nhng kinh nghim tch ly c, chng ti nhn ra rng trong kinh doanh ngy nay, nu khng t lm mi mnh cng ng ngha vi vic t trit tiu nng lc cnh tranh v sp . Chnh p lc buc chng ti lun phi c gng ht sc. xng vi tm hot ng, song song vi vic u t thm nhiu trang thit b hin i vi cng ngh tin tin tng cht lng sn phm, nng cao nng lc sn xut, chng ti cng nng cp c s Thin Long ln thnh Cng ty SX - TM Thin Long vo nm 1996. tip tc pht trin trong qu trnh hi nhp, thng 04/2005 va qua, Thin Long chnh thc chuyn sang hot ng di hnh thc cng ty c phn vi s vn iu l ln ti 180 t ng. Khng dng li mt hng bt bi, Thin Long ln sn sang cc mt hng vn phng phm khc nh giy, mc... Thin Long hin ang sn xut khong 80 chng loi sn phm, tng sn lng nm 2005 ln n 300 triu n v sn phm. Ring nm 2005, cng ty nghin cu thnh cng v tung ra th trng n 10 loi sn phm mi. Mc d hin ang c xem l mt trong nhng doanh nghip ln nht trong ngnh sn xut vn phng phm ca Vit Nam vi th phn ring cho thng hiu bt bi chim 70% v doanh s xut khu chim khong 10% tng doanh s mi nm, nhng Cng ty sn xut thng mi Thin Long vn khng hi lng vi nhng g t c. tip tc cnh tranh khi hi nhp AFTA, 4 nm trc y cng ty bt u ch trng n cc hot ng marketing nhm qung b v xy dng thng hiu, to du n su m trong lng ngi tiu dng. Thin Long c coi l doanh nghip trong nc kh chu chi khi chim ti 90% chi ph hot ng truyn thng v qung co ca ngnh vn phng phm Vit Nam (theo s liu ca Cng ty nghin cu th trng TNS). Nhiu chng trnh tip th mang li hiu qu cao cho cng ty nh chng trnh T

vn ma thi, Tip sc ma thi, Hc bng L Vn Tm, phim qung co gii thiu bt l tre kh n tng... Nh nhng hot ng m thng hiu Thin Long c nh hng su rng trong cng ng. Thin Long a ra mc tiu cho mnh trong thi gian ti l tip tc duy tr v tr hng u trong ngnh vn phng phm Vit Nam v duy tr mc tng trng hng nm l 30%; m rng th trng xut khu. D kin trong nm 2006, cng ty s tung ra khong 30 sn phm mi phc v cho nhu cu hc ng v vn phng ang pht trin. CU HI 1. ng Th thc hin tt chc nng no ca qun tr? Bn hy phn tch? 2. Bn s t vn cho cng ty Thin cn phi l g em li hiu qu cao hn?

Thng hiu v "nhng sn chi" i vi mt thng hiu, ngoi cng tc R&D, khuyn mi, phn phi th hot ng cn thit sn phm c th xm nhp v tm c ch ng bn vng trong th trng chnh l cng tc kch hot thng hiu. C th lm c iu ny vi nhiu phng php nh PR, Sponsorship (ti tr) hay event, Sampling (pht mu th). Tuy nhin bt c hot ng no nu trn cng cn c phi c c mt plaffom (tm dch l sn chi hay b phng) thch hp nhm to tnh ng nht cng nh sng to v ti u trong cc chng trnh. V th sn chi khng ch l mt yu t n thun to ra cc hot ng trn m n cn lin quan mt thit ti t duy, lin tng, hnh nh ca thng hiu, hay ni cch khc n l cng c c c t kt qu nghin cu thng hiu. T sn chi m mnh la chn, mi thng hiu s c cch pht trin cc hot ng cho ph hp vi bn thn sn phm v gn gi vi khch hng mc tiu ng thi to nn s khc bit kh sao chp so vi cc i th cnh tranh khc. Mt vi v d in hnh v vic kch hot sn chi qua cc thng hiu thng ngy m chng ta vn thy nh : + Bt bi Thin Long: hn ai cng cn nh mt slogan c ca bt bi Thin Long l vit nn cuc sng. Thot nhn, cu slogan ny kh hay vi ng t lin tng ti sn phm l vit, th nhng yu t cuc sng th li kh chung chung, kh lng to nn c bt c hot ng no gn b mt thit. T cch nhn , Thin Long thay i slogan ca mnh sang v s hc l trn i, mt cu slogan t vn v hn nhng li nh trng khch hng mc tiu vi th trng khng l l cc hc sinh, sinh vin. T nh hng ny, Thin Long xy dng nn chng trnh tip sc ma thi, mt cng tc PR, ti tr kh hay v s thit thc cng nh gn gi ca n, tao nn ci nhn y thin cm v trch nhim i vi nhn hiu ny. Sn chi m Thin Long la chn c cho mnh y chnh l cng tc tr gip i vi cc th sinh mi khi ma thi v. + Bitis: vi cu slogan n tng nng niu bn chn Vit. Bn hy t hi: Bitis lm c nhng g cho mnh t cu slogan ? Cu tr li kh tro ngoe l h t lm kh mnh. Vi mt nh hng thiu c th trn, Bitis kh lng to nn cc hot ng gn b vi thng hiu

ca mnh, khi Vit l mt yu t ph bin, trong khi vi th trng quc t th n gy thm kh khn cho sn phm giy dp m Bitis mun xm nhp. + Omo: hc hi iu hay, ngi g vt bn vi sn chi chnh l cc hot ng vui chi, gii tr ca thiu nhi m c th chng ta c th thy chnh l khu vui chi dnh cho thiu nhi ti cng vin vn ho Tao n hay cc event , TVC mang tnh nhn vn cao. y l mt cng tc kch hot rt thnh cng ca Omo n mc tr thnh case study trong cc bi ging v marketing. H nhm ti ng ni u lo ca bc ph huynh i vi con ci ca h v gii to c iu . Nhng v d trn cho chng ta thy c vai tr v tc ng to ln ca sn chi i vi vic nh hnh thng hiu nh th no. Nu mt thng hiu khng la chn c mt sn chi c o, hiu qu th hnh trnh ca sn phm n vi ngi tiu dung cng kh khn. eBrandium.com - Theo vietnambranding.com http://www.ebrandium.com/tin-tuc/thuong-hieu-marketing/thuong-hieu-va-nhung-san-choi.html

Thng hiu v "nhng sn chi" i vi mt thng hiu, ngoi cng tc R&D, khuyn mi, phn phi th hot ng cn thit sn phm c th xm nhp v tm c ch ng bn vng trong th trng chnh l cng tc kch hot thng hiu. C th lm c iu ny vi nhiu phng php nh PR, Sponsorship (ti tr) hay event, Sampling (pht mu th). Tuy nhin bt c hot ng no nu trn cng cn c phi c c mt plaffom (tm dch l sn chi hay b phng) thch hp nhm to tnh ng nht cng nh sng to v ti u trong cc chng trnh. V th sn chi khng ch l mt yu t n thun to ra cc hot ng trn m n cn lin quan mt thit ti t duy, lin tng, hnh nh ca thng hiu, hay ni cch khc n l cng c c c t kt qu nghin cu thng hiu. T sn chi m mnh la chn, mi thng hiu s c cch pht trin cc hot ng cho ph hp vi bn thn sn phm v gn gi vi khch hng mc tiu ng thi to nn s khc bit kh sao chp so vi cc i th cnh tranh khc. Mt vi v d in hnh v vic kch hot sn chi qua cc thng hiu thng ngy m chng ta vn thy nh : + Bt bi Thin Long: hn ai cng cn nh mt slogan c ca bt bi Thin Long l vit nn cuc sng. Thot nhn, cu slogan ny kh hay vi ng t lin tng ti sn phm l vit, th nhng yu t cuc sng th li kh chung chung, kh lng to nn c bt c hot ng no gn b mt thit. T cch nhn , Thin Long thay i slogan ca mnh sang v s hc l trn i, mt cu slogan t vn v hn nhng li nh trng khch hng mc tiu vi th trng khng l l cc hc sinh, sinh vin. T nh hng ny, Thin Long xy dng nn chng trnh tip sc ma thi, mt cng tc PR, ti tr kh hay v s thit thc cng nh gn gi ca n, tao nn ci nhn y thin cm v trch nhim i vi nhn hiu ny. Sn chi m Thin Long la chn c cho mnh y chnh l cng tc tr gip i vi cc th sinh mi khi ma thi v. + Bitis: vi cu slogan n tng nng niu bn chn Vit. Bn hy t hi: Bitis lm c nhng g cho mnh t cu slogan ? Cu tr li kh tro ngoe l h t lm kh mnh. Vi mt nh hng thiu c th trn, Bitis kh lng to nn cc hot ng gn b vi thng hiu ca mnh, khi Vit l mt yu t ph bin, trong khi vi th trng quc t th n gy thm kh khn cho sn phm giy dp m Bitis mun xm nhp. + Omo: hc hi iu hay, ngi g vt bn vi sn chi chnh l cc hot ng vui chi, gii tr ca thiu nhi m c th chng ta c th thy chnh l khu vui chi dnh cho thiu nhi ti cng vin vn ho Tao n hay cc event , TVC mang tnh nhn vn cao. y l mt cng tc kch hot rt thnh cng ca Omo n mc tr thnh case study trong cc bi ging v marketing. H nhm ti ng ni u lo ca bc ph huynh i vi con ci ca h v gii to c iu .

Nhng v d trn cho chng ta thy c vai tr v tc ng to ln ca sn chi i vi vic nh hnh thng hiu nh th no. Nu mt thng hiu khng la chn c mt sn chi c o, hiu qu th hnh trnh ca sn phm n vi ngi tiu dung cng kh khn. http://marketingbranding.vn/index.php?option=com_kunena&Itemid=38&func=view&catid=14&id=486&lang= vi

PHI THC PR-HR V MARKETING CHO MT THNG HIU MNH ng nm nhng doanh nghip c b phn PR hot ng chuyn nghip u c mt k hoch PR kh bi bn. Trong th hin nhng mc tiu mong mun ca doanh nghip v nhng k hoch hnh ng t c nhng mc tiu . Ngi lm cng tc PR ca doanh nghip lp k hoch PR da trn nhng chin lc cng ty mang tnh nh hng, c bit h quan tm n cng ng xung quanh nhm khch hng mc tiu m doanh nghip nhm ti cc thng ip truyn thng tc ng ng ni, ng ch. PR l hot ng nhm ch ng kin to hnh nh tt p ca thng hiu doanh nghip vi cng ng m doanh nghip quan tm. Mt trong nhng iu hp dn ngi tiu dng ca hot ng PR l mang li mt li ch thit thc cho khch hng mc tiu. C l cha bao gi hot ng PR c cc doanh nghip khai thc mnh nh hin nay. Hng lot cc gameshow truyn hnh u c bn tay PR tham d. Nh vy y l mt chui cc hot ng mang tnh chin lc nhm giao tip vi cng ng m khng ch l khch hng mc tiu. V d chng trnh P/S bo v n ci ca Unilever, n om m ca Dutch Lady Vit Nam, chng trnh Thp sng c m xanh ca Cng ty Dt May Thi Tun, Tip sc ma thi ca Thin Long, m mm ti nng ca Vinamilk hay m p ma ng ca Cng ty 4 Oranges, l nhng v d v nhng hot ng PR in hnh. Mc tiu ca PR l chuyn i trng thi hoc suy ngh ca khch hng t vic cha c thng tin, thiu thng tin, thiu nim tin sang trng thi c cung cp thng tin, c nim tin vo sn phm hay thng hiu. Tuy nhin, PR cng c nhng hn ch ca n. Nhng hn ch c bn nh: thng kh to n tng trong thi gian ngn, thiu tp trung cho mt nhm khch hng mc tiu c th Tuy nhin, nhng hn ch ny c th khc phc c phn no bi nhng gii php k hoch thit lp nghim tc hng nm ca ngi lm cng tc PR. Cc doanh nghip Vit Nam hin nay cn tng cng nhn s cho hot ng PR, cn thit phi c nhn s PR hoc b phn PR chuyn trch th mi d dng duy tr v p dng thng xuyn hot ng ny mt cch hiu qu. Khng c nhn s hoch nh k hoch, khng c ngi son thng co bo ch, khng c nhn s ng ra t chc s kin, gii p khiu kin ca khch hng th khng th c hot ng PR tn ti. nh rng khng lm c th thu (quan im ph bin ca nhng ngi lm marketing) nhng thu Cng ty PR bn ngoi khng phi khng tn km, cha k cc cng ty PR d c chuyn nghip n my cng khng th lp chin lc PR thay cho doanh nghip. Hn na, nhng hot ng nh gii quyt khiu ni ca ngi tiu dng, hay pht ngn PR ca cng ty khng th c phi ch doanh nghip ng ra lo liu.

Phi hp gia PR v Marketing Khi PR c xem nh mt hot ng lu di, bn b theo kiu ma dm thm lu, th qung co trong marketing nh l kiu nh di bom, ngn hn. Nh vy khi tung mt sn phm mi ra th trng, thng thng cc doanh nghip PR i trc to ra mt nhn thc mi i vi cng ng, nh thc mt nhu cu no ca cng ng bng bi vit bo ch (editorial), sau l nhng thc phim truyn hnh (TVC) hay hng lot cc qung co bo (printads), tng cng s nhn bit v sn phm thng hiu cho khch hng mc tiu. Qua PR nhng thng ip c truyn t n vi khch hng mc tiu mt cch c th hn so vi qung co. Nh vy PR lm c iu m hu ht cc nh marketing ca cc doanh nghip u cho l mc tiu ca h: thng tin c th v thng ip ca doanh nghip v sn phm n vi khch hng. Khi chun b tung ra mt sn phm mi, nhng ngi lm PR phi lp mt k hoch c th, trong cc hot ng PR nh hp bo gii thiu sn phm mi, gi thng co bo ch, thc hin phng s truyn hnh ht sc quan trng. Nhng hot ng trn nu c thc hin bi bn, ng b s to ra c mt n tng tt trong cng chng i vi sn phm sp xut hin. n tng chc chn s d c ngi tiu dng chp nhn hn bi tnh khch quan (t mang tnh thng mi) ca n so vi cc on phim qung co hay hng lot cc qung co bo kh tn km. S d gp ri ro nu thiu PR bn cnh Marketing, nh: Lm sao cng ng chp nhn mt sn phm, khi x hi cha c nhn thc tt v n. V li, nu khng c PR, th cc cng c cn li ca marketing (qung co, khuyn mi) khng lm ni cng vic gii quyt khng hong khi c s c th trng. Phi hp gia PR v HR HR gn y c xem l mt trong nhng gii php mang tnh chiu su gip thng hiu doanh nghip pht trin bn vng. Mi quan tm ca HR l to ra mt mi trng lm vic cho nhn vin ph hp vi nh hng vn ha ca doanh nghip. Lm th no mt ngi bn ngoi mun vo lm vic ti cng ty, v mt ngi trong cng ty th khng mun chia tay doanh nghip, iu ny rt cn s h tr ca PR ni b (internal PR). Phng HR thng kt hp rt cht ch vi b phn PR nhm trin khai cc chng trnh cho thng t ni b doanh nghip. T cc bn tin ni b, cc chng trnh giao lu n cc hot ng sng v s mng thng hiu u c PR thc hin. B phn PR s thay mt cho HR chuyn ti nhng ch trng, chnh sch mi doanh nghip n nhn vin nhm thu hiu ln nhau, thng nht ch, ng vin mi ngi trong cng vic, nng cao tnh dn ch v pht huy kh nng sng to. Thng qua con ng PR ni b, b phn PR s kt hp vi cng on cng ty, on th, kt hp vi y t, t chc cc hot ng vn th m, ngoi kha trong cng ty nhm nng cao sc khe, tinh thn on kt ni b. Ni chung vi mc tiu to nn mt nn vn ha sng to cho

doanh nghip, nu doanh nghip bit s dng cng tc PR ni b s t c nhng hiu qu thit thc. Khi nhn thc ng tm quan trng ca PR v cc cng c c lin quan, c bit l khi chng ta phi hp tt cc cng c trn s l gii php hiu qu mt doanh nghip pht huy tim lc ca mnh thuyt phc cng ng. y cng l cch m nhng doanh nghip trn th gii thng trin khai p dng nhm khng nh v th ca thng hiu trn th trng http://mta.minhthanhan.com/nghiepvu.php

Gi tr thng hiu c tnh nh th no?y l cu hi quan trng m bt c doanh nghip no, d ln hay nh, trc sau g cng s quan tm. Thng hiu l ti sn ti quan trng, nht l khi doanh nghip c phn ho, tham gia th trng chng khon. Hin nay, ti Vit Nam bt u xut hin cng ty lut, cng ty t vn chuyn cung cp dch v nh gi thng hiu, nh gi doanh nghip. Cc sn giao dch trc tuyn ra i gn y khng nh nhu cu mua bn, chuyn nhng, sp nhp cng ty ngy cng tng. S kin ca Ranks Hovis McDougall nm 1988 Theo kt qu ca nghin cu nm 2002 ca Interbrand, bnh qun gi tr thng hiu chim t nht mt phn ba gi tr c phiu. Interbrand l mt cng ty t vn thng hiu ni ting th gii.Mt iu kh th v l trc y, ngay ti cc nc pht trin, thng hiu khng c cng nhn chnh thc trn s sch k ton ca doanh nghip hin nay. Doanh nghip khng th t nh gi, ghi nhn ti sn thng hiu trn bng cn i ti sn trc khi m phn c phn cho nh u t bn ngoi. Cui nhng nm 1980, cch suy ngh v cch lm ny c thay i. Nm 1988, trnh b mua t bi tp on khc, Ranks Hovis McDougall (RHM tp on thc phm hng u Anh) thnh cng trong vic chng minh gi tr cng ty ca mnh ln hn rt nhiu nh vo danh mc thng hiu m trc y cha tng c cng nhn chnh thc. Tht vy, RHM th hin trong bng cn i ti sn con s 1,2 t USD, i din cho gi tr ca 60 thng hiu cng ty s hu.y l s kin nh gi thng hiu u tin dn n quy lut: Khng ch thng hiu c mua li mi c th nh gi trn s sch, m cc thng hiu do chnh cng ty to ra cng c nh gi. Do , cc thng hiu u c RHM a vo bo co ti chnh nm 1988, di dng mc ti sn v hnh. S kin nh hng rng ri ti Anh, lan ra nhiu nc trn th gii. Thng hiu ti Vit Nam Ti Vit Nam, ti sn v hnh ni chung hay thng hiu ni ring cha c chnh thc cng nhn trn cc bo ti chnh. Quyt nh s 206/2003/QD-BTC ngy 12-12-2003 ca B ti chnh ban hnh ch qun l, s dng v trch khu hao ti sn c nh cha quy nh thng hiu l ti sn c nh v hnh nn cha c c c hng dn hoch ton.iu ny s gy nhiu tr ngi v thit thi cho doanh nghip trong qu trnh hi nhp, khi vic mua, bn,sp nhp cng ty tr nn ph bin hn. Nh nc cng s b tht thot trong qu trnh c phn doanh nghip quc doanh. l l do Uy ban nhn dn TP.HCM gn y c kin ch o c quan ban ngnh lin quan phi cn nhc yu t thng hiu ca Bnh vin Bnh Dn (theo thng tin trn bo Tui Tr ngy 7-1-2007). Ngay c trong lnh vc nhng quyn thng mi (franchising) cng cn c cng nhn gi tr thng hiu mi pht trin c. Vi h, thng hiu l ti sn gn nh duy nht. Trng hp McDonalds ca M hay chui c ph cao cp ca Gloria Jeans ca c l nhng v d in hnh khi gi tr thng hiu chim trn 70% tng gi tr ti sn doanh nghip. Vit Nam sau hi nhp s xut hin nhiu h thng nhng quyn. Cc ch nhn kh trnh khi lng tng, kh khn trong vic nh gi thng hiu khi c nhu cu c phn ho hay gp vn lin doanh bng chnh thng hiu. Ngay c thng hiu c cng nhn nh ti sn v hnh chnh thc cng s pht sinh nhiu kh khn v tranh ci khc quanh cng thc, kt qu nh gi m doanh nghip s dng (thng mang tnh ch quan). y s l thch thc khng nh. 5 phng php tnh gi tr c th doanh nghip C 5 phng php ph bin, c th p dng theo tng trng hp c th. Phng php 1: Da vo kh nng bn gi cao hn bnh thng Khi khch hng cm thy an tm, tin tng vo uy tn v cht lng ca thng hiu no , h sn

sng tr gi cao hn bnh thng. chnh l kh nng gi tr cng thm ca thng hiu mang li cho mt sn phm.Ni cch khc, nu khng c thng hiu, chc chn khch hng s khng tr nhiu tin nh th mua sn phm cng loi trn th trng. Th hi gi vn ca mt ti xch thi trang cao cp hiu Louis Vuitlon ang by bn ti cc ca hng mi khai trng trn ng ng Khi l bao nhiu m ngi ta gn bng gi ln n hng ngn USD? Chc chn hai ch Louis Vuitlon l phn vn ch yu.Thc ra, c th cn o kh nng bn gi cao hn bnh thng ca mt thng hiu qua nghin cu khch hng. Khch s c hi nhiu cu khm ph ra s khc bit gia sn phm c thng hiu v sn phm cng loi khng c thng hiu. Phng php 2: kh nng bn hng d dng hn bnh thng C nhng loi sn phm khng ph hp nh gi theo phng php da vo kh nng bn gi cao hn bnh thng (phng php 1) v gi bn ra kh tng ng. Nh sn phm bt bi Thin Long hay giy Vnh Tin, kh ni ting kh bn gi cao hn ng k so vi cc nhn hiu khc cng loi, v c th ca sn phm ny trong mt giai on c th.y l trng hp c th p dng cch tnh da vo kh nng bn hng d hn bnh thng ng hn l da vo s a chung ca khch.Vi cch tnh ny, gi tr thng hiu l khon chnh lch th phn thay v li nhun nh phng php 1. Tuy nhin, c phng php 1 v 2 u ch da vo con s thng k nghin cu lin quan ch yu n sc mnh hin ti ca thng hiu. iu ny cha cn nhc nhiu n yu t tng lai (khi c s thay i, ci tin v cht lng) Phng php 3: Da vo chi ph xy dng thng hiu Da vo chi ph xy dng mt thng hiu tng t, c th so snh c. V d, nu chi ph c tnh xy dng sn phm, thng hiu mi tn khong 100 t ng v xc sut thnh cng bnh thng chng 25% cho lnh vc kinh doanh , trung bnh phi u t gp 4 ln (400 t ng) mi c th bo m 100% thnh cng.Do , mua thng hiu thnh cng c sn, trong trng hp ny, ngi mua s phi tr khong 400 t ng l hp l. Chi ph cho thng hiu ny tuy ch c 100 t ng nhng gi tr thng hiu c xc nh mc 400 t ng l hp l Phng php 4: Da vo gi c phiu th trng chng khon Vi doanh nghip tham gia th trng chng khon, c th nh gi thng hiu qua gi tr c phiu. Tuy nhin, y l phng php kh phc tp so vi cc phng php trc.Hai gio s ca trng i hc Chicago (M) l Carol J.Simon v Mary W.Sullivan p dng l thuyt v ti chnh xy dng phng php ny. Cch tnh bt u t gi th trng ca doanh nghip, hm s gi c phiu v lng c phiu pht hnh. Nu ly gi th trng ca doanh nghip tr i ton b gi tr ti sn hu hnh trn bng cn i ti sn nh nh xng, trang thit b, hng tn kho, vn tin mts c s d l ti sn v hnh.Ti sn v hnh ny c th chia lm ba phn: gi tr ti sn nhn hiu, gi tr ca nhng yu t phi nhn hiu (nghin cu, bng sng ch)v gi tr ca nhng yu t ngnh ngh (quy nh ca ngnh). Trong , ti sn nhn hiu c cho l hm s ca yu t thm nin v thi im xut hin trn th trng; cho ph qung co cng dn; t l qung co hin ti so vi tng chi ph qung co ton ngnh. Gi tr thng hiu trn th trng chng khon dao ng do nh hng bi nhiu yu t, t khch quan n ch quan. Mt chin lc kinh doanh hay marketing va cng b c nh hng nht nh trn gi tr c phiu.Thng 7 1982, Coca-Cola tung ra sn phm mi l Diet Coke. Lp tc gi tr thng hiu Coke vt thm 65% trong khi Pepsi vn nm nguyn do khng c g mi. Ba nm sau, gi tr thng hiu ca Coke rt xung 10% sau khi gii thiu tip sn phm mi New Coke cht yu. V d nhin, gi tr thng hiu i th cnh tranh Pepsi tng 45% cng thi im.R rng, tm l nh u t quyt nh gi tr cc thng hiu trn th trng chng khon. Phng php 5: Kh nng to li nhun nhiu hn bnh thng y c l l phng php tt nht nh gi thng hiu. Trong , thu nhp tng lai thng hiu c th mang li c c tnh ri tr bt.

Th nht l da vo k hoch di hn. C th l ly con s lung li nhun d tnh v tr gim i. Vn l c tnh th no cho ng. Phi cn nhc yu t sc mnh v nh hng thng hiu vi mi trng cnh tranh. Cch th hai c p dng khi khng mun tnh hoc tnh khng c lung li nhun trong tng lai m thng hiu c th mang li.Trong trng hp ny, ngi ta c tnh thu nhp hin ti ri p dng cp s phn. Nu thu nhp hin ti khng nh hng trung thc tnh hnh kinh doanh ca thng hiu, c th ly con s bnh qun ca vi nm trc. Nu s bnh qun l s m hay qu thp (do cc vn c th khc phc c), c th ly con s ton ngnh lm chun suy ra.

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