HC VIN CNG NGH BU CHNH VIN THNG

2013
Phng Nghin cu v o to Marketing

MARKETING TRC TUYN

TS. Ao Thu Hoi

PTIT
10/10/13
 MC LC
MC LC .................................................................................................................................. 2
MC LC CC MINH HA ................................................................................................. 12
CHNG 1: TNG QUAN V E-MARKETING ................................................................ 17
1.1. KHI NIM V PHM VI CA E-MARKETING.............................................. 17
1.1.1. Khi nim..................................................................................................... 17
1.1.2. Bn cht ....................................................................................................... 18
1.1.3. Phm vi ........................................................................................................ 18
1.2. LI CH CA E-MARKETING ............................................................................. 19
1.2.1. i vi cc doanh nghip ............................................................................ 19
1.2.2. i vi ngi tiu dng............................................................................... 20
1.3. S KHC BIT GIA E-MARKETING V MARKETING TRUYN THNG
.................................................................................................................................................. 20
1.3.1. Tc .......................................................................................................... 20
1.3.2. Thi gian hot ng lin tc khng b gin on ........................................ 20
1.3.3. Khng gian................................................................................................... 21
1.3.4. a dng ho sn phm................................................................................. 21
1.3.5. Gim s khc bit v vn ho, lut php, kinh t ........................................ 21
1.3.6. Tr ngi ca khu giao dch trung gian c loi b ............................. 22
1.3.7. Tip cn th trng trc tuyn ..................................................................... 22
1.3.8. Hng ho v dch v s ho......................................................................... 22
1.4. QU TRNH V XU HNG PHT TRIN CA E-MARKETING ................ 23
1.4.1. Cc giai on pht trin ............................................................................... 23
1.4.2. S pht trin cc cng c ca E-Marketing................................................. 23
1.5. IU KIN P DNG E-MARKETING .............................................................. 23
1.5.1. Th trng .................................................................................................... 23
1.5.2. Doanh nghip............................................................................................... 23
1.5.3. Mi trng kinh doanh ................................................................................ 23
1.6. U IM NHC IM................................................................................... 24
1.6.1. u im ....................................................................................................... 24
1.6.1.1. Tnh tng tc cao......................................................................................24
1.6.1.2. Tit kim chi ph.........................................................................................24
1.6.1.3. Tc nhanh ..............................................................................................24
1.6.1.4. Kh nng marketing ton cu.....................................................................24
1.6.1.5. Kim tra hiu qu d dng..........................................................................24
1.6.2. Nhc im ................................................................................................. 25
1.6.2.1. Phng din k thut..................................................................................25
1.6.2.2. Phng din bn hng ................................................................................25
1.6.2.3. Phng din an ton, bo mt ....................................................................25

2
 1.7. CC HNH THC CA E-MARKETING ............................................................ 25
1.7.1. Trang web .................................................................................................... 25
1.7.2. Cng c tm kim Search Engines.............................................................. 26
1.7.2.1. Ti u ha trang web bng cng c tm kim ............................................27
1.7.2.2. Marketing thng qua cng c tm...............................................................28
1.7.3. Th in t Marketing................................................................................. 28
1.7.4. Marketing lan truyn.................................................................................... 30
1.7.4.1. Qung co trc tuyn..................................................................................30
1.7.4.2. Catalogue in t........................................................................................30
1.7.4.3. Banner ........................................................................................................31
1.7.4.4. Blog ............................................................................................................31
1.7.4.5. Bi vit marketing ......................................................................................31
1.8. VN PHP L V O C ....................................................................... 31
1.8.1. Tng quan v o c v cc vn php l ............................................... 31
1.8.2. S ring t ................................................................................................... 33
1.8.2.1. S ring t trong bi cnh k thut s........................................................34
1.8.2.2. Vn bo mt quc t ..............................................................................38
1.8.3. Ti sn s ..................................................................................................... 40
1.8.3.1. Bng sng ch.............................................................................................40
1.8.3.2. Quyn tc gi..............................................................................................42
1.8.3.3. Nhn hiu ...................................................................................................43
1.8.3.4. Giy php ...................................................................................................45
CU HI N TP......................................................................................................... 46
CU HI THO LUN ................................................................................................ 46
CHNG 2: XY DNG K HOCH E-MARKETING .................................................... 48
2.1. TRNG HP NGHIN CU: CU CHUYN SECOND LIFE................. 48
2.2. VN E-MARKETING TON CU ................................................................ 49
2.2.1. Th trng ton cu...................................................................................... 49
2.2.2. Cc nn kinh t mi ..................................................................................... 53
2.2.3. Tm quan trng ca Cng ngh thng tin ................................................... 53
2.3. PHN TCH CC C HI TRN TH TRNG V CC QUC GIA ....... 54
2.3.1. Nt tng ng ca th trng..................................................................... 55
2.3.2. Thanh ton in t v nhng vn v s tin cy ...................................... 57
2.4. QUY TRNH LP K HOCH E-MARKETING ................................................. 58
2.4.1. K hoch E-Marketing The Napkin plan..................................................... 59
2.4.2. K hoch E-Marketing The Venture Capital ............................................... 60
2.5. BY BC TIN HNH K HOCH E-MARKETING .................................... 63
2.5.1. Bc 1: Phn tch hon cnh ....................................................................... 64
2.5.2. Bc 2: Lp k hoch chin lc E-Marketing........................................... 65

3
 2.5.3. Bc 3: Xc nh cc mc tiu.................................................................... 67
2.5.4. Bc 4: Xy dng chin lc E-Marketing ................................................ 68
a. Cho bn: cc chin lc sn phm.....................................................................69
b. Gi tr: chin lc gi c ....................................................................................69
c. Chin lc phn phi...........................................................................................69
d. Chin lc truyn thng Marketing ....................................................................70
e. Chin lc qun l cc mi quan h....................................................................70
2.5.5. Bc 5: K hoch thc hin ........................................................................ 70
2.5.6. Bc 6: lp ngn sch.................................................................................. 71
a. D on tng thu nhp ........................................................................................72
b. Chi ph E-Marketing............................................................................................72
2.5.7. Bc by - K hoch nh gi..................................................................... 73
CU HI N TP......................................................................................................... 73
CU HI THO LUN ................................................................................................ 74
CHNG 3: NGHIN CU TH TRNG TRC TUYN............................................... 75
3.1. TRNG HP NGHIN CU: CU CHUYN PURINA ........................... 75
3.2. D LIU NGUN CHO CHIN LC ............................................................... 76
3.3. QUN L KIN THC V MARKETING.......................................................... 78
3.3.1. H thng thng tin E-Marketing.................................................................. 79
3.3.2. Ngun 1: Cc bo co ni b ca doanh nghip ......................................... 81
3.3.3. Ngun th 2: D liu th cp ...................................................................... 84
3.3.4. Ngun th 3: D liu s cp........................................................................ 92
3.4. GIM ST CC PHNG TIN TRUYN THNG X HI ........................ 106
3.5. CC CCH TIP CN CNG NGH CHO PHP KHC......................... 108
3.5.1. Thu thp d liu t khch hng ................................................................. 109
3.5.2. Thu thp d liu t my ch...................................................................... 109
3.6. CCH TIP CN KHNG GIAN THC ........................................................... 110
3.7. C S D LIU MARKETING V KHO D LIU ........................................ 112
3.8. PHN TCH V PHN PHI D LIU ............................................................ 112
3.9. CC THC O KIN THC QUN L ........................................................ 114
CU HI N TP....................................................................................................... 114
CU HI THO LUN .............................................................................................. 115
CHNG 4. HNH VI KHCH HNG TRONG MI TRNG KINH DOANH TRC
TUYN................................................................................................................................... 116
4.1. CU CHUYN V MT KHCH HNG.......................................................... 116
4.2. HNH VI CA KHCH HNG TH K 21 ..................................................... 116
4.3. BN TRONG MT QUY TRNH GIAO DCH QUA INTERNET .................... 118
4.3.1. Bi cnh cng ngh ................................................................................... 119
4.3.2. Vn ha v x hi ...................................................................................... 121

4
 4.3.3. Bi cnh php lut ..................................................................................... 124
4.3.4. c im c nhn v cc ngun lc .......................................................... 124
a. S khc bit mang tnh c nhn.........................................................................125
b. Nhng ngun lc ca ngi tiu dng ..............................................................126
4.3.5. Giao dch Internet ...................................................................................... 128
4.3.6. Kt qu ca giao dch ................................................................................ 128
a. Kt ni ...............................................................................................................129
b. Sng to .............................................................................................................130
c. Gii tr................................................................................................................131
d. Hc tp ..............................................................................................................132
e. Thng mi .......................................................................................................133
CU HI N TP....................................................................................................... 134
CU HI THO LUN .............................................................................................. 134
CHNG 5: PHN ON V XC LP TH TRNG MC TIU........................... 134
5.1. CU CHUYN V 1-800-FLOWERS ................................................................. 134
5.2. TNG QUAN V PHN ON V XC LP TH TRNG MC TIU... 135
5.3. BA KIU TH TRNG ...................................................................................... 136
5.3.1. Th trng doanh nghip ........................................................................... 137
5.3.2. Th trng c quan chnh ph ................................................................... 138
5.3.3. Th trng ngi tiu dng........................................................................ 139
5.4. CN C PHN ON TH TRNG ........................................................ 139
5.4.1. Theo a l ................................................................................................. 140
5.4.2. Vng a l quan trng cho E-Marketing .................................................. 142
5.4.3 . Nhn khu hc .......................................................................................... 143
a. Nhng ngi trng thnh .............................................................................144
b. Tr em.............................................................................................................145
c. Cc nhm dn tc ...........................................................................................146
5.4.4. Phn on theo tm l hc........................................................................ 147
a. S thch cng ng .........................................................................................147
b. Thi v hnh vi ..........................................................................................149
c. Thi i vi cng ngh ..............................................................................150
5.4.5. Phn on hnh vi...................................................................................... 152
a. Phn on theo li ch ....................................................................................152
b. Phn on theo thi quen s dng cng ngh ................................................153
5.5. KHCH HNG MC TIU TRONG MI TRNG TRC TUYN............. 157
CU HI N TP....................................................................................................... 158
CU HI THO LUN .............................................................................................. 158
CHNG 6: CHIN LC NH V V KHC BIT HA .......................................... 160
6.1.CU CHUYN J. PETERMAN............................................................................. 160

5
 6.2. KHC BIT HA................................................................................................. 161
6.2.1. Cc chiu ca s khc bit......................................................................... 161
a. Khc bit ha sn phm.....................................................................................161
b. Khc bit ha dch v........................................................................................163
c. S khc bit ha c nhn ...................................................................................163
d. S khc bit ha knh phn phi.......................................................................163
e. S khc bit ha hnh nh..................................................................................164
6.2.2. Chin lc khc bit ha ........................................................................... 164
a. Mi trng/bu khng kh trn website ............................................................166
b. Xy dng s tin cy...........................................................................................166
c. X l n t hng theo ng thi gian v hiu qu.........................................167
d. nh gi .............................................................................................................167
e. Qun l mi quan h vi khch hng ................................................................168
g. Mi ngi tiu dng xy dng ni dung...........................................................168
6.3. NN TNG V CHIN LC CHO NH V.................................................. 168
6.3.1. Thuc tnh ca sn phm/dch v .............................................................. 169
6.3.2. nh v cng ngh...................................................................................... 170
6.3.3. nh v li ch ............................................................................................ 170
6.3.4. nh v theo danh mc ngi s dng....................................................... 171
6.3.5. nh v i th cnh tranh ......................................................................... 171
6.3.6. nh v tch hp ......................................................................................... 172
6.3.7. Chin lc ti nh v ................................................................................ 174
CU HI N TP....................................................................................................... 174
CU HI THO LUN .............................................................................................. 175
CHNG 7: CHNH SCH SN PHM TRONG KINH DOANH TRC TUYN ........ 176
7.1. TRNG HP NGHIN CU: CU CHUYN GOOGLE .............................. 176
7.2. TO LP GI TR TRC TUYN CHO KHCH HNG................................ 177
7.3. LI CH SN PHM............................................................................................ 178
7.3.1. Nhng thuc tnh ca sn phm ................................................................ 179
7.3.2. Thng hiu............................................................................................... 180
7.4.2.1. Gi tr thng hiu sn phm ...................................................................180
7.4.2.2. Nhng mi quan h thng hiu hng ho ..............................................182
7.4.2.3. Nhng quyt nh thng hiu cho sn phm trc tuyn.........................184
a. S dng tn thng hiu ang tn ti trn trang web........................................184
b. To nhng thng hiu mi cho internet marketing.........................................185
c. S hp tc v thng hiu .................................................................................185
d. Tn min............................................................................................................185
e. URL (Uniform resource locator) .......................................................................185
g. Cc dch v h tr .............................................................................................188
h. Nhn hiu ..........................................................................................................189

6
 7.4. E-MARKETING Y MNH S PHT TRIN SN PHM ......................... 189
7.4.1. Khch hng cng tham gia thit k sn phm ........................................... 191
7.4.2. Nhng c tnh ca internet to ra nhng c hi mi ............................... 192
7.4.3. Nhng chin lc sn phm mi cho E-Marketing................................... 193
a. Chin lc sn phm hn hp ...........................................................................193
b. Chnh sch sn phm v ch s ROI..................................................................196
CU HI N TP....................................................................................................... 196
CU HI THO LUN .............................................................................................. 196
CHNG 8: CHNH SCH GI TRONG KINH DOANH TRC TUYN...................... 198
8.1. CU CHUYN V VIDEOEGG STORY............................................................ 198
8.2. TC NG CA INTERNET TI CHIN LC GI .................................... 198
8.3. K VNG CA NGI MUA V NGI BN ............................................. 199
8.3.1. Quan im ca ngi mua......................................................................... 199
a. Chi ph thc ......................................................................................................199
b. S kim sot ca ngi mua .............................................................................202
8.3.2. S nhn nhn ca ngi bn ...................................................................... 203
a. Cc nhn t bn trong: Mc tiu gi c .............................................................203
b. Cc nhn t bn trong: Chin lc marketing hn hp.....................................204
c. Nhn t bn trong: Cng ngh thng tin tc ng ti chi ph............................204
c. Nhn t bn ngoi nh hng ti gi trc tuyn ...............................................207
8.4. CC CHIN LC V GI................................................................................ 213
8.4.1. Gi c nh................................................................................................. 213
8.4.2. Gi bin i................................................................................................ 214
a. Phn on v gi................................................................................................215
b. Gi m phn v u gi ...................................................................................218
8.4.3. Thu phn mm ......................................................................................... 219
CU HI N TP....................................................................................................... 219
CU HI THO LUN .............................................................................................. 219
CHNG 9: CHNH SCH PHN PHI TRONG KINH DOANH TRC TUYN....... 220
9.1. CU CHUYN V DELL - M HNH TRC TIP .......................................... 220
9.2. TNG QUAN V KNH PHN PHI ............................................................... 220
9.3. CC KNH TRUNG GIAN TRN MNG ......................................................... 221
9.3.1. M hnh ti tr ni dung ............................................................................ 222
9.3.2. T chc thng tin....................................................................................... 225
9.3.3. Cc m hnh trung gian.............................................................................. 225
a. Cc m hnh mi gii ........................................................................................226
b. Cc m hnh i l.............................................................................................228
c. Bn l trc tuyn................................................................................................232
9.4. CHIU DI KNH PHN PHI V CC CHC NNG ................................ 237

7
 9.4.1. Cc chc nng ca mt knh phn phi .................................................... 238
a. Cc chc nng giao dch....................................................................................238
b. Cc chc nng hu cn......................................................................................241
c. Cc chc nng lin kt.......................................................................................243
9.4.2. H thng phn phi.................................................................................... 245
9.5. QUN L KNH PHN PHI V SC MNH CA N .............................. 247
9.6. NH GI KNH PHN PHI.......................................................................... 249
9.6.1.Th trng B2C........................................................................................... 249
9.6.2. Th trng B2B.......................................................................................... 251
CU HI N TP....................................................................................................... 252
CU HI THO LUN .............................................................................................. 252
CHNG 10: TRUYN THNG E-MARKETING............................................................ 254
10.1. CU CHUYN V BLEND ............................................................................... 254
10.2. TRUYN THNG E-MARKETING.................................................................. 254
10.2.1. Truyn thng marketing kt hp ............................................................. 255
10.2.2. Cc cng c truyn thng marketing ....................................................... 256
10.2.3. Mc tiu v chin lc truyn thng marketing tch hp........................ 256
10.2.4. Xy dng thng hiu thng qua phn hi trc tip ............................... 258
10.3. HOT NG QUNG CO TRC TUYN................................................... 259
10.3.1. Xu hng qung co trc tuyn .............................................................. 259
10.3.2. Cc dng qung co trc tuyn................................................................ 261
a. Cc qung co hin th (display ads) .................................................................262
b. Nhng qung co truyn thng a dng (Rich Media Ads) ..............................263
c. Qung co ni v xen k....................................................................................265
d. Qung co qua th in t.................................................................................266
e. S ti tr (sponsorships) ....................................................................................267
g. Qung co di ng.............................................................................................268
h. Cc dng mi.....................................................................................................270
10.4. CC QUAN H CNG CHNG TRONG MARKETING .............................. 271
10.4.1. Website .................................................................................................... 271
10.4.2. Nhng s kin trc tuyn ........................................................................ 273
10.4.3. Chui d liu truyn thng s Podcasts .................................................. 274
10.4.4. Xy dng mt tin n lan truyn trn mng............................................ 275
10.5. CHO HNG KHUYN MI ........................................................................... 277
10.5.1. Dng th .................................................................................................. 278
10.5.2. Cuc tranh lun, tr chi may ri, tr chi khc ..................................... 279
10.5.2. nh gi vic xc tin bn hng.............................................................. 280
10.6. MARKETING TRC TIP ................................................................................ 281
10.6.1. Th in t............................................................................................... 282

8
 10.6.2. S cho php marketing : opt-in, opt-on ................................................... 285
10.6.3. Nhng nguyn tc marketing qua th in t thnh cng .................. 286
10.6.3. Marketing lan truyn................................................................................ 287
10.6.4. Nhn tin Text ........................................................................................... 288
10.6.5. Marketing da vo v tr .......................................................................... 289
10.6.6. nh gi marketing trc tip ................................................................... 290
10.6.7. Spam (th rc) ......................................................................................... 291
10.6.8. S bo mt ............................................................................................... 293
10.7. BN HNG TRC TIP C NHN ................................................................ 293
10.8. NH GI IMC V NHN T NH HNG .............................................. 293
10.8.1. nh gi IMC .......................................................................................... 293
10.8.2. Cc nhn t nh hng ............................................................................ 295
10.9. PHNG TIN TRUYN THNG MARKETING.......................................... 296
10.9.1. c im phng tin truyn thng ........................................................ 297
10.9.1.1. Phng tin pht thanh truyn hnh........................................................297
10.9.1.2. Phng tin in n....................................................................................297
10.9.1.3. NARROWCAST MEDIA ......................................................................297
10.9.1.4. POINTCAST MEDIA ............................................................................298
10.9.1.5. DIRECT POSTAL MAIL ......................................................................298
10.10. TRUYN THNG K THUT S (DIGITAL MEDIA) .............................. 298
10.10. 1. Search Engines as Reputation Aggregators......................................... 298
14.2.1.1. Tm kim t nhin ..................................................................................300
14.2.1.2. Tm kim tr tin ....................................................................................300
14.2.1.3. Tm kim su ..........................................................................................301
10.10. 2. Cng ng Online................................................................................. 302
10.10. 2.1. CC LOI TRC TUYN CNG NG .......................................302
10.10. 2.2. NGUYN TC XY DNG CNG NG ....................................305
10.10.3 Blog ........................................................................................................ 306
10.10.4. Mng x hi ........................................................................................... 309
CU HI N TP....................................................................................................... 310
CU HI THO LUN .............................................................................................. 310
CHNG 11: QUN L MI QUAN H VI KHCH HNG ...................................... 312
11.1. CU CHUYN V CISCO ................................................................................ 312
11.2. XY DNG MI QUAN H KHCH HNG 1:1........................................... 313
11.3. NH NGHA MARKETING MI QUAN H.............................................. 313
11.4. CC BN LIN QUAN...................................................................................... 315
11.4.1. Nhn vin................................................................................................. 315
11.4.2. Khch hng l doanh nghip trong chui cung cp................................. 315
11.4.3. i tc...................................................................................................... 315

9
 11.4.4. Ngi tiu th .......................................................................................... 315
11.5. QUN L QUAN H KHCH HNG (CRM)................................................. 316
11.5.1. Li ch ca CRM ..................................................................................... 316
11.5.2. Cc kha cnh ca CRM .......................................................................... 318
a. Qun l lc lng bn hng t ng (SFA) ......................................................318
b. Marketing t ng .............................................................................................319
c. Dch v khch hng ...........................................................................................320
11.6. XY DNG CC KHI CRM .......................................................................... 320
11.6.1. K vng CRM ......................................................................................... 321
a. Bo v s ring t ca khch hng ....................................................................322
b. TRUSTe ............................................................................................................323
11.6.2. Chin lc CRM...................................................................................... 324
11.6.3. Kinh nghim c gi tr ca khch hng ................................................... 326
11.6.4. S cng tc gia cc t chc ................................................................... 327
a. Phi hp CRM v SCM.....................................................................................327
b. Extranet .............................................................................................................329
11.6.5. Quy trnh CRM ........................................................................................ 330
a. Nhn din khch hng .......................................................................................331
b. Phn on khch hng.......................................................................................332
c. Ty bin marketing hn hp..............................................................................333
d. Tng tc...........................................................................................................334
11.6.6. Thng tin CRM........................................................................................ 334
11.6.7. Cng ngh CRM ...................................................................................... 336
a. Cng c Company-side .....................................................................................336
b. Cng c Client-side ..........................................................................................342
c. Phn mm CRM ...............................................................................................345
11.6.8. nh gi CRM......................................................................................... 347
11.7. MI QUY TC THNH CNG VI CRM............................................. 350
11.7.1. Nhn bit vai tr ca khch hng ............................................................ 350
11.7.2. Xy dng cc trng hp kinh doanh .................................................... 350
11.7.3. c s dng t ngi tiu dng cui cng ti v ch tch cng ty ...... 351
11.7.4. Thit lp mi lin lc ............................................................................... 351
11.7.5. nh hng hiu qu bn hng................................................................ 351
11.7.6. o lng v qun l vic phn hi marketing......................................... 351
11.7.7. Tc ng ca n by trung thnh........................................................... 351
11.7.8. Chn cng c ng v hng ti............................................................. 351
11.7.9. Xy dng mt i .................................................................................... 351
11.7.10. Tm kim s gip t bn ngoi......................................................... 351
CU HI N TP....................................................................................................... 351

10
 CU HI THO LUN .............................................................................................. 352
TI LIU THAM KHO ...................................................................................................... 353

11
 MC LC CC MINH HA
Minh ha 1.1: Website ca Chnh ph M....................................................................40
Minh ha 2.1: im ging nhau v th trng ca nn kinh t mi v nn kinh t cc
nc pht trin. ..............................................................................................................55
Minh ha 2.2: Xy dng v thc hin chin lc k hoch E-Marketing ....................59
Minh ha 2.3: By bc lp k hoch marketing..........................................................61
Minh ha 2.4: Cha kha nng lc bn trong cho doanh nghip in t ......................65
Minh ha 2.5: Phn tch SWOT xc nh mc tiu E-Marketing ............................66
Minh ha 2.6. Bc 1,2,3 ca k hoch marketing.......................................................68
Minh ha 2.7: Ma trn - Chin lc E-Marketing ........................................................70
Minh ha 3.1: T ngun cung cp d liu ti c s d liu cho chin lc....77
Minh ha 3.2: T d liu n s ra quyt nh ca Nestl Purina PetCare Company .78
Minh ha 3.3: S dng qun l kin thc trong hai ngnh ...........................................80
Minh ha 3.4: Mt s phng php ph bin nht c s dng thu thp d liu.82
Minh ha 3.5: Cc nh qun tr marketing hc t cc khch hng ...............................83
Minh ha 3.6: C s d liu ln nht ca M t cc iu tra dn s ...........................85
Minh ha 3.7: V d v cc ngun d liu cng cng ca M .....................................86
Minh ha 3.8: Mt s v d v cc ngun d liu c nhn............................................87
Minh ha 3.9: y c thc s l mt trang web? .........................................................91
Minh ha 3.10: Cc bc nghin cu s cp ...............................................................93
Minh ha 3.11: Cc vn nghin cu ca nh E-Marketing .....................................94
Minh ha 3.12: T l USD tiu dng cho vic nghin cu Marketing bng cc phng
thc nghin cu bng bng hi......................................................................................95
Minh ha 3.13: Tho lun v Iphone ca ngi tiu dng trn Google group .............99
Minh ha 3.14: Michelll and Strauss Web survey ......................................................100
Minh ha 3.15: Nhng thun li v bt li ca vic nghin cu kho st trc tuyn 101
Minh ha 3.16: Chung bo Google ...........................................................................107
Minh ha 3.17: Google Reader Aggregates RSS Feeds..............................................108
Minh ha 3.18: Nht k web h tr vic phn tch m hnh bn hng hnh phu ......109
Minh ha 3.19: Dng truy cp ti FTC.gov ................................................................110

12
Minh ha 3.20: Thu thp d liu khng gian thc v v d v lu tr .......................111
Minh ha 4.1: Mc tng trng ca internet t 1996 n 2008 ............................118
Minh ha 4.2: Qu trnh giao dch trc tuyn .............................................................119
Minh ha 4.3: S phng tin s dng trung bnh mi ngy......................................120
Minh ha 4.4: Cc nh qung co ang mt dn khn gi xem TV............................122
Minh ha 4.5: Nhng ngi trng thnh thng dng internet song song vi cc
phng tin truyn thng khc. ...................................................................................123
Minh ha 4.6: S s dng intenet trn ton cu..........................................................127
Minh ha 4.7: Tng quan kt ni mng M ..........................................................129
Minh ha 4.8: Tng quan to lp v ng ni dung M........................................131
Minh ha 4.9: Tng quan gi tr trc tuyn M.....................................................131
Minh ha 4.10: Top 10 nhng cm t c tm kim nm 2007 ...............................132
Minh ha 4.11: Tng quan Hc tp v Tm kim thng tin trn internet M .......132
Minh ha 4.12: Tng quan lm thng mi trn internet M ...............................134
Minh ha 5.1: Ba kiu th trng c bn.....................................................................136
Minh ha 5.2: Western Australia's State Supply Commission...................................138
Minh ha 5.3: Cn c phn on th trng v v d v bin lin quan ................139
Minh ha 5.4: Trang Web qun tr doanh nghip nh ca M bng ting Ty Ban Nha
v ting Anh.................................................................................................................141
Minh ha 5.5: Mt phn ba ngi s dng s dng ting Anh khi truy cp web.......142
Minh ha 5.6: gURL.com tp trung vo phn on th trng ph n tui dy th n
trng thnh.................................................................................................................145
Minh ha 5.7: Mi kiu cng ng trc tuyn quan trng .......................................147
Minh ha 5.8: Mng x hi cng ng cho chuyn gia ..............................................148
Minh ha 5.9: Phn on qua biu k thut v ngi tiu dng M .....................150
Minh ha 5.10: Nhm cc trang web hng u nm 2008..........................................153
Minh ha 5.11: Cc loi ng dng v ni dung c s dng bi ch s hu thit b di
ng nm 2006 ............................................................................................................155
Minh ha 5.12: Phn on phng tin truyn thng x hi theo mc tham gia ..156
Minh ha 5.13: Hng mc tiu n ng khch hng ..............................................158
Minh ha 6.1: S khch bit gia Google v MSN v li th cnh tranh ..................162

13
Minh ha 6.2: Nhng chin lc khc bit ha c th trn internet ...........................165
Minh ha 6.3: Khch hng mc tiu ca Cc Thng mi Hoa K ...........................171
Minh ha 7.1: Phng nghin cu trc tuyn ca Google kim tra sn phm mi......177
Minh ha 7.2: Nhng thng hiu u bng nm 2007 v 2008................................181
Minh ha 7.3: iu g to nn v tr hng u ca mt thng hiu ton cu? ..........181
Minh ha 7.4: Mt lt ct thng hiu vi nn vn ha cng ng v tip cn n
ngi tiu dng............................................................................................................182
Minh ha 7.5: Nm cp ca cng mi quan h thng hiu. .........................183
Minh ha 7.6: Nhng tn min nm u bng xp hng nm 2008...........................186
Minh ha 7.7: Cc iu khon ca Microsoft v s dng nhn hiu ..........................189
Minh ha 7.8: Chin lc v chin thut v marketing hn hp v CRM .................190
Minh ha 7.9: Khch hng ca Lego tham gia phn mm thit k o ........................192
Minh ha 8.1: MySimson search cun The South Beach Diet Coobook...................200
Minh ha 8.2: Cng chnh ph dnh cho ngi bn tm n khch hng chnh ph..202
Minh ha 8.3: Th trng hiu qu c ngha l gim s kim sot v gi c .............208
Hnh ha 8.4: So snh cc ca hng bn l thng by nm 2002 ...............................209
Minh ha 8.5: Kt qu tm kim trn MySimon .........................................................210
Minh ha 8.6: Cc gii php mng thc hin gi c phn on cho cc dch v .......215
Minh ha 8.7: Phn on khch hng theo gi tr t thp (C) ti cao (A+)................217
Minh ha 9.1: Hnh mu kinh doanh in t...............................................................222
Minh ha 9.2: Doanh thu trung bnh v qung co ca cc hng nm 2006 ..............223
Minh ha 9.3: Pandora pht thanh l mt m hnh ti tr ni dung ...........................223
Minh ha 9.4: Biu biu din nhng ch ti tr trang web n tng nht.......224
Minh ha 9.5: Trang web v mi gii vic lm ca Guru.com...................................227
Minh ha 9.6: CNET Shopper gip ngi dng tm kim cc sn phm in t ......231
Minh ha 9.7: S tng trng ca vic s dng cc ni dung trn mng...................236
Minh ha 9.8: Khu vc i l ca Honda ...................................................................239
Minh ha 9.9: Land Rover cho khch hng xem la chn trc tuyn ........................240
Minh ha 9.10: CNET download.com mang n hng ngn nhn hiu phn mm....242

14
Minh ha 9.11: nh ngha mi v chui cung ng..................................................246
Minh ha 9.12: Giao din h thng SCM vi cc h thng ERP...............................247
Minh ha 9.13: Cc tnh cht c th ca EDI ...........................................................249
Minh ha 9.14: c tnh theo qu doanh thu bn l thng mi in t ca M theo
phn trm ca tng cc qu .........................................................................................250
Minh ha 9.15: T sut trao i thng mi in t, 2001-2007 ...............................251
Minh ha 10.1: H thng cp ca nh hng cho cc quyt nh mua sn phm nh
hng cao v nh hng thp......................................................................................257
Minh ha 10.2: Cc chin thut E-Marketing hng vo cc cp ca nh hng 258
Minh ha 10.3: Qung co u tin nm 1994............................................................260
Minh ha 10.4: Chi tiu cho qung co trn internet M t 1996 2007. n v tnh:
triu la .....................................................................................................................260
Minh ha 10.5: S cn i ca tin qung co chia theo cc dng nm 2001-2006 ..262
Minh ha 10.6: Qung co tng tc ca BuyComp .................................................264
Minh ha 10.7: Qung co vn bn dng nhng trong th in t .............................266
Minh ha 10.8: Qung co trong bn tin th in t ..................................................267
Minh ha 10.9: S ti tr ca Life Savers ti Candystand.........................................268
Minh ha 10.10: Ch c qung co ti tr trn PDA........................................269
Minh ha 10.11: nh hng ln nht ti nhng ngi tiu dng qua mng trong vic
thc hin quyt nh mua sm.....................................................................................272
Minh ha 10.12: Trang web l cnh ca vo mt t chc ..........................................273
Minh ha 10.13: Trang v Google Google.com......................................................275
Minh ha 10.14: Coupon phn phi cc v thng trong hu ht khu vc a phng
.....................................................................................................................................277
Minh ha 10.15: Cc phn mm minh ha Microsoft.com......................................278
Minh ha 10.16: ContestHound.com xc tin bn hng t nhiu trang Web .............280
Minh ha 10.17: nh gi Th in t v Th bu chnh..........................................282
Minh ha 10.18: Th in t c nhn ha gi n ch ti khon ..............................283
Minh ha 10.19: Burger Kings Subservient Chicken lan truyn ...............................288
Minh ha 10.20: Dch v nhn tin a phng ca Google ........................................290
Minh ha 10.21: T l phn hi t chin dch 200 SMS ca Enpocket.....................291

15
Minh ha 10.22: Cc phng php nh gi IMC v c lng k thut..................294
Minh ha 10.23: Nhng cch thc hin km nht v tt nht ca cc phng php
IMC theo nghin cu ca cc nh E-Marketing M ...................................................296
Minh ha 11.1: Con s thng k v Cisco nm 2007 - 2008 ......................................312
Minh ha 11.2: Lin tc t marketing i chng n marketing mi quan h ...........314
Minh ha 11.3: Ti a ha s lng khch hng ........................................................316
Minh ha 11.4: Tm khi cho CRM thnh cng.........................................................321
Minh ha 11.5: Cc hng bo him: CRM thnh cng hn l mt phn mm...........321
Minh ha 11.6: TRUSTe xy nim tin ca ngi dng ..............................................324
Minh ha 11.7: Ba mc ca mi quan h Marketing .............................................325
Minh ha 11.8: Google Download Toolbar ................................................................326
Minh ha 11.9: Mi quan h trn nhiu knh truyn thng ........................................327
Minh ha 11.10: Phi hp SCM v CRM ...................................................................329
Minh ha 11.11: Vng i chm sc khch hng .......................................................331
Minh ha 11.12: Quy trnh CRM ................................................................................331
Minh ha 11.13: Gii thng Tripadvisor.com cho ngi ng bi ln website........333
Minh ha 11.14: Amazon.com ty bin ti web c nhn............................................334
Minh ha 11.15: La chn nhng cng c thc hin E-Marketing "Push" theo yu cu
khch hng ...................................................................................................................336
Minh ha 11.16: MyPoints thng thnh vin cho thi gian trc tuyn ....................340
Minh ha 11.17: C hi tr chuyn vi Chnh ph M v cng dn..........................342
Minh ha 11.18: La chn nhng cng c thc hin E-Marketing "Pull" theo yu cu
khch hng ...................................................................................................................343
Minh ha 11.19: Phn mm CRM to v tr vng chc cho B2B ...............................346
Minh ha 11.20: nh gi bng phn mm Salesforce.com.......................................348
Minh ha 11.21: o lng CRM theo giai on vng i khch hng ......................348
Minh ha 11.22: Gi tr vng i khch hng.............................................................350

16
 CHNG 1: TNG QUAN V E-MARKETING
1.1. KHI NIM V PHM VI CA E-MARKETING
1.1.1. Khi nim
Ngy nay, khi nim Internet Marketing c s dng mt cch rng ri v
mi ngi u c mt nh ngha ring cho n. C quan im cho rng y l vic s
hu mt trang web v nhng mu qung co c t ti cc trang web khc. hiu
r hn E-Marketing, ta nghin cu khi nim sau: Internet Marketing (marketing
online hay e-marketing) l mt cng c pht trin v qung b doanh nghip bng cch
ng dng cng ngh mng my tnh, cc phng tin in t vo vic nghin cu th
trng, h tr pht trin sn phm, pht trin cc chin lc v phng thc
marketingv.v nhm mc ch cui cng l a sn phm hng ha v dch v n
ngi tiu dng mt cch nhanh chng v hiu qu.
Qua nh ngha trn, c th thy E-Marketing l mt phin bn tip theo ca cc
hot ng marketing truyn thng. Cng ngh Internet m ra nhng chin lc mi
v nhng im giao thng mi bn hng ho v dch v ca cc doanh nghip trn
phm vi ton th gii. Vn t ra l cc doanh nghip phi quyt nh s dng cc
hot ng E-Marketing h tr hay l thay th cc hot ng marketing truyn
thng.
Thc t l c th dng trang web cung cp thng tin v sn phm, t ri hoc
cc ti liu marketing khc cho khch hng. Cc doanh nghip cng c th s dng cc
banner trc tuyn (Bin hiu qung co trc tuyn) thay th hoc h tr cho qung
co ngoi tri. Tng t, cung cp cu tr li cho nhng cu hi thng gp (FAQs)
hoc cc cc mu thu thp kin c th s dng thay th cho trung tm h tr khch
hng qua in thoi.
Ngoi ra, E-Marketing cng cung cp cc li ch khc m cc doanh nghip
khng c c t cc cng c marketing truyn thng. E-Marketing a sn phm
hng ha v dch v n ngi tiu dng mt cch nhanh chng v cc k hiu qu,
qua cn lm gim cc chi ph khng cn thit.
V d, cng ngh web c th cung cp cho ta siu lin kt trc tip t mt banner
qung co ti thng tin v sn phm trn trang web - iu khng th c vi qung co
truyn thng. FAQs cng c th cung cp cc cu tr li i vi cc cu hi thng
gp cho nhiu ln khch hng cng lc trong sut 24 gi/ngy, by ngy/tun iu
ny tit kim c thi gian v chi ph. Khch hng c th xem xt rt nhiu sn phm
la chn v so snh bt k lc no h mun v t bt k ni no m khng ph
thuc vo gi m ca.
Mang tnh hn lm hn, theo Philip Kotler: E-Marketing l qu trnh lp k
hoch v sn phm, gi, phn phi v xc tin i vi sn phm, dch v v tng
p ng nhu cu ca t chc v c nhn - da trn cc phng tin in t v
internet.
Mt khi nim khc: E-Marketing bao gm tt c cc hot ng tho mn nhu
cu v mong mun ca khch hng thng qua internet v cc phng tin in t.
(Ngun: Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 2000)

17
 Khi nim th ba trch dn t http://www. davechaffey.com/Internet-Marketing:
E-Marketing l hot ng ng dng mng internet v cc phng tin in t (web,
th in t, c s d liu, multimedia, PDA...) tin hnh cc hot ng marketing
nhm t c cc mc tiu ca t chc v duy tr quan h khch hng thng qua vic
nng cao hiu bit v khch hng (thng tin, hnh vi, gi tr, mc trung thnh...),
cc hot ng xc tin hng mc tiu v cc dch v trc tuyn hng ti tho mn
nhu cu ca khch hng.
Khi nim th t c s dng tham kho trong ti liu ny trch dn t khi
nim do Ghosh Shikhar v Toby Bloomburg (Hip hi Marketing Hoa K AMA: E-
Marketing l lnh vc tin hnh hot ng kinh doanh gn lin vi dng vn chuyn
sn phm t ngi sn xut n ngi tiu dng, da trn c s ng dng cng ngh
thng tin Internet.
lm r khi nim E-Marketing, cn hiu khi nim th trng c m rng
thnh Khng gian th trng (Marketplace) th hin phm vi th trng c m
rng hn trong thng mi in t. Th trng y vn c hiu l tp hp nhng
ngi mua hin ti v tim nng. Tuy nhin, ngi mua hin ti v tim nng c
m rng hn nh Internet. iu ny xut pht t chnh bn cht ton cu ca Internet,
cho php thng tin v sn phm, dch v c th n vi mi c nhn, t chc trn khp
th gii v giao dch cng c th c thc hin thng qua Internet, khin phm vi
khch hng hin ti v tim nng m rng hn.
1.1.2. Bn cht
Bn cht Marketing khng thay i, vn l mt qu trnh trao i thng tin v
thng mi, t vic xc nh nhu cu n lp cc k hoch i vi sn phm, dch v,
tng n tin hnh v kim tra thc hin cc mc ch ca t chc v c nhn.
Tuy nhin, phng thc tin hnh E-Marketing khc vi marketing truyn thng.
Thay v marketing truyn thng cn rt nhiu cc phng tin khc nhau nh tp ch,
t ri, th t, in thoi, fax...v.v khin cho s phi hp gia cc b phn kh khn
hn, tn nhiu thi gian hn. E-Marketing ch cn s dng Internet. tin thnh tt
c cc hot ng khc ca E-Marketing nh nghin cu th trng, cung cp thng tin
v sn phm hay dch v, qung co, thu thp kin phn hi t pha ngi tiu
dng...v.v u c th thc hin thng qua mng Internet.
- V mi trng: Marketing trong mi trng mi, mi trng Internet
- V phng tin: Internet v cc thit b thng tin c kt ni vo Internet.
V nh vy, vn gi nguyn bn cht ca marketing truyn thng l tho mn
nhu cu ngi tiu dng, tuy nhin ngi tiu dng trong thi i cng ngh thng tin
s c nhng c im khc vi ngi tiu dng truyn thng (bnh c, ru mi); h
c thi quen tip cn thng tin khc, nh gi da trn cc ngun thng tin mi, hnh
ng mua hng cng khc.
1.1.3. Phm vi
Nghin cu cc ni dung lin quan n marketing v qun tr marketing trong
mi trng kinh doanh trc tuyn.

18
1.2. LI CH CA E-MARKETING
1.2.1. i vi cc doanh nghip
Th nht, ng dng Internet trong hot ng Marketing s gip cho cc doanh
nghip c c cc thng tin v th trng v i tc nhanh nht v r nht, nhm
xy dng c chin lc Marketing ti u, khai thc mi c hi ca th trng trong
nc, khu vc v quc t.
Th hai, E-Marketing gip cho qu trnh chia s thng tin gia ngi mua v
ngi bn din ra d dng hn. i vi doanh nghip, iu cn thit nht l lm cho
khch hng hng n sn phm ca mnh. iu ng ngha vi vic qung co v
marketing sn phm, ng ngha vi vic cung cp d liu cho qu trnh thu thp
thng tin ca khch hng. Trong qu trnh ny, khch hng c c thng tin v cc
doanh nghip v cc sn phm, v bn thn doanh nghip cng tm hiu c nhiu
hn v th trng, tip cn khch hng tt hn.
Th ba, E-Marketing gip doanh nghip gim c nhiu chi ph m trc ht l
cc chi ph vn phng. Vi vic ng dng Internet, cc vn phng khng giy t
(paperless office) chim din tch nh hn rt nhiu, chi ph tm kim chuyn giao ti
liu gim nhiu ln v khng giy t, khng in n. Nh vy, cc nhn vin c nng lc
c gii phng khi nhiu cng on giy t, c th tp trung vo khu nghin cu
v pht trin, a n cc li ch to ln lu di cho doanh nghip.
E-Marketing cn gim thiu cc chi ph bn hng v giao dch. Thng qua
Internet, mt nhn vin bn hng c th giao dch c vi rt nhiu khch hng. Cc
catalog in t (electronic catalog) trn web phong ph hn nhiu v thng xuyn
c cp nht, trong khi cc catalog in n c khun kh b gii hn v rt nhanh li
thi. Theo thng k, chi ph giao dch qua Internet ch bng khong 5% chi ph qua
giao dch chuyn pht nhanh, chi ph thanh ton in t qua Internet ch bng khong
10% n 20% chi ph thanh ton thng thng. Ngoi ra, vic giao dch nhanh chng,
sm nm bt c nhu cu cn gip ct gim c chi ph lu kho, cng nh kp thi
thay i phng n sn phm, bm st c vi nhu cu ca th trng. iu ny c
bit c ngha to ln i vi cc doanh nghip kinh doanh cc mt hng ti sng nh
rau qu, thy hi sn...
E-Marketing cn gip doanh nghip xy dng mt chin lc Marketing ton
cu vi chi ph thp v gim thiu c cc ph qung co, t chc hi ch xc tin
thng mi, trng by gii thiu sn phm...nh thng thy trong chin lc
Marketing Tin Internet ca cc doanh nghip khi mun bn sn phm ra th trng
nc ngoi.
Th t, E-Marketing loi b nhng tr ngi v mt khng gian v thi gian,
do gip thit lp v cng c cc quan h i tc. Thng qua mng Internet, cc
thnh vin tham gia c th giao dch mt cch trc tip (lin lc trc tuyn) v lin
tc vi nhau nh khng c khong cch v mt a l v thi gian na. Nh , s hp
tc v qun l u c tin hnh mt cch nhanh chng v lin tc. Cc ta hng mi,
cc c hi kinh doanh mi c pht hin nhanh chng trn phm vi ton quc, ton
khu vc, ton th gii v c nhiu c hi hn cho doanh nghip la chn.

19
 Th nm, nh gim chi ph giao dch, Internet to cho cc doanh nghip va v
nh nhiu c hi cha tng c tin hnh bun bn vi th trng nc ngoi. Chi
ph giao dch thp cng gip to ra c hi cho cc cng ng vng su, nng thn
ci thin cc c s kinh t. Internet c th gip ngi nng dn, cc doanh nghip nh
v cc cng ng gii thiu hnh nh v mnh ra ton th gii.
Th su, c bit ha sn phm n tng khch hng: Vi cng ngh Internet,
doanh nghip c th p ng yu cu ca cng ng ngi tiu dng rng ln ; ng
thi vn c th ty bin tng khch hng theo hnh thc Marketing mt ti mt
(Marketing One to One).
thu ht ng o khch hng hng ti cc sn phm, cc phng chat, cc
cuc tho lun nhiu bn, cc nhm tin (Newsgroups)...thng c doanh nghip p
dng khuyn khch s quan tm v doanh nghip v sn phm. ng nhin, cc
trang Web cng c pht huy hiu qu tip xc vi cng ng khch hng.
Ngoi ra, E-Marketing cn gip cho cc doanh nghip xy dng c cc c s
d liu thng tin rt phong ph, lm nn tng cho loi hnh giao dch mt ti mt m
cc hng hng khng hin nay ang p dng rt ph bin.
1.2.2. i vi ngi tiu dng
Bn cnh cc li ch nh trn v gim chi ph v tit kim thi gian, E-Marketing
cn gip ngi tiu dng tip cn c nhiu sn phm so snh v la chn. Ngoi
vic n gin ho giao dch thng mi gia ngi mua v ngi bn, s cng khai
hn v nh gi sn phm v dch v, gim s cn thit phi s dng ngi mi gii
trung gian....v.v c th lm cho gi c tr nn cnh tranh hn.
Ngoi ra, E-Marketing cn em n cho ngi tiu dng mt phong cch mua
hng mi vi cc ca hng o trc tuyn, va tit kim c thi gian, va tit kim
c chi ph i li, gim c ni lo ch tc giao thng cc th ln, va cung cp
kh nng la chn cc mt hng phong ph hn nhiu so vi cch thc mua hng
truyn thng.
1.3. S KHC BIT GIA E-MARKETING V MARKETING TRUYN
THNG
1.3.1. Tc
Thng tin v sn phm dch v c tung ra th trng nhanh hn.
Khch hng tip cn nhng thng tin ny cng nhanh hn.

Giao dch c tin hnh trong mt s trng hp cng nhanh hn (i vi hng

ho s ho, vic giao hng c thc hin nhanh v thun tin hn).
Thng tin phn hi t pha khch hng cng nhanh hn.
1.3.2. Thi gian hot ng lin tc khng b gin on
Tin hnh hot ng marketing trn Internet c th loi b nhng tr ngi nht
nh v sc ngi. Chng trnh marketing thng thng, cha c ng dng Internet,

20
d c hiu qu n u, cng khng th pht huy tc dng 24/24 gi mi ngy. Nhng
iu li hon ton c th i vi hot ng E-Marketing. E-Marketing c kh nng
hot ng lin tc ti mi thi im, khai thc trit thi gian 24 gi trong mt ngy,
by ngy trong mt tun, hon ton khng c khi nim thi gian cht (Death of
Time). V d nh h thng my tnh trn Internet c th cung cp dch v h tr khch
hng mi lc v mi ni. Cc n t hng sn phm hay dch v c th c tho
mn vo bt c lc no, bt c ni u. Do , E-Marketing c mt u im hn hn
so vi marketing thng thng l n khc phc c tr ngi ca yu t thi gian
v tn dng tt hn na cc c hi kinh doanh.
1.3.3. Khng gian
Marketing qua Internet c kh nng thm nhp n khp mi ni trn ton th
gii. Thng qua Internet, doanh nghip Vit Nam hon ton c kh nng qung b sn
phm ca mnh n vi ngi tiu dng M, EU, Nht, c vi chi ph thp v thi
gian nhanh nht.
y, E-Marketing hon ton vt qua mi tr ngi v khong cch a l
(Death of Distance). Th trng trong E-Marketing khng c gii hn, cho php doanh
nghip khai thc c trit th trng ton cu. c trng ny ca E-Marketing bn
cnh nhng li ch thy r cn n cha nhng thch thc i vi cc doanh nghip.
Khi khong cch v a l gia cc khu vc th trng tr nn ngy cng m nht
th vic nh gi cc yu t ca mi trng cnh tranh cng tr nn kh khn v phc
tp hn nhiu. Mi trng cnh tranh vn gay gt trong phm vi mt quc gia, nay
cng tr nn khc lit hn khi n m rng ra phm vi quc t. Chnh iu ny i hi
cc doanh nghip phi lun sng sut trong qu trnh lp k hoch Marketing ca
mnh.
1.3.4. a dng ho sn phm
Gii thiu sn phm v dch v trn cc ca hng o (Virtual Stores) ngy cng
hon ho. Ch cn ngi nh, trc my vi tnh kt ni Internet, khng phi tn cng
i li, khch hng vn c th thc hin vic mua sm nh ti cc ca hng tht. Cc
siu th my tnh o, cc phng tranh o, cc ca hng trc tuyn, cc nh sch
o...ang ngy cng tr nn sng ng v y th v. Chng ta c th k ra rt nhiu
a ch (trang Web bn hng trc tuyn) ca cc ca hng o hot ng kinh doanh
thnh cng trn mng trong rt nhiu cc lnh vc khc nhau.
V d nh www.amazon.com l ca hng bn tt c cc cun sch cho mi khch
hng trn th gii, hin nay bn rt nhiu mt hnh vi mc tiu phn u thnh cng
ty bn l ln nht th gii hay nh www.dell.com cung cp gii php CNTT p ng
nhu cu ca mi khch hng.
1.3.5. Gim s khc bit v vn ho, lut php, kinh t
Lut mu v Thng mi in t, ch k in t, giao dch in t

Mi trng Internet c tnh ton cu, s khc bit v vn ho ca ngi s dng

c gim ng k

21
1.3.6. Tr ngi ca khu giao dch trung gian c loi b
Trong Marketing thng thng, n c vi ngi tiu dng cui cng, hng
ho thng phi tri qua nhiu khu trung gian nh cc nh bn bun, bn l, i l,
mi gii...v.v. Tr ngi ca hnh thc phn phi ny l doanh nghip khng c c
mi quan h trc tip vi ngi tiu dng nn thng tin phn hi thng km chnh
xc v khng y . Bi vy, phn ng ca doanh nghip trc nhng bin ng ca
th trng thng km kp thi. Ngoi ra, doanh nghip cn phi chia s li nhun thu
c cho cc bn trung gian. Nhng vi E-Marketing, nhng cn tr bi khu giao
dch trung gian (Death of Intermediaries) hon ton c loi b. Nh doanh
nghip v khch hng c th giao dch trc tip mt cch d dng v nhanh chng
thng qua cc website, gi th in t trc tip, cc din n tho lun...v.v.
1.3.7. Tip cn th trng trc tuyn
Bng vic ng dng Internet trong hot ng kinh doanh, doanh nghip to ra
c mt knh marketing hon ton mi m, l knh E-Marketing. Cng thng qua
, doanh nghip c th nm bt c s liu thng k trc tuyn, nh gi ngay c
hiu qu chin lc marketing ca doanh nghip mnh - iu khng th no lm c
trong marketing thng thng. V d nh, trang web ca doanh nghip c lp t h
thng m s ln truy cp. Thng qua , doanh nghip c th thng k c mt cch
chnh xc s ngi quan tm n trang web ca mnh bt k thi im no.
1.3.8. Hng ho v dch v s ho
Khc vi Marketing thng thng, khch th trong E-Marketing c th l hng
ho v dch v s ho. Chng thng c phn phi di cc hnh thc nh: cc ti
liu (vn bn, sch bo...), cc d liu (s liu thng k...), cc thng tin tham kho
hay cc phn mm my tnh...v.v.
Cc phn mm, bo v a CD m nhc ri s khng cn thit phi ng gi v
phn phi ti cc kho hng, cc kit bn hng hay n nh na, chng c th hon
ton c phn phi qua mng internet di dng hng ho s. Tuy cn hn ch
nhng cc ngnh khc nh dch v t vn, gii tr, ngn hng, bo him, gio dc v y
t...v.v cng ang s dng tnternet lm thay i phng thc kinh doanh ca h.
Nhng ngi i ngh gi y c th tm thy thng tin v cc thnh ph m h d nh
n thm trn cc trang web, t nhng thng tin hng dn giao thng, thi tit cho
n cc s in thoi, a ch....v.v. Nhng khch sn c th m t v v tr cng vi
cc bc nh v tin snh, phng khch v cc phng ng ca h. Cc hng kinh doanh
bn v my bay c th cung cp cc cng c t ch thng qua cc trang web cho
khch hng s dng...v.v.
Nhng c im ring ca Markeing in t c ngun gc t:

Internet cho php lin lc lin tc, mi ni, mi lc.

Thng tin s ha c th trao i gn nh v hn.

Kh nng lin kt vi mi phng tin thng tin truyn thng: in thoi, fax,
TVv.v.
Kh nng trnh by thng tin hon ho: m thanh, hnh nh, ngv.v.
22
1.4. QU TRNH V XU HNG PHT TRIN CA E-MARKETING
1.4.1. Cc giai on pht trin
Website thng tin; catalogue in t

Website giao dch: tin hnh cc giao dch

Website tng tc: lin kt cc website/h thng thng tin ca cc t chc vi nhau
1.4.2. S pht trin cc cng c ca E-Marketing
Marketing trc tip qua th in t: chi ph thp, c nhng li ch ca m phn
qua th in t
Message t Web n Mobile: MSN, ICQ
Chat: message, th in t, voice, video conference
Forum: focus group; indepth interview
Web-based: Bng cu hi

Thng mi di ng: hnh thnh cng vi s pht trin cc thit b in t cm tay

mobile, PDA, tablets.
1.5. IU KIN P DNG E-MARKETING
E-Marketing c nhng iu kin chung v c s vt cht, k thut v php l
tng t nh vi pht trin thng mi in t. iu kin ring p dng E-
Marketing bao gm:
1.5.1. Th trng
Nhn thc ca khch hng: s % ngi s dng v chp nhn Internet

Trong marketing B2C: khch hng - c cc iu kin tip cn Internet, thi quen,
mc ph cp, chi ph, Doanh nghip, pht trin cc hot ng marketing trn
Internet

Trong marketing B2B: cc t chc phi hp vi nhau, giai on ny ch mi xut

hin cc nc pht trin.
1.5.2. Doanh nghip
Nhn thc ca cc t chc: Internet c c coi l phng tin truyn thng chin
lc khng.
nh gi c li ch ca u t vo E-Marketing.
1.5.3. Mi trng kinh doanh
S pht trin ca cc m hnh kinh doanh thng mi in t

23
 S pht trin ca cc ng dng marketing trn Internet: nghin cu th trng,
thng tin th trng, xc tin thng mi; pht trin sn phm mi; qung co; m
hnh phi hp gia ngi kinh doanh v nh phn phi/vn chuyn;
1.6. U IM NHC IM
1.6.1. u im
1.6.1.1. Tnh tng tc cao
Ca hng trc tuyn ang m 24 gi/ngy, by ngy/tun. Thng qua cc cu hi
thng gp, ngi bn gii p kp thi nhng thc mc ca khch hng. Khch hng
c th xem xt cc sn phm la chn v so snh bt k lc no v bt k ni no
m khng ph thuc vo gi m ca nh ca ca hng truyn thng.
1.6.1.2. Tit kim chi ph
Li ch ln nht ca E-Marketing chnh l mt trong nhng phng tin r nht.
Ch cn mt khon tin nh a cng ty tip cn th trng quc t, thm ch c th
t cc doanh nghip vo v tr trung tm th trng th gii. Thay v cn mt i ng
nhng nh marketing th cng ty ch cn thu mt vi nhn vin qun l qu trnh E-
Marketing cng tit kim kh nhiu chi ph cho doanh nghip.
1.6.1.3. Tc nhanh
Ngy nay, ch cn mt ci bm chut l c th i khp th gii. D ang Vit
nam nhng khi nhp vo mt lin kt ta c th n mt trang web ca M, nhp vo
lin kt khc ta li n Anh. Thng thng, nu mun c c bt k thng tin no
khc t cc quc gia ny th ta phi trc tip i n . V h thng web trn ton th
gii loi b s bt tin ny. i bt c ni u ch vi mt ng tc bm chut.
1.6.1.4. Kh nng marketing ton cu
E-Marketing c ngha l c th bn cho bt k ai vo bt k thi im no.
Doanh nghip khng cn c mt ca hng v s hu mt ca hng trc tuyn sn
sng m 24/24. Do , ngi bn c th bn sn phm ca mnh cho bt k ai, bt c
ni u vo mi lc. Nh vy, khng b hn ch v thi gian v khng phi lo lng v
a im. Hay ni cch khc E-Marketing l mt gii php marketing thng minh gip
cc doanh nghip tp trung vo cng vic kinh doanh ca mnh.
1.6.1.5. Kim tra hiu qu d dng
Do bn cht ca internet, cc nh marketing c th o tt c cc loi s liu thng
k lin quan n s thnh cng ca chin dch E-Marketing ca h. Chng hn nh h
c th theo di s lng, di, v tn sut cc chuyn thm trang web, v nhng
trang truy cp v trong bao lu. Thng tin nh iu ny l cc k hu ch trong vic
thit k mt trang web marketing, thc hin v th nghim cc chin lc
khuyn khch s pht trin c s khch hng.

24
1.6.2. Nhc im
1.6.2.1. Phng din k thut
E-Marketing i hi khch hng phi s dng cc k thut mi v khng phi tt
c mi i tng khch hng c th s dng chng. Nu c s h tng cn yu km,
ng truyn tc chm cng l mt tc nhn gy kh khn khin ngi tiu dng
khng c nhiu c hi tip cn vi mng internet tm thng tin, mua hng trc
tuyn, tham gi u gi trc tuyn, v.v. Ngoi ra, nu cng ty xy dng website ln
v phc tp qung b sn phm, nhiu khch hng s gp kh khn khi s dng
website cng nh ti thng tin v vi ng truyn chm hay vo cc thit b di ng.
Nh vy E-Marketing kh c th nh hng n ngi tiu dng th trng .
1.6.2.2. Phng din bn hng
Khng ging nh vic bn sn phm theo cch thng thng, i vi E-
Marketing, khch hng khng th chm, nm, dng th hay cm nhn sn phm trc
khi mua trc tuyn. do vic thiu lng tin i vi sn phm l iu khng th chi
ci.
1.6.2.3. Phng din an ton, bo mt
Trang web ca doanh nghip tht s an ton hay cha? Liu khch hng c
bit iu ny? Ngy nay, vic mt s c nhn, t chc s dng internet la o
khin vn bo mt c t ln hng u. Thc t, c nhiu ngi khng dm s
dng th tn dng ca h mua hng trc tuyn, do cc doanh nghip cn phi c
chnh sch bo mt cao nhm xy dng lng tin ca khch hng, h sn sng s dng
th mua trc tuyn.
1.7. CC HNH THC CA E-MARKETING
1.7.1. Trang web
Trang web chnh l mt a ch. N l nn tng tm kim. Trc ht, phi
khch tm c nh mnh. Sau , ta mun cho n h v thoi mi ngi, tn chuyn
vi nhau. Hai bn u mun bit v nhau v s ti thi im mun bit v nhau nhiu
hn na. Khi iu ny din ra, c hai s mun dnh c s tin tng ln nhau tr
thnh i tc ca nhau trong marketing, bn hng v kinh doanh ni chung. Trang web
c th lm tt c nhng iu ny.
Website E-Marketing l ni truyn thng trc tuyn. Cc thng tin v sn phm
(hnh nh, cht lng, cc tnh nng, gi c, ...) c hin th 24 gi, 365 ngy, sn
sng phc v ngi tiu dng. Khch hng c th t hng cc sn phm, dch v, v
thanh ton trc tip trn mng. thu ht s ch v to dng lng trung thnh ni
ngi tiu dng, doanh nghip phi p ng ng nhu cu, th hiu ca th trng.
Mt khc, website ca doanh nghip phi c giao din li cun, d s dng, d
tm thy trong cc site tm kim. Doanh nghip cng nn ch n yu t an ton,
tin cy v tin dng. Hot ng mua bn phi kim tra d dng s lng hng ha mua
c, s dng th in t thanh ton...v.v. Hi p trc tuyn cng c nh gi
cao trong mt website marketing.

25
 Trang web c th thu thp tn ca khch hng nhm xy dng mi quan h tim
nng. Lu rng, tt c nhng mi lin h ny c hiu qu hn v mang tnh c nhn
hn nhiu so vi cun sch gii thiu. Trang web cn l cng c giao tip vi
khch hng v/hoc khch hng tim nng ca ta. Mun cung cp y thng tin v
gi tr cc khch hng tim nng c th li tn ca h (to iu kin ngi bn
tip tc lin h vi h sau ny hoc quay tr li ln sau). Cui cng th, bn c hng
mi l mc ch tip theo.
Trang web l mt v kh marketing khc c s dng to nn mi quan h
gia ngi bn vi cc khch hng, khch hng tim nng v gi khch hng li mi
mi. Trang web nh hng marketing c th xy dng mi quan h v to lp s
trung thnh. Hiu c th trng mc tiu cn thng tin g c ngha v cng quan
trng trong vic quyt nh ni dung trang web. Tm li, trang web chnh l cng c
giao tip hiu qu v tit kim chi ph n mc c th.
1.7.2. Cng c tm kim Search Engines
Cng ty ch va c thu nh mt nhn vin tp s phng marketing. Mun
to n tng tt, ngi qun l a cho nhn vin mt nghin cu ch ra rng hu ht
khch truy cp vo trang web ca cng ty u tm thy trang web bng cch s dng
cng c tm kim. Sp yu cu nhn vin ci thin th hng ca trang web ca cng ty
trn cng c tm kim. Ngi nhn vin c th khng c tng phi bt u t u
v v cng lo lng v iu ny. May thay, anh ta nghe v dch v ny v chng c
th gip anh ta ci thin th hng cng c tm kim. Nu anh ta ch c th nh chng
c gi tn nh th no v chng lm vic ra saov.v., chnh l Search Engines.
Trn xa l thng tin lun bao gm hng t trang web khc nhau. Thc t th cc
cng c tm kim khng th tm kim hu ht cc trang web mi khi c mt ai a
ra mt thut ng tm kim. Cng vic ny phi mt vi ngy hon thnh. V vy,
cng c tm kim thc s thc hin vic tm kim khang mt thng trc v lu tr
cc kt qu trong mt c s d liu khng l. H gi cc chng trnh t ng gi tn
l Spiders ra trang web i t trang web ny n trang web khc, tng trang mt v
tng t mt. Nhng Spiders ny xy dng mt ch s ln hoc c s d liu ca tt c
cc t tm thy, chng c tm thy u, bao nhiu ln chng xut hin trn mi
trang v.v.
Khi ngi dng g t kha tm kim, ngha l h ang t vn vi c s d
liu ny. Bi v n l mt c s d liu c lp danh sch, cho nn truy vn a ra
kt qu gn nh ngay lp tc. Cc kt qu ni chung c a ra theo th t ph hp
cc trang web lin quan nht n t kha xut hin u tin. Nhng lm th no m
cc cng c tm kim xc nh s ph hp?
y l cng vic ca cng c tm kim tm ra trang web no c th lin quan
n thut ng tm kim nht. Cc Spider h tr cho cng vic ny. Spider lm vic
nhiu hn l m t. N cng tm kim v tr ca cc t kha trn tng trang web
v tn s m chng xut hin. V d, nu t nm trong tiu ca mt trang, n
c nhn bit l c mi lin h cao hn so vi t nm trong phn ni dung ca trang
. Mt t xut hin nhiu ln cng t c th hng cao trong bng danh sch tm
kim.

26
 Vy ti sao khng kt hp cc kin ny li v lp li ci t kha nhiu ln
u trang web nh la Spider? Cc Spider cng c o to trnh nhng
trang web c gng la chng bng cch lp i lp li cc t kha nhiu ln trong mt
dng. Mt k thut b qua s lp li l t nht khng c phn bit, ni, by t
khc nhau. S phng ny chng li nhng ai ti nguyn mt trang web v, v d
Mazda, mazda, v mazda
Cc cng c tm kim cng kim tra hai vn khc trong phn vic ca n
bao nhiu trang web lin kt vi mt trang web c th v bao nhiu ln ngi s dng
nhp qua mt trang web. C nhng lin kt v vic truy nhp qua mt trang web
khc l nhng nhn t ch tnh ph bin ca trang web.
V vy, mt ln na ti sao li khng to ra mt lot cc trang web gi mo lin
kt vi trang web? Ti sao khng nh du vo cng c tm kim hng nghn ln v
bm chut vo trang web ci thin th hng? Cc cng c tm kim c o to
pht hin c hai hnh vi v bt bi thng cho ph hp. Cc k thut thc t s
dng ang tr thnh nhng b mt thng mi bi v vic to ra mt cng c tm kim
m c th a ra kt qu thc s hu ch th thc s l mt im khc trong sn phm,
v do , to nn mt li th cnh tranh. Tuy nhin, mt trang web,
SearhEngineWatch (http://searchenginewatch.com/), tit l nhiu b mt cho mi cng
c tm kim.
Nhng nh E-Marketing mun trang web ca h xut hin th hng cao trn
cng c tm kim tc l phi lin kt u tin tm c bn trn cc trang c
cng t kha ngha l chng xut hin m khng cn phi di chut. Mt cch t
c v tr ny l mua cc danh mc thanh ton m chng thng c kch hot
bi cc t kha trong cc thut ng tm kim. Mt cch khc l thu mt cng ty
nghin cu cng c tm kim xc nh cc thut gii ca h cho cc trang c xp
hng. S phn tch ny cung cp thng tin c th c s dng thit k li trang
web v vy chng s tng th hng. Mt s cc cng ty ny c tn kh hp dn, nh
DID-IT, MoreVisibility, v SpiderBait.
Tm li, cng c tm kim l mt hnh thc c bn dng tm kim cc a ch
trang web theo nhng ch xc nh. Khi n mt cng c tm kim v g vo
mt t kho hay mt cu v ch cn tm kim, cng c tm kim s lit k mt
danh sch cc trang web thch hp nht vi t kho tm kim. Xin nh rng cc cng
c tm kim khc nhau c nhng trnh t khc nhau sp xp cc trang web theo
mc tng thch vi t kho tm kim. Cng c tm kim c coi l s la chn
u tin truy nhp tin tc hay thng tin v mt sn phm v dch v no khng
ch i vi nhng ngi mi truy cp vo mng Internet m ngay c nhng nh
marketing chuyn nghip. C hai cng c ph bin nht gm:
1.7.2.1. Ti u ha trang web bng cng c tm kim
Ti u ha trang web bng cng c tm kim (SEO Search Engine
Optimization) l k thut ci tin h thng thit k ca trang web cng ty ph hp
nht vi nhng tiu ch k thut do cc cng c tm kim ra (tiu trang, th meta,
s trang web).

27
 K thut ny s gip nng cao th hng ca trang web cng ty trn trang kt qu
tm kim. V nu thc hin tt k thut ny, khi ngi tiu dng tm thng tin bng
cc t kha c lin quan n sn phm, dch v hoc thng hiu cng ty, thng tin
ca cng ty s xut hin ngay trang u tin hay c th ngay v tr th nht. Vi v tr
ny, theo thi quen ca ngi s dng, trang web s c nhp chut vo nhiu gp
nm ln so vi cc trang khc.
y cng c xem hnh thc marketing c chi ph thp nht v cng ty khng
phi tr khon chi ph qung co no cho cc knh ny.
1.7.2.2. Marketing thng qua cng c tm
Marketing thng qua cng c tm kim (SEM Search Engine Marketing) l mt
cch thc m theo k thut ny, chuyn vin marketing truyn thng s dng cc
chng trnh nh Google Adwords mua cc t kha ph hp vi sn phm, dch
v, cc chin dch qung b...v.v. Khi ngi tiu dng tm thng tin bng cc t kha
c lin quan, thng tin ca cng ty ta s xut hin ti khu vc dnh ring cho qung
co trn trang kt qu.
i vi SEM, phi thanh ton mt khon ph qung co trn knh cng c tm
kim. Tuy nhin, s tin b ra cng nhiu khng c ngha mu qung co t c v
tr ti u. Nu ta v i th cnh tranh cng mua mt t kha qung co trn cng
mt cng c tm kim cng mt v tr, ty vo kh nng chuyn mn ca chuyn
vin SEM, mc chi ph trn mt ln bm (CPC - cost per click) ca ta v cc i th
s rt khc nhau.
Mt chuyn vin E-Marketing s da trn kinh nghim, kh nng phn tch v
phn on thit k mt chng trnh SEM t vic chn la t kha, phn loi t
kha thch hp, n vit mu qung co trong mc chi ph cho php nhng vn ti
a ha kt qu t c.
Nu so snh v mt chi ph, SEM gip tit kim n 50 - 80% chi ph E-
Marketing m hiu qu mang li cao hn so vi cc hnh thc qung co khc nh t
banner trn cc trang web.
Trn thc t, SEO cn nhiu thi gian thc hin v duy tr, v vy t c
hiu qu cao nht trn cc knh cng c tm kim, cc cng ty thng thc hin SEM
song song vi SEO.
1.7.3. Th in t Marketing
Th in t l phng tin ph bin nht trn internet. Ch cn nhn vo hot
ng th in t l . N bng n c v kch c v vic s dng. N cng bng
n c trong vic lm dng. Cc nh marketing thc hnh tt c cc hot ng
marketing trong khun kh o c, c bit l th in t. Tuy nhin, khng nn bit
chng thnh thng ip rc.
i vi hu ht cc doanh nghip nh, cc chin dch markeitng qua th in t
trn c s khch hng cho php l cch thc hiu qu v d nh nht trong vic tip
cn khch hng v khch hng mc tiu. Vic ny c th bao gm cc bn tin in t
hay thng ip ty bin c nh hng.

28
 Marketing trn c s th in t c th l cng c to lp thng hiu, phn
hi trc tip v xy dng mi quan h vi cc khch hng. y l mt cng c r, d
s dng v gn nh tt c nhng ngi lt web u c a ch th in t.
Marketing trn c s th in t c ngha l tt c nhng th in t gi ti
khch hng hay khch hng tim nng. Vic ny bao gm gi th in t mang tnh
qung co trc tip ti cc khch hng tim nng quan tm v cung cp thng tin cho
h nhm thu ht thm khch hng mi hoc bn hng cho cc khch c. Cng c th
s dng marketing qua th in t gi lin lc vi cc khch hng, khuyn khch
to dng s trung thnh khch hng v cng c thm mi quan h vi h.
C th thc hin vic ny thng qua thng ip th in t trc tip, bn tin in
t (e-zine) hay qung co trc tuyn. Mt im khc na trong mi lin h ny vi
hnh thc marketing trn c s in n l ch ch c gi th in t n khi c
php. Mt s hnh thc marketing trn c s in n gy kh chu v v vy b khch
hng b qua. Mt s khc bit na l marketing thng qua th in t c th mang
tnh phn hi.
Cc nh E-Marketing thch s dng th in t v n vn hnh theo nguyn tc
s dng thi gian, nng lng v tr tng tng. Gi th in t khng tn km
nhiu v rt nhiu khi khng mt chi ph. Th in t rt c mc ch. Nu s dng
mi cu th s phn hi s cao hn th bnh thng. Hy gi li ha v tun theo cc
quy tc. Thc hin iu s khin chng ta lun tr thnh ngi chin thng trong
marketing.
Trc khi gi th in t cho cc khch hng mc tiu, hy lu :

Pht trin chin lc cho chin dch ca t chc, cng ging nh vi chin lc
cho chin dch qung co qua gi th trc tip.

Pht trin ni dung v bn sao. Nh nguyn tc AIDA (Ch - Quan tm - Kht

khao - Hnh ng (Attention, Interest, Desire v Action)) v gi tr. Lu l
khong thi gian ch ca mt trnh duyt web ngn hn nhiu so vi bn in.
Hy m bo l danh sch c nh hng v c khch hng cho php.

a ra mi cu marketing c t l phn hi tt hn. y c th l thng tin, mt

bn bo co, phn ti, a CD hoc kha hc trc tuyn min ph.

m bo l ang tm kim khch hng mc tiu. H c s dng internet khng?

Cc khch hng tim nng s mua hng cn nhng ngi khng quan tm s pht
l.
Vch k hoch c tnh v tm xem trnh duyt n t u.

Hiu c h lm g khi h n vi trang web. H dng li nhng trang no? H

trong bao lu? H nhp chut vo ci g?

Theo ui v hoch nh cc th in t tip theo. Hy nh l mt bao nhiu thi

gian c c mt khch hng tim nng ti mua hng ca ta.

29
 C h thng chm sc khch hng. Nm chnh xc mnh s lm g khi nhn c
phn hi i vi vic marketing.
Lu i vi th rc: Hnh thc marketing qua th in t c trch nhim da
trn c s khch hng cho php. y l vn thuc v lut php v o c. Quan
im chung ny c ngha l cn c ngi nhn th in t cho php trc khi gi
th in t qung b sn phm hay dch v. Nu khng c php, ta s gi nhng th
in t khng c php gi l th rc. ng bao gi gi th rc. Hin nay, mt s
quc gia ang c quy nh php l i vi cc th rc s lng ln. Nhng ngi lm
marketing du kch chi ng lut. Khng bao gi gi cc th in t m khng c
cho php.
K thut ny khng nhng gip ta c th tip cn c khch hng tim nng,
m cn c th gi lin lc vi nhng khch hng hin ti vi ni dung c thit k
ni mi l, hp dn, nhm cung cp nhng thng tin mi v sn phm, dch v hay
chng trnh khuyn mi ca cng ty. Nu so snh vi hnh thc marketing trc tip
truyn thng thng nh gi in, gi th, th in t marketing gip ta ct gim c
khon chi ph in n v tip cn khch hng.
C c mt c s d liu cht lng, ph hp vi chng trnh (v d v
tui, thu nhp, trnh , ...v.v.), ng thi hiu r thi quen s dng th in t ca
tng khu vc a l cng nh d kin trc nhng s c k thut pht sinh s mang
n cho ta chin dch th in t marketing thnh cng.
1.7.4. Marketing lan truyn
y l hnh thc to ra cc hot ng, chng trnh hay lin kt trong cc cng
ng mng nh din n, mng x hi, blog ...v.v khng nm ngoi mc tiu l gii
thiu sn phm v dch v ca cng ty ti ngi tiu dng. c im ca hnh thc
ny l to ra hiu ng lan truyn hay truyn ming ca cc c dn mng v sn phm
hay dch v ca cng ty. Mt v d cho hnh thc marketing lan truyn (Viral) l chin
dch "timem.com.vn" vi nhiu bn tn si ni t trc v sau khi chin dch kt thc.
1.7.4.1. Qung co trc tuyn
Trong phng thc ny, cc cng ty mua khng gian qung co trn trang web
c s hu bi cc cng ty khc. C s khc bit gia qung co trc tuyn v vic
a ni dung ln trang web ca mnh, rt nhiu cng ty nhm ln gia hai cng vic
ny v ngh rng trang web ca mnh chnh l mt qung co trc tuyn. Qung co
trc tuyn c ngha rt c bit trong hot ng marketing: Khi mt cng ty tr tin
cho mt khong khng nht nh no , h c gng thu ht c ngi s dng v
gii thiu v sn phm v nhng chng trnh khuyn mi ca h. C nhiu cch
tin hnh qung co trc tuyn. V d, cc cng ty c th mua qung co c t
trong th in t c gi bi nhng cng ty khc. Hoc t nhng banner qung co
trong cc bn tin c gi i t cc website.
1.7.4.2. Catalogue in t
Mt trong nhng thay i so vi marketing truyn thng l kh nng ca cc
cng ty a mu sn phm ln mng. l tt c cc sn phm cho php khch
hng nhn thy, tm kim thng tin v tnh nng s dng, cht liu, kch thc...v.v.

30
Thm vo , nhng phiu thng trc tuyn v nhng chng trnh xc tin bn
hng khc s tit kim c chi ph cho cc nh E-Marketing khi gii thiu sn phm
n ngi tiu dng.
1.7.4.3. Banner
Trao i lin kt, t banner qung co, ng rao vt trn cc website khc l mt
vi cong c quen thuc. Doanh nghip nn trao i link lin kt vi cng nhiu
website khc cng tt nhng nn chn lc nhng website c cng nhm i tng
khch hng v c mc ph bin ngang tm vi web ca bn thn doanh nghip
ngh trao i links. Mt khc, doanh nghip cng c th s dng dng web ni
ting hn, ni c ng i tng khch hng mun tip cn t banner qung co
vi thit k n tng gi s t m hoc cho ng rao vt, gii thiu website trn cc
din n, ni tp trung nhiu i tng khch hng m doanh nghip tm kim.
1.7.4.4. Blog
Maketing qua blog l vic chia s nhng nhn xt hoc quan im c nhn, to
nn nhng ch tho lun trn cc din n cng nh cc hot ng do chnh
blogger gii thiu ng link n trang web sn phm, dch v trc tuyn.
1.7.4.5. Bi vit marketing
Hot ng ny lin quan n vic bin tp cc bi vit (Article marketing) lin
quan n hot ng kinh doanh ca doanh nghip hoc chia s bi vit trn cc trang
website c lin quan. Xu hng ny ngy cng m rng k t khi cc giy php v
dch v bin tp ch v cung cp nhng ng link c chnh sa. Bi vit
marketing c th mang li mt s lng truy nhp ln cho trang web, v cc bi bo
c pht tn tt s mang thng hiu ca t chc, c nhn n mt khi lng cng
chng ln hn.
1.8. VN PHP L V O C
1.8.1. Tng quan v o c v cc vn php l
Cc hc gi thng nhn nhn cc vn o c v php l nh hai th ring
bit, thm ch khng lin quan. Trong thc t, o c v php lut lin quan cht ch
vi nhau. Nh chng ta s thy, o c thng quan tm ti cc gi tr v thc tin
ca cc chuyn gia v s khc, nhng ngi c kin thc chuyn su v mt lnh vc
c th. o c cng l mt n lc tng hp ca nhng mi quan tm v cc gi tr
ca x hi mt cch ton b.
Php lut tng t nh o c theo ngha l mt biu hin ca gi tr, nhng
trong khi o c hng ti n lc c nhn hoc nhm, php lut thng c to ra
cho mc ch rng hn, vi mc tiu gii quyt vn dn s quc gia, hoc i khi
quc t. Trong truyn thng Anh-M, php lut c thc hin bi c quan lp php
nh i hi hoc Quc hi, c thc thi bi gim c iu hnh hoc cc c quan,
v c To n gii thch r. Trong tt c nhng trng hp ny, l mt s n lc
v cn l phn nh trong thc t rng php lut thng l kt qu ca tha hip chnh

31
tr v x hi. Ngoi ra, php lut lun n lc tm c s nht qun v thi gian v
a im cc cng dn s quen thuc vi trch nhim v ngha v ca mnh.
Bi v lut php l kt qu t s kt hp cc li ch, nim tin v mc tiu, s
tng hp cc qu trnh dn n php lut thng chm v phc tp. S khng cng
bng trong php lut c th thy ph bin cc sn phm ca mt trong nhng n lc
vn ng hnh lang, qu ho phng ng gp chnh tr, iu ny gy nh hng
khin dn n s ch trch v ku gi ci cch. Nhng vn tr nn kh iu
khin, n nhc nh mt trong nhng hc gi v bn quyn hng u th gii,
Lawrence Lessig, xem xt gi thu cho i hi, cn phi hot ng ch yu trn nn
tng ca vic gim tham nhng chnh tr.
Thm ch trong mt th gii hon ho khng c tham nhng chnh tr, lut mi
khng th lng trc mi sc thi ca ngi dn v lm th no cng ty s x l
nhng phong b quy phm php lut hng thng, nm qua ra ngoi. Lut mi quy nh
vic Internet ang c bt li ring. Xt vi tc pht trin nhanh ca Internet, mt s
lut gn nh tr nn li thi bi s chm tr v thi gian n c thng qua qua. Rc
ri tng t ngay c khi c php lut tt", nhiu cu hi vn cn lin quan n
ngha ca bn thn lut php, hoc v cch thi hnh. V th, bn b thit hi khi kin
yu cu ta n gii thch cc lut ny v xc nh tc ng ca cc mu thun c th.
C quan hnh chnh nh Federal Trade Commission (FTC) cng ban hnh cc quy
nh v quan im v vic qun l hot ng trc tuyn. Ni n s phc tp ca cng
vic, nhng n lc qun l cc giao dch trc tuyn c th cn chm, c bit trong
bi cnh mi v thng khng quen thuc ca truyn thng k thut s.
o c gp phn quan trng pht trin php l, nh hng vn vn ng
hnh lang, lp php v cui cng l thm phn. Vic chn lc din ra t s chuyn cc
khun mu o c, php lut thc thi php lut, t gip vic thc thi php lut
c lin mch. Kt qu ca h thng khng hon ho ny l php lut khng tng
quan trc tip vi o c. Cc cuc tranh lun v tha hip cui cng xc nh gii
hn ca php lut dn n cung cp t nht mt s bo m rng hu ht cc lut thng
qua t nht tp trung mt s vn o c. Cc vn nh nm bt nhng im yu
trong lp php v s phc tp ca cc vn cng ngh thng tin, thin v trong nhng
n lc vn ng hnh lang v thi gian chm tr di gia cc sng kin trc tuyn v
php lut chi phi chng, tuy nhin, nhim v m bn thn lut php thc hin ch l
khi u ch khng phi l kt thc ca cc cuc iu tra o c .

Php lut thc s tt hu xa so vi nhng i mi trc tuyn. Cc cuc tranh

lun o c xung quanh nhng i mi, tuy nhin, chng ch xy ra trong thc t. N
ng vai tr rt quan trng m cc nh lp php hiu r nhng vn ny trc khi c
gng a chng vo php lut. Marketing k thut s ng vai tr quan trng trong
vic h tr lp php. Nh lp php ang tm kim ci nhn su sc v nhng vn
phc tp ca o c hoc cc vn ch yu ca trc tuyn cc chuyn gia nhn

32
nhn kt hp vi thc t a ra c nhng ch o. S hin din t cc cuc tranh
ci l ngun c bn cho hu ht cc nh lp php i vi cc thng tin lin quan n
vic tranh ci v o c.

1.8.2. S ring t
Khi nim v ring t bao gm c kha cnh o c v php lut. N cn tng
i mi i vi c 2 lnh vc. C l nhiu hn bt k vn php l hay o c khc,
s ring t xut hin t th k XX. Mc d nhiu th k tip theo c a vo
thi quen ca ranh gii x hi, s xem xt chi tit c) ti ny khng xut hin cho
n 1980 khi Samuel Warren v ta n ti cao tng lai t php Louis Brandeis cng
b iu khon rng cng nhn quyn ring t trong vng php lut M. S bo h ny
c nh ngha nh quyn ring t. ng ni l, nhiu lun c ca cc tng
mi phn ng vi hin tng ca mt thi i cng nghip v cng ngh hon
thin, bao gm c s phn b khi lng ca bo ch, s pht trin ca cc thit b
nghe, v s s dng nhip nh lan rng. Thc cht, truyn thng ban u ca s ring
t lun lun l v cc thng tin v cc cch by t kin ca mnh.
Mc d n l ch ca cuc tranh lun lin tc t lc iu l Warren and
Brandeis, s ring t c chng minh l mt khi nim kh nm bt, c v o
c v php lut. Mt l do cho s nhm ln php l l khng c bt k iu khon
bo mt c th trong Hin php. Tnh hnh ny c cng nhn trong Quyt nh
1965, Ta n Ti cao Hoa K ca Griswold v. Connecticut. Trong cho rng s
ring t trong vic s dng tri vi quan nim c th c suy ra t mt s chi tit
ha quyn li hin php, k c cc hip hi, s t do xut pht t s tm kim v
chim ot bt hp php , t chu trch nhim v hnh pht phanh thy ca ngi lnh.
Sau , vo nm 1973 quan im ca Roe v. Wade, ta n xut mt quyn ring t
ng n trong sinh sn ca ngi ph n c ra quyt nh. Thng qua vic sa i
hin php th t ca M, s ring t ca t nc c thnh lp vi c quan chnh
ph, l iu cn thit c c bo m trc khi nhp vo v tm kim mt ch
c tr. Tuy nhin, iu khon ny l ch p dng i vi chnh quyn, nhng ngi i
din cho h v khng chng li cc c nhn.
Ngoi vic pht trin hin php, s ring t c gii quyt lut chung. Thut
ng ny cp n quyt nh, nhng gi nh, v thc hnh theo truyn thng chp
nhn bi ta n ngi M gc Anh. Lut php chung thit lp mt lot cc hnh vi
vi phm quyn ring t, c c nhn ln tp th, trn c s nhng v kin xm phm b
mt ring t. Chng c sp xp thnh 4 loi: xm nhp bt hp php vo ni ring
t ca ngi khc, cng khai bt hp php cuc sng ring t ca ngi khc, chim
ot lm ca ring tn hoc chn dung ca ngi khc, v cng b thng tin c nhn
ca ngi khc sai s tht. Nhng yu t ny c quy nh trong quy ch nhiu nh
nc v xut hin trong nh hng php l lun thuyt c trnh by bi Torts.
Mc d nhng pht trin ny, vn cn nhiu bt ng nh l hu qu ca s ring
t. ng nht ha cc thuc tnh trung tm ri vo 3 hc thuyt ni chung. u tin l
khi nim ca Warren v Brandeis v quyn li ring t, thng c gi l l thuyt
b quan ta cng. Ring t trong quan im ny l kh nng vn cn b c lp khi x
hi. M hnh ny khuyn khch cc lut l v tiu chun o c c nh hng v
vic duy tr khong cch c nhn v trng pht nhng ngi vt qua gii hn thit

33
lp bi cc c nhn. Th 2, l thuyt trung gian, c gi l kim sot truy cp, khng
coi c lp nh l mt ch tiu nhng ch trng n i vi lut php v cc tiu chun
cho php nhng ngi iu chnh hp l cc thng tin m h ang a ln. Biu thc
ca m hnh ny c th c tm thy trong php lut v cc tiu chun m trao quyn
cho c nhn bo v ti liu c nhn t pht hnh tri php.
C s tch bit ln kim sot truy cp u l m hnh cung cp cc bin php bo
v nhng tp trung ca n c lin quan nhiu hn vi cch thc thng tin c pht
hnh nh th no v t vi nhng g trn thc t to d liu c nhn. Hc thuyt th 3,
c gi l m hnh t ch, nhng c gng ngh nh mt nh ngha. N lm
nh vy bng cch xc nh vn ring t nh nhng iu cn thit cho mt ngi
quyt nh cuc sng. M hnh ny i hi t do t vic s dng cng ch thng tin
c nhn cng nh kh nng mt mnh khi phn nh l cn thit.
Ngoi nhng kh khn trong nh ngha v phm vi, s ring t tn ti nh mt
gi tr trong s rt nhiu gi tr. Trong x hi, li ch ring t thng xuyn cnh tranh
vi mi quan tm ca c nhn, v an ton cng cng, kinh t, v ngay c nhng nhu
cu x hi v tm l cho cc hip hi vi ngi khc- mt qu trnh m c th yu cu
tit l cc thng tin nhy cm. Cc cch thc m nhng li ch c iu phi lin
quan n cc cn i phc tp c th dn n s la chn kh khn. Thng mi
ngi u t nguyn a thng tin c nhn v nhngc li ch m h nhn thy l quan
trng th tn dng, ph cp ngi i my bay thng xuyn, v s phng an ninh
trong sn bay l mt s v d. Trong trng hp nh vy, o c v lut php c
gng cung cp nhng ng li ch o gip ch trong phn tch chi tit chit trch
nhng nh ngha, quyn u tin, v nhng hm .
1.8.2.1. S ring t trong bi cnh k thut s
Thng tin ng mt vai tr mu cht trong quan nim ca s ring t, cng nh
trong marketing v thng mi in t. V th, khng phi l mt iu ngc nhin
khi m nhng cuc xung t v vic lm th no cc d kin s c chn lc v s
dng c gia tng. Mt nhn xt bt u cho cuc tranh lun ny l b lut AMA
ca o c marketing trn internet. B lut ny tuyn b rng thng tin cc d kin
v khch hng s c bo mt v ch s dng cho mc ch c th. Nguyn tc ny
l ngn gn v minh bch trong nhng gii hn chung, nhng n bt buc ng dng
i vi nhiu thng tin ca internet c cu cuc hp.
Ma xun nm 2000, s quan tm ca cc phng tin thng tin i chng, chnh
ph, v cng ng bi thu ht bi bo co ca DoubleClick, mt cng ty qung co
trc tuyn, tham gia trong s c gng tp trung v su tp s lng ln thng tin c
nhn ca khch hng. Trong khong thi gian trc bn tm tt lch s ca tip th
internet, DoubleClick t c thnh cng vi vic thnh lp mt h thng ca hn
11000 web t ch qung co, khi nhp chut, cho php ngi s dng kim tra
v tr sn phm. Ngoi ra h thng c ghi sn cu tr li, c bit n nh
clickstream, trong bn thn c s d liu ca n. Sau nhp chut ly thng tin
to thnh mt h s ngi dng, cho php vic truyn ti cc qung co nhm mc
tiu l c nhn. Ngi s dng khng cn thit cung cp cho hot ng ca h vo
b su tp ny. Lc , kch p c 100.000 h s trc tuyn.

34
 Mc d nhng ngi ng h quyn ring t ln ting by t lo ngi v tim
nng ca h thng cho lm dng, nhng tranh ci t n mt tm cao mi khi kch
p mua mt cng ty th hai, Bn tnh-trc tip, trong chuyn mua li cc d liu
ngi tiu dng offline. Bn tnh-Direct tch ly c mt danh sch in t bao
gm tn, a ch, v lch s mua mt t l ln cc h gia nh M. Khi sp nhp, k
hoch c bo co theo cch tch hp d liu, cung cp mt dch v ng k bo
him m c th, ln u tin, lin kt cc bn sc ngi online d truy cp. Theo tin
tc ny, mt lin minh ca ring t, dn ch, v cc nhm ngi tiu dng np n
khiu ni vi FTC trong mt n lc ngn chn s b buc cc thng tin , cc d
liu h s trc tuyn v cho ra vic ng k ngi s dng c s d liu mi m
khng c s ng ca mi ngi.cookies phc v nhiu mc ch. V d, h c
th x l thng tin trc tuyn, to ra cc tnh nng nh gi mua hng t chc mua
hng. H c th nh li thng tin bn hng c lu tr nhc nh ngi s dng
cc hng mc c c lu t hng, cho thy sn phm mi. ng k, cookies c
th thu thp cc d liu khc, v d nh tn y , e-mail, a ch bu in, s in
thoi, v tr a l ca my tnh, v thi gian ng nhp trc tuyn
Mc d cc cookie c th c cu hnh trong trnh duyt chy ch vi s cho
php r rng, h thng t ng thc hin m khng c bt k hnh ng ca ngi
dng. Cc gi tin cookie c th c kt hp vi cc thng tin k thut s khc v c
th c chuyn gia cc my ch hoc bn trn th trng m. Theo di ngi s
dng xy ra khi cc tp tin cookie c ni v kim tra trong qu trnh i trc tuyn
ca ngi dng. Kt qu l mt kh nng xc nh hnh vi ca mt c nhn trc
tuyn. Vi s tch hp ca d liu , theo di ny bao gm nhiu hn, v c th gy
phin h.
Kch p mt s kha cnh quan trng ca nhng tranh ci ring t trn cc trang
web trc tuyn. C l l c bn nht phn nh tnh cht ring t tn ng ca chnh n.
i vi nhiu ngi gi tr ring t c bo v cht ch nh quyn i x vi bn
thn. Theo quan im ny, kh nng vn cn s xm nhp khng mong mun cng
nh kh nng vic tit l d liu c nhn. Chnh sch c yu cu c nhn c
thng bo mt cch r rng v bt k s kin thu thp d liu v sau tham gia hoc
t chi. H cho rng hu ht ngi dng mun nhn c nhng li ch t qung co
nhm n cc khch hng mc tiu. V tr ny phn nh quan im cho rng s ring
t ch l mt trong nhiu gi tr phi c cn bng. N thng h tr mt chn khng
tham gia chnh sch, trong gi nh rng thu thp d liu s din ra, nhng vn cho
php ngi dng thu hi s chp thun bi mt lot cc phng php, bao gm c vic
gi email thu gom ngh loi b t c s d liu ca h.
Cc nh ph bnh chuyn nghip quan im rng thc t hu ht ngi dng
khng c kin thc ng k v cch thc hot ng hoc my tnh x l d liu. H
t cu hi liu mt ngi bnh thng s thc hin cc bc cn thit gi li d
liu v cho thy rng nhiu ngi chn khng tham gia thng l kh hiu v do c
kh nng c thc hin thnh cng. nhng ngi ng h thng mi ca cc la
chn ra cc gii php nhn mnh rng cuc iu tra ngi tiu dng tit l mt s
thch cho vic qung co nhm mc tiu v cho rng cc d liu cn thit cung cp
dch v ny phi c thu thp tr trng hp b t chi. mc d mt s d n lut
ang ch Quc hi, php lut khng c tn ti gii quyt cc cuc tranh lun.

35
 Kch p l mt phn gii quyt bi thu hi ca k hoch hi nhp c s d liu
trong thng cng b ban u. Ch tip tc c tp trung vo cc cng ty cho n
nm 2001, khi no, theo iu tra, FTC kt lun rng khng c hnh vi vi phm
quyn ring t c cam kt ca cng ty. vo ma xun nm 2002, mt nhm cn
li ca tiu bang v lin bang ph hp vi lp bo mt hnh ng c gii quyt.
Cc iu khon s b v tha thun ny cung cp mt khun mu cho cc tiu chun
cng nghip hin i trong s ring t ca ngi tiu dng. bao gm cc ngha v
cung cp thng bo r rng v thu thp d liu, mt lnh cm kt hp d liu hin ti
vi thng tin c nhn, tr khi r rng (opt-in) cho php thu c. Hn na, d liu thu
c t cookie phi c thng xuyn b xa v cc tp tin cookie mi c lp
trnh tt khong thi gian 5 nm. Cui cng, Doublecilck buc phi bt u
mt chng trnh rng ln ca gio dc ring t ca ngi tiu dng v trnh kim tra
thng xuyn c lp.
Trong khi cng khai khai thc cc thng tin nhn dng c nhn gim k t u
th k ny, cng ngh tng ln nhng cch m cc thng tin c thu thp. Theo
, trong khi cc tc ng c th khng ch n ngi tiu dng, vic s dng rng
ri hn. Thm vo vn l s nhm ln v nhng g cc trang web lm vi cc thng
tin m h thu thp. Hu ht cc trang web ln thu thp mt s thng tin nhn dng c
nhn. Ch hn mt na, tuy nhin, ch nh trn trang web thng tin chnh xc s dng
kh t.Trong nm, ngnh cng nghip bo mt c ghi nhn l mt mi quan
tm kh ln ca ngi tiu dng . Thc hin ny thc y s dng ln hn ca
chnh sch bo mt, bao gm c vic s dng rng ri hn ca cc la chn trong thi
quen. N vn cn c nhn thy, tuy nhin, liu nhng biu hin ra bn ngoi s
chuyn thnh bo v tt hn cc thng tin, hoc ch n thun phc v bao gm khai
thc ln hn rng ri hn, cc thng tin nhn dng c nhn.
Ngoi cc vn ca d liu c ngha c bn trong bi cnh thng tin
nhy cm khng ch l vn bo mt phn cng, nhng cng l mt trong cc chnh
sch hnh chnh. Mt v d r rng v vn pht sinh trong nm 1998 khi no, vi
yu cu ch chnh thc, Hi qun M c th c c t America Online (AOL) cc

d liu ngi dng c nhn ca ngi phc dch mt ngi b nghi ng vi phm quy

nh qun s quy nh lin quan n hnh vi ng tnh. truy t kt qu ny sau

c chm dt sau khi ta n thy rng yu cu ca Hi qun c th vi phm lut
ring t lin bang. Mt li xin li v bi thng t AOL kt qu, nhng v vic minh
ha cc ri ro sau khi ri khi d liu kim sot ca ngi dng.
Phn ln cc cuc tranh lun lin quan n bo mt tp trung vo phng php
truyn thng x l d liu v gn y pht trin, nhng cng c thnh lp, cc
ng dng c li ha t c ph bin v nng cao vn b sung.
Java l mt ngn ng lp trnh Web thn thin cho php ti v v chy cc
chng trnh hoc trn cc my tnh c nhn. ng dng ny ang ngy cng c s
dng cung cp cc ci tin nh hnh nh ng nng ng, m phng trn nn web,
b sung hu ch khc siu vn bn n gin. Java cng c th c s dng thit
k cc chng trnh c gi l applets th ch, c th c s dng b mt truy
36
cp v truyn d liu trn a cng, bao gm a ch e-mail, h s th tn dng, v
thng tin ti khon khc.
Cc i l thng minh l mt ch ngy cng tng ca li sut trong tip th
web v nghin cu khoa hc my tnh. Sn phm ca s pht trin trong tr tu nhn
to, i l l cc chng trnh rng mt khi c pht hnh bi ngi s dng, c th
hot ng t ch trong cc trang Web lm cho in t. Mt s cng vic tim nng
bao gm vic tm kim cc trang web hoc mua cc sn phm ph hp vi th hiu, li
ch ca mt c nhn. Cc nh ph bnh ca cc i l lo lng rng cc u i m h
nm gi c th c la chn hoc kim sot bi cc thc th khc hn l "ch nhn"
ca h. Nh vy tnh hnh s hn ch kh nng ca c nhn a ra quyt nh t
qun l thng tin v c th mt ng lc phn phi thng tin c nhn cha trong
cc ng dng.
Cookies, Java applets, v cc i l thng minh c ng dng ph bin, l,
h c th chc nng trong qu trnh trc tuyn, m khng c kin thc ca ngi s
dng hoc kim sot. Cc hot ng ca h d dng gii thch ti sao mt s trang web
s khng mun mt ngi dng thng bo rng d liu ang c thu thp. iu ny
phn i thi nhng ni cng ngh da trn nguyn tc o c. Tng t, bi v
rt nhiu thng tin khng r rng ca mt nhn vt b mt, n c th c hp dn
b qua ngha ring t. Lp lun ny b qua thc t l dng nh v thng v pht
d liu c th, kt hp, kt qu l thng tin rt c th.
Ngoi b su tp da trn ng dng, cc trang web c th thu thp thng tin
thng qua hnh thc trc tuyn v th in t, thng i ly c quyn duyt hoc
li ch khc c hoc khng c vic cng b y cc hn s dng. Bt k nh th
no, vic s dng cc thng tin nh mt hnh thc tin t gy ra cu hi v o c,
c bit khi hu ht ngi dng trung bnh (cng nh cc chuyn gia thng tin) l d
hiu khng chc chn v gi tr cui cng ca d liu. Mc d nh vy xc nh gi tr
thc s c th khng th t c giai on ny ca s pht trin internet, ngi tiu
dng gio dc v tt c s dng cc d liu cho thy c xut nh mt gii
php gip ngi dng thc hin bn n thng bo l khu vc ny. Thng tin cng
c th c thu thp thng qua phng php gian ln.
Mt nghin cu c bit lin quan n vic thu thp ti liu ca tr em. Tr li
nm 1998, mt bo co ca FTC cho thy rng 89 % ca cc trang web ca tr em
c kho st thu thp d liu ngi dng nhn bit v phn trm 46 ca cc trang
web ny khng tit l chnh sch ca h v thu, s dng. Ch c 10 phn trm ca cc
trang web c iu tra c quy nh kim sot ca cha m.
Trong nghin cu, bo co ca s lm dng, v vn ng hnh lang t cha m
v nhng ngi ng h khc, i hi thng qua o lut ca tr em trc tuyn bo
v s ring t (COPPA). C hiu lc t nm 2000, lut php i hi cc trang web v
cc phng tin truyn thng trc tuyn khc m c thu thp thng tin t tr em t
12 tui tr xung (1) thng bo cho ph huynh; (2) c th kim chng c s ng
ca cha m trc khi s dng, thu gom, hoc cng b thng tin nht; (3) cho php cha
m xem v chnh xc thng tin ny; (4) cho php cha m ngn cn tip tc s
dng hoc thu thp d liu; (5) hn ch thu thp thng tin c nhn cho s tham gia ca
tr em trong cc tr chi, cung cp gii thng, hoc cc hot ng lin quan; "bo
mt, an ninh v ton vn ca thng tin c nhn thu thp" v (6) thit lp cc th tc

37
bo v.Ngoi ra, FTC, theo yu cu ca Quc hi, ban hnh quy tc c th qun l
v thc thi cc hnh ng v trong nm th hai ca mnh v qun l, lp tng cng su
hnh ng thc thi COPPA. Mt trong nhng thay i mang li bi hnh ng ny
ang gia tng s hin din ca cc chnh sch thu thp s liu ti cc trang web c
s dng bi tr em v cung cp mt phng tin hot ng, nh mt nt bm, cho cha
m xc nhn nhn thc ca h v cc thc hnh ny. Trong mt s trng hp, cc
trang web trc m rng cho tr em by gi hn ch nhp cho ngi dng cc
tui nht nh
Lut php lin bang lin quan n bo mt internet ,c th c gii quyt bi
cc o lut thng thng hnh s. X pht i d liu ca ngi tiu dng c ci
sn trong Tn dng o lut v bo co Hi ch in t,Bo mt thng tin lin lc
ACT (ECPA). Ngoi ra, cc t chc nh trc tip hip hi tip th pht trin hng
dn ton din cho bo mt Web. Mt lo ngi khu vc ny l mt quyt nh ca Ta
n xt x lin bang loi b mt hnh ng ph hp vi lp hc m b co buc vi
phm chnh sch bo mt ca mt hng hng khng. Vic min nhim c chnh
sch bo mt c ng ti trang web ca hng hng khng, cc nguyn n
khng yu cu phi c nhng chi ni dung v do c vi s ring t k vng thc
t. Quyt nh ny cho rng yu cu nh mt hin th s p t mt gnh nng rt ln
khi nhng ngi lc lng chnh sch bo mt Web, v c bn lm cho nhng
chnh sch v gi tr.
Cc vn ring t trong th in t vn cn l mt kha cnh bt n ca
trc tuyn tng tc. Theo lut php Hoa K, nhng ngi dng hot ng e-mail
thng qua cc ti khon v quyn ring t dch v tha thun vi s ring t php ca
mnh thng qua cc tho thun dch v vi internet ca h dch v cung cp (ISP).
Ngoi ra, ECPA cc a ch s ring t ca khch hng ISP, vi mt s trng hp
ngoi l bao gm cc tnh hung trong e-mail v tnh pht hin ra thng qua h
thng bo tr. Cc iu kin ngc li p dng cho nhn vin s dng my tnh hoc
mng ca t chc ' giao tip. y, cc php lut hin hnh ni chung m rng
khng mong i s ring t cho ngi lao ng, c bit l nhng ngi lm vic cc
t chc phi chnh ph. Nhiu cng ty nhn mnh tnh trng ny trong bin bn ghi nh
chnh sch, nhng ngay c khi thng bo vng mt, kha hc thng minh nht ca
nhn vin hnh ng l cho rng tt c cc ti liu i qua cc c s ni lm vic c
theo di. o c cu hi vn l liu cc chnh sch gim st cht ch phn nh y
hp l k vng gi tr ca quyn t ch c nhn v ton vn. So snh vi lut cm theo
di khng gii hn ca h thng in thoi s dng lao ng hoc phng thay .
1.8.2.2. Vn bo mt quc t
cp quc t, cc vn bo mt nhn c s quan tm gn gi. Ngy
15 thng 10 nm 1998, Lin minh Chu u (EU) Bo v d liu Ch th c hiu lc
yu cu cc nc thnh vin ca mnh ban hnh lut php quc gia bo v "c
bn" quyn t do ca nhng mi ngi , v c bit l quyn ring t i vi cc d
liu c nhn "ca quy nh ch th yu cu:
i tng c thng bo v cch d liu ca h c s dng v c cc c
hixem xt v chnh sa thng tin.
S dng d liu c gii hn trong mc ch cng b.

38
 Cc ngun gc ca d liu c tit l, nu bit.
Th tc trng pht cc hot ng bt hp php c thnh lp.
Thu thp d liu ng th tc c kh nng chn khng tham gia.
Thu thp d liu nhy cm khng th c thc hin m khng r rng
c php.
Vic chuyn nhng quc t ca d liu c thc hin ch vi cc nc
s c lut ring t bo v y .

Trong thng 3 nm 2000, sau khi m phn rng ln. Hoa K, B Thng mi
v y ban chu u t c tha thun rng Hoa K s t chc gi ti mt lot cc
quy nh an ton bo v cc d liu cng dn EU.Nhng quy nh ny phn nh c
bn ca Ch th nhn mnh khi thng bo v thu thp, mc ch, v s dng; s la
chn trong kh nng chn khng tham gia cng b v th ba l bo v bn chuyn
nhng; v cc quy nh v an ninh, ton vn d liu, khc phc, v quy nh v an
ninh, ton vn d liu, sa cha, v thc thi. Cc cng tytham gia trasaction d liu
vi EU c th thc hin cc quy nh bng cch cho php chnh ph Hoa K gim
st tun th, bi trc thuc vi nhm di tm nhn siu FTC, do bo co trc tip
sang EU bo v d liu c quan, hoc nu khng hin trc tuyn, bng cch ha hn
lm vic vi mt bng iu khin ring t EU. Mt ch trch k hoch ny tp trung
vo s ph thuc vo t nhn tun th. Cc nh ph bnh c bit lo lng rng nu
khng c s gim st ca chnh ph ang hot ng, cc mc tiu ca k hoch cng
an ton ch yu c th l cha c thc hin. Nm 2002, y ban chu u a ra
mt bo co v qu trnh tha thun an ton bn cng, nhng mi quan tm th hin
rng mt s chnh sch ca M cng ty v cc quy trnh gii quyt tranh chp khng
p ng c s mong i.
Mc d c nhiu cuc tranh lun v chnh sch bo mt u c s cn bng li
ch nht ca cng ty v c nhn, cc ch tiu sau y c xc nh bi FTC i din
cho mt s ng thun v cc yu cu ti thiu trong vic s dng o c ca cc
thng tin ca ngi tiu dng (hnh 1.1):

1. Ch : Ngi s dng cn phi nhn thc ca chnh sch thng tin ca trang
web trc khi d liu c thu thp
2. ng : Ngi s dng nn c php la chn tham gia hoc loi tr
3. Access: Ngi dng cn phi c kh nng truy cp d liu ca h v chnh xc
h nu c sai st.
4. Bo mt: Chnh sch bo m s ton vn ca d liu v phng chng vic
lm dng nn c coi trong
5. Thc thi: Ngi s dng cn phi c phng tin hiu qu t chc thu thp
d liu cho cc cc chnh sch

39
 Minh ha 1.1: Website ca Chnh ph M
Ngun http://www.ftc.gov/index.shtml
1.8.3. Ti sn s
Mt chc nng c bn ca php lut l xc nh quyn s hu, nhng tnh nht
qun ca n hin ang b thch thc bi bn cht bin i ca cng ngh s. V tnh
truyn thng, cc ti sn ca php lut hoc s hu tr tu thng qua ba c ch c bn.
Php lut bo v bng pht minh l vic tp trung vo sng ch v kh nng ti sn
xut hoc sn xut sn phm ca mt nh pht minh. quyn tc gi, a ch cc lnh
vc biu hin c th, quyn c xut bn hoc bn sao hnh thc th hin tng.
Quyn tc gi l tt c nhng g thuc v cc lnh vc biu hin c th, quyn c
xut bn hoc bn sao hnh thc th hin tng. Thng hiu bao gm cc ngn t
hoc hnh nh c s dng xc nh cc sn phm trn th trng. iu quan trng
cn lu l cc biu hin ny c vn dng linh hot v thng thng ranh gii gia
chng c sa i bi lut php v ta n. Ngoi ra, cc iu c quc t c th
xc nh li vic phn bit v bo v chng. Truyn thng da trn my tnh l vn
kh khn c bit t ra cho s hu tr tu. Cc thng tin truyn thng c th l s kt
hp cc yu t ca sng ch, bn quyn, v thng hiu. Cc thng tin c th truyn
thng mt cch mi l c bo v bi bng sng ch. Cc thng tin c th cha vn
bn hoc hnh nh c bo v bng bn quyn tc gi. Cc thng tin cng c th cha
nhng hnh nh c quyn ca thng hiu hng ho.
1.8.3.1. Bng sng ch
Vic p dng php lut bng sng ch cho my tnh l mt lnh vc bp bnh
nhng ang pht trin. Thng thng theo lut php M, bng sng ch c cp bi
chnh ph M cho cc qu trnh hoc cc bc sng to. Nn tng vng chc trong c

40
s php l nc Anh v di sn ca cc sng ch thng thng, php lut ph hp i
vi nhng g thuc v cng nghip v lin quan n c kh. Nm 1998, trng hp
ngn hng State Street Co.v.Signature Trust Tp on ti chnh, inc. t chc mt
chng trnh my tnh c th c cp bng sng ch. Phn quyt ny k t khi m
rng bao gm bt k cc hot ng kinh doanh no. K t State Street, doanh
nghip trc tuyn c p dng s bo v . Mt ng lc chnh cho cc u i
ny c th trong thc t i sng l khng ging nh bn quyn, bng sng ch ngn
chn i th cnh tranh t vic sao chp. Tuy nhin, ging nh quyn tc gi, quyn
hn bng sng ch ca M xut pht t mi quan tm n Hin php. Do , cng
chng tip cn vi cc ti liu bng sng ch c bo m sau khi thi hn ca bng
sng ch ht hn v cc bng sng ch bn thn n lun trong h s ca chnh ph.
S tng hp cc phn mm theo lut sng ch phn ln da trn s khng nh rng
cc chng trnh m t qu trnh sng to. Mt kin tri ngc cho rng phn
mm ti th mc gc ca n bao gm cc cng thc thut ton thuc v bn cht v do
, khng th c s hu bi bt c ai. Mt li phn bc tng t rng cc chng
trnh quc gia l phng n, k hoch gung my thc s thc hin. Cc chi tit
ca cc l l c hai bn u phc tp v ha hn s l i tng ca nhiu v kin
trong tng lai, cc cuc tranh lun v c l, phn quyt thuc v quc hi. Khu vc
trung tm hin nay tp trung internet v vic s dng cc bng sng ch kinh doanh
m t cc hot ng nh phng php marketing v phng php xc tin. thng
mi. Bo v bng sng ch c tuyn b cho u gi ngc trc tuyn, x l th
tn dng an ton, cc phng php da trn ng c c qung co trang web. Khi
C quan Sng ch u tin bt u cp bng sng ch v phng thc kinh doanh, qu
trnh xem xt li t mnh m hn. Nhiu bng sng ch c ban hnh trong mt
thi gian ngn. C hi cng ty mua s lng ln cc bng sng ch v bt u np
n kin trong phm vi trn ton quc. Mi e ca cc bng sng ch vn cn quanh
qun, thu v hng triu la tin bn quyn mi nm lm g, trong khi li e da
s kin nhng g nghi ng v mt s bng sng ch. Mt v d ca vic thc thi n lc
ca mt bng sng ch phn mm c tm thy trong cc tuyn b rng thi gian k
thut s ng du an ton l mt qu trnh c o v c bo v. Cc nh ph bnh
lo ngi rng nu khng nh iu ny l duy tr, a s m ha th tc trc tuyn s b
nh hng. Tng t, trong (amazon.comv.Barnesandnoble.com), nguyn n da
theo mt bng sng ch cho rng n ch c kh nng s dng 1-click t theo thi
quen-mt thc t hin nay, ph bin trong mng Internet. S vic c gii quyt
vo nm 2002, m khng c s phn nh cui cng ca t php v vi cc chi tit ca
thi hn li khng tit l.
C quan cp bng sng ch ca M gn y quyt nh tng s nghim ngt
vi s nh gi cc ng dng bo v nhng g lin quan n phn mm. Cng nh
vy, c ta n v Quc hi ang c ku gi cn thn kim tra xem d liu lch s
h tr s bao gm phn mm v thc hnh kinh doanh trong phm vi ca mt bng
sng ch. Nhng ngi ng h ni dung tranh lun cho rng vic cp bng sng ch
trong cc khu vc ny s khuyn khch sn xut v i mi. Nhng nh ph bnh cho
rng ngc li, ni rng c hai vn m ha cng nh cc vn cha c tr li
trong trng hp ca Amazon vi tim nng v cc hiu ng c quyn ca s bo v
mnh m bng sng ch ca php lut.

41
1.8.3.2. Quyn tc gi
giai on ny s pht trin tng i sm ca php l trc tuyn, bn quyn
tc gi xut hin thit lp nh l phng tin chnh bo v hu ht cc biu hin
trn internet, bao gm c vn bn v d liu khc. Thng thng trn th gii, bn
quyn c bo v cc biu hin ca tng trong cc nh dng nh sch, bn ghi
m, v b phim. Theo lut php M, iu xut pht t Hin php nh l quyn bo
h c thit lp v li ch ca cng chng, v trong khoa hc lut php, n c
p dng vi gii hn nht nh to ra cho li ch ca cng chng. iu quan trng nht
trong s bo h l nhng gio l cho vic s dng ng n v bun bn nghim
chnh.Vic s dng ng n bao gm kh nng sao chp m khng c chi ph hp l
nhng g c bo v cho cc mc ch lin quan n hot ng cng cng nh gio
dc, bo co mi, v nhn xt bin tp. Theo lut thng thng, hc thuyt ca bn
hng u tin gii hn kh nng ca ngi gi bn quyn c c li nhun t
ngi bn tc phm sau thi gian ban u m nhng sn phm c bn ra. Nhng
ngi mua sau c trao Kh nng chuyn giao hoc nh bi nhng sao chp
khc ca h. Hc thuyt v bn hng u tin c nhn nhn qua li ch ca cc c
quan, t chc nh cc th vin cng cng v c th cng lm tng quyn s dng
ngun nguyn liu cht xm qua li sut chit khu chng hn nh nhng li mi cho
hng bng cc hiu sch c.
Nm 1997, tng thng Clinton k thng qua o lut v chng n cp bn
quyn in t. o lut NET nhm bo v bn quyn cho cc ni dung my tnh v
cc hnh pht bt buc phi thi hnh khi c hnh vi xm phm thng mi hoc xm
phm li ch ti chnh c nhn, hoc sao chp , hoc phn phi, bt k hot ng
thng mi hoc phi thng mi ca mt hoc nhiu sao chp cc sn phm c bn
quyn s b pht 1000 $ hoc nhiu hn gi tr bn l. S trng pht theo iu lut ny
c th bao gm c s khi t hnh vi vi phm . Trong khi ngi xng ra o lut
ny tin rng lut NET s khuyn khch s i mi bng vic bo v ngun ti nguyn
trn internet, th phe ch trch th tin rng nh ngha s xm phm gy ra s m h
bng cch thay i ngha truyn thng ca n, l thng thng kt hp vi sao
chp vnh vin hoc khng vnh vin. C kin cho rng, vic xm phm c th
bao gm c vic ch nghin cu k cc vt liu k thut s qua trnh duyt Web v
theo cch hiu th s bo v ca lut sa i u tin khi cc hnh ng phm
php l khng cn hiu lc na. S b sung iu lut c trc tip hng ti vic s
dng cc bin php trng pht hnh s, c bit l trong thi gian khi m c cuc tranh
ci ln v gi tr kinh t ca nguyn vt liu in t .
Mt iu lut lin quan, c ban hnh nm 1998 l o lut bo v bn quyn
tc gi (DMCA). DMCA l mt phn phc tp ca lut php bao gm mt s quy
nh. Lut ny gip cho ISPs c bo v khi hnh ng vi phm php lut ca
ngi s dng bng cc th tc bao gm cc bo co nhc nh v v hiu ha cc ti
liu vi phm Nhng ngi ng h lut ny khng nh rng DMCA s gip ISPs thot
c trch nhim i vi cc hnh ng bt hp php ca ngi s dng v do ,
khuyn khch pht trin ngnh kinh doanh. Nhng ngi ch trch tin rng cc bo co
v v hiu ha cc yu cu c th l nguyn nhn khin cho cc hnh vi v ti b coi l
vi phm php lut v b loi b phi l .

42
 DMCA cng hot ng tri php trong vic b kha cc phn mm bo v v
pht trin hoc hot ng tri php trong phn phi cc sn phm b b kha. Cng
nh lut NET, nhng ngi ng h lut DMCA tin rng lut ny s lm tng vic sn
sng hot ng thng mi a ti liu ln internet vi vic rn e cc hnh vi xm
phm trc tuyn. Mc d c mt vi trng hp ngoi l dnh cho hot ng gio dc
v khoa hc, cc nh ch trch cho rng DMCA i qu xa so vi mc tiu t ra n
mc cm nhng pht trin v ti v nhng ng dng hu ch m chng c th c kh
nng gy hi rt nh em li cho nhng ngi nm gi bn quyn c quyn ph quyt
hon ton vi bt k s pht trin no c th l thch thc e da ti li nhun m h
thu c.
Lut DMCA c ban hnh trong hip c v bn quyn ca t chc s
hu tr tu th gii (WIPO) , lut v biu din v bn ghi m ca WIPO .Nhng vn
bn ny tp hp 4 tiu chun quc t v quyn s hu ti nguyn v gn y mi
c nc M thng qua . Nhng ti liu ny t ra s ng thun quc t v quyn
s hu, bo v v chuyn giao ti sn k thut s l cn thit .Cng nh vi lut
DMCA ,phe phn i cho rng cc yu cu c th ca iu c quc t khng cng
bng v c li cho nhng ngi s hu bn quyn tc gi.
1.8.3.3. Nhn hiu
Lut nhn hiu lin quan n quyn s hu tr tu nhn bit hng ha ,
dch v. Theo o lut lin bang Lanham (lut qun l nhn hiu thng mi) ,nhn
hiu c ng k vi chnh ph. ng k hay khng ng k , th h vn c bo
v theo lut nh. theo ui mt trng hp vi phm, nguyn n phi chng minh
rng nhn hiu c bo h. Ni chung, cng nhiu du hiu c bit, th vic khng
nh nhn hiu cng c tnh thuyt phc ln. o lut cng nghim cm vic s dng
cc nhn hiu ni ting gn vi nhng hng ha dch v khc nhau theo cch c th
lm gim gi tr ca cc nhn hiu .
Lut nhn hiu gn y c p dng cho h thng internet. Tn min trn
internet l nhng hnh dng ca cc ch ci hoc con s s dng c th xc nh
ng truyn d liu. Nhng v d quen thuc ca tn min l cc a ch ca cc
trang web, chng hn nh www.someplace.com. Ngoi vic ch nh cho cc trang
web, tn min cng c s dng trong cc a ch email. Cng nh vic c bn chnh
l hng ti mc tiu thng mi v s quan trng ca nhng nhn dng l r rng .
Mc d cc ng dng sng to ca ngn ng cung cp nhiu ci tn khc nhau
phn bit, n cng khng th trnh c vic mt s tn min b trng lp . V d nh,
General Signpost c th c coi l ging nh General sign, nhng theo truyn
thng , lut nhn hiu c th chp nhn vic tng t nhau nh vy bi v bo v nhn
hiu thng c gii hn trong mt loi hoc nhiu loi hng ha dch v. Khi s
khc bit ca hng ho hoc dch v ko di , tnh trng d tha chc chn l iu tt
yu.
Mt loi vi phm nhn hiu khc c bit n nh s ng k mt tn min
thng mi trn internet. Hot ng ny lin quan n vic ng k tn min ging
hoc trng lp tn ca cng ty hin ti hoc thc th khc . Ngi ng k ban u
thng khng c lin quan ti vn ny. Tn min sau c cho bn vi gi tr
gp hng nghn ln so vi gi tr ban u c tr.Vo ngy 19 thng 11 nm 1999,

43
tng thng M Clinton k thng qua o lut bo v ngi tiu dng. Theo lut ny,
mt ngi c kh nng b t tng nu, c mu , anh ta hoc c ta ng k, bun bn
bt hp php, hoc nhng li mt tn min c tn trng hoc gy s nhm ln vi tn
min hin ang c bo h , hoc n lm gim gi tr ca nhn hiu.L mt lut
php quc gia, o lut lm cho d dng hn trong vic ng k tn min thng mi
vn ni ting l kh nm bt di s kim sot ca h thng ta n v cho php nhanh
chng c s hu bi ngi chin thng trong cuc tranh chp tn min.c thng
bo bi ngi nm gi nhn hiu , o lut cng phi chu s ch trch tng t
nh vic chng li o lut DCMA, mt cch c th, s nhanh nhy ca s chuyn
nhng tranh ginh tn min c th khng cng bng i vi mt b n ca mt
phin ta thch hp v ng th tc.
Metatags l nhng dng m siu d liu HTML m t nhng ni dung ca mt
trang web. Chng khng thng hin th bi trnh duyt . Chng cho php cc cng c
tm kim nhn dng cc trang web c lin quan n ch ca cu hi ca chng.
Theo , nhng th ny c th cung cp mt phng tin c ch thu ht ngi s dng
ti mt trang web. Bi v metatags c xc nh bi nhng ngi to ra HTML , n
c th chn thm cc t hoc cm t c tnh ton cung cp sc hp dn ti u,
bao gm nhng ti liu c bo v bi nhn hiu. Trong mt vn lin quan n
Playboy Enterprises, Inc. , cc b co bao gm cc metatags ca n c nhng li
bo v Playboy v Playmate (phn ph nh ca Playboy). Sau ,ta n nhn thy
rng mc ch ca trang web ny l thu li nhun t mt s lin kt di tr vi
Playboy v s gim gi tr ca cc nhn hiu xy ra l mt kt qu hin nhin.
Kt qu ny cn i chiu vi mt vn gn y, vn v mt c gi t
c danh hiu Playmate ca nm bao gm cc iu khon nh nhau trong trang
web ca c y, mc d li ghi ch c nhc i nhc li nhiu ln rng c y khng
kt hp vi Playboy Enterprises. y, quyn s dng c gi nguyn nh vic p
dng i vi cc metatags, vi cc to n nm gi rng s hin din ca h l c
b nhim, ngha l cc iu khon c m t n gin v khng chnh xc hm
mt s chng thc hoc trnh by mt cch sai khc. Phi k n rng , ton n tm
thy vic s dng lp i lp li ca mt s vi phm khng cn thit cho mc ch m
t n gin.
Mt bin th ca vn metatags c tm thy trong thc tin ca vic gn
cc t kha (keywords) trong phm vi cng c tm kim. Trong mt trng hp, nh
sn xut m phm, Este Lauder, kin Excite v nhng hng khc, co buc rng s
tham gia ca vic ng k nhn hiu ca h Excite Shopping Channel s hng
ngi dng n trang web ca mt ngi bn c th cha c cp giy php ng k.
Ngoi ra nh la, Este Lauder cho rng thc t l c s gim uy tn cc nhn
hiu hng ha ca mnh. Trng hp ny sau c gii quyt vi Este Lauder
ginh li vic kim sot tn ca n. Vic bn cc t kho bo v nhn hiu cng
c i bi thng vi cc s vic xy ra ti cc trang Web , ni m nhng t hoc
cm t kch hot qung co trn Web m khng b x pht hoc c qun l ca ch
nhn hiu hng ho.
Ngoi vic th hin quyn s hu, nhn hiu hng ho cng lin quan n
cc vn thu ht s dng cc siu lin kt. Mc d cc trang web pht trin vi
kh nng ca mnh lin tc chuyn thng tin t trang web ny vo trang web khc,

44
mt s trang Web bt u lo ngi rng cc lin kt a ngi dng n cc khu
vc khc su hn l trn trang gii thiu ca h c th gy nhm ln hoc ly i v tr
mc tiu ca doanh thu thu c t vic bn qung co trn trang ch . Lin kt su
(deep linking) nh vy l ch ca v kin khi Microsoft Seattle Sidewalk to ra cc
lin kt su t chc nhng s kin bn hng thnh ph c th trong trang web
c iu hnh bi Ticketmaster. y, nhn hiu Ticketmaster khng nh rng
nhng hnh ng lm gim gi tr nhn hiu Ticketmaster to thnh s cnh tranh
khng lnh mnh. Microsoft phn bc rng v tr ca bt k ngun ti nguyn vo
trong khu vc cng cng ca trang web s c m truy cp. Nhng lun im l
thuyt tng phn khng bao gi b mt ta n phn quyt cui cng bi v v kin
cui cng th c gii quyt vi vic Microsoft ng lin kt ch n trang mc
chnh ca Ticketmaster.
Lin quan n kt ni l thc tin ca framing, mt qu trnh m trong mt
trnh duyt Web c hng dn t phn chia thnh hai hoc nhiu phn vng v
lu gi trong mt phn ti nguyn thu c t mt trang web khc thng qua vic
thc hin lin kt t ng.Vic Washington Post thng TotalNEWS, Inc c sp
t qua vic s dng mt s kt hp ca cc h thng , mt s lin kt vi the Post,
trong mt trang dnh ring cho mt mu tin tc trn trang web. Trong s nhng th
khc, the Post co buc rng nhng hin th khng r ngun gc lm gim uy tn nhn
hiu, chim ot ti liu c bn quyn, v b tc ot doanh thu qung co ca the
Post. S vic c gii quyt trc khi quyt nh vi TotalNEWS ng ch s
dng khng h thng, thuc tnh nguyn bn ng dn ti the Post
1.8.3.4. Giy php
Mt phng php ngy cng ph bin ca bo h s hu tr tu c lin quan
n vic s dng giy php (xem Hy nm bt cng ngh). Nhng cng c bao gm
cc tha thun hp ng gia ngi tiu dng v cc nh cung cp phn mm, cho
php ngi mua s dng sn phm, nhng hn ch sao chp hoc chia s. Bi v lut
lin quan n cp giy php c bt ngun t lut thng mi ca hp ng, thay v
thng qua hin php lin quan n lnh vc quyn tc gi, bng sng ch, s pht trin
chnh sch cng l hot ng truyn thng ng mt vai tr t quan trng trong s pht
trin ca n. Hn na, v n l gi nh rng cc bn tham gia tha thun thng lng
bng hp ng trong iu kin ca am hiu t li c nhn, giy php c th bao gm
s min tr ca nhiu s bo h thng thy trong cc giao dch khch hng.
Trong mi trng my tnh, nhiu s ch c dnh cho tnh php l ca
giy php xut hin trn hoc trong phn mm. Cc bin th ca cu trc d liu ny
thng c bit ti nh l shrinkwrap (v d nh khi bn ci t phn mm th bn
phi nhn nt I agree or cancel sau thc hin cc bc tip theo) hoc break-
the-seal (v d nh l vic bn ln u tin ci t mt phn mm no vo my tnh
ca bn) (khi xut hin bn ngoi ca phn mm) v giy php clickwrap khi
ngidng bt buc phi bm vo mt nt trc tuyn hoc trong mt chng trnh
xc nhn chp nhn cc iu khon. Mc d ph bin vi cc tnh
hung kinh doanh thng thng, nhng mc m giy php ng k i vi
ngi mua phi thng mi s c thc thi bi ta n khng hon ton r rng, ch
yu l do s thiu thng lng din ra gia ngi tiu dng v ngi bn. Thng
thng, cc hp ng i hi rng mt tha thun c th c chng minh v n

45
khng phi l nht nh xut hin trn a mm, hp, ci t thng thng, hoc hng
dn s dng phn mm ca h.
Cc xu hng php l dng nh d dng hn cho vic thc thi cc giy php
ng k phn mm. Ta n ph chun mt shrinkwrap nh gii hn trch nhim
ca ngi bn l cho cc li trong chng trnh. t nht mt ta n cng tm thy s
thc thi mt thi hn clickwrap chi phi tnh trng ca mt s e do m nh cung cp
ny c th mang li.
Mt n lc ln thc thi cc iu khon ca giy php phn mm thng qua
lut UCITA (the Uniform Computer Information Transactions Act) . Nu c thng
qua bi cc tiu bang, m hnh ny s chi phi tt c cc tha thun php l lin quan
n giao dch phn mm, bao gm c bn hng. c s ng h bi phn ln cc sn
xut v nh xut bn nh l mt thc o php l thng nht, cc nh ch trch th cho
rng UCITA s lm tng vic cung cp giy php bao gm c nhng hn ch sao chp
v bn li ca ti nguyn, trch nhim bi thng thit hi pht sinh t phn mm b
li, v c th c kh nng ch trch thc hin phn mm. V UCITA p dng cho bt
k ti liu dng my tnh c th c c, bao gm cc ti liu c in t v ti liu
khc, th vin v cc nh gio dc lo ngi rng n s nh hng ti loi b chnh sch
bo v cng chng v quyn tc gi v bng sng ch, lm cho thng tin trc tuyn tn
km v hn ch.
n nay, ch Virginia v Maryland thng qua UCITA. Trong nm 2001, cc
lut s ni chung ca 32 tiu bang v hai vng lnh th phn i lut ny , v vo
nm 2002 mt lc lng c bit ca the American Bar Association a ra mt li
ku gi sa i li lut ny. Khi cuc tranh lun vn tip tc, n s l iu quan trng
xem xt rng, mc d lut s hu tr tu c th hot ng nh l ng lc to ra
ti nguyn hu ch, h cng c th lm vic hn ch s trao i d liu gp
phn vo vic ph bin ca internet. Vic t c mt s cn bng gia c hai mi
quan tm s l mt nhim v quan trng v tip tc cho php lut v o c v k
thut s.
CU HI N TP
1. Khi nim E-Marketing v kinh doanh trc tuyn?
2. S khc bit gia E-Marketing v marketing truyn thng?
3. Qu trnh v xu hng pht trin ca E-Marketing?
4. iu kin p dng E-Marketing?
5. Cc hnh thc ca E-Marketing?
6. Cng ngh no lm thay i marketing truyn thng?
7. Cha kha ca Web 2.0 l g?
CU HI THO LUN
8. Tc ng no lm suy gim th phn ca M thng qua internet trn ton th
gii l g?
9. Nh l mt ngi tiu dng, bn c th c hng li nu kinh doanh tr
tuyn ch l "ch kinh doanh"?

46
10. Hy tm kim cc v d c th v cc hnh thc E-Marketing m cc nh
marketing Vit nam trin khai, ng dng. Trong cc hnh thc , bn thy
ci no n tng vi bn?

47
 CHNG 2: XY DNG K HOCH E-MARKETING
2.1. TRNG HP NGHIN CU: CU CHUYN SECOND LIFE
Bn mun n mc nh mt con nhn khng l hoc nh ngi sao nhc Rock v
tham gia vo lp hc th gii o? C trn 115 trng i hc t chc lp hc Second
life theo Wikipedia.com.us, mt khoa ca trng Harvard v penn State kt hp vi
cc trng i hc khc t Italia, Thi Lan, c v cc nc khc a ra mi th
t cc lp hc vt l cho ti cc lp hc truyn thng k thut s trn th gii.
Second life (SL) l th gii o 3D hon ton v c to ra bi cng dn mng
ca n. c m ra cng chng vo nm 1999, SL c 2,3 triu cng dn vo nm
2008, vi gn 500.000 lt ng nhp trong thi gian by ngy. Cc cng dn c th
nhn c mt ti khon c bn min ph v nhn c avatar i din cho chnh h
trong th gii o. H mang trn mnh hnh dng avatar v lin lc hoc i ti bt k v
tr no trong phm vi hng triu m2 ca SL. C dn ca SL thit lp mt th gii o
bng cch xy dng cc ta nh, giao dch bng tin Linden (mt loi tin o nhng c
th c i ra USD), v bng cch tn gu, giao tip t do vi cc avatar khc. Mt
vi c dn thm ch c th c thu nhp bng tin tht bng cch chp nhn cng vic
trong th gii o hoc bn cc b ng phc mt m v cc hng ha khc. Trong th
gii o mt chng trai thm ch nhn mt cng vic tht bng cch n thm mt hi
ch vic lm SL c t chc bi cng ty tuyn dng TMP World Wide.
SL l mt sn chi trc tuyn khng l (MMORPG massively multiplayer trc
tuyn role-playing game): mt th loi ca tr chi trc tuyn (RPGs - role-playing
video game) trong c rt nhiu ngi chi tng tc vi nhau trong mt th gii
o.v.v, ci m vn tip tc tn ti v pht trin trong khi ngi chi khng tham gia
n (wikipedia.com). Mi lm triu ngi chi trn th gii chi tiu trn mt triu
USD trong nm 2006 vo cc tr chi nh SL, World of Warcraft, v th gii
Webkinz cho tr t 6-13 tui.
Hn 50.000 doanh nghip c mt trong SL bao gm Adidas, Sun
Microsystems, Pontiacs, IBM, wired magazine, v Toyota. Cc chin lc ca h bao
gm xy dng thng hiu, gii thiu sn phm mi, to ra tin n v n gin l kt
ni vi th h tr l nhng c dn quan trng ca SL. Wired dng khng gian cho
php ngi vt tn gu vi nhau. Doanh thu t cc hot ng qung co M l 186
triu USD nm 2005 (theo Yankee group).
Hng nghin cu Gartner group tin rng 80% ca ngi dng trc tuyn s tham
gia vo th gii o. Google c on l s to ra mt th gii o cho hot ng kinh
doanh trc tuyn. SL c mt ng cong mu cho cc ngi chi trong th trng,
nhng nu Google v nhng ngi khc lm theo cc Webkinz v cc m hnh n
gin, th gii o c th sm xut hin trong nhiu k hoch kinh doanh chin lc. V
by gi, c c cho mnh mt c trng, c th ta s phi i din vi xu hng
pht trin nhanh chng.

48
2.2. VN E-MARKETING TON CU
Bc tranh qung co trong th k ny khin bn lin tng ti: Chic bng ca
ngi n ng Trung Quc ang cu c trn mi thuyn lc chng vng. Bn tay phi
dng u tin trn cng l dng ch ca t bo hng ngy Trung Quc l ngn ng s
1 trn Internet trong nm 2007. di l cm t By gi n tht th v Chnh v d
thn tng khp ton cu l nhng ch dn ca v tr E-Marketing cn phi thay i,
ngi s dng t cc quc gia khc nhau, cc ngn ng khc ting Anh s vt cao
hn hn ting Anh. Tc pht trin ca vic s dng Internet l du hiu cho s pht
trin trn th trng Internet. Geoffey Ramsey, nh thng k v marketing in t c
ch : S gia tng con s ngi s dng Internet ti M s c hai tc ng quan trng
vi Internet. Ni dung trang web v ngn ng tr ln a dng, cc cng ty chuyn
cung cp ngn ng trn Internet v th hiu ca cc quc gia khc nhau i hi doanh
nghip phi cung cp cc dch v c bit ha. Trong cng mt thi gian mt mng
ton cu gn nh tang nhanh hn v hi t ca li sng, th hiu v sn phm to
ra nhiu s tng xng, v tr marketing trn ton cu. (New eGlobal Report, 2000).
Hi ng chnh quyn quyt nh tn min trn Internet, c c s thay i v ngn ng
v m hnh s dng. y l s kim tra trc tip cho vic truy nhp vo website,
khng th s dng bng ch ci La M c i gm 26 ch ci., ngi s dng c th
vit bng cc ngn ng khc ngoi tr k hiu La M (v d nh Nga, Hindi, Nht,
Greek, Hebrew, v Arabic) C th s dng cc t kha nh c ch La M v cc
k t c bit. Nh Paul Hoffman, nh son tho c bn, ngi to ra nhng tiu
chun c nhng tn chnh khc vi cc tn trong website hin thi, mt t ngi s
dng. Cc nhn vin Marketing c th li dng iu ny nh th no thay i ng
lc khi lp k hoch E-Marketing. Trc ht nhn vin E-Marketing phi hiu mt
cch r rng chin lc v th hiu ca tng quc gia. iu ny rt quan trng v nhiu
vng c s khc bit honhuw Bc M, Ty u v Nht Bn chim trn 27% ngi s
dng Internet nm 2007vaf nhng khu vc nh n , Trung Quc, Nga, v Brazil l
nhng khu vc tim nng trong tng lai.Chng ti gii thiu ngn gn v vn
cnh marketing ton cu trong chng ny, nhng mc tiu chnh nm trng im
ca nn kinh t. Mc tiu E-Marketing v ngi s dng Internet trong cc quc gia
cng nghip v d n gin nh Mnhuwng trng im v marketing li khng.
Chng ny cng lm r vn E-Marketing trong chin lc khc bit v kinh t.
2.2.1. Th trng ton cu
American Idol l mt v d r rng cho s nh hng v t c ca tin nhn
SMS. T chc c th t c 19%dn s trc tuyn v mt vi khu vc v quc gia
l th trng tuyt vi vi s ngi s dng Internet cao.
Cui cng mt quc gia c th a ra mt chin kc khng ch l marketing
ton cu m cn l E-Marketing ton cu trong th k 21. Haier l mt cng ty Trung
Quc vi mt tham vng rt ln: H l cng ty Trung Quc u tin thc s l mt
49
thng hiu ni ting nht trn th gii v c tha nhn nh nhng thng hiu tt
nht Nht, M, c, v Bc Triu Tin. Haier lun lun t tin s t c mc tiu
ca mnh. Thc vy, ngi c c th bit ti Haier vi nhng thuwong hiu nh :
Walk-Mart bn t lnh mini ton cu ca Haier, y l thng hiu ni ting vi cc
sinh vin sng trong nhng phng ng tp th ca trng i hc. Trong nc Haier l
n u trong cng nghip ch to t lnh, my git v iu ha nhit . Ton b,
Haier c vn phng trn 100 quc gia, Haier xp th t trn th gii v cng nghip
sn xut hng ha, nhng sn phm tin phong nh Whirlpool, Electrolux, v Bosch-
Siemens. Haier hin din vi tham vng ton cu. ng nhp vo trang ch ting Anh
ca Haier (www.haier.com/english) quan st phm vi hot ng ca Haier Trung
Quc, Bc M, Chu u v Chu c. Ngoi ra c th ng nhp vo website ca
Haier ti Bc M ti http://www.haieramerican.com. Hin nay Haier ang l mt nh
bn l trc tuyn hang u. Khch hng c th mua hang v nhn c sn phm, t
mua di hn, nhn cc thong tin bo m, h tr sau bn hang, tm hiu thong tin tr
thnh nh phn phi, v tm danh sch nhng sn phm chnh ca Haier. Haier sn
sng tr thnh mt i th mnh lit khp ton cutrong th k 21v tip tc pht trin
vi s hin din ca n trn website s gip cho cng ty t c mc tiu ca mnh
Cng ging nh Haier, Dangdang l mt cng ty khc c cp trong
chng ny, E-Marketing pht trin trn ton th gii. Nhn vin E-Marketing phi
cnh gic vi nhng du hiu khc bit vi nhng ni tin hnh chin lc E-
Marketing. Kin thc ton cu v E-Marketing ca nhn vin. S hiu bit v E-
Marketing thch nghi vi mi trng hp, thnh cng ca chin luc E-
Marketingkhoong ch l s quyt nh m cn l sc mnh ca chin lc marketing
khng dyvaf i hi cao cho thit k ha, thit k website, thc hin vic truy
nhp vi tc cao, Khi xem nhng trin vng ny, y thc s l mt c hi trn th
gii.
Khu vc Ngi s Ngi s Mc tng T l S dn T l s
dng nm dng nm trng s ngi s c tnh dng
2004 2007 ngi s dng so s dng Internet
(triu (triu dng vi th Internet trn s
ngi) ngi) 2004- gii 2007 dn
2007 (%)
Bc M 228.0 234.8 2.9 18.9 334.5 0.2
Chu u 217.9 337.9 27.2 809.6 41.7
Chu 234.6 459.5 55.1 36.9 3 712.5 12.4
Chu M 51.1 115.8 126.6 9.3 556.6 20.8
Latin
Carib

50
Chu Phi 12.3 44.0 257.7 3.5 993.4 4.7
Trung 16.8 35.5 99.4 2.7 193.5 17.3
ng
Chu i 16.0 19.0 18.6 1.5 34.5 55.2
Dng
Ton th 785.7 1244.4 58.4 100 6574.7 18.9
gii
Bng dn liu 4.1 : S liu thng k v dn s v mc s dng Internet trn
ton th gii
Ngun :Trch dn t S liu thng k tnh hnh s dng Internet-ca Big
Picture ti a ch www.tinternetworldstars.com/stats.htm
T bng dn liu 4.1 cho thy mc s dng dch v Internet trn th gii
tng hn 55% so vi giai on gia nhng nm 2004 n nm 2007. Nm 2007, t
c mc gn 1,25 t ngi s dng. Mt khc s lng chnh xc cng nh t l tng
trng thay i nhiu theo cc thuc a. Chu Phi c xem l ni c tc tng
trng trong s dng Internet ln nht, vi vic tng trng hn 250% trong vng 3
nm. Chu l ni c lng ngi s dng Internet ln nht, vi hn 459 triu ngi
s dng. S liu ny c v l hp l bi l Chu gm c Trung Quc v n . C
hai quc gia ny c s dn ln hn 1 t ngi v ang c mc tng trng kinh t
tng i cao .V li khi t l truy cp Internet c xc nh (s dng Internet c
chia theo mt dn s), mt bc tranh th gii khc bit m ra. Bc M c t l truy
cp Internet cao nht, vi gn 70%. Chu th ngc li, vi t l s dng ch 12,4% ,
v ti Chu Phi, lc a ng dn th 2 trn th gii, t l truy cp Internet vn thp
hn 5% , mc d vi mc tng trng trong lnh vc Internet giai on t nm 2004
n 2007 l 250%.
a s nhng ngi bn hng trc tuyn quan tm hn n nh gi ring bit
cc quc gia v chin lc em li li nhun t kinh doanh trc tuyn. Vic s dng
Internet rt khc nhau gia cc quc gia. Hai yu t din tch quc gia v s dn c rt
t nh hng lin quan ti vic truy cp Internet. Vic phn bit ny l quan trng bi
l nhng quc gia vi mc s dng Internet cao nht cha hn ng dn. Vo
nm 2007, th trng kinh doanh trc tuyn ln nht th gii l M vi 210,6 triu
ngi ngi s dng, v M ch l quc gia ng dn ng th 3 trn th gii. Mt
khc, Nht Bn vi s lng ngi s dng Internet ng th 3 th gii vi 86,3 triu
ngi s dng, ch c xp th 10 trong tp nhng quc gia ng dn nht trn th
gii. Trong tp 10 quc gia ng dn nht nm 2007, mc ngi s dng Internet
c c tnh l 763 triu ngi s dng (chim 70% lng ngi s dng Internet
trn ton cu). D nhng quc gia ny i din cho nhng mng th trng ln, song
nhng quc gia nh hn nh NaUy, H Lan, va Aixlen cng t ti ln lt l 88%,

51
87% v 85% lng s dng Internet trong mc dn ca h ,th t ln lt (xem trong
bng dn liu 4.2). R rng mc s dng Internet khng phi l nhn t duy nht trong
th trng cc quc gia ang pht trin. Cc nh E-Marketing phi nghin cu k
lng v iu kin th trng hin ti ca mi mt quc gia v cc nhn t v mi
trng trc khi la chn ra mc tiu u ra c th. Xem ph lc A v bng mc
s dng Internet ca tt c cc quc gia nm 2008.
Exibit 4.2
Th t Nc S ngi s dng Nc T l ngi s dng
Internet(triu ngi) Internet trn s dn
1 M 215.0 Na Uy 88.0
2 Trung Quc 162.0 H Lan 87.8
3 Nht 87.5 Ai Len 85.4
4 n 60.0 Thy in 77.3
5 c 53.2 c 72.9
6 Brazil 42.6 M 71.7
7 Anh 40.4 Hn Quc 70.2
8 Hn Quc 34.4 Thy S 69.2
9 Php 34.9 an Mch 68.8
10 33.1 Nht 68.7
Tng 763.1
Bng 4.2 Tp 10 quc gia ng u v t l ngi s dng Internet
(Ngun trch t Website www.worldinternetstats.com)
Nhng m t s lc ngn gn v cc quc gia ch ra rng khi vic truy cp v
s dng Internet tng nhanh trn ton th gii s l nhng c hi E-Marketing.Bhutan,
mt cng ty nh nm dy Himalaya l mt v d in hnh. Tht vy, Bhutan
bng n bi cuc cch mng Internet cho n tn nm 1999. Vo thng 6 nm 1999, v
vua ca Bhutan gii thiu Druk.net, nh cung cp dch v Internet (ISP) v l nh
cung cp duy nht ti quc gia . Ngi dn Bhutan gi c th gi th in t, lt
Web, chi game trc tuyn v hnh thnh nn cc hnh thc kinh doanh trc tuyn
ging nh nhng ngi dn cc quc gia khc (xem hnh 4.3). Internet kt ni
mi ngi ti phn cn li ca th gii, kt ni nhng ngi mua, ngi bn v nhng
ngi lt Web.
V li chng ta tin rng nhng thch thc ln nht dnh cho nhng ngi lm
E-Marketing ni di ti cc quc gia vi nn kinh t mi-cc quc gia nh Nga, n

52
, Nepal, Hungary, v Trung Quc, ni m a ra cc quyt nh E-Marketing rt
khc bit v i khi li rt kh khn.
2.2.2. Cc nn kinh t mi
Cc quc gia c cc trnh pht trin kinh t rt khc nhau. Mt s quc gia
nh M, Canada, Nht Bn, c, Vng quc Anh, v c c mc pht trin kinh t
cao. Cc nh kinh t hc phn loi nhng quc gia ny l nc pht trin. Cc nc
pht trin bao gm tt c cc quc gia Ty u, Bc M, Nht Bn, c v NewZealand
(Case and Fair,2001) . y l nhng quc gia cng nghip ha cao, s dng cng ngh
nng cao nng sut sn xut v dn n kt qu c mc tng sn phm quc dn
cao (GDP cao) trn u ngi. Mc GDP cao c ngha rng ngi dn c mc thu
nhp ty s dng mua cc vt dng lm cho cuc sng ca h d chu hn,
giu c hn v y hn. Cc quc gia pht trin do ht sc thch hp cho cc
hot ng E-Marketing trn phm vi rng c tho lun thng qua bi vit.
Tht kh tm ra tiu n l din t cc nn kinh t cn li trn th gii.
S tng trng kinh t nhanh a cc quc gia nh Hn Quc v Chil tin gn hn
ti nn kinh t pht trin. Lc ny, a s cc quc gia ang u tranh v lm vic
nng cao tiu chun sng cho cng dn ca mnh. Chng ta gi phm vi ny, a dng
ha nhm quc gia ny l nn kinh t mi-l nhng nn kinh t vi mc GDP bnh
qun u ngi thp m ang c s tng trng nhanh.
Cc quc gia nn kinh t mi c th thy ti mi lc a. Bc M, Mexico c
nn kinh t mi. Tt c cc quc gia Trung v Nam M vi nn kinh t mi. chu
u, tt c cc quc gia thuc vng Ban Tch c (Latvia, Estonia, v Lithuania) v
ng u (Ba Lan, Hungary, Cng Ha Sc, Slovakia, Romania, Bulgaria, v tt c
cc bang thuc Nam T c) vi nn kinh t mi. Nga, Belarus, v Ukraine cng c
nn kinh t mi, k c cc quc gia chu Phi v Trung (Afghanistan, Tajikistan,
Kazakhstan, v Uzbekistan ), hay Nam (n , Pakistan, Bangladesh, Nepal v
Bhutan) , v ng Nam (Thi Lan, Vit Nam, Campuchia, Myanmar, Lo). Sau
cng l Trung Quc , quc gia ng dn nht trn th gii.
2.2.3. Tm quan trng ca Cng ngh thng tin
Mi quc gia c th lm gia tng mc tng trng kinh t thng qua tng nng
sut sn xut, hiu qu phn phi v bn sn phm hng ha, dch v.i vi nhng
quc gia vi nn kinh t mi, cng ngh ng mt vai tr c bit quan trng. Mc d
cng ngh ni chung c th lm gia tng cng sut v nng sut sn xut sn phm
trong khp c nc, thng qua s ng dng cng ngh thng tin m cc quc gia kinh
t mi c th m ra nhng th trng mi hp dn trn phm vi ton cu. Lun nh
rng : Internet thc y gia tng qu trnh pht trin kinh t bng cch tng tc vic
truyn a thng tin cng ngh mi n cc nn kinh t mi (theo Cateora v
Graham,2007,p.251). Trong nhng thp k qua trc khi nhiu quc gia ang pht

53
trin c th kim li t cc lnh vc : ng st, in lc v in thoi.Ngy nay
Internet cng vi s h tr ca Cng ngh thng tin c th khi ng cho nhiu nn
kinh t quc gia. n l mt v d hon ho cho nhng tc ng nh th.Mi cho
n gn y, Bangalore mi l mt thnh ph ni ting n ch yu v nhng
khu vn tuyt p v nhit thi tit n ha d chu.Gi y Bangalore ni ting
ton cu l trung tm ca s pht trin bng n trong lnh vc dch v phn mm v
dch v IT ti n .Tm im ca tt c cc hot ng ny l khu cng nghip tri
di 330 mu (330 x 0,4 ha) mang tn thnh ph in t. thnh ph in t s tm
thy tr s chnh-trung tm u no ca Wipro v Infosys, 2 g khng l dn u trong
cuc Cch mng thng tin n . Hn na, thnh ph in T cn l nh ca 2
cng ty ni ting ca M (Motorola v H-P) v cc cng ty t chu u (nh Siemens)
, h ang thu lm cc tng i trung tm cng cc bn sao giy khai sinh, v thm ch
x l cc qu trnh thu thu nhp (/68). Internet cho php vic kinh doanh ti cc nn
kinh t mi ngay lp tc tip cn vi th trng ton cu. Marketing thnh cng trn
Internet c th a mt cng ty vt qua c ro cn a l ch sau 1 m.
Nhng ngi kinh doanh in t n t cc quc gia vi nn kinh t mi i
mt vi thch thc nhn i. H khng nhng buc phi ng u vi nhng vn
v marketing v cc quyt nh c din t thng qua bi vit ny , m h cn phi
gii quyt nhng thch thc c bit lin quan ti iu kin t chc trong phm vi mt
quc gia ang pht trin. Mt s im khc bit v bn hng trn Internet gia cc
quc gia pht trin v cc quc gia ang pht trin l c t hn lng ngi s dng
Internet, s hn ch v s dng th tn dng, thiu bin php an ton cho thanh ton
in t. V gi chng ta s nhn nhn r hn v nhng thch thc ny.
2.3. PHN TCH CC C HI TRN TH TRNG V CC QUC GIA
Mt k hoch kinh doanh trc tuyn dn li cho nhng ngi bn hng trc
tuyn thng qua tin trnh nhn bit v phn tch cc th trng tim nng. Cc nh
bun in t tinh ranh trn phm vi ton cu buc phi cn trng trong vic cn i hai
cch tip cn phn tch khc nhau. Nhng nt khc bit trong th trng l nhng c
im ca th trng m ti 2 th trng biu l ra nhng c im khng tng ng
nh : ngn ng khc bit, thi quen vn ha, thi quen mua hng v nhng th tng
t th. im tng ng ca th trng l nhng c im m ti 2 th trng biu l
nhng nt tng ng nhau. p dng nhng quan im ny, nu mt hng nm trong
mt nn kinh t mi v mong mun bn hng ha trong th trng ni a ,th nhng
ngi bn buc phi nhn bit c s khc bit ca cc th trng trong mc dn s
.Tng t khi mt hng hot ng trong mt nn kinh t pht trin v mun hng ti
nhm khch hng ti cc nn kinh t mi th phi nhn nhn r s khc bit gia th
trng ni a v th trng mc tiu.Ngc li, nhng ngi bn cc nn kinh t
mi phi tm thy nt tng ng v th trng m bn sn phm, hng ha thnh
cng ti cc nc pht trin.

54
 Nn kinh t mi Nn kinh t
mi

Hiu r s khc bit ca th trng

Hiu r nt tng Hiu r s khc

ng ca th trng bit ca th trng

Nn kinh t cc nc pht trin

Minh ha 2.1: im ging nhau v th trng ca nn kinh t mi v nn kinh t cc
nc pht trin.
2.3.1. Nt tng ng ca th trng
Theo quan nim v nt tng ng ca th trng, ngi bn thng la chn
th trng nc ngoi vi nhng nt tng ng nh th trng ni a cho vic tip
cn th trng lc ban u (theo Jeanette v Hennessy,2002). Bi vy mt cng ty gc
M trc tin s tp trung vo cc quc gia : Canada, Vng Quc Anh v c, trc
khi chuyn mc tiu sang Php ,Nht, hay c. Amazon.com s dng chin lc
ny khi m rng th trng ton cu. N c cc Website quc t ti cc quc gia: ti
Anh (www.amazon.co.uk) , ti Canada (www.amazon.com.ca) ,ti Php
(www.amazon.de) v ti Nht (www.amazon.com.jp) .Thm ch 3 th trng (M,
Canada v Anh) dng mt ngn ng chung (ting Anh), v im tng ng ln hn
gia tng th trng nc ngoi l: tt c cc quc gia ny c t l bit c bit vit
cao, t l s dng Internet cao, v r rng nhng on th trng c nh r sn
sng mua sch (v nhng sn phm khc) qua mng; mi quc gia u c mc s
dng th tn dng mua sm rng ri,ph bin; mi nc u c cc h thng thanh
ton trc tuyn c bo mt v c tin cy cao; mi nc cng u c dch v vn
chuyn hng ha t nng sut, hiu qu cao. i vi Amazon.com, im tng ng
th trng khng ch gip gim (ch gim bt ch khng loi tr c hon ton)
nhng kh khn lc bc vo th trng nc ngoi ,m cn gip gii thch ti sao
doanh nghip chn nhng th trng ny u tin.
Ton cu ha gip gii thch cho s gia tng mc di c ca con ngi t
quc gia ny sang quc gia khc. Khi mt s lng ln ngi ri qu nh v sng
cng nhau nhng vng ln cn hay mt thnh ph nc ngoi , h to thnh mt

55
cng ng nhng ngi di x. Nhng cng ng ngi di x thng xuyn mun duy
tr mi quan h vi qu nh ca h. Kinh doanh trc tuyn cc quc gia vi nhng
th trng kinh t mi s dng nhng nt tng ng v th trng mc tiu hng
ti cng ng nhng ngi di x qu hng h sang sng nc ngoi.V d : Tortas
Peru (www.tortasperu.com.pe) c bit hng ti cng ng ngi Peru ,nhng ngi
mun lm ngc nhin bn b v gia nh ca h ang sng Peru vi nhng chic
bnh ngt truyn thng ca Peru t lm.Tt c nhng chic bnh ny c lm ti
Peru ri chuyn n tr trng ni a . Nhng ngi ni tr Peru cn mt khon tin
th 2 gip khuyn khch cho gia nh h lm bnh nng. Mt Website tng t
www.muncha.com, cung cp mt lot nhiu cc sn phm m ngi Nepal sng hi
ngoi c th gi ti nhng c nhn trong nc. Website ny gii thiu trc tuyn
nh mt doanh nghip bn l truyn thng ,iu ny ht sc tha ng bi v Muncha
House l mt ca hng ni ting nm trung tm mua sm ca Kathmandu.
Nt tng ng ca th trng c th thy qua hin tng c tn S hi t ca
th trng, l qu trnh m cc th trng ngy cng tr nn tng ng qua thi
gian. (theo Pennings v Puranam,2000,p.1). Cng Ha Sc l mt v d in hnh ca
vic khch hng trng thnh th no trong vic chp thun mua bn trc tuyn v
xut hin s thch mua sm qua mng cng nh thi phn hi ca cc khch hng
ti cc quc gia pht trin. Nm 2001, mt cuc nghin cu ch ra rng mt con
s kinh ngc 75% s ngi tiu dng ni rng vic mua hng ha v dch v cc ca
hng truyn thng an ton hn qua mng. 65% cho rng mua hng ha v dch v
cc ca hng truyn thng th v hn v d dng hn , v 61% cho rng mt trong
nhng lo lng hng u ca h v mua sm qua mng l Bn khng bit bn nhn
c ci g. Cui cng, 42% cho rng h khng tin tng vo cc thng hiu trn
mng(theo Taylor Nelson Sofres,2001). Tuy nhin trc nm 2007, 97% ngi tiu
dng Sc-nhng ngi s dng Internet cho rng h bit v mua sm qua mng.
62% cho rng h hoc yu hoc thch nhng kinh nghim mua sm trn mng.
Khi c hi v iu g thc y h mua sm qua mng, nhng ngi tr li cho
rng n gip h tit kim c tin(29%) , tit kim thi gian (24%), cho php h mua
sm nhng sn phm cht lng tt nht (17%) ,v l mt cch th v s dng thi
gian (16%). Ging nh nhiu ngi tiu dng cc quc gia pht trin, nhng ngi
tiu dng nc Sc cho rng Internet l cch a thch ca h c c thng tin v
cc dch v du lch , in thoi v ph tng GSM, cc dng trong nh, cc thit b
chp nh, phn cng my tnh, v v xem phim (theo Gemius ,2007a). Vi mt danh
sch cc sn phm di nh vy ,khng bt ng khi Cng Ha Sc c nhiu nh bn l
trc tuyn ln, v d nh ww.obchodni-dum.cz (chuyn v thit b, tiu dng in
t, v in thoi di ng) ,www.vltava.cz (mt website ni ngi s dng c th mua
bng a nhc, sch, v phn mm my tnh) v www.alza.cz (ni khch hng c th
mua sm tiu dng in t ,vi ngn ng ting Anh, ting c cng nh ting
Sc). S hi t th trng l r rt trong cc Website cho php ngi tiu dng Sc

56
mua hoa (www.bohemiaflowers.com) v thm ch mua trc tuyn cc bn nhc t cc
ban nhc rc c lp (www.czechcore.cz)
Mt lnh vc m cc th trng in t thuc cc nc c nn kinh t mi khc
bit ng k so vi cc th trng in t ti cc quc gia pht trin bao gm s mua
sm qua mng. Chng ta chuyn sang ni v vn ny.
2.3.2. Thanh ton in t v nhng vn v s tin cy
Thng mi in t ti cc th trng mi thng b cn tr bi gii hn lng
s dng th tn dng v t tin cy trong vic thc hin cc giao dch in t mt cch
an ton. V d Nepal ang giai on u ca vic chp thun th tn dng, vn l
mt nn kinh t ch yu vi cn bn s dng tin mt. Th tn dng vn cn him v
ch c mt s t nhng ngi giu .iu ny r rt khi thc hin vic mua hng ti
trang Web (www.muncha.com). Vi nhng ngi sng ngoi Nepal, a s tt c th
tn dng c chp thun thanh ton. Nhng vi nhng ngi dn Nepal, ch c th
Visa, Mastercard , v th Ngn hng Himalayan c chp nhn.Nh lu phn
chi tit thanh ton trn Website (http://www.muncha.com/paymentdetails.asp) ,i vi
nhng cng dn Nepal, Visa v th Master phi c pht hnh bi ngn hng Nepali.
Nhng c nhn s dng th c pht hnh ti Nepal i mt vi thm 1 kh khn:
Th tn dng ca h ch c th c s dng ti 2 quc gia l Nepal v n (theo
Minges,2000).
Tnh hung tng t xy ra Bolivia, mt trong nhng quc gia ngho nht
Nam M. Di 200.000 th tn dng ang lu thng trong phm vi mt quc gia vi
s dn 8,3 triu ngi. Ch 2,3% ngi dn Bolivia c 1 chic th tn dng(theo ITU
,2000).Thm 1 v d in hnh khc l Ethiopia. quc gia vi hn 76 triu dn ny ,
vic s dng th tn dng gn nh khng c. Ch vi ngi dn Ethiopia c th tn
dng. Tin mt v sc l phng thc thanh ton c a thch hn v mt bc th tn
dng l phng thc thanh ton c a thch trong kinh doanh. Du khch quc t vi
nhng chic th tn dng c pht hnh bi ngn hng nc ngoi c th s dng
chng ch cc khch sn 5 sao v mt vi ca hng c xc nh th Addis
Abba. Tnh n thng 5 nm 2007, ch c mt my ATM trn c nc ,v n c t
ti hnh lang ca khch sn 5 sao duy nht trong nc. R rng mc gii hn vic s
dng th tn dng c th hn ch mnh lit kh nng mua bn ca th trng mc tiu.
Nhng ngi bn buc phi phn tch thi quen lin quan n ngi mua trong
phm vi mt th trng. Thm na bit c bao nhiu th tn dng ang lu thng ,
ngi bn hng trc tuyn ang lm vic trong cc nn kinh t mi nn hiu thi
khch hng vi mua sm trc tuyn. V d Lithuania, cuc nghin cu c thc
hin vo thng 1 nm 2007 cho thy 51% ngi s dng Internet hin ti khng
thc hin vic mua hng trc tuyn bi h ngh rng n qu mo him. Khi kho st,
40% cho rng h e ngi vic gi thng tin th tn dng ca h qua Internet, trong khi
39% e ngi vic cung cp cc thng tin c nhn. (Xem Lets get Technical bit c

57
th thm v bo mt trc tuyn. Ngi dn Lithuania xem ra thch mua sm cc ca
hng thc nh 59% ng vi iu cng b, ti mun nhn thy sn phm v nh
gi cht lng ca n, v 49% ng tnh vi tuyn b Ti quen vi cc ca hng
truyn thng. S an ton trong giao dch thc t l vn quan trng trong cc th
trng mi(theo Gimus ,2007). Nhng ngi bn hng trc tuyn trn ton th gii
hiu v chp nhn nhng khc bit ny.
Mt gii php i mi cho th tn dng v kh khn thanh ton trc tuyn l
eBanka(www.ebanka.com) nc Cng Ha Sc. Thnh lp nm 1998, eBanka ch l
ngn hng lu i nht Trung tm v min ng chu u. Ngn hng pht hnh
nhng chic th tn dng (Eurocard, Visa, v th Mastercard) v vn dng cc phng
thc chuyn khon an ton v hiu qu trong mua sm qua mng. Khch hng d dng
m mt ti khon Ebanka ,gi tin vo ngn hng, s dng s tin mua sm v
gi nhiu tin hn khi s d trong ti khon thp. chnh l ki u tin o ca Sc. V
s thnh cng ca eBanka vo thng 7 nm 2006, Raiffeisen International (IR) , mt
ngn hng ca o, mua eBanka vi gi 130 triu bng Anh.
2.4. QUY TRNH LP K HOCH E-MARKETING
Cng ngh thng tin c th gip cc nh marketing nh th no trong vic xy
dng k hoch doanh thu v th phn hoc h thp chi ph? Cc cng ty c th nhn ra
mt li th cnh tranh bn vng vi internet nh th no khi m mi trng kinh
doanh ca doanh nghip lun lun thay i? Cu tr li nm trong vic quyt nh
cch ng dng c d liu s v cng ngh thng tin mt cch hiu qu v ti u.
Nhng cng ty tt nht xc nh tm nhn r rng rng h truyn thng xuyn sut qu
trnh marketing, t mc tiu v chin lc kinh doanh trc tuyn n chin lc v
mc tiu E-Marketing, cch thc tin hnh v phng thc t c mc tiu .
Qu trnh marketing ny i hi c bn bc:
- Thit lp k hoch marketing
- Thc hin k hoch
- nh gi k hoch
- a ra nhng iu chnh.
Phn trnh by di y ng vai tr kim tra bc u tin ca nhng bc
trn: Lp k hoch E-Marketing.
K hoch E-Marketing ging nh mt bn thit k cho vic xc nh cng thc
v thc hin chin lc E-Marketing. N l ti liu hng dn a dng, kt ni chin
lc kinh doanh trc tuyn ca cng ty (theo cc hnh mu e-business) vi chin lc
marketing hng cng ngh v vch ra cc chi tit cho vic thc hin k hoch xuyn
sut cng vic qun l marketing. N thng c kt hp vi k hoch marketing
tng th ca cng ty. K hoch marketing hng dn vic phn phi cc kt qu mong
mun c o lng thc hin bi phng php o lng da theo c im ca m
hnh e-business, gn vo chin lc e-business ca cng ty. Minh ha 2.1 ch r v tr
ca k hoch E-Marketing trong ton b quy trnh.

58
 Lp k hoch E-Marketing cng c tc dng nh l mt bn ng i xc
nh phng hng ca cng ty, phn phi cc ngun lc a ra nhng quyt nh
quan trng thi im gay go (Kalakhngta v Robinson, 1999). Nhiu cng ty rt
ngn qu trnh ny v pht trin cc chin lc c bit, mt s t c thnh cng
nhng a phn l tht bi. Gartner Group d on rng c ti 75% tt c cc d n
kinh doanh trc tuyn trc nm 2002 tht bi bi sai st cn bn trong vic lp k
hoch. Tuy nhin mt vi cng ty xut sc khm ph ra cc phng thc thng
mi in t thnh cng mt cch tnh c v sau s dng nhng kinh nghim ny
xy dng mt k hoch t di ln trn. iu ny l trng hp vi Eschwab, cng ty
bun bn chng khon trc tuyn nhng thnh cng trc tuyn ca n thay i ton b
din mo ca cng ty. Cho d l kt qu ca k hoch Top - Down hay Bottom Up,
cc cng ty phi lp k hoch m bo cho s bn vng lu di.

Minh ha 2.2: Xy dng v thc hin chin lc k hoch E-Marketing

Cu trc phn ny xoay quanh lp k hoch marketing by bc truyn thng.
N a ra mt k hoch tng t mt thc n bao gm mt danh sch cc nhim v
m cc nh marketing c th la chn cc hot ng ph hp vi cng ty, ngnh,
thng hiu v cc hot ng ni b ca h. Mt iu chc chn rng mt k hoch c
mc hp tc cao l phi lun sn sng, ph hp, vch ra cc mc tiu ca cng ty,
cc chin lc kinh doanh trc tuyn, v cc m hnh kinh doanh trc tuyn c
la chn cp doanh nghip. Nu k hoch ny vn cha c nh hnh, nh
marketing phi xem xt cc yu t mi trng v phn tch SWOT trc khi thit lp
k hoch. Hai dng ph bin ca k hoch E-Marketing l Napkin Plan v Venture
Capital Plan s c trnh by di y.
2.4.1. K hoch E-Marketing The Napkin plan
Mt trong nhng thut ng hay c cc nh marketing hay dng c gi l
Napkin plan, nhiu doanh nghip cho rng vic ny nhanh ra tng c th thc hin
trn bn n hoc ngay sau nhng ba tic cocktail l tm kim mt k hoch ti

59
chnh. Theo cch hiu ca cc cng ty ln, y l qu trnh Just-do-it, Activity-based,
k hoch bottom-up. Mt v d nh sau, Kevin Rose ca Digg.com a ra tng
v vic thit lp website s hu nhng cu chuyn hp dn nht, v ch nhn ca
n to ln mt website thnh cng nh by gi. Mt v d khc, mt sinh vin hc
chuyn ngnh E-Marketing tin hnh to ra mt ca hng c nhn kinh doanh trc
tuyn, i hi 500 la cho phn mm v 50 la cho web hosting hng thng tri
nghim mt khng gian thng mi in t. Nhng hnh nh c a ln web cha
ng nhng thng tin h tr khch hng tm n ca hng v t hng. Website em
li nhiu n t hng trong mt tun, s nhanh chng trong vic hon tr vn u t.
Mt k hoch hp l v qu trnh thc hin chc chn l cn thit cho vic thnh cng
trong di hn v kinh doanh trc tuyn l mt nhn t chnh quyt nh thnh cng
trong bng n ca internet.
2.4.2. K hoch E-Marketing The Venture Capital
Cc doanh nghip va v nh thng bt u tng ca mnh vi k hoch
Napkin m khng bt u theo qu trnh marketing truyn thng. Trong trng hp
ca Jerry Yang v Dave Filo vo nm 1994 khi m h bt u vi Jerrys Guide to
the World Wide Web vi tn sau l Yahoo! Tuy nhin, l mt cng ty pht trin
v rt cn vn, Jerry v Dave cng nhau a ra k hoch E-Marketing. Ngoi tr
vic ch trng vo ln k hoch phng thc, Yahoo! khng mun lm k sng st
trn Internet.
Vy doanh nghip tm kim ngun vn u? Mt phn no c vay t
ngn hng, mang tnh thanh khon lng. Mt cng ty mi huy ng ngun vn c nhn
(bn b v gia nh), cc nh u t tim nng, cc nh u t mo him (VCs-
venture capitalists). Cc nh u t tim nng cung cp vn vi nhiu iu khon rng
buc hn so vi cc nh u t mo him. Thng thng, vn t bn b v gia nh
chim mt s lng nh nht trong tng vn; cc nh u t tim nng u t hng
trm nghn la; v cc nh u t mo him chim n hng triu la. Thm ch
cc ngn hng, cng ty, v cc hng t vn thit lp ln cc nhnh u t mo him.
Mt vi nh t bn ti chnh mo him hot ng hp tc ngay c trong phng k tc
x i hc.
Mt s lng vn ln sn sng p ng cho cc doanh nghip kinh doanh trc
tuyn. Vo nm 2007, s bng n ca cc phng tin x hi dn n s gia tng
nhanh chng vic s dng cc ng vn mo him. Theo cc quan im truyn thng
th tin t mang tnh ri ro cao. Hin nhin, cc nh u t khng ngc nghch. H
lun tm kim cc k hoch kinh doanh c tin cy cao, v quan trng hn, l c
mt nhm tt thc hin k hoch . Hai nh t bn ni ting c bit n l
Arthur Rock, ngi tin hnh vic huy ng vn cho hng Intel, v Teledyne, vi cu
ni ni ting:
Ti u t vo con ngi ch khng phi tng Nu bn c th tm c
nhn lc tt, nu h nhn thc sai lm v sn phm, h s thc hin mt chuyn i,
v vy nhng g tt l hiu nhng sn phm m h ang ni v n ni u tin
Mt kiu t duy lm gim p lc cho cc doanh nghip nhng khng loi ra s
cn thit ca yu t ngun lc trong t chc trong mt bn k hoch. Mt bn k
hoch ca doanh nghip s dng VCs nn c trnh by trong khong 8-10 trang di

60
v cha ng y cc thng tin cn thit, tnh logic nhm th hin c: (1) l
mt tng kinh doanh trc tuyn c tin cy v (2) cch thc tin hnh hot ng
kinh doanh. William Salman ca trng Harvard a ra chn cu hi cn phi c trong
mi bn k hoch kinh doanh:
1. Ai l nhng khch hng a ri ro?
2. Cch thc mua sm hng ha hay dch v ca khch hng?
3. Mc hp dn ca sn phm hay dch v p ng c nhu cu mua sm
ca khch hng?
4. Mc gi cho sn phm hay dch v (t gi)?
5. Mc ri ro khi tin hnh ng nht cc phn on khch hng.
6. Chi ph cho vic p ng yu cu khch hng?
7. Chi ph sn xut v phn phi sn phm hay dch v ti tay khch hng?
8. Chi ph dnh cho vic chm sc khch hng
9. Chi ph gi chn mt khch hng?
Minh ha 2.3: By bc lp k hoch marketing

61
 Bc Nhim v
1. Phn tch - Xem xt mi trng doanh nghip v phn tch SWOT
hon cnh - Xem xt tng quan k hoch marketing v cc thng tin
khc c th s dng cho cng ty v thng hiu ca n.
- Mc tiu, chin lc, cc tiu chun thc hin ca doanh
nghip kinh doanh in t.
2. Lp k hoch chin - Xc nh chnh xc gia t chc v k hoch chin lc,
lc E-Marketing nhng c hi th trng ang thay i. Phn tch c hi
th trng thc t, phn tch cung v cu, v phn tch
phn on th trng.
- Chin lc bc 1:

+ S phn on
+ Mc tiu

+ S khc bit
+ V tr
3. Xc nh mc tiu - Nhn bit mc tiu theo chin lc kinh doanh in t
4. Chin lc E- - Nhn bit lung thu nhp bi kinh doanh in t.
Marketing
- Chin lc bc 2:

+ Thit k, xut gi, phn phi, thng tin v th

trng v mi quan h vi mc tiu chin lc.
+ Cn bng mc tiu vi ti chnh.

62
5. Thc hin k - Thit k phng thc E-Marketing hn hp.
hoch
+ Sn phm/ cch thc phc v
+ Gi c/gi tr
+ Phn phi/cung

+ Hi nhp thng tin hn hp

Thit k phng thc qun l mi quan h
Thit k cc phng thc thng tin

Thit k cu trc doanh nghip cho vic thc hin k hoch

6. Lp ngn sch - D bo v thu nhp
- nh gi chi ph cho vic thc hin mc tiu.
7. nh gi bn - o lng tnh kh thi ca k hoch
k hoch
Cc nh t bn u t ri ro tiu biu cho vic tm kim li nhun trong thi gian
ngn thm ch ch trong vng vi nm. Mt k hoch Vng c a ra cng chng
v song song vi n l pht hnh c phiu ra cng chng ln u (IPO). Ngay khi gi
c phiu tng u, VCs c thanh khon nhanh chng ti cc nh u t khc nhau.
VCs khng m bo tt c cc khon u t s thnh cng. Nhng ri ro lun song
hnh vi li nhun cao, trng hp ny ng k c vi Amazon v Ebay. Nhng
ngi lm thu thng bt u cng vic ca mnh vi mc lng thp v thng b
tr hon chi tr ty theo gi c phiu. c bit hn c, li sut u t ca cc d n
c tin hnh trn cc th trng mi vi li ch cn bin mc cao. u tin l s
bng n ca cch thc u t B2C v sau l B2B v by gi l hnh thc u t
theo mng x hi. Ngay lp tc ngi ta nhn thy rng th trng ang tin n mc
bo ha, cc c hi m ra trc mt cc nh u t. Cc suy ngh v th trng th
gii o c m rng.
2.5. BY BC TIN HNH K HOCH E-MARKETING
pht trin mt bn k hoch marketing, ngi ta tin hnh by bc bao gm
phn tch hon cnh, k hoch chin lc E-Marketing, mc tiu ca k hoch, chin
lc E-Marketing, k hoch thc hin, ngn sch, v nh gi mc thnh cng ca
k hoch.
Chng ta c th khng qu nhn mnh s cn thit phi bao gm c c ch phn
hi nh gi s thnh cng ca k hoch v s dng trong vic sa cha cc kha
o to ang tin hnh, c bit l trong mi trng c nhp nhanh nh kinh doanh
trc tuyn. Thc t l mt s nh marketing xut cc k hoch marketing v cc
im kch hot vi l do rng nu t n s c mt chin lc tinh t.
Mt cch tt t duy v k hoch marketing, l thng qua mt vic tng t
nh chun b cho mt tr chi bng . Trong khi ang xem mt b phim v trn

63
bng , phn tch tnh hung, im mnh, im yu ca mi i (v d: i ch nh
chi rt tt, i khch chi phng th rt hay). Mt mc tiu c th sau s
ginh c chin thng trong trn bng bng cch nm bng. Chin lc c pht
trin p ng mc tiu ny (v d: chi ln sn lan ta hay thc su). Tip theo,
thc thi phng thc chin lc (v d: s dng mt cch chi ngi mt chy xung
trc; ngi th hai chy xung sau gi, ri ngi th ba xung). Cui cng, bui
sng th hai cung cp cc nh gi trn u din ra.
2.5.1. Bc 1: Phn tch hon cnh
Mt vi ngi cm gic rng k hoch E-Marketing hnh thnh t s bn bc qua
loa, khng c iu g l xut pht t s tht. Lm vic vi mt cng vic kinh doanh
nghip thc s, trong mt doanh nghip in t v bt u vi mt bn k hoch
marketing l mt iu tuyt vi.
Mi trng marketing tng thay i rt nhiu, v c hi pht trin cc sn
phm mi, th trng mi v cc phng tin truyn thng ti khch hng, bao gm
thay i c cc thnh phn trong knh phn phi. Trong cng mt thi gian, mi
trng lun c s cnh tranh, kinh t v cc thch thc khc. Ba nhn t quan trng
tc ng vo E-Marketing v l mt phn ca bt k s phn tch th trng c hiu
qu vi E-Marketing v l mt phn trong phn tch hon cnh bao gm: lut php,
cng ngh v cc nhn t lin quan n th trng khc.
Phn tch SWOT t vic phn tch mi trng, v d nh im mnh v im yu
bn trong mi cng ty v mi trng v s cnh tranh, ng thi vi c hi v thch
thc bn ngoi. C hi gip cho vic nh ra th trng mc tiu v nhn bit cc c
hi cho sn phm mi, trong khi thch thc cho thy c thc trng ca doanh
nghip. V d nh khi amazon.com nm c c hi bn hng trc tuyn, lc
khng c nhiu i th cnh tranh, nhng c mt thch thc ln nht l mt chui
cc hiu sch ln tc ng mnh ti th trng trc tuyn. im yu ln nht ca cng
ty l khng c kinh nghim trong bn sch cng nh qu trnh thanh ton bng th tn
dng. Thm vo , h khng c kinh nghim trong vic ng gi v gi hng, thay v
ng gi di sn, h ngh th mc thit k bn gi bc (Spector, 2000). Th
mnh ln nht ca cng ty l h l mt i ng nhng ngi thng minh, nng ng
c rn luyn v kinh nghim lm vic. May mn cho Amazon l nm bt c
mt ca hiu sch ln. S tr hon chm tr ca chui hiu sch lm cho Amazon
cng c thng hiu ca mnh. Barnes & Noble (www.bn.com) khng th u li vi
Amazon cho tn n khi Amazon cho bn c phiu. Sau th qu mun. Vi mt
chin lc tm xa hn ca Amazon, nh lnh o Jeff Bezos khng m cc ca
hng truyn thng v n khng l mt cch lm khc bit vi nhng i th cnh tranh
hin ti.
tng v im mnh v im yu trong mt th gii trc tuyn c nhiu im
khc bit so vi im mnh v im yu ca mt doanh nghip truyn thng. Trong
Minh ha 2.3 ni v cha kha cn thit cho cc doanh nghip kinh doanh in t.
Banes & Noble l mt doanh nghip mnh trong kinh doanh truyn thng trn th gii,
nhng khng n gin chuyn i sang kinh doanh trc tuyn. Banes & Noble c th
t mnh d dng tm ra s xung t gia cc ca hng trong knh phn phi. iu ny
cng gii thch ti sao khch hng thng t hng ti cc ca hng hn l mua trc

64
tuyn. Tuy nhin Amazon khng c mu thun trong cc knh phn phi bi v h ch
bn hng trc tuyn.
Minh ha 2.4: Cha kha nng lc bn trong cho doanh nghip in t
Nng lc bn trong V d
S tng tc vi Thng mi in t, dch v khch hng, knh phn phi.
khch hng
Sn xut v cung ng Qun l chui cung cp, lp chng trnh sn xut, qun l
u t.
Con ngi Vn ha, k nng, hiu bit v qun l, cc quan h, v cc
cam kt ti kinh doanh in t.
i mi qun l Vn ha, s nng ng ca doanh nghip, kh nng thch
nghi nhanh chng vi iu kin th trng.
Cng ngh Cc h thng ERP, hnh lang php l, mng, v tr web, c
nhn, k nng IT
o lng vic thc S kho lo s dng cc cng c, sa cha cc tnh hung.
hin
C s h tng ct li H thng ti chnh, R&D, ngun nhn lc
Ngun www.ebstrategy.com
2.5.2. Bc 2: Lp k hoch chin lc E-Marketing
Sau khi xem xt kt qu phn tch tnh hnh v k hoch marketing hin thi, nh
marketing thc hin k hoch marketing. Tin trnh thc hin ca mt k hoch chin
lc c khp ni gia mc tiu doanh nghip, k nng, ngun lc vi nhng s
thay i ca cc c hi th trng. d hiu hn, chng ta s dng chin lc bc
mt (Minh ha 2.1), bao gm phn on th trng, xc nh mc tiu, khc bit ha
v nh v. Theo kch bn ny, nh marketing phi tip cn vi cc c hi gip cho
vic thc hin mc tiu E-Marketing ca doanh nghip.
Nh marketing phi phn tch c hi th trng (Market Opportunity Analisis -
MOA), bao gm c phn tch cung v cu, cho phn on v mc tiu. Phn phn tch
nhu cu bao gm c vic phn tch phn on th trng m t v nh gi cc tim
nng v li nhun, tnh kh thi, tnh nh hng, v quy m cc phn on th trng
khc nhau. Phn tch on th trng B2C s dng cc tiu ch nh c im v nhn
khu, v tr a l, c im tm l (chng hn nh thi i vi cng ngh v quyn
s hu thit b truyn thng khng dy), v hnh vi mua hng trong qu kh (chng
hn nh hnh mu mua bn trc tuyn v ngoi tuyn). Nhn din B2B bao gm v tr,
quy m, ngnh, loi nhu cu, v mt s thng tin khc ca doanh nghip. Nhng du
hiu nhn din ny gip doanh nghip xc nh tim nng hp dn trn th trng. Cc
doanh nghip cng phi hiu v cc xu hng phn on th trng, h ang pht
trin hay xung dc trong quy m v sn phm ca mnh?

65
 Doanh nghip phn tch cc phn on th trng truyn thng khi h thm nhp
vo th trng mi thng qua knh trc tuyn, tuy nhin nu doanh nghip ln k
hoch phc v th trng trc tuyn hin ti, doanh nghip phi nghin cu su hn v
nhu cu ca khch hng. Mt vn l khch hng ca doanh nghip s mun s dng
Internet hay khng? Nhu cu s dng website ca doanh nghip khc vi cc khch
hng khc nh th no? V d nh, hu ht khch hng s dng Internet u ch i
c tr li th in t trong vng 24 gi v h s khng hi lng nu th truyn
thng n sau hng tun. Thm vo , doanh nghip thng khm ph nhng th
trng mi ging nh vic khch hng tm thy cch thc ca h qua website. Nh
marketing c th s dng vic phn tch c s d liu, cookies v cc k thut khc
tm ra cch tt nht phc v nhng th trng mi ny.
Mc ch ca phn tch cung th trng l gip cho vic d on li nhun t
c trong cc phn on th trng cng nh vic tm ra li th cnh tranh c c
trong th trng trc tuyn. Ch bng vic phn tch im mnh v im yu trong
cnh tranh mt cch cn thn, doanh nghip mi c th tm ra li th cnh tranh ca
mnh. Ngoi ra doanh nghip cn phi xem xt tnh hnh cnh tranh, s sng to E-
Marketing ca h v nhng im mnh im yu ca mnh trong vic pht trin s
sng to . Doanh nghip cn n lc trong vic tm hiu s thay i cc ngnh trong
tng lai, ni c th xut hin cc doanh nghip mi v trc tuyn v liu chng c th
suy gim hay khng? V d nh, li th cnh tranh ca iGo l mt c s d liu khng
l v thng tin sn phm pin. Doanh nghip ny cng cn phi bit c pin s c
cung cp ti khch hng th no trong vi gi.
Vi mt MOA trn vn, doanh nghip c th la chn mc tiu marketing v
nhng hiu bit v c im ca n, thi , v nhng mong c trong phm vi sn
phm ca doanh nghip. Hn na, doanh nghip cng s mong mun hiu v gi tr
ca v tr trong mi th trng. Trong v d tip theo (Minh ha 2.4), nh E-Marketing
c th quyt nh th trng mc tiu ti Ty Ban Nha.
Minh ha 2.5: Phn tch SWOT xc nh mc tiu E-Marketing
C HI THCH THC
1. Th trng Ty Ban Nha ang pht trin 1. Cha xc nh hnh lang php l cho
v cha khai thc ht trong cc khu cng chi ph ca vic nng cp cc phn
nghip. mm.
2. Tit kim chi ph bu chnh thng qua 2. i th cnh tranh X ang ng dng
marketing bng th in t. thng mi in t cc mnh.

IM MNH IM YU
1. B phn dch v khch hng mnh. 1. Tinh thn hp tc yu
2. Website v h thng c s d liu tuyt 2. Kinh doanh n theo thi v: Cao
vi. im vo ma h.

Mc tiu E-Marketing: thu nhp hng nm v thng mi in t l 500.000 la.

66
 Mt lp khc ca bc mt trong k hoch chin lc th trng E-Marketing
bao gm xc nh s khc bit v thng hiu v v tr chin lc. Da trn s hiu
bit v i th cnh tranh v cc mc tiu, nh E-Marketing phi quyt nh sn phm
ca h khc bit nh th no i vi sn phm ca i th cnh tranh bng cch cung
cp nhng li ch c xem l quan trng theo mc tiu. Trong trng hp ca
Facebook, vic qun l la chn thm cc ng dng ca bn th ba phn bit cc
trang web ca i th cnh tranh ca h, MySpace. Theo s khc bit ny th c th
tuyn b nh v nh sau: Hnh nh mong c cho cc thng hiu lin quan n cnh
tranh. Nu chin lc nh v ny c quyt nh thc s da trn k hoch
marketing truyn thng, cc nh E-Marketing phi quyt nh cc chin lc v
thng hiu bao gm khc bit ha v nh v n trong tin trnh.
2.5.3. Bc 3: Xc nh cc mc tiu
Thng thng, mt mc tiu trong mt k hoch E-Marketing phi ta mn cc
yu cu:
Nhim v (nhng vic cn phi hon thnh).
C th o lng (bao nhiu).
Gii hn thi gian (bao lu).
Chng hn nh Pontiac mun gia tng s lt khch du lch ti thm o Motari
ti SL t 5.000 ti 6.000 trong mt nm. Kiu mc tiu ny d dng nh lng v l
mt phn quan trng trong k hoch E-Marketing. Mt bn k hoch thng bao gm
l do thit lp mi mc tiu - ti sao mi mc tiu li cn thit v c th t c khi
bit cc kt qu phn tch tnh hnh kinh doanh, E-Marketing, v chin lc kinh
doanh in t.
Mc d cc giao dch thng mi in t l mt chiu hng th v ca kinh
doanh in t, nhng mc tiu khc cng ng gi, c bit khi doanh nghip s dng
cng ngh duy nht thit lp cc hiu qu bn trong nh truyn thng trn th
trng mc tiu. Trong thc t, hu ht cc k hoch E-Marketing phi hon thnh cc
mc tiu a dng nh:
Gia tng th phn.
Gia tng con s nhn xt trn blog.
Gia tng thu nhp t bn hng (phng tin o l tin t hay cc n v khc).
Gim chi ph (chng hn nh chi ph phn phi v xc tin).

t c mc tiu v thng hiu (s gia tng nhn thc v thng hiu).

Gia tng quy m c s d liu.

Thc hin cc mc tiu qun tr mi quan h vi khch hng (CRM) (nh gia tng
hi lng ca khch hng, tn sut mua hng, hay t l khch hng thn thit).

67
 Ci thin vic qun l chui cung ng (chng hn nh gia tng cc thnh vin tham
gia hp tc, thm i tc, ti u ha hng tn kho).
Mt phn quan trng ca quy trnh lp k hoch l xc nh dng thu nhp tim
nng. Ly v d SL, doanh nghip la chn thng mi in t nh l mt mc tiu,
mi thnh vin bn hng trung bnh l 9,95 la mi thng. K hoch kinh doanh in
t ca t chc c th bao gm phn tch SWOT tng t nh trong Minh ha 2.4, dn
dt doanh nghip k tc mt hnh mu kinh doanh in t hin i ca thng mi
in t. Nh E-Marketing tip qun t y, thit lp mc tiu c th o lng c
mt khon 500.000 la t bn hng trc tuyn trong nm u tin.
2.5.4. Bc 4: Xy dng chin lc E-Marketing
Tip theo, nh E-Marketing cn nm c chin lc E-Marketing 4P, v qun
l mi quan h thc hin mc tiu t ra nh cho hng (sn phm), phn phi (v
tr), gi tr (gi c), v truyn thng (xc tin). Xa hn na nh E-Marketing cn thit
k v qun l mi quan h vi khch hng v i tc (CRM v PRM). d hiu
chng ta gi n l chin lc bc hai. Trong thc t, chin lc bc mt v hai c mi
quan h tng tc vi nhau. V d, nh marketing la chn th trng mc tiu tt nht
v xc nh li th cnh tranh ca sn phm, quyt nh v kiu qung co, gi
c,v.v. Bc 2, 3, 4 l mt chu trnh lp li bi v n rt kh bit v tr thng
hiu khi cho bn m khng hiu r li ha thng hiu (v d nh, cc li ch m
doanh nghip ha vi khch hng). Sau y l mt s vn trong hai lp bao trm
cc chin lc c th, n c trnh by chi tit trong cc phn tip theo.

Minh ha 2.6. Bc 1,2,3 ca k hoch marketing

68
a. Cho bn: cc chin lc sn phm
Mt cng ty c th bn cc hng ho, dch v, hoc qung co trn khng gian
web. H c th lm theo mt trong nhng hnh mu kinh doanh in t hin i, nh
bn u gi trc tuyn sinh ra dng doanh thu.
Doanh nghip cng c th to ra thng hiu mi cho th trng trc tuyn hoc
n gin l la chn sn phm hin thi hoc m rng sn phm knh ny. Nh vy
nhng phn tch trc gi nhiu la chn khc nhau. Nu doanh nghip cho bn
thng hiu trc tuyn hin ti, h cn gii quyt rt nhiu vn khc nhau, v d
nh mu sc xut hin trn mn hnh thng khc khi n c in ra. Hu ht cc
doanh nghip khn ngoan u mang li th v nng lc cng ngh thng tin thay
i cch cho hng trc tuyn ca h. V d nh cng ty my tnh Dell cho php ty
bin sn phm trong chc lt: cc khch hng la chn cu hnh my tnh m h mun
mua thng qua in mu (form) trc tuyn, v c s d liu tr v mt trang bao gm
cc thng tin hin hnh v my tnh v gi c.
b. Gi tr: chin lc gi c
Mt doanh nghip c th quyt nh gi c ca sn phm trc tuyn v so snh
vi gi c bn trn th trng truyn thng ca mt sn phm tng ng. a ra
cc quyt nh, cc doanh nghip cn cn nhc v cc loi chi ph khc nhau trong qu
trnh sp xp, chuyn pht sn phm ti cc c nhn theo knh phn phi trc tuyn
cng nh cc phng thc cnh tranh v cc vn lin quan n th trng. C hai
xu hng nh gi trc tuyn c bit quan trng bao gm:
M hnh gi ng: Chin lc ny p dng cc mc gi ring bit cho cc khch
hng khc nhau hoc tnh hung khc nhau. V d nh ngi mua ln u tin hoc
mt ai khng mua bn trong nhiu thng th s nhn c gim gi khuyn
khch vic mua bn, hoc gi c c th gim trong sut thi gian lng nhu cu thp.
Internet cho php cc doanh nghip s t cp nht gi c khi khch hng quan tm ti
sn phm ca mnh.
t gi trc tuyn: Nhng nh qun tr lc quan thng tm cch tip cn vi
khch hng. Mt v d in hnh, mt vi khch sn cho php khch hng u gi
phng khch sn vo nhng ngy khch t mun, hng dn cc i l ca h chp
nhn mc gi thu ti thiu khc nhau ty thuc vo t l lp y cho bt k ngy no.
Priceline.com, eBay.com, v nhiu doanh nghip B2B khc cng p dng hnh thc
nh gi ny.
c. Chin lc phn phi
Rt nhiu doanh nghip dng internet phn phi cc sn phm hoc thit lp
ln nhng chui cung ng hiu qu trong knh phn phi. Mt s v d nh sau:
Marketing trc tip: Nhiu doanh nghip bn hng trc tip ti cc khch hng,
bng cch thng qua cc trung gian phn phi trong knh truyn thng. Trong cc th
trng B2B, nhiu doanh nghip a ra nhng cch thc khc bit nhm gim chi ph
bng cch thng qua internet.

69
 i l doanh nghip in t hin i: nhiu doanh nghip nh Ebay, E*TRADE
mang ngi mua n vi ngi bn v hng phn ph giao dch.
d. Chin lc truyn thng Marketing
S xut hin ca Internet lm xut hin v s chin lc truyn thng mi,
bng c vic thu ht khch hng n vi trang web v tng tc vi khch hng
truyn thng. Cc doanh nghip s dng trang Web, blogs v th in t truyn
thng ti th trng mc tiu v cc i tc kinh doanh. Cc cng ty xy dng nn cc
hnh nh v thng hiu, thit lp nhn thc v cc sn phm mi, v nh v cc sn
phm trc tuyn. C s d liu E-Marketing l nhn t c bn phn tch v nhu cu,
s thch v hnh vi ca mi khch hng ring l, do vy cng ty c th gi v ty bin
thng tin lin quan, truyn thng thuyt phc ti nhng thi im chin lc.
e. Chin lc qun l cc mi quan h
Nhiu chin lc truyn thng E-Marketing cng gip xy dng cc mi quan h
gia doanh nghip v cc i tc kinh doanh, cc thnh vin trong chui cung ng
hoc cc khch hng. Tuy nhin, mt s doanh nghip s dng phn mm CRM/PRM
trn truyn thng khch hng v hnh vi mua hng vo mt c s d liu ton din
ca cng ty. Sau h s dng phn mm CRM duy tr khch hng v gia tng gi
tr t hng trung bnh v chu k sng ca gi tr cho khch hng. Mt s doanh
nghip khc li m rng mng li, hai hoc ba mng s hu c quyn lin kt vi
nhau truyn thng tt hn v giao dch hiu qu hn gia cc cng ty nh trong
PRM.
Mt cch n gin hin nay gii thiu mc tiu v chin lc E-Marketing i
km l thng qua ma trn marketing Mc tiu Chin lc. Chnh nhng s minh
ho ny gip cho nhn vin marketing hiu r yu cu thc hin (Minh ha 2.6).
Mi bao gm c yes hoc no ph thuc vo chin lc v mc tiu ring bit.
2.5.5. Bc 5: K hoch thc hin
By gi ti phn c mi ngi yu thch: quyt nh lm th no thc hin
cc mc tiu mt cch sng to v hiu qu. Nh marketing la chn marketing hn
hp, cc phng thc qun l quan h v cc phng thc khc thc hin cc mc
tiu k hoch v xc lp nhng k hoch chi tit hnh ng (di dng mt bn K
hoch hnh ng). H cng kim tra m bo vic t chc hot ng marketing
phi ph hp vi kh nng thc hin (v d: nhn vin, cu trc phng ban, cc nh
cung cp dch v ng dng v cc doanh nghip i tc). S kt hp ng n cc
phng thc ny s gip cng ty p ng cc mc tiu ca mnh mt cch hiu qu.
Minh ha 2.7: Ma trn - Chin lc E-Marketing
Mc tiu trc tuyn Chin lc trc tuyn
Qung co CSDL Th in Bn hng Marketing
trc tuyn Marketing t trc tip trc tuyn lan truyn
Gia tng li bnh C Khng C Khng C
trong Blog

70
 Tp hp thng tin Khng C C C C
khch hng
Hon thin dch v Khng C C C Khng
khch hng
Tng s nhn bit C C C C C
v thng hiu
Bn hng ho v C C C C C
dch v
Nng cao hnh nh C th C C C C
ca cng ty
Nng cao cc C th C C C C
phng thc bn
hng
Ngi ng u Khng C C C C
cng tc bn hng
Cc nh E-Marketing lun ch c bit ti cch thc cung cp thng tin ti
khch hng v cng ngh thng tin l mt dng thc c bit trong t ng ho cc qu
trnh ny. Cc mu website, cookies, phn hi, th in t v nhng kho st trc
tuyn ch l mt vi phng thc c cc doanh nghip s dng thu thp thng tin
t khch hng, khch hng tim nng, v cc bn lin quan khc. Mt s phng thc
quan trng bao gm:
Cc phn mm phn tch website gip doanh nghip c ci nhn tng quan v hnh
vi ca khch hng trn cc site v thay i nm bt nhu cu ca khch hng tt
hn.
Nhng doanh nghip thng minh th s dng internet l phng php nghin cu
th cp, gip doanh nghip hiu c i th cnh tranh v cc p lc khc ca th
trng.
2.5.6. Bc 6: lp ngn sch
Mt phn quan trng trong k hoch chin lc l xc nh li nhun d kin t
u t. Li nhun ny c th c tnh ton cng vi cc loi chi ph phn tch t
sut chi ph/li nhun, tnh ton t sut doanh thu trn ngun vn u t (ROI) hoc
tnh ton t sut hon vn ni b IRR, l ch tiu nh qun l a ra bit c hiu
qu hot ng. Nhng nh marketing hin nay c bit quan tm ti ch tiu hiu qu
u t vo marketing (ROMI). Sut qu trnh thc hin k hoch, nh marketing s
gim st mt cch k lng tng thu nhp v chi ph bit cc kt qu c ang i
ng hng hon thnh cc mc tiu hay khng. Internet l mt cng c gim st
tuyt vi cc kt qu v cc bo co k thut u c cp ti thng qua vic truy
cp vo web ca mi i tng. Phn ny s m t mt s lin kt gia thu nhp v chi
ph t nhng ci tin ca E-Marketing.

71
a. D on tng thu nhp
Trong phn ngn sch, doanh nghip thng s dng phng php d bo sn
lng bn c tnh doanh thu bn qua web trong ngn hn, trung hn v di hn.
D liu trong qu kh, bo co k thut, v cc hot ng cnh tranh l tt c cc d
liu u vo x l. Mt phn quan trng ca vic d on l c lng c s
ngi truy nhp web ngoi thi gian chnh, v con s ny tc ng vo doanh thu m
doanh nghip mong i t vic kinh doanh qua internet. Doanh thu em li cc dng
li nhun t internet ch yu bao gm bn hng trc tip trn website, bn qung co,
ph ng k lm thu bao, tin hoa hng do lin kt gii thiu v bn hng ti cc site
i tc v cc khon ph khc. Cc cng ty thng tng hp nhng phn tch ny trong
mt bng tnh th hin thu nhp mong i v cc thu nhp khc.
Li ch v hnh: li ch v hnh ca chin lc E-Marketing thng kh d bo,
cng ging nh li ch v hnh trong thng mi truyn thng. Gi tr thng hiu
c to ra l bao nhiu? V d nh thng qua mt chng trnh bay ca hng hng
khng M, khch hng c th nhn c nhng tin nhn nh k qua th in t v s
d ti khon v chuyn bay thng xuyn ca h. Ci gi tr thng hiu no tng
thm t mt website? t mt con s ti chnh chng hn nh li nhun v coi l
mt thch thc nhng cn thit cho cc nh E-Marketing.
Tit kim chi ph: Tin c tit kim thng qua hiu qu ca internet c coi
l mt khon thu nhp ngn hn ca doanh nghip. V d nh, nu knh phn phi lin
kt vi nh sn xut vi khch hng ca h, bao gm ngi bn bun, nh phn phi,
ngi bn l, vi mi trung gian h li kim thm mt s li nhun. Mt in hnh nh
s tng gi 10% t nh sn xut ti ngi bn bun, 100% t ngi bn bun ti
ngi bn l, v 50% na ti khch hng. Nh vy, nu nh cung cp bn sn phm
ti cc nh bn bun gi 50 la, ngi tiu dng s phi tr ti 165 la. Nu nh
cung cp b qua cc khu trung gian v bn trc tip ti khch hng, th gi c lc
ch cn l 85 la th doanh thu ca doanh nghip tng thm 30 la. Li nhun
ca doanh nghip cng ph thuc vo chi ph m doanh nghip b ra sn phm c
th ti tay ngi tiu dng. V d khc, vi 5.000 la, mt nh marketing c tit
kim tin in, v tin bu ph do h s dng th in t, chi ph l mt la cho mt
bc th ti 5.000 ngi tiu dng, thc t cho thy con s 270 t la m Cisco
tit kim c hng nm thng qua h thng bn hng trc tuyn.
b. Chi ph E-Marketing
E-Marketing bao gm nhiu chi ph nh chi ph cho nhn cng, phn cng, phn
mm, cc chng trnh v nhiu khon chi ph khc na. Thm vo mt s chi ph
trong marketing truyn thng c th len vo ngn sch ca E-Marketing - v d nh
chi ph qung co ngoi tuyn dn dt mi ngi n vi website. Mt cch n
gin, trong phn ny s phn tch mt ni dung chi ph duy nht c gi l chi ph
lin kt cng ngh (technology-related). Cn cn nhc chi ph xy dng mt website
(tr khi n ch dng c bn hoc blog), v n c th t 5.000 la ti 50 t la.
Bao gm cc khon chi ph nh sau:

Chi ph cng ngh: Chi ph ny bao gm chi ph phn cng, phn mm, truy cp
Internet, dch v my ch, cc ti liu o to v hun luyn, mt s site cho iu
hnh v chi ph duy tr bo dng.

72
 Thit k website: website cn c thit k ha, to ra cc hiu ng v hnh
nh hp dn.
Tin lng: tt c cc c nhn lm cc cng vic pht trin v duy tr u c chi
tr trong ngn sch ca doanh nghip.

Chi ph pht trin website khc: chi ph ny khng bao gm cc khon chi ph
cng ngh v cc khon tin lng, n bao gm cc khon nh mua tn min
chnh, v thu t vit ni dung hoc tin hnh cc hot ng thit k v pht
trin website khc.

Truyn thng marketing: Tt c chi ph qung co, quan h cng chng, v hot
ng xc tin c trc tuyn v trc tip (trc tuyn), nhng chi ph trc tip lin
quan n thit k ha trang web tng lu lng truy cp v li ko khch
hng li v mua hng c xp vo nhm chi ph cho truyn thng. Cc chi ph
khc nh ti u ho cng c tm kim (SEO), chi ph trc tip trc tuyn, thu
danh sch th in t, gii thng cho cc cuc tranh lun, v cc khon chi ph
khc na.
Chi ph khc: Nhng chi ph cho cc d n in hnh, chi ph cho i li, in
thoi, in n, vn phng phm ng trn URL, v cc chi ph khc.
2.5.7. Bc by - K hoch nh gi
Khi mt k hoch E-Marketing c thc hin, s thnh cng ca n ph thuc
rt nhiu vo vic nh gi lin tc (continuous evaluation). Kiu nh gi ny c
ngha l cc nh marketing cn phi c h thng tm kim trn knh truyn thng trc
khi m ca knh in t. Nn thc hin nh gi theo phng php no? Cu tr li
ph thuc vo cc mc tiu ca k hoch. Hy nghin cu thm v th im cn bng
BSC cho cc doanh nghip in t nhn thy c s thay i mt cch c quy lut
lin kt c bit vi mc tiu k hoch.
Thng thng, cc doanh nghip hin nay quan tm nhiu ti t l hon vn u
t (ROI). Kt qu l, nhng nh E-Marketing phi th hin mc tiu v hnh ca h,
nh xy dng thng hiu hoc qun tr mi quan h vi khch hng bi v dng thu
nhp s chy v nhiu hn nh iu . V vy, h cn chng minh v tm ra quy lut
ban u cng nh s gia tng lin tc ca cc khon chi ph, thng qua th hin
ht chng trong k hoch ca mnh. V d nh mt cng ty ho hc ln ca c,
BASF phi cung cp s liu ti chnh ROI cho cc qung co ton cu theo phng
thc my tm kim. Rt kh khn c th theo st hiu qu ca cc hot ng ny v
a ch website c gi cho ngi bn trn ton cu v nhng i tc ny c th tin
hnh tho thun kinh doanh trong vi thng sau .

CU HI N TP
1. Quy trnh lp k hoch E-Marketing?
2. Lp k hoch E-Marketing cn lu nhng vn g?
3. By bc tin hnh k hoch E-Marketing

73
 4. Cic xc nh li nhun d kin t u t c ngha nh th no n k hoch
chin lc?
5. Khi nim v s tng ng th trng v lm th no ng dng i vi cc
cng ti c th trng mc tiu nc ngoi?
6. Ti sao m th tn dng l mt cu hi hc ba trong nn kinh t ang ln?
7. Nhng ngi ch s hu my tnh v in thoi di ng nh hng n E-
Marketing trong nhng nn kinh t ang ln nh th no?
8. Ti sao nhng ngi thit k web phi xem xt tc kt ni trong nn kinh t
ang ln?

CU HI THO LUN
9. Second life c mt phin bn no Vit nam khng?
10. Nu c tin, bn s u t vo d n trc tuyn no? Lp k hoch chi tit cho
d n ?

74
 CHNG 3: NGHIN CU TH TRNG TRC TUYN
Thu thp thng tin t internet nh l ung nc t mt vi cu ha.
- Mitch Kapor, Ch tch Qu ng Dng Ngun M
C mt chng ng di i t d liu n tri thc.
- Clifford Stoll, Judy
3.1. TRNG HP NGHIN CU: CU CHUYN PURINA
Nestl Purina PetCare Company bit chc chn rng cc a ch Web ca Purina
v cng vic qung co trc tuyn lm tng hot ng mua ngoi tuyn. Bng cch
no? Thng qua mt nghin cu c tin hnh cn thn m tch hp c d liu v
hnh vi mua trc tuyn v ngoi tuyn.
Hng Nestl S.A Thy S mua cng ty the Ralston Purina Company vo thng
12 nm 2001 ginh ly c ton b cc dng thng hiu chm sc ch mo nh
l Friskies, Alpo, Purina Dog Chow (thc n cho ch ca Purina), v Fancy Feast.
Hng qun l hn 30 a ch Website c thng hiu phc v cc th trng di y:
ngi tiu dng, trng o to bc s th y hoc trng v th y, nh nghin cu vn
dinh dng v thc phm, v ngi chn nui/cc c nhn quan tm khc. Nestl
bt u tm hiu thng tin cng vi ba cu hi nghin cu:

C phi cc ngi mua u ang s dng cc Web site c thng hiu ca chng
ta?

Chng ta c nn u t hn na cho cc Web site c thng hiu ny trong lnh

vc qung co trc tuyn?
Nu c, chng ta s t cc qung co ca chng ta u?
Vic kt hp 1,5 triu ngi tiu dng trn mng internet ca comScore Media
Metrix vi danh sch v nhng ngi i mua sm thng xuyn ti cc ca hng tp
ha (frequent-grocery-shopper panel) ca khong 20 triu h gia nh do t chc
Knowledge Networks, Inc. cung cp, nghin cu ca hng Nestl pht hin ra
50.000 ngi tiu dng thuc v c hai danh sch trn. Sau , cc nh nghin cu
to ra ba nhm thc nghim t cc thnh vin ca danh sch iu tra, hai nhn
banner qung co ca Purina O.N.E nh l chng t nhin ang lt trn mng
internet: mt kim sot (khng c qung co); mt th nghim qung co mc
thp (1 n nm qung co), v mt th nghim qung co mc cao (6 n 20
qung co). Cc banner qung co gi i bt k nh l qung co trn cc website
bt c u trn mng Internet. Tip theo, hng kho st tt c cc thnh vin ca
nh gi nhn thc v thng hiu Purina, nh mua hng, v nhn thc qung
co. Cui cng, cc nh nghin cu so snh cc kt qu kho st vi qu trnh mua
off- line, cng nh l o lng theo danh sch ca Knowledge Networks.
Cc nh marketing ca Netsl rt quan tm n cc khm ph ca nghin cu
ny. u tin, cc c nhp chut vo cc banner kh thp (thng k kt qu l 0.06%).
Th hai, khi ngi tham gia nghin cu c hi, "Khi ngh n thc phm cho ch,

75
thng hiu u tin h ngh ti l g?" 31% ca c hai i tng tip xc vi qung
co cp n Purina. Ngc li, ch 22% cc i tng trong kim sot khng
qung co nhc n thng hiu Purina, kt qu ny r rng cho thy hiu qu ca
qung co. Hn na, nhiu hn 7% cc i tng trong nhm tip xc cao c cp
n thng hiu so vi nhng ngi trong nhm tip xc thp. Tip theo, cc nh
nghin cu xem xt li danh sch cc trang web trn mng internet xem thi quen
ca nhng ngi mua cc sn phm ca Purina v nhn nh ra rng cc trang web v
gia nh/sc khe v cuc sng sinh hot nhn c nhiu mi quan tm nhiu nht t
cc khch hng ny. Thng tin ny gip hng Nestl quyt nh ni t banner
qung co. Trong s , cc web site petsmart.com v about.com c cc khch hng
quan tm s dng a s v s l tuyt vi cho hng thit lp cc v tr qung co ti
y.
3.2. D LIU NGUN CHO CHIN LC
Cc t chc ang ngp lt trong d liu. Cc nh marketing dnh khong
1,5t USD trong nm 2006 theo di hnh vi ca ngi tiu dng trc tuyn, theo
Business 2.0. iu ny s dn n rt nhiu d liu c mua. Thng tin b qu ti l
thc t nh nhau i vi hu ht ngi tiu dng cng nh cc nh marketing. y l
mt vn c bit kh khn cho ngi ra quyt nh v marketing khi h thu thp kt
qu kho st iu tra, thng tin v doanh thu sn phm bn, d liu th cp v i th
cnh tranh, v nhiu vn khc hn na. Vn thc s tr nn ti t, phc tp bi
cc d liu c t ng ha thu thp ti cc website, t cc im bn hng truyn
thng v tt c cc khch hng khc tip xc cc im . Phi lm g vi tt c cc d
liu? Cc nh marketing ca Purina phn loi thng qua rt nhiu d liu v ngi
tiu dng xy dng mt bn chin lc qung co trn internet ca h.
Minh ha 3.1 hin th mt cch tng quan ca qu trnh ny. D liu c thu
thp t v s cc ngun, c sng lc trong cc c s d liu, v tr thnh kin thc
v marketing m sau c s dng to ra chin lc marketing. Phn ny s
phn tch cc vn lin quan n cc ngun d liu ca internet, m t cc k thut
phn tch c s d liu quan trng, v quan trng nht l kim tra cc kt qu v chi
ph cho tt c cc cng vic ny. Hu ht cc k thut ny u c trn nhng cn c
su sc trong thc tin ca hot ng marketing, tuy nhin, cng ngh mi mang n
nhng ng dng mi cha ng ng thi c tnh hu ch v tnh kh hiu i vi cc
nh nghin cu th trng.
Tc tng trng d liu l ng kinh ngc, khong 80 % mt nm, v vy i
hi phi gia tng khng gian ca phn cng lu tr (v d, cc kho cha d liu). iu
ny a ra mt vn cho cc nh qun l cng ngh thng tin v cc nh E-
Marketing phi xc nh lm th no thu thp c kin thc t nhng hng t
byte. Ch vi qu ba nm 2007, cng sut ca h thng lu tr bng a c bn ra
n 1,3 exabytes, theo nh hng tin tc th trng IDC (mt exabyte l mt triu
terabyte). iu ny c ngha l g? Mt k t, chng hn nh ch A, l 10 bit ca d
liu hay l mt byte ; mt kilobyte (1 KB) ca d liu l khong 1.024 byte; mt
megabyte (Mb) l khong 1.000.000 byte; mt gigabyte l khong mt t byte; mt
terabyte l mt nghn t byte (hay 1.000 gigabyte); v mt Exabytes, ng nhin, l
rt nhiu d liu hn na.

Ngun D liu ni b D liu th cp D liu s cp

76
Thng tin: thi khch hng, tin tc cnh tranh
(Sources)
 D liu
(Databases) C s d liu v C s v KH hin Thng tin/d liu
sn phm ti/tim nng khc

Kin thc v Marketing

Cp 1: Cp 2:
Chin lc Cc thc o
Phn on Marketing Mix
t mc tiu thc hin
(Strategy) Khc bit ha
CRM
Xc nh v tr

Minh ha 3.1: T ngun cung cp d liu ti c s d liu cho chin lc

(gi l m hnh SDS Sources to Databases to Strategy)
S minh ha bng nghin cu ca Purina l mt v d in hnh v mt loi cng
ty phn loi qua hng trm triu mu d liu t khong 21,5 triu ngi tiu dng, thu
thp d liu ngay cng nhiu hn, v sau ra cc quyt nh (Minh ha 3.2). Cc t
chc phi hon thnh qu trnh ny vi tt c cc d liu h thu thp c hoc d liu
ca h ch n gin s l mt m trn ngp ca cc s kin v nhng con s.
Marketing c nhn nhn mt cch su sc gia thng tin v kin thc. Kin
thc c hiu l mt tp hp cc thng tin, nhng mt vi th nm trong nh
marketing, ch khng phi my tnh. N c th c so snh vi s khc bit gia
ging dy v hc tp. Mt gio s c th truyn t ra thng tin trong mt bi ging
hoc t mt cun sch gio khoa, nhng n khng th s dng c, tr khi hc sinh
cn nhc n n, lin kt n vi cc thng tin khc, v lm tng thm nhng kt qu
nhn c cng kin thc hu ch. Chnh con ngi, ch khng phi l mng internet
hay cc my vi tnh, to ra kin thc; my tnh n gin ch l th c kh nng hc tp.

77
 Minh ha 3.2: T d liu n s ra quyt nh ca Nestl Purina PetCare Company
3.3. QUN L KIN THC V MARKETING
Qun l kin thc l qu trnh qun l s sng to, s s dng v s ph bin v
kin thc. V vy, d liu, thng tin v kin thc c chia s vi ngi ra quyt nh
marketing ni b, cc i tc, cc thnh vin ca knh phn phi, v i khi l c
nhng khch hng. Khi cc bn lin quan khc c th truy cp c kin thc c
la chn, doanh nghip bt u tr thnh mt t chc hc tp v tt hn na l c th
t c mc ROI mong mun v nhng mc tiu hiu qu khc. Chng hn nh
trng hp ca Dell khi to ra blog IdeaStorm.
Kin thc Marketing l "tri thc nhm (group mind) hay "b nh tp hp"
(collective memory) c s ha ca nh marketing v i khi cng l ca chuyn
gia t vn, cc i tc v cc cu nhn vin. i khi cc cng ngh qun l kin thc
thm ch cho php nh marketing c tr chuyn trong thi gian thc gii quyt
vn , l l do ti sao h thng ny cng bao gm cc thng tin lin lc. V d,
mt nhn vin t vn trong h thng c tch hp (Context Integration) ang lm
vic, gp phi mt rc ri v thng mi in t ti c quan ca khch hng c th n
911 thit lp cuc gi tr gip vo trang Web v ngay lp tc tr chuyn vi cc
chuyn gia ni b khc gii quyt vn . Mt c s d liu kin thc marketing
hon chnh bao gm tt c cc d liu v cc khch hng, trin vng, v i th cnh
tranh, cc phn tch v u ra da trn d liu, v truy cp n cc chuyn gia v
marketing, tt c u c chp nhn 24/7 thng qua mt s cc thit b k thut s
ha v tip nhn. Hy xem xt cc v d ny, v nhng v d trong Minh ha 3.3:

Mt cng ty cng ngh quc t s dng Salesforce.com qun l cc knh cung

ng bn hng. Khi ai ti v mt trang trng t cc website, ng k trc tuyn,

78
 hoc gi mt th in t yu cu, n s i vo trong phn mm ca Salesforce.com
dnh cho tt c nhn vin bn hng v nh qun l c th xem v nhn thng tin
lin h t th in t hoc cuc in thoi tip theo. Gim c iu hnh s c mt
tin nhn vn bn cho mi ch o mi.

Mt cng ty bo him vi 200 i l c lp cho php cc i l tip cn vi d

liu bi thng t hn mt triu khch hng. S truy cp ny cho php cc i l
trnh cc khch hng c nguy c, ri ro cao cng nh so snh d liu yu cu
bi thng vi c s d liu ring ca bn thn h v khch hng.

I-Go, mt nh marketing qua cataloge v bn l trc tuyn, tch hp cc cuc

gi n dch v khch hng vi hnh thc mua bn trc tuyn, th in t yu cu
thng tin, v cc yu cu t hng t fax v bu chnh, cho php h thng dch v
khch hng cp nht nhng thng tin mi khi ni chuyn vi cc khch hng.
Context Integration duy tr mt h thng qun l kin thc tr gi mi triu la
phc v cc bn tin in t hng ngy ti 200 nh t vn marketing, ng thi
cung cp mt c s d liu tm kim cc d n v cc chuyn gia trc y, cho
php thit lp cc cuc tr chuyn trc tuyn vi cc chuyn gia v nhn vin ny.
3.3.1. H thng thng tin E-Marketing
Mt h thng thng tin marketing (MIS) l qu trnh m cc nh marketing
qun l kin thc. MIS l mt h thng nh gi nhu cu thng tin, thu thp thng tin,
phn tch n, v ph bin n nhng ngi ra quyt nh v hot ng marketing.
Qu trnh bt u khi cc nh qun l hot ng marketing c mt vn m i hi
d liu gii quyt. Bc tip theo l thu thp d liu t cc ngun ni b, t cc
ngun th cp, hoc bng cch tin hnh nghin cu th trng s cp. Qu trnh ny
hon tt khi cc nh qun l nhn c thng tin cn thit mt cch kp thi v
hnh thc s dng thch hp. V d, cc nh qung co trc tuyn cn thng k s
ngi xem trc khi quyt nh ni mua khng gian qung co hin th trc tuyn
(xc nh vn ). H mun bit lm th no nhiu ngi trong th trng mc tiu
ca h xem nhng website khc nhau nh gi gi tr ca qung co trc tuyn so
vi qung co truyn hnh v cc phng tin qung co khc (xc nh nhu cu thng
tin). Mt cch c c thng tin ny l thng qua cc ngun th cp nh comScore
hoc Nielsen//NetRatings. l nhng cng ty nh gi cc trang web bng cch
nghin cu thi quen s dng internet ca cc danh sch bo co ln v ngi tiu
dng. Nhng nh qung co trn website s dng cc d liu thc hin c hiu qu
v hiu sut cao phng tin truyn thng trc tuyn c mua.
Trong qu kh, nhng nh marketing cn cc cu tr li hi nhn vin cng
ngh thng tin hoc nhn vin v h thng thng tin v cc phn mm no h c sn
Ngy nay, mc d vy, hot ng E-Marketing thc s ang cho li nhng s thay
i cng ngh. E-Marketing thay i khung cnh ca MIS theo nhiu cch. Th nht,
nhiu cng ty lu tr d liu E-Marketing trong c s d liu v cc kho d liu.
Nhng kho d liu ny cho php cc nh marketing c th s dng c cc thng
tin gi tr, cn thit, v ph hp bt c lc no - ngy hay m. Th hai, cc nh
marketing c th nhn c cc thng tin trong c s d liu cc trang Web v th
in t trn mt s thit b c th truy xut c vo cc my tnh bn: my nhn
tin, my fax, PDA (Personal Digital Assistant hay l thit b s h tr c nhn) nh

79
Palm Treo, v thm ch c in thoi di ng. Th ba, khch hng cng c quyn truy
cp vo tng phn ca c s d liu. V d, khi khch hng truy cp vo Amazon.com,
h c th truy vn c s d liu ca sn phm cho tiu cun sch v cng nhn
c thng tin v trng thi ti khon ca h v hot ng mua sch trong qu kh.
Cc khch hng doanh nghip, cc thnh vin ca knh, v cc i tc thng c
quyn truy cp d liu khch hng bn hng to iu kin thun li cho thit lp k
hoch bn sn phm. Nhng yu cu thng tin ca khch hng thng l t ng, cng
vi cc trang Web c ty bin v to ra ngay lp tc t nhng c s d liu khch
hng. Cui cng, hu ht cc cng ty nhn ra rng d liu v thng tin l v dng tr
khi c bin thnh kin thc tng li nhun. V vy, cc cng ty pht trin hng
u s thc hin bo co k hoch xut v d n ca mt nhn vin, v phn tch d
liu sn c cho cc bn c trch nhim lin quan khc trong mng MIS. Tm li, tt c
cc d liu, sn lng sn phm t vic s dng ca chng, v thng tin lin h ca
cc bn c trch nhim lin quan c thu thp qua mt MIS bao gm ton kin thc
marketing ca cng ty.
Minh ha 3.3: S dng qun l kin thc trong hai ngnh
S dng trong ngnh Vin thng Hng tiu biu
My qut kim tra phn tch d liu AT&T
Phn tch m lng cuc ni chuyn Ameritech
Thit b phn tch bn hng Belgacom
Phn tch li nhun ca khch hng British Telecom
Phn tch chi ph v hng tn kho Telestra Australia
Tc dng ca n by bn t cc nh cung cp Telecom Ireland
Chng trnh qun l khch hng thng xuyn Telecom Italia
S dng trong Cng nghip bn l Hng tiu biu
My qut kim tra phn tch d liu Wal-Mart
S theo di khuyn mi Kmart
S phn tch v trin khai hng trong kho Sears
M hnh gim gi Osco/Savon Drugs
Thc y m phn vi cc nh cung cp Casino Supermarkets
Chng trnh qun l khch hng thng xuyn W. H Smith Books
Phn tch li nhun Otto Versand th in t
Order
S la chn sn phm cho cc th trng
Amazon.com

80
 Ngun: Theo Ravi Kalakhngta v Marcia Robinson, E-Business: Roadmap for
Success (Reading, MA: Addison-Wesley, 1999)
Mng internet v cc cng ngh khc ang to iu kin tuyt vi cho cc hot
ng thu thp d liu v marketing. S sch ghi chp trong ni b cung cp cho cc
nh hoch nh marketing nhng hiu bit hon ho v s dch chuyn ca hot ng
bn hng cng nh lng hng tn kho. D liu th cp gip cc nh marketing hiu
c cc i th cnh tranh, ngi tiu dng, mi trng kinh t, chnh tr v yu t
php l, cc p lc cng ngh, v nhng yu t khc trong mi trng v m ang nh
hng n mt t chc. Nh hoch nh marketing s dng internet, in thoi, my
qut m s sn phm trn hng ha v cc cng ngh khc nhm thu thp d liu s
cp v ngi tiu dng. Thng qua th in t v cc cuc iu tra trc tuyn, nhng
cuc th nghim trc tuyn, cc nhm chuyn su, v qu trnh quan st cc cuc tho
lun ca ngi dng trn mng internet, cc nh marketing tm hiu v nghin cu v
cc khch hng trong hin ti v c tng lai.
Minh ha 3.4 hin th cc phng php thu thp d liu ch yu c s dng
ph bin nht, da vo cuc kho st nghin cu th trng ca
MarketResearchCareers.com. S cung cp thng tin nghin cu chnh l d liu
c thu thp thng xuyn bng cch s dng mt h thng x l, chng hn nh h
thng nh gi ca Nielsen Television Ratings. Cc cng ty mua cc nghin cu trn
nh mt phn cc n lc thu thp d liu th cp ca h. D liu ca my qut c
thu thp ti cc im bn hng, chng hn nh mt ca hng tp ha tnh tin vi mt
my qut m sn phm chung, vn ny s c trnh by r phn Phng php
tip cn khng gian thc cui ni dung ny. Tt c cc phng php tip cn trong
phn m t ny u gip ch cho cc phng php trc tuyn ngoi tr cho s nghin
cu v nhng nhm chuyn su.
3.3.2. Ngun 1: Cc bo co ni b ca doanh nghip
Cc bo co ni b nh d liu bn hng (Minh ha 3.4) l mt ngun quan
trng ca kin thc marketing. Cc d liu c thu thp v phn tch v k ton, ti
chnh, sn xut v con ngi s cung cp cc thng tin c gi tr cho vic lp k hoch
marketing. B phn Marketing t thu thp v lu gi nhng thng tin rt xc ng v
cc c im v hnh vi ca khch hng. V d nh khi cc nhn vin hu cn s
dng internet theo di vic vn chuyn sn phm qua cc knh phn phi, nhng
thng tin ny c th gip cc nh marketing ci tin qu trnh t t hng ti pht hng
v chu trnh thanh ton.

81
 Phng php khc

D liu khch hng (scanner data)

D liu bn hng ca doanh nghip

Nghin cu nhm tp trung

Nghin cu lin hp

Phiu iu tra

0% 20% 40% 60% 80% 100% 120%

Minh ha 3.4: Mt s phng php ph bin nht c s dng thu thp d liu
n v tnh: % thng tin c s dng
Ngun: D liu t MarketResearchCarreers.com
a. D liu bn hng
D liu bn hng c ly t h thng k ton v lng ng nhp website ca
doanh nghip. Khi mt khch hng mua hng trc tuyn, giao dch ny s c ghi li
trong c s d liu truy nhp. Cc nh qun tr marketing s xem xt v phn tch cc
d liu ny quyt nh h s bin i (T l khch truy cp v khch hng mua
hng trc tuyn) v xem liu qung co trc tuyn v cc phng tin truyn thng
khc c thc s tc ng n vic tiu th hng ha hay khng.
H thng thng tin bn hng hin nay thng s dng bn hng phn mm t
ng ha bn hng (v d nh Salesforce.com), n cho php cc nhn vin bn hng
nhp kt qu cc cuc gi cho hng cho c khch hng hin ti v khch hng tim
nng vo h thng thng tin marketing. Rt nhiu nhn vin bn hng s dng my
tnh xch tay ca mnh truy nhp vo c s d liu sn phm v khch hng
nhp v xem xt li cc h s khch hng ngay trong khi ang trn ng. V d, mt
hng sn xut thit b vn phng c cc nhn vin bn hng t nhiu b phn khc
nhau cng gh thm mt khch hng ln. Khi khch hng ny phn nn, mt nhn
vin bn hng s phi nhp iu ny vo c s d liu v nhn vin khc s xem xt
li h s khch hng trc khi tin hnh cuc gp g khch hng. Hng ny c mt
nguyn tc l nu bn nhn vin bn hng ghi li cng mt phn nn, mt cnh bo s
c a ra v ngay lp tc cc nhn vin bn hng ny s gp g khch hng nh l
mt i bn hng v gii quyt ngay vn ny. Cc nhn vin bn hng cng chnh
l cng c c lc trong vic to ra sc cnh tranh v cc thng tin chuyn ngnh

82
trong lnh vc ny. Vi mt s t cng ty dn u, cc nh marketing nhp cc xut,
bo co v cc bi vit v nhng ch khc nhau vo c s d liu tri thc.
b. c tnh v hnh vi ca khch hng
C l phn quan trng nht trong d liu ni b ca marketing chnh l hnh vi
ca khch hng c nhn. Chng hn nh Minh ha 3.5 cho chng ta mt gi thit cch
thc mt cng ty my tnh thu thp d liu t cc khch hng trc tuyn v khch
hng qua in thoi ca h, v s dng cc thng tin ny ci tin sn phm.

Minh ha 3.5: Cc nh qun tr marketing hc t cc khch hng

mc ti thiu, c s d liu bao gm mt danh sch in t ca khch hng
hin ti v khch hng tim nng cng vi a ch, s in thoi v hnh vi mua ca
h. Cc doanh nghip s dng phng php ny t nhiu nm tr li y, tuy nhin
vi cc cng ngh lu tr v truy vn mi, cng vi s xut hin ca mt s lng ln
thng tin in t gn y thc y mnh m phng thc ny pht trin. V d nh,
cc khch hng truy cp Expedia s phi ng k trc khi s dng dch v. Cng ty
ny c mt c s d liu khch hng rt ln, bao gm a ch th in t, c im
khch hng, thi quen lt web v mua hng. Mi tp h s khch hng trong c s
d liu cng c th bao gm c cc cuc gi in ti khch hng, nhn vin dch v
khch hng, h s v sn phm v dch v (m khch hng s dng), nhng vn c
bit hay nhng thc mc ca khch hng lin quan n vic khc bit ha sn phm v
cc d liu khc nh phiu gim gi, cho hng khuyn mi li ko khch hng
tip tc mua hng ln sau (promotional offer redemption). Mt h s khch hng hon
chnh s bao gm cc d liu t mi im tip xc khch hng (lin h vi cng ty),
bao gm c cc n hng qua mng internet, th in t tng tc, vic mua sn phm
hay phiu mua hng gim gi cho khch hng quen thuc (coupon redemption) ti cc
ca hng tp ha. D liu v hnh vi mua trong ca hng c thu thp thng qua vic
qut m sn phm quc t (UPCs) hay m vch trn sn phm. Cc cng ty s dng d

83
liu khch hng t cc c s d liu khch hng nhm ci thin s hiu qu ca cc
nhn vin bn hng v iu chnh s phi hp sn phm, xc nh phng thc t gi
ti tu cho tng sn phm, nh gi hiu qu xc tin thng mi v nhn din cc c
hi phn phi sn phm. V d, ta bao gi t hi v sao cc nh bn l a phng
li i hi mt m bu in (postcode) khi ta mua hng cha? Cc nh bn l ny s
thm thng tin vo c s d liu marketing v s dng n xt xem liu mt v tr
ca hng mi c kh nng sinh li hay khng.
Rt nhiu cng ty vi h thng website kim sot s dch chuyn ca ngi s
dng qua cc trang v s dng d liu ny ci thin hiu qu ca cc website y.
Bng vic nm c lng thi gian m mt ngi s dng dnh cho mi trang v
lng thi gian ngi s dng dnh cho mi site, bng cch thc no ngi s dng
n c site , cc chuyn gia pht trin Web c th t chc li cc trang v ni
dung thng xuyn mt cch kp thi. Thm vo cc doanh nghip c th xc nh
c ngay lp tc nhng trang web no m ngi dng truy nhp trc v sau khi
truy nhp trang web ca doanh nghip. Thng tin ny cung cp ci nhn su sc v
cnh tranh, c bit, nu ngi s dng ang xem xt nhng sn phm c bit.
Nhng d liu u c to ra mt cch t ng trong cc h s ca trang web v
c th l mt phn trong c s d liu marketing ca cng ty. FedEx l mt doanh
nghip c bit chm ch trong vic thu thp thng tin khch hng mt cch t ng
bng vic s dng mng in t. Thng qua trang web ca cng ty, khch hng c th
gi mt yu cu chuyn pht i vi gi nhn, xc nh v tr trung chuyn, theo di
vic vn chuyn, cc ph, chun b cc giy t cn thit cho vic chuyn pht v yu
cu chng minh ch k ca ngi giao hng bng nhiu ngn ng khc nhau. Tt c
cc thng tin ny u c th c phn tch bi cc nh marketing ca FedEx cho mc
ch lp k hoch. FedEx duy tr mt trung tm mng m rng (extranet hub) cho
nhng ngi vn chuyn thng xuyn, cung cp cho h cc cun s tay hng dn c
nhn v cc dch v c bit khc. Thm vo , FedEx cng duy tr mt trung tm
mng ni b (intranet hub) phc v hn 20.000 khch truy nhp mi thng cho b
phn qun tr ngun nhn lc, cc ni lm vic v hi nhp th trng mt h thng
thng sut vi cc d liu ni b u vo cho vic qun tr kin thc marketing hiu
qu.
3.3.3. Ngun th 2: D liu th cp
Khi phi i mt vi mt nhu cu thng tin c th khng c sn trong c s d
liu ca cng ty hay ca i tc, u tin nh E-Marketing s phi tm kim cc d liu
th cp, cc d liu ny c th thu thp nhanh v t tn km hn cc d liu s cp c
bit l thng qua internet, ni lin tc c cp nht thng tin t hn 200 quc gia v
lun sn sng 24/7, ngay ti nh hay ni lm vic ta u c th nhn c d liu ch
trong vi giy. Phng php nghin cu lin kt lun sn sng thng qua mng
internet vi mt th tn dng c ng k v mt khu truy nhp.
Mt khc, cc d liu th cp c th khng ph hp vi nhu cu thng tin ca
nh E-Marketing bi v cc d liu ny thng c thu thp vi mt mc ch
khc. Mt vn thng gp khc l cht lng ca cc d liu th cp. Cc nh
marketing khng th kim sot qu trnh thu thp cc d liu ny v vy h lun phi
nh gi li cht lng ca cc d liu th cp. Cui cng, d liu th cp thng lc
hu. V nh Cc iu tra dn s Hoa K chuyn cung cp cc s liu thng k dn s.

84
Tuy nhin, vic thu thp cc d liu s ca n ch din ra mi nm mt ln, v kt
qu s khng c cng b trn trang web trong khong mt n hai nm sau . Do
, mt nh marketing ang s dng d liu t trang www.census.gov phi c bn in
chnh thc xem d liu c thu thp ti thi im no (Minh ha 3.6).
Cc nh marketing tip tc phn tch mi trng v m ca doanh nghip nhn
din cc c hi v thch thc. Th tc ny thng c gi l kinh doanh thng minh
hay tr tu doanh nghip (business inteligence). Vy loi thng tin no cc nh qun l
marketing thc s cn? Mt hot ng phn tch mi trng tm kim thng tin th
trng phi bao gm cc ni dung sau:
Xu hng nhn khu hc

Cc i th cnh tranh
Cc ngun lc cng ngh
Cc ngun lc t nhin

Xu hng vn ha x hi
Kinh t th gii v khu vc

Mi trng chnh tr, php lut

Minh ha 3.6: C s d liu ln nht ca M t cc iu tra dn s

V d, mt cng ty mun tm hiu v c im v hnh vi ca Th h Y c th
vo trang web ca cc iu tra dn s Hoa k (US. Census site), c cc bi bo thch
lin quan trn cc bo v tp ch trc tuyn hay cc trang web truyn thanh nh MTV
v www. gurl.com, cc ni thng hng ti n nhm x hi ny. Cc phn sau y
s lm r v cc ngun d liu t cng chng hay c nhn v mi trng v m ca
cng ty.
a. Cc d liu t cng chng

85
 Phn ln cc c quan ca M cung cp cc thng tin trc tuyn ngay ti cc
trang thng tin tng ng ca mnh. Trang ch ca Vn phng cp bng sng ch ca
M (U.S. Patent Office) c th gii thch th thc cp bng c quyn sng ch v
nghin cu cc nhn hiu hng ho ang ch gii quyt. Rt nhiu cc t chc ton
cu nh T chc tin t quc t (www.imf.org) cng l nhng ngun cung cp d liu
rt tt cho vic phn tch mi trng c lin quan n cc quc gia. Ni chung, cc c
quan ca M thu thp v ph bin mt khi lng d liu ln hn hn chnh ph ca
cc nc khc. V d trang CIA World Factbook l mt ngun cung cp thng tin
tuyt vi thng qua internet v mi quc gia. Trong cc chng trnh phi li nhun,
cc trng i hc cng cung cp rt nhiu thng tin thng qua h thng th vin ca
mnh v cc ging vin cng ng ti kt qu ca cc cuc nghin cu ca h ln
mng. Cui cng, cc thng tin chuyn ngnh lun c sn ti cc trang ca cc t chc
chuyn ngnh nh Hip hi marketing Hoa K. (www. marketingpower.com)
Bch khoa ton th m Wikipedia, mt c s d liu truyn thng x hi vi hn
chn triu bi vit c ng ti v chnh sa bi hn 75.000 c nhn t 250 ngn ng
khc nhau, (tham kho www.wikipedia.org). Cng c rt nhiu wiki cng tn ti
cung cp nhng thng tin chuyn bit, chng hn nh wikihow.com vi 30.000 bi
vit v cch thc to ra mi th, t vic dng mt ci bn lm vic a nng
(workbench) cho ti vic to ra mt con bp b (voodoo doll). Phn ln cc thng tin
i chng ny u min ph v sn c vi tt c nhng ngi s dng internet. Mt v
d v mt s trang thng tin i chng c trnh by trong Minh ha 3.7.
Minh ha 3.7: V d v cc ngun d liu cng cng ca M

Web site Information

Stat-USA Ngun d liu thng mi quc t ca B Thng mi Hoa K

www.stat-usa.gov

U.S. Patent Office Cung cp nhn hiu thng mi ca hng ho v d liu sng
www.uspto.gov ch cho cc doanh nghip.

World Trade D liu thng mi quc t

Organization
www.wto.org

International Cung cp thng tin v nhiu vn x hi, d n.

Monetary Fund
www.imf.org

Securities and cung cp c s d liu v d liu ti chnh ca cc cng ty M

Exchange trc thuc chnh ph
Commission
www.sec.gov

86
Small Business Tnh nng thng tin v lin kt cho cc ch doanh nghip nh.
Administration
www.sbaonline.gov

University of Qung co th gii vi rt nhiu lin kt trong ngnh qung co

Texas at Austin
advweb.cocomm.ut
exas.edu/world

Federal Trade Cho bit cc quy nh v quyt nh lin quan n bo v ngi

Commission tiu dng
www.ftc.gov

U.S. Census Cung cp s liu thng k v cc xu hng v dn s Hoa K.

www.census.gov

b. Cc d liu c nhn
Cc trang web ca cc cng ty thng cung cp mt ci nhn tng quan tuyt vi
v mc tiu, sn phm, i tc v cc hot ng s kin hin ti ca cng ty . Cc c
nhn cng thng cung cp cc thng tin rt hu ch v cc cng ty trn trang c nhn
ca mnh. Cc chnh tr gia v nhng ngi ca cng chng cng to ra cc trang web
th hin nhng quan im ca h v cc vn chnh tr. Ngun gc cho s pht
trin nhanh chng ca cc thng tin v bnh lun hin nay l t cc Blogget hng u
rt nhiu ngnh ngh kinh doanh khc nhau, v d nh blog ca Sethgodin mt blog
rt ni ting v marketing.
Mt ngun d liu rt tt na phi k n l t cc cng ty nghin cu th trng
ln nh ComScore hay Forrester Research, cc cng ty ny a ra cc mu s liu
thng k v ng ti chng trn cc trang web ca mnh nh mt cch li ko
nhng ngi dng mua nhng bo co nghin cu hon thin. Nielsen//NetRatings
ng ti nhng trang web v nhng nh qung co hng u trong mi k kho st.
Mt vi cng ty nghin cu th trng ln hin nay cng cho bn bn tin gi t ng
di dng cc th in t ti cc thu bao my tnh. Vi cc thng tin kinh doanh in
t, nhng bn tin min ph t Cc qung co tng tc (Interative advertising Bureau
www.iab.net) v ClickZ c bit hu ch. Mc d cc mu tin ny thng khng y
nhng chng kh hu ch trong vic gip cc nh Marketing quyt nh c nn
mua li bn bo co hon chnh hay khng.
C s d liu thng mi trc tuyn cha cc thng tin c cng b cng khai
c th c truy nhp thng qua mng internet. Hng ngn c s d liu u sn c
trn mng nh: cc tin tc trc tuyn, cc d liu chuyn ngnh, cc bch khoa ton
th, cc tuyn ng hng khng v gi v, cc th mc Trang vng, a ch th in
t v nhiu th khc na.
Minh ha 3.8: Mt s v d v cc ngun d liu c nhn

87
 Web site Information

AC Nielsen Corporation Khn gi truyn hnh, d liu my qut siu th v

www.acnielsen.com nhiu hn na.

The Gartner Group Chuyn kinh doanh in t v thng gii thiu nhng
www.gartnergroup.com pht hin ni bt v mi nht ca n trn trang Web.

Information Resources, My qut d liu siu th v d liu sn phm mua

Inc. www.infores.com mi.

Arbitron D liu v th trng a phng v Internet radio.

www.arbitron.com

The Commerce Business Danh sch cc yu cu chnh ph cho cc xut

Daily www.cbd.savvy.com online.

Simmons Market Research D liu chi tiu qung co v phng tin thng tin
Bureau www.smrb.com

Dun & Bradstreet C s d liu v hn 50 triu cng ty trn ton th gii.

www.dnb.com

Dialog Truy cp vo ABI / thng bo, mt c s d liu cc

bi bo t xut bn phm 800 +
library.dialog.com

Hoovers Online M t kinh doanh, tng quan ti chnh, v tin tc v cc

cng ty ln trn ton th gii.
www.hoovers.com

Cc nh marketing tng cng truy nhp cc d liu lin hp qua mng internet
t cc cng ty ng tin cy nh: xp loi trn truyn hnh ca Nielsen Media, cc
nghin cu thng nin ca Simmons t trn 20.000 ngi tiu dng v danh sch cc
phng tin truyn thng qung co v bn thuyt minh chi tit ca cng ty SRDS.
Sinh vin c th truy cp cc bi vit t mt s lng ln cc phng tin truyn
thng ng tin cy t c s d liu ca th vin cc trng i hc ngay ti nh thng
qua mng internet. C mt lu rng cc c s d liu ny khng c sn trn cc
trang web nhng li c cc phin bn in t n gin ca cc bi vit ny v cc
thng tin khc thng thng c tm thy trong cc th vin. Mt s c s d liu
min ph nhng cng c nhng c s d liu cn phi tr tin mi c th truy nhp vo
c. Xem Minh ha 3.8 v mt s v d v ngun d liu c nhn.

88
c. Tnh bo cnh tranh
Tnh bo cnh tranh (CI - Competitive Intelligence) i hi phi phn tch cc
lnh vc m doanh nghip ang hot ng, iu ny cng chnh l cung cp u
vo cho cc chin lc nh v ca doanh nghip hay hiu v nhng im yu ca i
th cnh tranh. Theo Fuld & Co, 40% tt c cc cng ty u tin hnh hot ng tnh
bo cnh tranh. c bit Fuld xut chu trnh tnh bo nh sau:
Xc nh cc yu cu ca hot ng tnh bo.

Thu thp v t chc cc thng tin.

Phn tch bng cch p dng thng tin vo mc ch c th v xut hot ng.
Lp bo co v thng bo cc kt qu thu thp c.

nh gi tc ng ca vic s dng tnh bo v xut ci tin phng php

nghin cu.
Trang web ca Fuld & Co mang mt ci nhn ton din v cc phn mm h tr
hot ng CI cng nh cc tho lun v ch ny. Tuy nhin h cng lu : Cc
cng c k thut nu thiu phng php ng n s tr thnh vt trng by1
Mt s t ngun ca CI bao gm: cc thng co bo ch, cc sn phm mi, cc
thng hiu hp tc, hot ng trin lm thng mi v cc chin dch qung co.
Mng internet gin tin rt nhiu cho hot ng CI. Cc cng ty c th do thm cc
chin lc marketing ca cc i th cnh tranh ngay trn chnh trang web ca h v
i khi c th nm bt c cc sn phm mi hay s thay i v gi trc khi cc
phng tin truyn thng thng bo v iu .
chc chn, cc nh marketing cng nn kim tra cc trang web lin kt trc
tip vi cc trang web ca i th cnh tranh. Mt cch n gin lm iu ny l c
th nh link: companyname.com trn yahoo!, google hay bt k cng c tm kim no
c giao thc ny. Kt qu s l mt danh sch cc lin kt c th cung cp mt ci nhn
su sc v vic v sao cc trang web ny li lin kt vi trang web ca cc i th cnh
tranh. Mt cng ngh khc cho php tin hnh hot ng CI l phn tch s truy
nhp trang web ca mt cng ty xem trang web no c ngi s dng nguy nhp
ngay trc v sau khi truy nhp trang web ca cng ty . V d, nu cc nh qun tr
marketing ca Honda nhn thy rng mt ngi s dng vo xem trang web Toyota
Matrix ngay trc khi kim tra cc mu ca Honda th h s thy c quan im ca
khch hng v hnh vi mua sm cnh tranh. Trong phn tip theo chng ta s bn lun
chi tit hn v cng ngh gim st trc tuyn.
Mt cch th ba, l cc trang web v cc lnh vc kinh doanh c th cng c
th cung cp cc thng tin tc thi v cc hot ng cnh tranh. Mt hng hng khng
s gim st cc i l du lch trc tuyn theo di gi cnh tranh v cc thay i

1
Shelfware: Phn mm khng bao gi c s dng v do kt thc qu trnh to ra sn phm, n
c a ln trn k. Shelfware c th c mua trn ca mt c nhn, hoc theo chnh sch ca cng ty, nhng
khng thc s cn thit cho bt k vic s dng c th. Ngoi ra, n c th l phn mm c pht trin,
nhng khng bao gi c pht hnh nh l mt sn phm.

89
tuyn ng (v d: Expedia v Travelocity), ng thi theo di cc trang web truyn
thng x hi nh tripadvisor.com (ni cc khch du lch ng cc cm nhn ca mnh
v khch sn). H s ca cc cng ty cho cc cng ty i chng lun c sn trn c s
d liu trc tuyn EDGAR ca y ban giao dch chng khon Hoa K (SEC) cng nh
nhiu website ca cc cng ty u t khc (v d ETRADE).
Mt ngun thng tin c gi tr khc cho hot ng CI n t cc cuc trao i
ca nhng ngi s dng. Vn ny s c ni ti trong phn thu thp d liu s
cp sau y. Tp on Google cung cp kh nng truy nhp web vi hn 800.000 bn
tin c ng ti bi nhng ngi s dng web. Cc cng ty c th thng xuyn tm
kim nhng cuc ni chuyn ca khch hng v im mnh, im yu ca sn phm
cnh tranh thng qua cc t kha tm kim. Cc bn tin chuyn ngnh mang kin
ca cc chuyn gia trong cc lnh vc kinh doanh ca h, v thng qua rt nhiu
nhng th in t hi v tr li cng c th mang li nhng ci nhn su sc v vn .
Mt danh sch c gi l ELMAR (electronic marketing), chng hn nh hng tun
ta c th gi i cc th in t c thu thp v din gii bn bc v cc vn :
nghin cu th trng, ging dy v c hi vic lm t cc ging vin marketing cc
trng i hc trn ton th gii.
d. Cht lng thng tin
D liu s cp v th cp u l cc thng tin c rt nhiu hn ch, do , cc
nh marketing phi s dng tt c cc thng tin ny vi mt s cn trng v hiu bit
y cch thc cc d kiu c thu thp. iu ny l thc s cn thit t
c s khch quan nht c th khi xem xt d liu trc khi s dng chng a ra
cc quyt nh marketing c bit l trc khi s dng cc thng tin trn cc website.
Ti sao vy? Bi v bt c ai cng c th d dng ng ti mt thng tin ln mng m
khng cn phi qua kim duyt bi mt nh xut bn hay b kim tra v mc chnh
xc hay ph hp. S cn trng c bit l thc s cn thit khi gii quyt cc d liu
th cp t cc ngun thng tin quc t do nhng khc bit vn ha hay phng thc
thu thp cc thng tin ny.
Cc nh E-Marketing cng khng nn b cm d bi cc thit k tt v: cc
trang web c thit k hon ho cng c th l cc trang web thiu chnh xc v
khng ng tin cy nht v ngc li. V d nh y ban giao dch chng khon Hoa
K (SEC) ng ti cc bo co v cc cng ty trong mt vn bn n gin v ch dnh
mt khon tin thu nh lm chng c v d nhn hn. Hai th th ti mt trng
i hc ti Albany, SUNY (library.albany.edu/briggs/addiction.html) to ra mt
trang web gi cho thy tht d dng la o trn mng (Minh ha 3.9).

90
 Minh ha 3.9: y c thc s l mt trang web?
iu th v l trang web ny hin hu c gn 10 nm trc khi hai tc gi
ny buc phi g b n v rt nhiu ngi hiu nhm mc ch ca n, ngh rng n
l trang web thc s. Cc bc tip theo c th nh gi cht lng d liu th cp
c thu thp trc tuyn (mt s thng tin di y c ly t trang web Albany):

Tm hiu v tc gi cc trang web: Mt trang web c ng ti bi mt c quan

chnh ph hoc mt cng ty danh ting th ng tin cy hn l mt trang web
khng r tc gi. i khi vic nhn thc r s khc bit ny l kh phc tp. V d,
Cng mt nhm nhc lun c mt s lng ln trang web, mt s l cc trang web
chnh thc cn mt s li c to nn bi c nhn cc fan hm m. Mt yu cu
tm kim trn google cho t kha Rolling stone cho ra hn 44 triu kt qu. Vy
u mi l trang web c to nn bi chnh nhm nhc ny?

C gng xc nh u l cc trang web c tc gi l cc nh chc trch trong nhm

cc web site. V d nh mt nh kinh t hc t i hc Harvard hoc Merrill Lynch
c th c cc thng tin ng tin cy v li sut hn l mt nh chnh tr. Do cc
trang web ca cc trng i hc i khi li hu ch hn l cc trang web ca cc
cng ty ti chnh.

Kim tra xem xt ln cui cng cc trang web c cp nht l khi no: Rt
nhiu cc trang web thay i mi ngy nhng cng c nhng trang web hng nm
lin hu nh khng c chnh sa li ni dung. R rng l cc thng tin cng thc
t bao nhiu cng hu ch by nhiu v n s cng c ch trong vic ra quyt nh.
Kim tra cc siu lin kt. Mc d vy, nhiu trang web thnh thong cng cha
cc link hng, mt trang web vi rt nhiu link khng hiu qu chnh l mt trang
web khng c cp nht gn y.

Xc nh nhn thc v cc trang web nh th no, n ch m t mt kha cnh ca

vn hay n cp mt phm vi rng hn.
C gng chng thc d liu nghin cu th trng bng cch tm kim cc thng
tin tng t cc ngun khc nhau trn internet hay trong cc bn cng ti cc th
vin. Nu cc thng tin thng k ging nhau khng c sn mt ni no , hy
tm kim nhng cch khc chng thc d liu. V d, mt s chng thc v s
lng ngi vi nhng ngi cung cp dch v internet c th thc hin c bng
91
 cch kim tra s lng ngi vi my tnh (S liu sau c th ln hn). Thng
thng vic so snh cc trang web cng ch cng l mt kin rt hay chng
thc d liu.

Kim tra tnh chnh xc ca ni dung cha trong trang web. Nu trang web c
nhiu li sai hoc nu cc con s khng c b sung mt cch thch ng,
chnh l du hiu cho thy d liu khng ng tin cy.
ng ngng qu trnh tm kim khi ngay u tin mn hnh xut hin y
cc siu lin kt. Hy nh rng trang web ny ch l mt trong rt nhiu trang web c
tim nng cho vic nghin cu v danh sch cc siu lin kt lin quan c cung cp
nh l mt dch v, v vy cc trang web ny khng thc s l nhng ngun lc tt
nht cho ch m ta ang quan tm.
Vy th Wikipedia c thc s cung cp cc thng tin chnh xc? Sinh vin
thng rt thch s dng trang web ny trong cc phn tch ca mnh trong khi nhiu
gio s li cho rng n khng chnh xc bi v tt c cc ni dung ca n u c to
nn hay chnh sa bi cc nh bo thng dn (citizen journalist) hay chnh l nhng
ngi dng internet, nhng ngi ng gp cc khi nim bng cch ng ti ni dung
ln cc blog, din n v trang web m thng khng xem li v chnh sa. Nature,
mt t bo khoa hc v y hc quc t tin hnh mt nghin cu so snh mc xc
thc v ni dung cc bi bo ca c Wikipedia v Encyclopedia Britannica. Kt qu l
Nature tip nhn 42 kin tng ng t cc mt s lng chuyn gia khoa hc
c chn trc v tm ra rng Britannica c trung bnh khong 2,92 li sai trong mi
bi bo v Wikipedia c khong 3,86 li. Tuy nhin cc bi bo ca Wikipedia trung
bnh di hn cc bi bo ca Britannica 2,6 ln, ko theo t l li sai trn mi t ca
Wikipedia thp hn. Mt phn Wikipedia tng i chnh xc bi v c khong
75.000 nh bo cng dn lin tc chnh sa ni dung trn Wikipedia v v vy h
khin cho cc thnh vin khc khng th to ra qu nhiu li sai. iu ny cng xy ra
vi tt c cc trang web, tuy nhin tt hn ht l lun kim tra cc ngun thng tin
chnh thng ca Wikipedia v chng thc cc thng tin ny bng vic tm kim cc bi
vit tng t ca cc tc gi khc.
3.3.4. Ngun th 3: D liu s cp
Khi d liu th cp khng c sn h tr cho vic lp k hoch marketing, cc
nh qun tr marketing c th phi quyt nh t thu thp cc thng tin cho mnh. D
liu s cp l cc thng tin c thu thp ln u gii quyt mt vn nht nh.
Vic thu thp d liu s cp thng tiu tn rt nhiu chi ph v tin bc v thi gian
hn l vic thu thp d liu th cp; tuy nhin, d liu ny li thc t v thch hp hn
vi cc vn c th ca cc nh marketing. Thm vo , d liu s cp c mt li
ch khc l tnh c quyn v do khng c sn cho cc i th cnh tranh ca cng
ty.
Phn ny s m t cc phng php tip cn truyn thng thu thp d liu s
cp thng qua internet: Cc phng php thc nghim, nghin cu nhm chuyn su,
phng php quan st v phng php phiu iu tra. Phng php phng vn chuyn
su IDI (In- Depth Interview) l mt phng php quan trng khc trong vic thu thp
d liu s cp nhng phng php ny tt hn khi c thc hin ngoi tuyn do cc
cu hi ca n thng dn t c cu trc c th v thng l cc cu hi m. Phn sau

92
s bn n mt s phng php phi truyn thng thu thp d liu s cp ch c th
thc hin bi cng ngh internet. Vy ta nn thu thp d liu trc tuyn hay ngoi
tuyn? Tt c cc d liu in t c thu thp ti tt cc im tip xc khch hng (v
d nh: th in t, in thoi, web site, cc ca hng v kit bn hng), cui cng n
tp trung trong c s d liu marketing v tr thnh mt phn ca kin thc marketing
c s dng cho vic lp k hoch hiu qu.
Mi phng thc thu thp d liu s cp c th cung cp nhng thng tin rt
quan trng ch cn cc nh marketing hiu r nhng gii hn ca n. Mt trong s
l vic nghin cu th trng thng qua internet c th ch thu thp c cc thng tin
t nhng ngi s dng internet, h chim khong gn 30% dn s M v nhiu quc
gia khc. Nh l mt s xem xt li, chng ti biu din cc bc tin hnh nghin
cu s cp v bn lun v mi phng php tip cn cng vi nhng cch s dng
ring, im mnh, im yu ca chng.
a. Cc bc nghin cu s cp
Mt d n thu thp d liu s cp bao gm nm bc (Minh ha 3.10)

Vn K hoch Thu thp Phn tch Phn loi

nghin cu nghin cu d liu d liu kt qu

Minh ha 3.10: Cc bc nghin cu s cp

Vn nghin cu: Nh vi d liu th cp, nt ring bit l v cng cn thit.

Minh ha 3.11 cho thy mt s vn nghin cu E-Marketing in hnh m cc
d liu in t c th gip gii quyt.

K hoch nghin cu:

+ Phng thc tin hnh nghin cu: Da trn nn tng l cc thng tin cn
thit, cc nh nghin cu la chn phng php ph hp trong s cc phng
php sau: Phng php thc nghim, nghin cu nhm chuyn su, phng
php quan st v phng php phiu iu tra hay cc phng php phi truyn
thng nh: Gim st web, k thut khng gian v thi gian thc.

+ Thit k th: phn ny, cc nh nghin cu la chn th nghim ngun

mu v s lng ngi tr li cn thit.

+ Phng thc lin h: Cc cch thc lin h vi i tng th nghim bao

gm c cc phng thc truyn thng nh in thoi, th hay gp g trc
tip, cng vi internet v cc cng ngh tip cn c th khc.

+ Thit k bng hi: Nu phng php phiu iu tra c ln k hoch, cc

nh nghin cu s lp mt bng cu hi. Vi cc phng php khc cc nh
nghin cu phi thit lp th tc hng dn thu thp d liu.
Thu thp d liu: Cc nh nghin cu thu gom d liu theo k hoch lp.

93
 Phn tch d liu: Cc nh nghin cu phn tch cc kt qu thu thp c
di phng din ca vn ban u. Bc ny bao gm vic s dng cc gi
phn mm thng k phn tch cc phiu iu tra d liu truyn thng hoc khai
thc d liu hay cc phng thc tip cn khc nhm tm ra cc m hnh v kim
tra cc gi thuyt trong c s d liu.

Phn loi kt qu/Thm vo c s d liu: D liu nghin cu phi c t

trong c s d liu kin thc marketing v trnh bng cch ghi chp hoc din
thuyt cho cc nh qun tr marketing.
Minh ha 3.11: Cc vn nghin cu ca nh E-Marketing
Cc nh bn l trc tuyn Web Sites
Ci thin bn hng trc tuyn Cc trang c xem nhiu nht
D bo nhu cu sn phm Kim tra trang web ca cc biu tng v
t chc
Kim tra gi cc im
Tng trang web "dnh" ( li lu hn)
Kim tra ng thng hiu v hiu qu
quan h i tc S hi lng truy cp vo trang web tng
th
o lng hiu qu chng trnh lin kt
ng dn ngi s dng i qua cc
Th nghim sn phm mi trang web l n hiu qu?
Khch hng v trin vng Xc tin
Xc nh cc phn on th trng mi Sao chp th nghim qung co
Kim tra s hi lng mua sm Kim tra chng trnh khuyn mi mi
Profile hin ti ca khch hng Kim tra hiu qu phiu gim gi
Cc k thut kim tra trang web tu bin o lng banner qung co
b. Phng thc nghin cu th trng da trn c s internet
Mng internet c th coi l mnh t mu m cho vic thu thp d liu s cp. V
mt l do l phng php ny trnh c s bt hp tc ca ngi tiu dng nh khi
s dng cc phng php nghin cu th trng truyn thng. T l t chi phng vn
qua in thoi thng t 40 n 60% v d tnh khong 40% ngi dng khng tr
li th ca Cc iu tra dn s Hoa k. Theo Fred Bove of Socratic Technologies,
Cc nh marketing qua in thoi lm ph sn cc doanh nghip phng vn qua
in thoi (Kasanoff and Thomson, 1999, p70). Ngc li, vi mt s lng ln
ngi tiu dng trc tuyn, vic tin hnh nghin cu th trng bng phng php r
v nhanh chng ny thc s l mt s la chn thng minh. Cng theo mt cuc iu
tra c tin hnh bi MarketReseachCareers.com, 29% ca tng s tin la M
nm 2007 tiu tn cho vic nghin cu th trng bng phng php trc tuyn.
(Minh ha 3.12). Theo mt d ton khc ch ra rng nghin cu trc tuyn tiu tn
khong 17% ca 7.7 t USD chi cho vic nghin cu th trng (Jonson, 2006).

94
 Phng
% USD php khc
Mall-intercept 1%
8%

Th
17% Phng php
trc tuyn
29%

Gp g trc tip
21%
in thoa
24%

Minh ha 3.12: T l USD tiu dng cho vic nghin cu Marketing bng cc phng
thc nghin cu bng bng hi.
Ngun: MarketReseachCareers.com
Sau y l ba v d v s thnh cng trong nghin cu trc tuyn:

Kim tra kh nng sng to: Leo Burnett, mt cng ty qung co xy dng ln
mt danh sch 50 trng tiu hc dng cho mc ch kim tra marketing trc tip
ti th trng tr em. Burnett t mt vi poster qung co trc tuyn v gi cc
th in t trc tip ca cc em hc sinh gii thiu cc trang web ng ti cc
poster . Sau khi xem cc poster, cc em hc sinh hon thnh cc phiu iu
tra chn ra poster hay nht. Trong bi kim tra ny, hn 800 em hc sinh
gip cng ty chn ra poster sng to nht.
Tha mn khch hng: Hng khng Anh British Airways ng ti mt bng
cu hi trn website ca mnh thu thp kin v cc dch v ca cng ty thng
qua cc thnh vin Excutive Club. Hn 9000 ngi hon thnh cc bng cu hi
trong thi gian cha y chn thng.

Pht trin sn phm: Trng i hc Nevada, Reno ng ti mt bng cu hi

trong trng trnh marketing trn website, mi cc gio s i hc v cc chuyn
gia trong ngnh a ra kin ca mnh v vic chng trnh thng mi in t
cp i hc cn phi bao gm nhng g. V 140 kin phn hi gip nh
trng xy dng c mt kha hc mi v thng mi in t.
Cc nh marketing phi hp cc d liu trc tuyn v ngoi tuyn mt cch
c hiu qu v thc s c kt qu, nh trong v d v Purina hay cc nh bn l truyn
thng u tin hnh thng mi in t. Cng tc ny lin quan ti vic st nhp d
liu t cc h thng thng tin c hn cn st li vi cc trung tm tip nhn cuc gi
n, cc myqut m vch hng ha bn l, cc s liu thng k ca chnh ph v
nhiu ni kh tch hp khc. Trong mt v d, Comsore Media Metrix ci t cc

95
ng h PC cho cc my tnh ca hng trm cng ty Information Resources, Inc (IRI),
cc thnh vin Shoppers Hotline. D liu web bao gm gian hng cho qung co, cc
trang cho khch truy cp, tn sut mua hng v cc m hnh. Cc d liu ny phi hp
cng cc bng d liu ngoi tuyn, cc gi sn phm thc t c mua bn trong
cc ca hng brick and mortar cng vi s ln giao dch mua bn, tnh ton thi gian
thc hin giao dch, hiu qu hot ng xc tin thng mi, mc trung thnh vi
thng hiu. Ngoi ra, cc d liu s cp cn c thu thp bng cch s dng cc
phng php: phng php thc nghim, nghin cu nhm chuyn su, phng php
quan st, phng php phiu iu tra v phng php phng vn chuyn su, vn
ny s c cp n phn tip theo.
Th nghim trc tuyn (Trc tuyn Experiments): Trong v d Purina, nhng
nghin cu th nghim tin hnh xc nh nhng quan h nhn qu. Nh nghin cu
s la chn nhng i tng, t chng mt cch ngu nhin vo hai nhm hoc nhiu
hn, ri t mi nhm mt nguyn nhn khc nhau. Sau nh nghin cu s o
lng phn ng ca mi nguyn nhn, thng thng qua cc mu bng cu hi, xc
nh xem liu c tn ti s khc nhau gia hai nhm. Nu th nghim c kim sot
cht ch (ch c cc kch thch c th nghim khc nhau), s khc nhau gia cc
nhm c th l do cc nguyn nhn (nguyn nhn v h qu). Tt nhin, nhng kt qu
phi c kim tra trong nhng hon cnh khc nhau v vi nhng i tng khc
nhau xc nh mc chung ca chng.
Cc nh marketing c th d dng kim tra lun phin nhng trang web, trng
by qung co, cc cho hng trc tuyn. V d, mt hng c th gi th in t thng
bo hai bng bo gi khc nhau cho mi n cho hng, mi bo gi c gi ti s
khch hng trong c s d liu. Nu siu lin kt ti hai trang web khc nhau ti trang
cng ty thu qung co c cha trong th in t, n s c nhanh chng lm r
vi cho hng theo kiu pulls better
Nhm chuyn su trc tuyn: Nghin cu theo nhm chuyn su l phng
php nghin cu nh tnh tp hp cc thng tin chuyn su t mt s lng nh
i tng tham gia. Nhm chuyn su thng c s dng tr gip cho cc nh
marketing hiu tm quan trng ca cm nhn v hnh vi trc khi thit k nghin cu
kho st. Trong qu kh, nhiu cng ty qung co c gng tin hnh nghin cu trc
tuyn nhm, nhng by gi nhng nghin cu nh tnh ch l 1% trong cc nghin
cu trc tuyn (Johnson, 2006).
Vic tip cn vi phng php ny mang li nhng u im vt tri so vi
phng php nhm chuyn su truyn thng, ni m tt c cc i tng tham gia
trong mt phng. Th nht, mng internet tp trung nhng ngi khng sng cng khu
vc a l, chng hn nh nhm chuyn su vi ngi tiu dng n t nm quc gia
khc nhau cng tho lun trc tuyn v kinh nghim mua hng trc tuyn. Th hai,
i tng tham gia tr li cu hi ca h cng lc bng cch nh my, tc l khng
b nh hng bi nhng g ngi khc ni (tc l khng b nh hng bi suy ngh
ca m ng). Cui cng, do s dng web, cc nh nghin cu c th trnh din ti
i tng cc qung co sinh ng, din gii qua phn mm, hay s dng cc cng c
a phng tin hp dn khc thc y tho lun nhm.
Ngc li, nhm chuyn su trc tuyn ch c th thc hin vi bn hoc tm
i tng tham gia ti mt thi im trong khi nhm truyn thng thng c t mi

96
n mi hai. L do ng sau s thu hp kch thc nhm l do nhng kh khn trong
qun l cng mt thi im, cc cuc hi thoi trc tuyn chng ln ln nhau. Mt s
nh nghin cu trnh vn ny bng cc s dng cc bng thng bo trc tuyn v
duy tr nhm chuyn su tip tc trong c tun. Truyn thng khng bng li cng b
mt i tc dng trong s dng nhm chuyn su trc tuyn, khc vi nhm ngoi
tuyn, s tham lun bng cch biu l cm xc thng qua nhng mt ci (emotion)
l khng ph hp. Mt nhc im khc ca nhm trc tuyn l vn tnh xc thc
( tin cy). V khng nhn thy con ngi nn kh khn chc chn ngi ang ni
c ng l h hay khng. Mt trng hp in hnh l tr con rt hay t cho mnh l
ngi ln khi trc tuyn. Tnh trng kh x ny c th c gii quyt bng cch kim
tra tnh xc thc v i hi mt khu truy cp vo nhm. Vn k thut cng ngn
cn nhm trc tuyn. Cui cng, mt nghin cu so snh nhm nghin cu tp trung
trc din (face-to-face), qua in thoi vi nhm chuyn su trc tuyn v pht hin
ra rng cc i tng s dng nhiu t ng khng nh v ph nh mnh hn so vi
cc phng thc khc Li ni rt khc vi nh my qua bn phm (Ponnaiya and
Ponnaiya, 1999). l nhng l do khin nghin cu theo nhm chuyn su trc tuyn
b suy gim hiu qu.
King, Brown and Partners, mt cng ty nghin cu San Francisco qun l iu
hnh cc nhm chuyn su cho nhng khch hng ca hng (www.kingbrown.com) s
dng th tc sau:

Tip xc vi cc i tng tim nng qua th in t, ngh h vo website v

tr li cc cu hi trn mn hnh (VD, th trng la tui teen Chu u, nhng
ngi mua ca hng Levis).

Gi th in t ti nhng ngi s dng t cch, h tr cho h tin tham gia

vo nhm.

C khch tham gia v t bn n tm ngi trc tuyn trn site cng mt thi im
c ch nh ngy gi v c cho mng qua ngi iu hnh trn mng
(moderator).
Chia mn hnh thnh hai phn dc: Bn phi, ngi iu hnh vit cc cu hi v
ngi tham gia tr li cc cu hi . Cc phng tin truyn thng c hin din
bn phi, bn tri l Back room ni m nhng ngi tham gia c th lin lc
vi nhau v ngi iu hnh theo di qu trnh trao i trong nhm.
Mt v d th v khc, Hng Synthetron B, qun l v iu hnh ng thi cc
nhm vi s lng tham gia ln ti hn 200 thnh vin (www.synthetron.com). Ngi
tham gia vit nhng quan im ca h bng cch tr li cc cu hi, sau mi ngi
s bu chn cu tr li hay nht v mt phn mm c tch hp tnh nng lc d liu
gi nhng kin c nhiu ngi ng tnh ti cc nhm khc ang hot ng cng
thi im . Hot ng bu chn tip tc din ra cho n khi hu ht tt c u ng
cc quan im c sng lc v hon thin trong bo co cui cng. y l qu
trnh bn bc m ngi s dng tham gia:
a kin
c v nh gi kin ca nhng ngi khc (la chn nhng mc ng )

97
 Phn ng li, mang ti cc sc thi, mc v s sc so cho cc kin m ta ng
bng cc din t su hn quan im ca mnh.
Nhp chut vo bng tm tt phn nh trong tt c cc kin hp l nht n
thi im trong phin hot ng.
Quan st trc tuyn: Nghin cu quan st gim st cc hnh vi ca con ngi
bng cch theo di h trong nhng tnh hung thch hp. V d, ngi bn l ghi hnh
cc khch hng theo di nhng mu m h chn trong sut qu trnh ca hng v
gim st cc hnh vi mua hng. Mt s nh nghin cu tin rng hnh ng hiu qu
hn t ng, lm cho vic quan st khch hng r rng hn l kho st ghi li nhn
nh ca khch hng v nhng g h tin v h lm. D nhin, cng nh phng php
tip cn cht lng, cc quan st vi s lng nh th khng th s dng m t
hnh vi ca tt c mi ngi.
Mt hnh thc th v v quan trng ca nghin cu quan st, ch c th thc hin
trn internet, bao gm giao tip qua chat v th in t vi my tnh ca khch hng,
bng thng bo (bulletin board) v nhng danh sch th (mail list). Mt din n mt
trong nhng din n (forum) trc y l trang web l Usenet, bao gm hn 35.000
nhm thng tin, mi din n l mt nhm tho lun rng ri v mt ch nay
c t chc bi GOOGLE GROUPS. Thnh vin gi (post) cc bi ti cc nhm
thng tin cho nhng ngi khc c. Phm vi tho lun c th t v ngha ti y
ngha, ngoi tr cc nh k hoch th trng c th nghin cu v cc sn phm v cc
ngnh bng kim sot nhng cuc tho lun. Cc cng ty c th gim st qua
GOOGLE GROUPS thm d cc tin n xung quanh h. S phng ny c th
cho cc cng ty nhanh chng a ra cc phn hi v xua tan cc tin n. c c
nhng tng c gi tr qua quan st ngi tiu dng, xem minh ha 3.13 v tng
phn ca tho lun v Iphone. Nhng thng tin c bit quan trng vi c Apple
Computer v i th cnh tranh ca n. C nhng cch kim sot vic qun l chat vi
ngi tiu dng thng qua cung cp khng gian cho website ca cc hng, hoc ng
k thu bao, hoc qua danh mc th in t gii thiu danh mc sn phm c lin
quan n ch .
Nghin cu qua kho st trc tuyn Nhng nh E-Marketing hng dn thc
hin cc kho st bng cch gi cc thip mi ti cc c nhn qua th in t c km
ng dn ti cc mu kho st trn trang web. Cc t chc ly a ch th in t t
c s d liu ca h, kt xut ra danh sch, hay n gin l mt li mi ti nhng
ngi gh vo trang web. BizRate l mt v d tt v hng m xy dng hot ng
kinh doanh s dng nghin cu qua kho st trc tuyn. BizRate a ra Cc bng cu
hi trn web ti cc khch hng ngu nhin ti cc site ca khch hng nhm mc ch
tr gip site thc hin hiu qu cc hot ng marketing. Theo
MarketResearchCareers.com, nghin cu qua kho st trc tuyn hin l phng php
c s dng nhiu nht - Chim ti 29% ngn sch ca hot ng nghin cu th
trng.

98
 Minh ha 3.13: Tho lun v Iphone ca ngi tiu dng trn Google group
Web survey: Nhiu cng ty ng bng cu hi ln nhng trang web ca h.
Nhng ngi c hi nh my cu tr li vo cc c ch t ng tr li di dng
cc nt (button) (ngi s dng nhp chut vo nhng la chn phn hi), ko xung
phn danh mc hoc l khong trng cho nhng cu hi kt thc m. Mt v d v
kho st trn web c thc hin xc nh ch no c a vo chung trnh
thng mi in t. Hnh minh ha 3.14 m t nhng loi cu hi t trang web kho
st. i khi mc ch ca nhng bng cu hi ny l tp trung kin ca nhng ngi
truy cp vo trang web (V d ng k website); i khi n l nghin cu kho st mt
cch chnh thc. V d New Balance ngh nhng khch hng ngu nhin nh gi
tm quan trng v hiu qu ca nhng c trng khc nhau: chm sc khch hng, s
d dng chuyn hng, la chn sn phm v gi, bo mt site, v mua bn hng.
Thng qua qu trnh ny, h xc nh khch hng sn lng tr tin ph vn chuyn,
l l do cc cng ty thm ph vn chuyn vo trong gi.
Nh nghin cu thng ng kho st trn WEB, gi th in t v s dng cc
dng khc nhau ca qung co trc tip a n ngi tr li trn website. Cc
nh gi phn hi tt nht n t nhng thnh vin c trong danh mc th in t,
nh l cc khch hng v khch hng tim nng, bi v h thng quan tm c bit
ti ch ny. Qung co trn cc bng thng bo in t hay qua cc banner qung
co v cc lin kt t cc website khc cng s a n mt lng truy cp ti web
kho st. V d mt hng t qung co trn Yahoo v nhn c 1% truy cp trong
tng s 826 ngi phn hi. Nhn chung, nh gi phn hi trn kho st trc tuyn
thng c kt qu tng ng hoc tt hn khi s dng cc phng thc kho st
truyn thng, i khi t n mc 40%.

99
 Minh ha 3.14: Michelll and Strauss Web survey
Nghin cu kho st trc tuyn c nhiu u im v nhc im so vi hnh thc
truyn thng. Mt s ni dung c a ra phn tch on tip theo; Minh ha 3.15
bao gm nhng danh mc rng hn.
Nghin cu kho st trc tuyn th nhanh v khng t, c bit khi so snh vi
cc phng php kho st truyn thng th y l u im ni bt nht. Bng cu hi
c a ra gn nh lp tc trn ton th gii thng qua internet m khng phi tr
bu ph hay phng vn. Nghin cu qua web c chuyn i thnh file HTML v
khng cn in, hay i chiu v khng mt thi gian gi th. Nhng ngi tr li s
hon thnh bng cu hi trong ba ngy u, ton b qu trnh din ra rt nhanh. Tht

100
d dng gi nhng nhc nh ti nhiu ngi khi s dng th mi in t. Johnson
2006 ch ra Thc t th nh marketing ct gim 15-20% chi ph khi chuyn t
vic kho st qua th thng sang kho st trc tuyn, v gim 30% chi ph bng vic
chuyn t kho st qua in thoi sang kho st trc tuyn.
Minh ha 3.15: Nhng thun li v bt li ca vic nghin cu kho st trc tuyn
Thun li Bt li

Nhanh v r Vic la chn mu mang tnh

tng qut
a dng, cho nhng ngi s dng
internet trn ton th gii n nhng Gi tr o lng vn cn mang
ngch th trng ring bit tnh ch quan

Gim sai st trong vic nhp d liu ca Tnh xc thc ca cu tr li

nh nghin cu nh vic nhp d liu n khng chc chn

Trung thc tr li nhng cu hi nhy Cu tr li khng ng tin cy

cm
a ra nhng kin ging nhau
Bt c ai cng c th tr li, ch cn l
nhng ngi c mi, hoc l c mt Gim t l phn hi
khu bo v
T nhn thc nghin cu trng
D dng lp bng biu i vi nhng d cu l th rc
liu in t
Gim lch ch quan
Mt s nh nghin cu tin rng kho st qua web gim thiu sai st. V d,
nhng cu hi ngu nhin l nhng cu hi c my tnh a ra mt cch t ng
ph thuc vo cu tr li ca nhng cu hi trc . Nu ngi tr li la chn C cho
cu hi s chn th phn mm s b qua ngay lp tc ba cu hi tip theo v a ra cu
12. K thut ny gim i s phc tp v thi gian cho c ngi tr li Thm na
ngi s dng in nhng cu tr li ca h, loi tr nhng cu tr li li c tm
thy trong phng php truyn thng khi chuyn i tr li t bng cu hi trn giy.
Hn na, mt s nh nghin cu pht hin ra rng nhng phn hi ny s tr li
nhng cu hi mt cch trung thc v cng khai hn trn my tnh so vi khi phng
vn trc tip v s tr li nhng cu hi nhy cm v vn ring t thng qua
internet. L do ny c l l mt trong nhng l do lm cho vic nghin cu kho st
trc tuyn mang tnh khch quan v khng mt ai xem c nhng g m tng ngi
tr li lm.
Mu i din v gi tr o lng l thun li ln nht ca vic nghin cu kho
st ny so vi vic nghin cu ngoi tuyn (Miller, 2001). Ngi lm marketing khng
th phc tho ra c nhng mu xc sut c tnh khoa hc bi v khng c danh sch
ca nhng ngi s dng internet hin ti, tr khi mu c ly t danh sch khch
hng ca cng ty, tt c h u s dng Internet, v cng ty c a ch th in t ca
h. Ngc li, nhng ngi nghin cu bng cch ch thn h hoc l lin lc qua th
in t c c danh sch dn s v c th phc tho c mu xc sut. Mc d

101
khng c danh sch cng khai ca tt c nhng s in thoi ang tn ti, nhg cng
ngh quay s ngu nhin gii quyt c vn xc sut cho phng php lin lc
ny. Nu khng c kh nng phc tho cho nhng mu ngu nhin, nh nghin cu
khng th tng kt kt qu cho ton b nhng ngi c nghin cu. V vy, nh
nghin cu c th gi bng cu hi qua th in t n mu ca nhng ngi c hi
hoc l t mt web kho st trc tuyn, nhng phi cn thn khi th hin kt qu. Khi
c 15,000 ngi tham gia kho st trc tuyn nhp chut vo sn phm by bn trc
tuyn th iu ny c ngha g? Kt qu lin h vi nhng ngi s dng khc nh th
no? Vn ny l mt trong nhng vn mang tnh tng qut. Vi cng ty, nh
BizRate.com, tr gi cho vn chn mu bi vic a ra nhng bng cu hi khng
dnh cho tng loi khch hng trn website. K thut ny pht huy hiu qu tt nu
cng ty mun c nhng thng tin t nhng mu tt ca cc loi khch hng.
Vic nghin cu trc tuyn a n nhng vn v o lng. u tin, do
nhiu ngi lt web khc nhau, kch c mn hnh, cch thit lp phn gii khc
nhau, nh nghin cu lo lng v mu sc s th hin trn web v phn gii cng
khng c phn nh mt cch chnh xc. Trn mt vi my tnh, im cc t mt n
nm c l khng c khong cch u nhau gia chng, lm gi tr ca nh cng khc
nhau. Th hai, mt nghin cu so snh gia in thoi v cc cuc kho st trc tuyn
nhn ra rng nhng ngi s dng trc tuyn t c kh nng s dng c hai im cc
trong nm im cc (ngha l, mt v nm khng c nhp chut thng xuyn lm)
(Miller, 2001).
Phn ln nhng nh nghin cu th quan tm ti vic t l phn hi trc tuyn
gim st v cht lng ca d liu kho st trc tuyn. gii quyt vn ny,
MarketResearch-Careers.com tin hnh mt cuc kho st ca nhng chuyn gia
nghin cu nm 2007. C 237 ngi tham gia tr li cho nhng gii php di y:
Gii hn s cu hi hoc l thi gian hon thnh i vi mt cuc kho st (64%).

Thc hin cc cuc iu tra hp dn hn vi nhng ngi tr li (63%).

Mc tiu ca cuc kho st tt hn cho nhng ngi tr li vi s hng th trong

ch ang c nghin cu (57%).
C gng nhn dng nhng ngi cp nhng cu tr li di tr (45%).
Gim vic s dng nhng kho st di tr (38%).

To ra mt bn th ba nhn dng v loi b nhng ngi tr li chuyn nghip

t bng cu hi trc tuyn (37%).

To bng tham gia ca nhng ngi tham gia kho st vi bi thng cao (33%).
Mt s nh nghin cu tin rng hu ht s khc bit gia nhng phng php
kho st khc nhau l do s khc nhau v nhn khu hc v nhng iu kin khc gia
nhng dn c trc tuyn hay khng trc tuyn; mc d vy vi nhng s khc bit
cng nh nhng vn ang tn ti, nhng nh nghin cu vn cha tm c chng
c chng minh cho nhng li gii thch . Phng php gia quyn l mt cch
gii quyt vn ny v nhng vn v chn mu kho st khc. Cc phn ng theo
nhng nhm i din c nhn vi mt con s c th mang li s chnh xc hn

102
vi tng dn s. V, theo Andy Kohutt ca trung tm nghin cu Pew: s ci cch
truyn thng m chng ti ang tin hnh trong cuc nghin cu kho st ny iu
chnh mt nhm nh thiu cn bng, ch khng phi dnh cho mt nhm ln nhng
ngi khng c c hi tham gia cuc kho st ny (Kasanoff v Thompson, 1999,
p.68). Mt s th tin rng Internet s khng phi l mt phng tin tt cho nghin cu
kho st cho n khi 80% ngi dn u s dng Internet, nhng mt s khc li tin
rng ch cn t c s lng ngi c hi ln, ch yu, v so snh kt qu ca
trc tuyn v ngoi tuyn l . V d, Harris Interactives Poll Trc tuyn d bo
kt qu ca 21 trong s 22 cuc bu c mt cch chnh xc M nm 1988, v hng
Avon tm ra mu kho st trng tm ca 17 thnh ph tng quan cao vi kho
st trc tuyn v vy h b qua phng php trng tm ny (Kasanoff and
Thompson, 1999).
Mt vn khc vi kho st thng qua web v bng cu hi l khng c mt
khu bo v, do cng ty khng c s kim sot i vi nhng ngi phn hi.
Ngc li, ngi nhn c th in t ni chung th gi li v phn hi mt cch
ring t, bt c ai cng c th tr li mt kho st trn web nu nh a ch c cng
khai. Kh nng ny to ra khuynh hng t la chn v iu ny gy kh khn cho
vic o lng.
Mt mi quan tm quan trng na l tnh xc thc ca nhng ngi tr li. Vn
ny nh hng n bt k mt phng php t kho st no, nhng dng nh l
c tnh ring bit trn Internet. Cc cuc kho st tm thy bt c ni no th c
t 20% n 50% ngi s dng u khai bo gii tnh i lp vi gii tnh ca mnh
trn internet, cn tr em th thng t cho mnh l ngi ln khi trc tuyn. Trng
hp ny tht khng d tp hp v lm r rng dn n lch lc trong kt qu kho
st. Nhiu nh nghin cu ang c gng sng lc nhng ngi tr li khng hp l v
khng thnh thc. Mt cch tm ra nhng kt qu khng c ngha nh l nhng
phn hi to thnh mt hnh mu (v d, mi phn hi c gim bi mt: 1, 2, 3, 4,
v.v.
Mt vn khc lin quan n s trng lp ca nhng phn ng trong cuc kho
st trc tuyn. GVU t a ch th in t kim tra cuc kho st ln th hai ca
h v nhn thy l 709 (3.8%) trong 18.503 bng cu hi hon thnh th c hon
thnh t chung mt a ch. Mt s ngi tr li th thng mc li v tr li bng cu
hi hn mt ln, v c l nhng ngi khc mun kin ca h c tnh n nhiu
hn! Tht d dng g b nhng ci phn hi ging nhau t mt c s d liu ch
bng cch kim tra cc phn hi ging ht nhau c duyt cng mt lc.
Cui cng, mt vi nh nghin cu s dng th in t thu ht nhng phn
hi cho nhng bng cu hi di dng mt trang web. Nu khng mun mu th in
t ny s c a vo mc th rc th mu nghin cu phi bao gm cc khch hng
ca cng ty.
Ch rng dng kho st ny khng qu d to ra trn hu ht cc trang web.
Tht vy, to ra nhng dng kho st c tng tc vi nhau, ngi pht trin phi
t mt chng trnh c bit trn my ch web (CGI hoc Perl script) hng dn
my ch lm g vi thng tin ca ngi tr li. Mt s t doanh nghip ln to ra
phn mm gip cho qu trnh ny, nh l Web base survey Monkey.com. Phn mm
SurveySollutions cho php nhng nh nghin cu to ra mt mu kho st trn web

103
n gin gn nh cc cng c bin son hay cc phn mm son tho vn bn. Sau
nhng nh nghin cu t trang web ti ch ca h, v tt c cc hot ng c tng
tc vi nhau u c x l trn my ch SurveySolutions. Nhng phn hi ca cuc
kho st s c gi tr li cho nhng nh nghin cu, nhng ngi m s dng phn
mm chuyn th in t vo cc bng d liu thch hp cho vic phn tch trong
bng tnh hoc phn mm thng k.
Bng trc tuyn (Trc tuyn Panels): Hu ht nhng nh nghin cu th ang
s dng bng trc tuyn chng li nhng vn v phn hi v chn mu. c
gi l la chn trong cng ng (opt-in communities), bng trc tuyn bao gm mt
nhm ngi ng l ch th ca cuc nghin cu th trng. H thng xuyn
c tr tin v cng c nhn nhng sn phm min ph. Nhng ngi tham gia
hon thnh bng cu hi tng qut sau khi c chp nhn, v vy m nhng nh
nghin cu c c nhng thng tin v c im v hnh vi ca h. Theo cch ny,
khi nhng thnh vin c hi kim tra sn phm th c a cho bng cu hi
hon thnh, hoc l c gi phiu gim gi hoc khuyn mi khc, nhng nh nghin
cu c th i chiu kt qu vi nhng d liu nhn khu hc thu thp c. Ln
lt, cng ty nghin cu c th s dng bng cu hi ngn hn, v s tng t l phn
hi (ngha l, khng cn cu hi v nhn khu hc). Mt thun li cho cc bng ln
nh nhng iu trong cu chuyn m Purina l nhng nhm nh hn ca cc thnh
vin c th c hng ti mc tiu da trn hnh vi hoc nhn khu hc. Cng ty vi
h thng bng trc tuyn ln bao gm America Consumer Opinion, Nielsen //
NetRatings, NPD Group, Harris Interactive, v Digital Marketing Services (DMS).
Trong mt s dng th v ca 100,000 bng thnh vin, Nielsen//NetRatings
theo di ngi xem bng qung co trc tuyn. N lm iu ny bng cch yu cu
cc phng ban qung co t mt im nh theo di trong qung co. im nh ny l
mt du chm ca nh sng trn mt my tnh hoc mn hnh truyn hnh, v th n
c n vi ngi xem qung co. Nielsen t mt cookie trn my tnh ca mi
thnh vin nhn ra lc m im nh c nhn thy, nhn ra ai xem cc qung
co. Sau khi i chiu cc thng tin cookie vi nhn khu hc ca bng iu khin,
Nielsen c th xy dng mt h s hon chnh ca nhng ngi xem qung co
trc tuyn (Bruner v Khngegel, 2005).
Mt khc, bng iu khin truy cp thng t tin hn cho cc cng ty khch
hng so vi phng php truyn thng ca th h mu. Ngoi ra, v cc doanh nghip
nghin cu i khi tuyn dng thnh vin ca bng theo nhng cch khng khoa hc,
n nh tng qut ca kt qu kho st t cc bng l c vn . Tuy nhin, mt s
lng ln ngi c hi v t l phn hi cao gim thiu vn ny. Mt vn
khc vi phng php bng ny, ngi c hi c tr tin cho s tham gia ca h
v i khi h gian ln c c tin bng ba cch khc nhau:

La bng cch tr li "c" cho cu hi m h ngh rng s gi cho h khi vic b

chm dt vo gia cuc kho st do khng s dng cc sn phm c th hoc cc
tiu ch sng lc khc (h khng mun c chm dt bi v h s khng c tr
tin)

ng x l l v vy h c th hon thnh n mt cch nhanh chng v d, ch cn

nhp chut vo cc cu tr li ngu nhin m khng c k cu hi, hoc "thng
dng" (nhp vo tt c mt con s cho mt s cc cu hi trong cng mt hng).

104
 Cc nh nghin cu kim tra iu ny bng cch t by, nh l t nhng cu hi
c cu trc tri ngc nhau m ngi tr li phi c k lng nu khng th s c
phn hi khng ph hp.

c cu hi mt cch k lng hay hi ht c lin quan ti tc . Cc nh nghin

cu pht hin iu ny bng cch o thi gian l phi mt bao lu ngi c hi
han thnh vic tr li mt cuc kho st, v nu h mt nm pht trn mt bng
cu hi 15 pht th phn hi ca h khng c tnh n.
c. o c ca vic nghin cu trc tuyn
Hu ht cc cng ty tin hnh nghin cu th trng trn web coi n l mn
qu vn ha ca mnh v quyt nh tng mt ci g cho ngi tr li nh l mt s
cm kch v tham gia. Vi nghin cu truyn thng, ngi c hi thng xuyn
c cung cp mt khon ph danh ngha (v d, nm la) hon thnh mt bng
cu hi, lm tng t l phn hi. Mt s nh nghin cu ly ra tn ca nhng ngi gi
cu tr li, cung cp cho h cc sn phm min ph hoc tin mt. Mt s nhng ngi
khc th quyn gp tin cho t chc t thin t vic la chn ngi tr li (v d nh
ba la cho mt trong ba t chc t thin c lit k trn trang web cho mi cu hi
c gi). Hu ht cc bi ng th dng ti v, v hu ht cung cp t nht mt vi
kt qu trn trang web sau khi cuc kho st c hon tt.
Cc nh marketing phi i mt vi nhiu mi quan tm khc v o c nghin
cu kho st trn internet:

Ngi tr li ang ngy cng bun b khi nhn c th in t khng c ngh

tham gia kho st.

Mt s nh nghin cu thu hoch a ch th in t t cc tp on mi m

khng c php (v d, t Google.com). C l, hnh ng ny l tng t nh
vic thu thp tn t mt cun s in thoi, nhng mt s ngi phn i bi v
ngi tiu dng khng gi bi vi tng c tip xc vi cc nh marketing.

Mt s cng ty tin hnh cc cuc kho st vi mc ch xy dng mt c s d

liu cho hng sau ny. o c marketing nh du s khc bit r rng gia
nghin cu th trng v xc tin marketing v khng bn di dng nghin cu

S ring t ca d liu ngi dng l mt vn rt ln trong mi trng ny, v

tng i d dng v thun li gi d liu in t cho ngi khc thng qua
internet. Farhad Mohit, gim c iu hnh ti BizRate, lu rng c rt nhiu
ngi mun cc d liu m h thu thp c. Theo Mohit, vic bo v d liu
ring t ca nhng ngi tr li l b quyt ca s thnh cng ca BizRate.
Nhng iu ny v nhng mi quan tm khc gi cho ESOMAR, Hip hi
chu u v quan im v nghin cu th trng (European Society for Opinion and
Marketing Research), bao gm nhng hng dn cho nghin cu qua internet trong
International Code of Marketing and Social Research Practice. ESOMAR c hn
4.500 thnh vin 100 quc gia (www.esomar.org)
Mc d c thiu st nghim trng nhng interner l c bit quan trng cho vic
tin hnh nghin cu s cp v l mt cng c quan trng marketing. Tuy nhin,

105
khi s dng bt k d liu s cp hay th cp, cc nh marketing phi nh gi cht
lng ca chng mt cch cn thn v p dng n cho ph hp.
3.4. GIM ST CC PHNG TIN TRUYN THNG X HI
Nh bo cng dn ng bi trn tt c cc phng tin truyn thng x hi, v
cc cng ty hin nay th phi gim st m thy c nhng ci no trong s 112
triu blog hoc 485 tm nh trn Flickr.com quan tm n thng hiu hoc vic kinh
doanh ca h. iu ny tr thnh mt vn ln bi v cng c tm kim nhanh
Google khng cn n u mt tin n n cha him ha gy tn hi hoc thng
bo c tnh cnh tranh. V d, mt phng vin MSN.com ng mt cu chuyn "C
phi Home Depot ang la gt khch hng?" v trong vng mt ngy ng nhn c
10.000 th in t v 4.000 tin trn MSN.com ni v nhng cu chuyn ba t v
dch v chm sc khch hng ti t ca Home Depot. Cng ty cn theo di t ng
bt kp nhng iu nh th ny ng lc c th phn ng v kim sot ri ro kp
thi. S ly lan nhanh chng ca cnh nh bo ny l mt phn ca l do m cc cng
ty ang mt dn s kim sot i vi hnh nh thng hiu ca h. i khi h phi tr
tin cho cc cng ty quan h cng chng hoc qun l danh ting trc tuyn gip
trong vic kim sot ny (nh Weber Shandwick hoc Deputation Defender.com).
Tuy nhin, cc cng ty c th d dng thit lp mt h thng gim st t ng ring, s
dng th in t, RSS feeds, hoc phn mm c bit.
Google cung cp chung bo th in t (alert) cho bt k s la chn mt t
kha no ca ngi s dng chng hn nh tn ngi, tn thng hiu, tn thng
hiu ca i th cnh tranh v vn vn. Minh ha 3.17 ch ra mt v d v chung bo
th in t ca Google hng tun cho nhng ci tn ca tc gi. Ngi s dng c th
ci t mt chung bo th in t cho hu ht cc web, blog, tin tc, video, hoc
nhng ci khc v chng c gi n mt cch t ng ngay khi chng xy ra, hng
ngy hoc hng tun. Technorati, mt phng tin tm kim c th gim st trn 112
triu blog, cng s gi chung bo th in t. N cng gip cho nhng nh marketing
ng k nhng bc th tin tc in t trong lnh vc ca h v th c th theo di c
cc thng bo v th trng v cnh tranh. Xem thm v Search Engine hc cch
tm kim cc cng c lm vic.

106
 Minh ha 3.16: Chung bo Google
Ngun cung cp d liu RSS (Really Simple Syndication) l mt dng XML
(ngn ng m rng Extensive makeup languages) c thit k cho vic chia s cc
tiu v ni dung ca nhng trang web khc. Khi cc c nhn ng k vo mt blog
hoc cc trang truyn thng x hi khc qua RSS, ni dung ca nhng bi s c
a n my tnh ca ngi c ngay khi n va c ng. Khch hng c th c
RSS bng cch ti v mt trnh c min ph nh GoogleReader (Minh ha 3.18). y
l mt cch m hu ht cc cng ty di theo cc blogger c nh hng trong lnh vc
ca h v xem nhng bi vit v cng ty v thng hiu ca h h c th thm cc
gp hay phn ng khi c cc cuc khng hong.
Cui cng, mt phn mm c bit cho php cc cng ty gim st cc cuc tho
lun trn cc phng tin truyn thng x hi v ph bin chng cho cc c nhn b
nh hng. Copernic Tracker th c bit mnh bi v n s theo di cc trang web
khng c chc nng RSS, nh cc h s kinh doanh (v d, Better Business Bureau),
din n trc tuyn, v web ca cc i th cnh tranh. Mt cung cp min ph n t
Ngn hng th gii WB c thit k gim st vic ng bi trn cc phng tin
truyn thng x hi v cc d n hoc nhn s ring ca cng ty. BuzzMonitor c sn
ti buzzm.worldbank.com.
Vy u cc cng ty c th tm thy c cc cuc tho lun trc tuyn ny?
Beal v Strauss (2008) a ra 12 knh cho vic gim st danh ting trc tuyn:

Cc knh ni dung ring thuc s hu ca bn bt k mt blog, phn bnh lun

no trn trang web ca cng ty, hay cc trang web khc thuc s hu cng ty m
cho php ngi s dng ng bi.

Phng tin truyn thng x hi v blog s dng cnh bo Technorati.com v RSS

feeds.

107
 Mng li Google vi cc video, tin tc, nhmv.v.

Tin tc trong ngnh thng qua cc bn tin th in t hoc trang web i th cnh
tranh gim st.

Cc cuc hi thoi gia cc bn lin quan m xy ra bt k trang web no khng

c gim st bng cc cch khc nhau.

Cc phng tin truyn thng x hi trong lnh vc kinh doanh ca cng ty, nh l
Tripadvisor.com ca ngnh du lch.

Cc trang web x hi nh del.icio.us.com cho php ngi dng nh du cc trang

web chia s vi ngi khc.
Ni dung a phng tin nh video ti YouTube v hnh nh ti Flickr.
Din n v bng tin, Google Groups v Yahoo! Groups, v ti trang web bt k
trong ngnh m cng ty lm ch.

Khch hng nhn xt ti cc trang web nh bnh sch Amazon.com, BizRate.com

hoc epinions.com N rt quan trng i vi cc cng ty bn sn phm trc
tuyn.

Tiu s ca thng hiu ti cc mng x hi nh LinkedIn.com v ZoomInfo.com

Phn tch web s gip cc cng ty theo di lu lng truy cp n cc trang web
ring ca h, cc t kha m h s dng ti Google tm thy chng, v cc trang
web m h truy cp trc n cc trang web ca cng ty.

Minh ha 3.17: Google Reader Aggregates RSS Feeds

Ngun: Courtesy of google (www. google.com/reader).
3.5. CC CCH TIP CN CNG NGH CHO PHP KHC
Internet l mt ni tuyt vi quan st hnh vi ngi tiu dng bi v cng
ngh ny t ng ghi li hnh ng di mt nh dng m c th phn tch mt cch

108
d dng, nhanh chng, v thao tc ton hc. S t ng thu thp d liu t my tnh
ca khch hng (client-side) v pha my ch (server-side) l hai cch tip cn cng
ngh phi truyn thng c c bit ch trng. H s thi gian thc ti cc website l
mt cch tip cn pha my ch c bit mnh. Nhng k thut ny kh th v v c
bit bi v chng khng tn ti trc khi c internet, v bi v chng cho php cc nh
marketing a ra nhng thay i p ng, mt cch nhanh chng trn cc trang
web, chng trnh khuyn mi, v gi c.
3.5.1. Thu thp d liu t khch hng
S thu thp d liu t pha khch hng lin quan n thu thp thng tin v hnh
vi ca ngi tiu dng thng qua vic truy cp trn my tnh ca ngi dng. Mt
cch tip cn l s dng cookie khi ngi dng truy cp mt trang web. Cookie l tp
tin kh hu ch, v thm ch cn thit cho thng mi in t v cc hot ng internet
khc. Mt s cookies gip cc nh marketing gii thiu cc chng trnh khuyn mi
thch hp v cc trang web cho ngi dng c nhn s dng thng tin c s d liu.
Minh ha 3.19 a ra mt v d v cc knh bn hng. N cho thy lm th no cc
tp tin cookies v nht k trang web c th xc nh s lng khch truy cp vo mt
trang web, theo v cui cng mua sn phm. Nh phn tch Chng 3, nhng con
s ny l kt qu ca phn mm phn tch web.

Minh ha 3.18: Nht k web h tr vic phn tch m hnh bn hng hnh phu
Mt phng php thu thp d liu quan trng t pha khch hng lin quan n
vic o cc mu ngi dng bng cch ci t mt ng h my tnh trn cc my tnh
ca mt bng iu khin ca ngi s dng v theo di dng truy cp ca ngi dng.
Cch tip cn ny tng t nh "Thc o bng ngi" ACNielsen (people meter)
c pht trn TV xc nh th hng cho cc chng trnh khc nhau. Vn k
thut ny s c phn tch nhiu hn ln lt trong cc chng tip theo.
3.5.2. Thu thp d liu t my ch
Phn tch web s dng phn mm ng nhp (log) trang web to ra cc bo
co v s lng ngi s dng xem tng trang, a ch cc trang web trc khi truy
cp trang web ca cng ty, v nhng g ngi dng s dng ti cc phn chnh trong
mt trang web khi thu thp d liu t pha my ch. V d, nh yu cu ng k trc

109
tuyn, Expedia c th theo di vic mua v ca khch truy cp, duyt mu, v s
thng xuyn truy cp ca h vo cc trang web. N s dng thng tin gi cho
hng c bit cho khch hng cng nh cung cp cc dch v nh theo di gi v.
Amazon, thng qua phn mm lc cng tc, theo di s lnh ca khch hng v a ra
cc xut da trn cc xu hng ca khch hng trong c s d liu ca n. Nhng
d liu quan st ny gip cng ty ci thin cc chin lc E-Marketing, bn qung co,
v xy dng cc trang web hiu qu hn. Minh ha 3.20 cho mt v d v cc dng
truy cp ti FTC.gov c phn tch nh phn mm phn tch web. T nhng d liu
ny, FTC c th xc nh cc trang web hu ch nht cho ngi dn, v nn tip tc l
cc lin kt, biu ng ni bt trn trang ch.

Minh ha 3.19: Dng truy cp ti FTC.gov

Ngun: www.ftc.gov
Cc cng ty ngy cng s dng nhiu hn d liu t pha my ch thay i
thng xuyn trn cc trang web v cc chng trnh khuyn mi. H s thi gian
thc xy ra khi phn mm c bit theo di thao tc ca ngi dng trn mt trang
web, sau bin dch v bo co v cc d liu ti mt thi im. N cn c gi l
"theo di dng truy cp ca ngi dng trong thi gian thc", cch tip cn ny cho
php cc nh marketing phn tch hnh vi ngi tiu dng trc tuyn v iu chnh tc
thi cung cp cc trang qung co v cc trang web. H s thi gian thc c tnh
khng r khi t phn mm ti mc la 150.000 bt u v la 10.000 mt
thng sau . Kh nng d on hnh vi tng lai da trn hnh vi trong qu kh v,
do , cung cp cc ty bin v trang web cho cc khch hng thch hp trong khi h
ang gh thm mt trang web s em li thnh cng.
3.6. CCH TIP CN KHNG GIAN THC
S thu thp d liu chnh ca khng gian thc dng ch cc cch tip cn cng
ngh c cho php thu thp thng tin ngoi tuyn, l sau c lu tr v
c s dng trong c s d liu marketing. Cc k thut khng gian thc quan trng
nht l thit b qut m vch v thit b u cui my qut th tn dng ti ca hng

110
bn l, mc d my tnh tip nhn bi dch v khch hng trong khi ni chuyn trn
in thoi vi khch hng cng c th bao gm y.
S thu thp d liu khng gian thc s cp din ra ti cc im mua ngoi tuyn.
Thu thp d liu ngoi tuyn rt quan trng i vi marketing in t, bi nhng d
liu ny, khi kt hp vi d liu trc tuyn, s v nn mt bc tranh hon chnh v
hnh vi tiu dng c nhn cho cc cng ty bn l. Thit b c th thng minh v th
tn dng, im tng tc ca my bn (IPOs Interactive Pointt of Sale machine), v
my qut m vch l nhng c ch cho php thu thp d liu khng gian thc v ngi
tiu dng. Mc d cc m sn phm ph thng (UPC-Universal Product Code), cn
c bit nh l m vch, c s dng trong cc ca hng tp ha ca M t nm
1974, cng dng ca n hin nay pht trin n mc cc m c qut hng t ln
mt ngy. D liu bn sn phm thu thp c bng cch qut m sn phm ti cc
ca hng bn l hin ti ang c s dng trc ht qun l hng tn kho. Nh d
liu UPC i t my tnh tin vo my tnh, phn mm k ton lm vic kim k k
toan mt cch t ng v gi thng tin lin lc vi nh cung cp b sung hng ha
vt l. Vic kim k tc th kh hiu qu cho cc nh bn l, bn bun, v nh sn
xut.

Minh ha 3.20: Thu thp d liu khng gian thc v v d v lu tr

Catalina Marketing s dng UPC cho mc ch khuyn mi. Cng ty ny t
thit b nh bn cnh my tnh tin ca ca hng tp ha lp cc phiu gim gi da
trn mi ln mua ca khch hng. V d, nu mt khch hng mua mt Smucker, my
c th cho ra mt phiu gim gi la 0,50 cho mt ca Knotts Berry. Khi ngi
tiu dng dng phiu gim gi ca Knott mua hng, my qut m vch ghi li n.
Trong qu trnh ny, Catalina Marketing v nh bn l xy dng c s d liu rt ln
v cc ln mua v phn hi ca khch hng v cc chng trnh cho hng, khuyn
mi. Nu khch hng ch dng mt t l nh cc phiu gim gi ca Knott mua li,
Knott's Berry Farm c th chn tng gi tr ca phiu gim gi n 0,75 la. Mc

111
d khng ph bin, trn thc t, n c th kt hp d liu thu thp ti cc ca hng bn
l vi cc d liu trc tuyn ca ca hng. Nh bn l Sharper Image lu tr mt
lng ln d liu bng cch kt hp d liu pha my ch t trang web ca mnh vi
s in thoi, t hng t catalog ca ca hng v d liu khng gian thc UPC t cc
ca hng bn l. Vic bin son cc d liu ny cung cp i din dch v khch hng
ca n mt h s khch hng y t c s d liu khi cn.
3.7. C S D LIU MARKETING V KHO D LIU
Cho d d liu c thu thp trc tuyn hay ngoi tuyn, chng u c
chuyn n cc c s d liu marketing khc nhau, nh Minh ha 3.1. C s d liu
sn phm cha thng tin v tnh nng sn phm, gi c, v mc tn kho; c s d liu
khch hng cha thng tin v c im v hnh vi ca khch hng. C s d liu x l
giao dch rt quan trng di chuyn d liu t cc c s d liu khc vo mt kho d
liu (Minh ha 3.21). Kho d liu l nhng ni lu tr ton b d liu lch s ca t
chc (khng ch d liu marketing). Chng c thit k c bit h tr phn tch
cn thit cho vic ra quyt nh. Ni cch khc, ngi lm marketing khng th p
dng cc d liu trong c s d liu sn phm hay c s d liu khch hng i vi
cc vn marketing nh h c th p dng cc thng tin trong mt kho d liu. i
khi cc d liu trong mt kho c phn chia theo cc ch c th hn (gi l cc
siu th d liu) v lp ch mc d s dng. Nhng khi nim ny quan trng i
vi cc nh marketing bi v h s dng thng tin kho d liu cho mc ch lp k
hoch.
Bi v trang web rt phc tp, thng bao gm hng ngn cc trang t cc b
phn hoc cho nhiu cng ty khc nhau, nn ni dung qun l l phn rt quan trng.
Nhiu nh cung cp phn mm, bao gm c Microsoft, ang c gng gii quyt vn
bo tr trang web i vi phn mm ca h. Cc chng trnh ny c cc tnh nng
nh c s d liu thng co bo ch m t ng a nhng thng tin mi nht trn mt
trang ch nh v lu tr nhng thng tin c, xa chng vo mt ngy xc nh.
3.8. PHN TCH V PHN PHI D LIU
D liu thu thp t tt c cc im tip xc vi khch hng c lu tr trong h
thng kho d liu qun l kin thc, sn sng cho vic phn tch v phn phi cho cc
nh ra quyt nh marketing. Bn loi phn tch quan trng cho vic ra quyt nh v
marketing bao gm khai thc d liu, h s khch hng, phn tch RFM (Recency
thi gian, Frequency tn sut, v Monetary tin t) v lp bo co tng hp.
Vic khai thc d liu lin quan n vic khai thc thng tin d bo n trong c
s d liu ln thng qua phn tch thng k (xem thm v Khai thc d liu). y,
cc nh marketing khng cn phi tip cn c s d liu vi bt k gi thuyt no
ngoi vic quan tm n vic tm kim cc mu trong cc d liu. V d, mt nh
marketing c th mun bit liu nhng ngi s dng sn phm ln nht c xu hng
mua nhiu hn trong thng c th, hoc mua hu ht trong thi gian gia hn bo hnh.
Cc mu pht hin bi cc nh marketing gip h iu chnh cc chin lc marketing
hn hp, xc nh cc c hi sn phm mi, v d on hnh vi ca ngi tiu dng.
S dng khai thc d liu gip Fingerhut, danh mc nh bn l (tr gi) hai t USD,
pht hin ra rng cc khch hng di chuyn ni c tr ca h tng ln ba ln so vi s
ln mua trong 12 tun sau khi chuyn nh. Khai thc d liu cng tit l rng nhng

112
ngi di chuyn c xu hng mua ni tht, in thoi, v trang tr nhng khng
phi trang sc hoc in t trong nh. Fingerhut s dng thng tin ny to
mt c bit Ca hng ca nhng ngi chuyn nh, la chn sn phm thch hp
trong s cc 15,000 th m n bn. Ngoi ra, h dng gi cc danh mc c bit
khc cho nhng ngi di chuyn (hoc ngi xut kin) trong 12 tun u. Khai
thc d liu cng gip cc vn phng ca Hip hi t M (AAA) Trung i
Ty Dng trong vic sp xp qu trnh truyn thng marketing ca mnh, gim s
lng th t, ti liu 96%, t 1,2 triu n 40,000 chic mi nm. iu ny lm gim
chi ph 92% m khng c mt s suy gim thnh vin-ghi danh no.
H s khch hng s dng thng tin t kho d liu gip cc nh marketing hiu
c c im v hnh vi ca nhm i tng c th. Thng qua qu trnh ny, cc
nh marketing thc s c th hiu ngi mua sn phm c th v phn ng ca h
trc cc chng trnh xc tin v s thay i v gi. Mt s tc dng khc ca h s
khch hng nh:
La chn mc tiu cho cho cc chng trnh xc tin nhm thu ht khch hng.
Tm v gi khch hng vi mt gi tr cao hn t doanh nghip

Hiu bit v cc c tnh quan trng ca phn ng ngi s dng sn phm

Ch o cc hot ng bn cho cho khch hng thch hp.

Gim chi ph th trc tip bng cch tp trung vo cc khch hng c s phn hi
thng xuyn.
Phn tch RFM qut c s d liu theo ba tiu ch. Trc tin, khi no khch
hng mua ln gn nht (tnh gn nht)? Th hai, mc thng xuyn khch hng
mua cc sn phm (tn s)? Th ba, khch hng chi bao nhiu tin cho vic mua sn
phm (gi tr tin t)? Qu trnh ny cho php cc cng ty tp trung cc chng trnh
cho hng vo nhng khch hng nhit tnh, phn hi nhiu nht, tit kim chi ph
qung co v tng lng bn hng. V d, mt nh bn l trc tuyn c th nhn thy
rng cc on khch hng hng u lm tng 32% doanh s bn hng vi mt gi tr
trung bnh l la 69 (AOV), hoc tng la 22 ca lng bn trong mi nghn ln
tip xc vi mt qung co hin th trn Yahoo!. T cc nh bn l c th tnh ton
gi tr loi qung co ny v thc hin cc bc tip cn vi phn on khch hng
hng u mt cch trc tip nht c th.
Marketing c nhn c th thc hin tt c cc khai thc d liu, h s khch
hng, v phn tch RFM bt k lc no thng qua truy cp vo cc kho d liu v phn
phi cc kt qu cho cc thnh vin khc tham gia vo mt quyt nh c th.
Thit b lp bo co, mt khc, t ng to ra cac bo co d c, cht lng cao
t kho d liu thng tin mt cch thng xuyn. Nhng bo co ny c th c t
trong c s d liu kin thc E-Marketing ni b hoc extranet cho tt c khi truy cp.
Cc nh marketing c th ch nh cc thng tin c th s xut hin trong cc bo co
t ng ny v cc khong thi gian phn phi, nh trong v d trc y v mt
nh bn l trc tuyn bn hng gi bo co hng tun cho tt c cc nh qun l. Cng
ngh Back Web (www.backweb.com), HotOffice (www.hotoffice.com), v nhiu cng
ty cng loi cung cp phn mm hp tc c th t ng tch hp d liu t c mi

113
trng v m v mi trng vi m ca cng ty. V d, khi mt ngi qun l
marketing lm vic trn mt bn k hoch marketing lu tr d liu, h thng c th t
ng t cc tp tin trn my ch cho ngi qun l khc c th truy cp. D liu ni
b c kt hp cht ch vi trang web ca cng ty, cc trang web bn ngoi, nhm
tin tc, v c s d liu - tm kim vi tt c cc kh nng. Chng hn phn mm gip
cc cng ty phn phi cc kt qu ca phn tch c s d liu.
3.9. CC THC O KIN THC QUN L
Chi ph nghin cu th trng khng phi l thp. Cc nh marketing thng cn
nhc chi ph c c thng tin thm vi gi tr ca c hi tim nng hoc nguy c sai
st c th c xy ra i vi cc quyt nh c thc hin t thng tin khng y .
H cng lo ngi v chi ph lu tr ca tt c cc terabyte d liu n t nht k cc
trang web, kho st trc tuyn, ng k web, v cc cch tip cn thi gian thc v
khng gian thc khc. Tin tt l cc chi ph lu tr d liu gim dn mt cch u
n t nm 1998, t la 0,40 n di la 0,05 mi megabyte (Malik, 2003). Hai
thc o hin ang c s dng rng ri:
- ROI: Cc cng ty mun bit ti sao h nn lu tt c nhng d liu. Lm th
no chng c s dng, v nhng li ch trong cc khon thu thm hay h thp chi
ph thu li vi t l chp nhn c trong vic u t khng gian lu tr. i vi
khng gian lu tr phn cng, ROI thng c ngha l tit kim chi ph tng cng chia
cho tng chi ph ci t (Gruener, 2001). im ng ch l cc cng ty s dng ROI
chng minh cho gi tr ca h thng qun l kin thc khc nhau.
- Tng chi ph s hu (TCO): Phn ln l mt thc o c s dng bi cc
nh qun l cng ngh thng tin, TCO bao gm khng ch chi ph phn cng, phn
mm, v lao ng cho d liu lu tr m cn cc hng mc khc nh tit kim chi ph
bng cch gim thi gian cht my ch web v cc yu cu lao ng.
V d, Galileo Quc t cung cp dch v t phng du lchv duy tr 102
terabytes d liu, gi v, v cc thng tin t phng cho 500 hng hng khng, 47.000
khch sn, v 37 cng ty cho thu xe (Radding, 2001). Cng ty t 345 triu n t
phng vo nm 2000, nhiu khi x l 10.000 yu cu trong mt giy! ROI ca Galileo
kh n gin: Theo ch s hu ca n, Frank Auer, la 1,6 t ng doanh thu c
thu v t mi bit d liu trn h thng lu tr d liu ca n.
Trong v d khc, cng ty vn ti Schneider National c d liu lm y 10
xe r mc 16,165 mt vi cc a mm. Nhng h vn khng th hiu ti sao chi ph
0,20 la mt cn cho xe vn chuyn ti mt i l Ford ti Texas v ch c 0,17
la i vi cc ni khc. Cng ty dnh khong hai t la mua phn mm kinh
doanh thng minh cho php cc nhn vin c c cu tr li nhanh cho cc vn
marketing v nhn ra 2,5 triu la thu v t vic u t trong vng hai nm (25%
ROI) (Brown, 2002).

CU HI N TP
1. M t h thng thng tin E-Marketing
2. Phn tch vai tr v li ch ca ngun thng tin t cc cp.

114
 3. Cng ngh h tr vic gim st cc truyn thng s nh th no?
4. M t cc cch thu thp d liu t khch hng v my ch.
5. C s d liu E-Marketing l g?
6. Phng php phn tch v phn phi d liu.
CU HI THO LUN
7. Nu cc phng php thu thp thng tin marketing v tho lun la chn
phng php ti u cho 1 d n ca nhm.
8. Ly v d v vic marketing trong thc t v tm hiu cch thc thc hin ca
cc t chc, doanh nghip hin nay.

115
 CHNG 4. HNH VI KHCH HNG TRONG MI TRNG KINH
DOANH TRC TUYN
4.1. CU CHUYN V MT KHCH HNG
Di y l mt cu chuyn v chuyn phiu lu mt gi ng h ht sc c
bit ca mt nam chuyn gia tn Justin. Cu chuyn m u khi anh ta iu chnh Ipod
nghe chng trnh Diggnation mi nht m anh dng phn mm chuyn ti m
thanh Podcast ti t ng t ln gn nht m anh kt ni vi my tnh. Diggnation l
mt show tr chuyn gia Alex Albretcht v Kevin Rose v nhng cu chuyn ni bt
nht hng tun trn trang Digg.com. y l mt trang web truyn thng mang tnh x
hi, ni m nhng ngi s dng gi cc tin tc nng bng hp dn v sau nhng
ngi truy cp website s truy cp vo bng cch nhp chut tha nhn rng h
o xi thng tin ny. Ngay khi khch hng ca chng ta xem video podcast ny th
TV ca anh ta cng bt sang mt trn u bng cn in thoi di ng v my tnh
c nhn th tip tc ti chng trnh yu thch.
Thng qua podcast, Kevin Roses nhc n blog ca mnh trn Tumblr.com:
kevinhasablogg. Tumblr l mt trang truyn thng rt nh, mt website cha cc
thng tin nh c gi rt nhanh vi ni dung do ngi s dng ng to. Justin xem
trn Podcast v ly my tnh ra tm blog. Anh ta vn ang nghe cuc chuyn tr ca
Rose v Albrecht nhng khng xem h trn IPod na. Justin b cun ht bi mt video
trn blog mt bn ht nhp theo bi Flagpole ca nhm Harvey Danger. Trong video
l mt nhm nhn vin vi trang phc thng ngy ang ho hng ht lp tp th theo
bi ht v nhy nht vui v trong vn phng cht hp. Trong khi xem clip, Justin rt
in thoi v nhn tin cho mt ngi bn sng mt ni khc mi gi vi ni dung:
Cu nht nh phi xem on clip ny.
Trong mt vi pht cn li ca qung thi gian mt gi, Justin post mt ng
link video v trang Vimeo ti blog Twitter ca anh y. Twitter.com cng l mt
website a phng tin ni m bn b v ng nghip ca Justin c th xem v nhanh
chng gi bnh lun v video v cng ty m anh va gi. V ri nhng c buzz lan
truyn mt cch chng mt.
y l mt kiu ngi tiu dng mi. Anh y l mt ngi i kp thi i v tip
cn rt nhiu nhng phng tin truyn thng in t khc nhau. Anh ta khng kh
tip cn internet v khng dn mt vo mt website trong mt thi gian di. S kt ni
ca anh ta vi bn b v ng nghip c tng cng bi internet, ni m h mun
chia s nhng ti nguyn trc tuyn cng nh l cc cuc hi thoi bng v s cch t
th in t n tin nhn hoc cc trang truyn thng. H khng phi ch nhiu n
cc trang web truyn thng, c la chn kt ni vi ngi khc v xem nhng
ni dung lnh mnh trn cc phng tin truyn thng. Justin l mt khch hng quan
trng bi v nu cc thng hiu khng thu ht c nhng nh nhn khu hc tr tui
rt cc h ng u vi tnh trng thua l thm ch l ph sn. Nhng nh marketing
phi lm th no thu li nhun t qung co trc tuyn, bn nhng bn nhc
download, thu ph thu bao cc phng tin truyn thng x hi? y l mt vn
m cc nh marketing ang c gng gii quyt.
4.2. HNH VI CA KHCH HNG TH K 21

116
 Chng ny tp trung vo phn tch in hnh l cc i tng ngi tiu dng
M bit s dng internet v chim khong 71% tng s ngi tiu dng. Nhng trc
khi i vo nghin cu su hiu i tng ny cng nh l hnh vi ca h th mt
iu khng km phn quan trng khc l ch n 29% nhng ngi M khng s
dng internet. Cc cng ty s khng thu c khon li nhun ln no nu xy dng
mt trang web nu th trng ca n gn nh l chim mt% rt nh. Theo Pew
Internet v d n American Life , nhng nhm i tng c t s lin kt internet
thng l nhng ngi trung nin trnh gio dc thp hoc l trong nhm dn tc
thiu s, hoc khng c con ci hoc sng khu vc nng thn hoc c thu nhp thp.
Pew ch ra bn loi i tng khng s dng internet:

Nhng ngi khng thch internet (chim khong 8%). H khng cho rng internet
l mt cng c cc k hu ch. Nhng ngi ny khng ngh rng h b l
nhiu tin ch v cho rng internet tht s khng cn thit. Nguyn nhn ca vn
ny l h lo lng v kh nng s dng internet v cm thy bi ri v iu .

Nhng ngi t b internet (chim khong 17%). i tng ny tng s dng

internet v ngng s dng. H khng mun hoc khng thch n v cho rng n
qu t. Bn cnh h ch quan tm ti nhng g c v gp kh khn khi s
dng cng ngh. H dng tip cn internet bi nhng tr ngi v cng ngh
hoc l h chuyn nh, hoc i ngh hoc b m.

Nhng ngi hon ton khng bit g v internet (69%). H l i tng c thu
nhp thp v khng c hc hnh t t. H thy khng cn thit phi ln mng
bi v h khng c nhiu mi quan h x hi. Bn cnh , ni lo lng v ni dung
khng lnh manh, ti phm internet hoc n gin l iu kin kinh t khng cho
php c th mua my vi tnh khin h c suy ngh s dng internet c qu nhiu
iu rc ri.

Nhng ngi khng s dng internet mt cch lin tc: H s dng internet nhng
li ngt qung thm ch l trong mt thi gian di. H ngng s dng mng bi v
nhng trc trc v my mc, nhng ni dung phn cm trn interner, nhng nguy
c ti phm internet cng nh gi cc ph hoc l h khng c thi gian hoc cho
rng khng cn n internet.
Nhng l do khng s dng internet ca nhng i tng trn ch ra mt cch r
rng l ti sao nhng ngi s dng internet chng li v dao ng mc 71%
trong nhng nm gn y (minh ha 4.1).
Nhn chung, s lng ngi s dng internet vn tng nhng mc thp hn
nhiu so vi qu kh. Vo nm 2007, c khong 1.4 triu ngi s dng internet,
chim 19% dn s ton cu (con s ny l 16% vo nm 2004). Theo thng k, trong
10 nc c s ngi s dng internet nhiu nht th gii th s lng ngi s dng
internet l 763.1 triu ngi, chim 53% tng s ngi s dng internet trn ton cu.
Trong nhng nc ny, t l ng k s dng internet dao ng t 69 ti 88%.

117
 Minh ha 4.1: Mc tng trng ca internet t 1996 n 2008
Ngun: D liu t Pew Internet v American Life
Vy cn 5,4 t ngi s lm g nu khng ln mng? Nhng vn chnh tr,
php lut, khoa hc cng ngh v vn ha x hi khin nhng ngi dn cc nc
pht trin khng s dng internet. Nu khng c nhng thay i mang tnh bc ngot
th nhiu nc c th khng tng c s lng ng k s dng internet i vi
nhm i tng khch hng c nhn trong khi m s lng ng k s dng in thoi
th ang tng ln tng ngy.
Vic s dng internet cc quc gia pht trin gi y ph bin n tng ng
ngch v cu hi thc tin m cc nh marketing t ra l khi th trng mc tiu ca
mt cng ty l khch hng trc tuyn th khch hng s tm c g t website ca
cng ty, h s quyt nh mua g t mt website v cng ty nn u t bao nhiu cho
cc knh trc tuyn. Mc ch ca chng ny cp n hnh vi c bit ca khch
hng trong s nhng ngi s dng internet M tm ra cu tr li cho nhng cu
hi trn. Theo ng Scoot Schroeder, CEO ca Cohort th c mt iu chc chn l
Ngy nay, hnh vi ca khch hng gn vi cng ngh nhiu hn l 10 nm trc.
4.3. BN TRONG MT QUY TRNH GIAO DCH QUA INTERNET
Tc nhn kch thch, nhng nt c trng v cc qu trnh l gii ngi tiu dng
mua hnh vi/ mong mun ca h. Cc tc nhn kch thch nhng nhn t m c th
thc y ngi tiu dng mua mt sn phm ny thay v mt sn phm khc bao gm
thng ip marketing v cc nhn t cng ngh, kinh t, chnh tr vn ha. Cc c
im c nhn ca ngi mua chng hn nh mc thu nhp v tnh cch cng ng mt
vai tr quan trng cng vi nhng nhng kha cnh c nhn, x hi v tm l. Cui
cng, ngi tiu dng s phi thng qua mt qu trnh quyt nh kh kh da vo
nhng thuc tnh cng vi v tr ca sn phm. Nhng kin thc marketing v hnh vi/
thuc tnh ca khch hng kh l phc tp mc d chng ta khi qut ha nhiu ln,
v nhng khc bit mang tnh c nhn th rt c ngha trong marketing.
118
 Bi cnh lut php, vn ha, x hi v cng ngh
Kt qu
C nhn Kt ni
Cc c im Sng to
Giao dch internet
Thch th
Cc ngun lc Hc tp
Thng mi

Cc tc nhn kch thch marketing

Minh ha 4.2: Qu trnh giao dch trc tuyn

thit lp cc chin lc marketing hiu qu, nhng nh E-Marketing cn
phi hiu iu g thc y khch hng mua hng ha v dch v trong thi gian ngn
hn cng nh di hn (v d: pht trin nhn hiu lu bn/trung thnh). Giao dch l
mt ni dung marketing c bn ni v hnh ng trao i mt hng ha c gi tr t
mt ngi ny ti mt ngi khc bng vic i mt hng ha khc. Khi ngi tiu
dng mua mt sn phm tc l h ang giao dch tin i ly mt hng ha hay mt
dch v. Tuy nhin, nhiu loi hnh giao dch marketing khc c th c thc hin, v
d nh mt nh chnh tr ngh dn chng nh i phiu bu ca h cho ng ta
bng nhng quyn li m ng ta s em li cho h.
Minh ha 4.2 khi qut mt qu trnh giao dch trc tuyn c bn, y l mt
miu t kh sinh ng gp phn sng t lun im ny. Cc c nhn s em nhng c
tnh bn thn v hiu bit ca mnh vo p dng khi h tm kim nhng nhu cu/kt
qu c bit t mt cuc giao dch. Qu trnh ny xy ra trong bi cnh lut php, vn
ha x hi v khoa hc. S giao dch thng c thc y bi cc tc nhn kch thch
marketing. Vn ny s c lm r trong cc phn tip theo.
4.3.1. Bi cnh cng ngh
Internet i t ch cn l lm n ch ph bin M v hu ht cc quc gia
pht trin (xem trong phn ph lc A cho nhng s liu iu tra trn ton cu). Vic
sp xp cho cc dch v ca cc nh cung cp dich v internet ISP cng ging nh l
dch v in thoi v a ch bu chnh: 71% trong s tt c ngi tiu dng M coi
hot ng internet nh mt thi quen. Cc nh E-Marketing nu mun li ko khch
hng th nht thit phi nm r tnh hnh thc tin ca cng ngh internet, ci m lun
pht trin khng ngng. y, chng ta tp trung vo hai s pht trin quan trng nh
hng n hnh vi ca ngi tiu dng trc tuyn ngy nay, l tc ng truyn
internet h gia nh v bc tranh ang thay i ca nhng thit b s dng cng ngh
k thut s chng hn nh in thoi di ng.
Khong 50% ngi M kt ni internet nh vi dch v gi cc internet
bng thng rng. iu ng ngc nhin l ng truyn internet ca M cng khng
phi l rng nht cng khng phi l nhanh nht. Ngi tiu dng thch kt ni vi
ng mng bng thng rng hn l vic tip cn internet t mt thit b di ng cm

119
tay bng thng hp hoc mt modem 56k trong my tnh c nhn. Khch hng s dng
internet bng thng rng rt thch th vi vic chi games, nghe nhc v gii tr a
phng tin bi v tc ti xung cc k nhanh. Mt khc, nhng ngi truy cp s
dng cc thit b cm tay nh my k thut s h tr c nhn c xu hng truy cp tin
tc, thi tit, bo gi c phiu v cc dch v d liu khc vi kh nng ha thp.
Cng ty du lch trc tuyn Travelocity c mt website ln, tin dng cho vic t cc
tour du lch, v cng c mt website dnh ring cho di ng cho php du khch truy
cp thng tin v tnh trng chuyn bay ca h t mt PDA hay in thoi di ng.
Theo Hip hi ngi tiu dng in t, c bit nc ch nh M, c 26 thit b
khc nhau dnh cho cc phng tin v truyn thng. Ti vi vn l phng tin truyn
thng thu ht nht, tuy nhin, ngi tiu dng dnh trung bnh 1,5 gi ln mng
mi ngy (Minh ha 4.3). Mc d my ghi hnh k thut s (DVR) trong cc h gia
nh vn thp hn 10%, cng ngh ny vn s c s dng ngy cng nhiu. Thit b
my ghi hnh k thut s TiVo chi php ngi s hu lu li nhng phn mm k
thut s v chuyn n my tnh c nhn thng qua h thng mng khng dy trong
nh. Khi my thu hnh k thut s DVR pht trin, ngi tiu dng c th xem bt c
chng trnh ti vi no theo yu cu bt k l nh hay trn ng.

Minh ha 4.3: S phng tin s dng trung bnh mi ngy

Ngun: D liu t Ball State University research (www.bsu.edu)
ng ch l nhng con s trong Minh ha 4.3 l i vi tt c cc h gia
nh. Theo mt nghin cu vo cui nm 2007 th nhng c dn mng M s dng
internet nhiu gp i so vi TV. Cng theo nghin cu ny, thi gian h dnh cho
c bo v tp ch cng gim xung cn 3,9 gi mt tun.
im mu cht l phi nghin cu nhng thit b m khch hng mun s hu,
xu hng th trng v s u i s dng khi ni mng. Cc cng ty truyn d liu n
cc thit b nhn d liu k thut s nh l my tnh c nhn, my nhn tin in t,

120
my fax, TV tng tc, voice mail, thit b cm tay PDA, in thoi di ng, v cc
thit b khc. Ngi s dng c th truy cp gi c phiu, gi thng tin theo di
FedEX, s thay i lch bay, thi tit v nhiu ng dng khc t PDA khi ang trn
taxi n cuc hp vn phng hoc sn bay. ng b qua vin thng ha (telematics) -
mt h thng truyn thng trong mt t c s dng mt h thng nh v ton cu
giao tip tng tc gia cc cng ty v li xe. H thng ny cho php cc li xe nhn
c hng dn v ni dung internet hoc gi yu cu gip khn cp. N cho php
cc nh marketing gi thng tin v s gii tr ti t.
4.3.2. Vn ha v x hi
Thi k m cc nh marketing gi chn ngi tiu dng khong 30 giy trong
mt chng trnh qung co trn TV ang dn i n kt thc nhanh chng v gi
ngi tiu dng trc mn hnh qung co trc tuyn th gn nh khng tn ti. Trang
web ang o to cc c nhn v t chc gip h t tm kim thng tin, sn
phm v tt c mi th thc t m h mun vo bt c khi no v ni no khin h
hi lng. V vy, nh ni n trong chng mt, quyn la chn ang dch chuyn
v pha ngi tiu dng. V d nh, ngi tiu dng s i vo ca hng bn t truyn
thng vi t thng tin bao gm cc la chn t v gi c.
Mt trong nhng xu hng x hi quan trng nht l ngi tiu dng tin tng
nhau hn l tin vo qung co v cc cng ty trc tuyn. C th l s tng ln s lng
ni dung do ngi dng lp ra trong cng ng quan tm c bit trn mng v ngi
tiu dng tm kim trong nhng cng ng ny nhng li t vn. Chng hn nh,
trang Askapatienr (www.askapatient.com) lu tr hng nghn bi vit v tc dng ph
ca cc loi thuc khc nhau. Ngi tiu dng truy cp vo trang web xem nu
ngi khc kinh nghim cc phn ng ph m h tri qua, v nhng g mong i t
loi thuc mi. Thng tin v thuc c v ng tin cy hn so vi t cc cng ty dc.
Cng ty PR, Edelmen hi cu hi ny ti 2.007 ngi tiu dng ca h: nu bn
nghe thng tin t nhng ngun sau, theo bn ngun no ng tin cy?" y l nhng
ngi c hi ni v iu h tin cy:
52% tin vo mt ngi ging h v bc s hoc chuyn gia chm sc sc khe.

47% tin vo cc t chc phi li nhun v ngi i din ca cc t chc ny.

44% tin vo nhng chuyn gia.

43% tin vo mt nh phn tch cng nghip ti chnh.

35% tin vo ngi nhn vin thng xuyn ca cc cng ty.

32% tin vo cc CEO hoc lnh o ca cng ty h hoc ngi ch ca h.

26% tin vo bt k CEO no ca mt cng ty.

14% tin vo mt mi quan h x giao.
Mt ngi ging nh chnh bn l ngi m c chung mi quan tm vi bn, v
d nh: cc bnh nhn, ngi du lch hoc cc fan th thao. Nhng nh marketing c
u c hiu bit iu ny v theo di cc website v din n lun c rt nhiu ngi
tiu dng ca h v cng lu ti nhng nhm ngi tiu dng c li ch c bit.
121
Nhng quan st thi th khng . Cc nh marketing mc cao tham gia vo nhng
cuc hi thoi v hc hi t ngi tiu dng nh v d v cu chuyn ca Dell
chng mt.
Minh ha 4.4: Cc nh qung co ang mt dn khn gi xem TV
Ngun: D liu t Anthony Bianco, The Vanishing Mass Marketing,
BusinessWeek, 12/07/2004, trang 61-68.
Loi sn phm Qung co b qua khi xem Qung co b qua khi s
Tivi (%) dng PVR (%)
n nhanh 45 96
Th chp ti chnh 74 95
Chng trnh sp t chc 75 94
Th tn dng 63 94
gia dng 42 90
ung nh 22 83
Lin quan n th cng 56 82
Qun o chuyn bit 33 62
Thuc 32 46
Gii thiu phim 12 44
Bia 5 32
Bnh qun 43 72
Nhng xu hng vn ha x hi sau cng c tc ng rt ln n giao dch
mng:

Ngi tiu dng gi mo: nhng ngi tiu dng ny b iu khin v c la

chn. H s dng nhng thng tin t Askpatient gip cc bc s dc quyt nh
phng php iu tr. ng thi, ngy cng nhiu ngi tiu dng s dng thit b
ghi video k thut s v hc cch thu video k thut s (DVR) xem truyn hnh
nhiu hn 25% v cng l cch b qua 70% cc qung co (Minh ha 4.4). Theo
BianCo, s ngi s dng DVR c tnh khong 17% thi im hin ti nhng
n c hi vng s tng ln 30% trong ba nm ti v bi v DVR min ph vi s
chuyn pht chng trnh TV v tinh v chng ti ng tnh vi iu ny.
Thng tin qu ti ln t ngi tiu dng. N thit lp mt nn kinh t tp trung -
tng rng thng tin c th l v hn nhng nhu cu cho n b hn ch bi nng
lc ca con ngi. Vn nghim trng ny ang b lm phc tp bi internet v
l mt l do ti sao ngi tiu dng dng nh c t s cm thng vi th rc.

122
 a nhim tng tc ln so vi qu trnh bnh thng v ch t hn ti mi
nhim v. V d, Millenials, mt phn on ngi tiu dng c sinh ra gia nm
1974 v 1994 (cn gi l th h Y), l chng trnh a nhim ln, c kh nng cho
php xem vi mn hnh TV vi mt s s kin th thao nh, ni chuyn trn in
thoi di ng, v xem kt qu th thao trn internet cng mt lc - ng thi nhn
lin tc vo mt trang c chng trnh bng r hp dn. ng ch l c 102,6
triu ngi ln s dng internet khi ang xem truyn hnh. (minh ha Minh ha
4.5)

Khong cch gia nh v cng ty ang ha nhp vo nhau. Nhiu ngi s dng
internet truy cp mng c nh v cng ty, 14% cho bit h dnh nhiu thi gian
lm vic nh hn nh c internet (xem trang www.pewinternet.org). ng thi,
comScore Medi Metrix nhn ra rng nhiu ngi M t v du lch, mua c v
gii quyt cc cng vic c nhn trong khi ang cng s. Ngi nh tr thnh
trung tm ca cuc sng nhiu hn trc v xu hng ny s tng ln khi ngy
cng nhiu ngi M lm vic t xa (lm vic v sng trong cc thnh ph khc v
him khi n vn phng tht).

Minh ha 4.5: Nhng ngi trng thnh thng dng internet song song vi cc
phng tin truyn thng khc.
Ngun: Emarketer chatrs, 1/2007 (www.emarketer.com)
Ti mun nhng g ti mun khi ti mun n: bt k ni no, bt k thi im
no s thun tin l iu rt cn thit cho nhng ngi bn rn. H mun xem ni
dung trc tuyn, mua bn hoc thanh ton ha n trong bt k thi im no
trong ngy hoc m t bt k v tr a l no trc tuyn hay l khng v nhn s
chuyn pht khi thun tin cho h hoc cho cng ty hoc dch v vn chuyn bu
kin. Ngi s dng trc tuyn truy cp internet t thit b di ng, gi th in t,
tin nhn nh v tra cu bn v nhng th khc trn mng. Ngi tiu dng hy
vng cao rng cng ty s tr li th in t trong vng 24 gi v nhn chung thc
hin nh h mong i. Nu khng th h s a nhng li phn nn trn mt blog
hoc Epinions.com v k cho hng triu ngi bn v cng ty.

Oxi mng: y l thut ng t ra theo trend-watching.com, c ngha l ngy cng

nhiu ngi tiu dng khng th khng truy cp internet, h khao kht internet. V
d nh khi nhng ngi s dng internet Canada c hi rng liu h s mun
th g li cnh h nu b mc cn mt mt hn o hoang th 51% tr li l

123
 my tnh c nhn, 21% ni n in thoi v ch 12% tr li l TV. Bt k ai
nghin th in t hoc cc trang web c bit chc chn u hiu xu hng ny.

Yu cu t phc v: Nhng ngi tiu dng hp php mun vo mng, tm kim

thng tin, thc hin mua bn, theo di vic vn chuyn hng ha, kim tra ti
khon v thc hin cc yu cu bt k thi im no, 24/7. Hn na, h mun thao
tc tt c nhng hot ng trn trn my tnh qua ng th in t, trn cc trang
web hoc bng in thoi, my nhn tin hoc my fax. V h p dng tt c cc
cch c c thng tin chnh xc. y l mt s mu thun th v: ngi tiu
dng mun gip chnh h khi h cm thy thch iu ny v nhn nhng bi cc
cng ty nhiu ln.
Tnh ring t v bo mt thng tin: l ti mt, c bit l Chu u. Ngi tiu
dng mun nh marketing gi b mt thng tin ca h. H mun bo v nhng a
con khi nhng website vi ni dung xu. Ngi tiu dng mun nh marketing
xin php h trc khi gi nhng tin nhn in t mang tnh thng mi.

Ti phm trc tuyn l ni lo lng ca ngi tiu dng. Mt mng li ngi tiu
dng thng m rng n 1,25 triu ngi v b nh hng thng xuyn bi virus
v cc v la o internet, iu ny khin cho ngi tiu dng hoang mang. Thm
ch l mt ch k nhn gi bu kin t dch v chuyn hng Lin bang trn
bng in t em n cho cng ty mt bn sao chp cho c s d liu.
4.3.3. Bi cnh php lut
C nhng v s tranh lun trit v nh hng ca cc nhn t lut php ti cc
nh marketing in t, v th chng ta s ch bn lun v mt nhn t y. Khng
phi cho n tn gn y, cc nhn t v lut v o c mi c nh hng ng k ti
ngi tiu dng. Theo lut c nhn, s dng cc phn mm lu l bt hp php. Mc
d theo lut in n mi M, s lng th in t gi i khng ngng tng ln. Tuy
nhin, khi Hip hi cng nghip Thu m M (Recording Industry Association of
America-RIAA) kin hng ngn ngi ti cc file m nhc bt hp php, cc yu t
lut php thc s c nh hng ln n hnh vi khch hng trc tuyn. Nm 2002,
37% ngi tiu dng trc tuyn chia s cho nhau cc file m nhc, con s ny gim
xung 23% vo nm 2004 (www.pewinternet.org). Bc chuyn bin ny c ngha
quan trng bi v tt c cc sn phm k thut s ang phi i mt vi vn ny v
nhiu ngi tiu dng khng ngn ngi khi s hu nhng bn sao chp bt hp php.
Nu s thnh cng ca RIAA l khng nh bt c s ch dn no th lut php thc s
s thay i hnh vi ca ngi tiu dng v d nh cc sn phm c th c th c
cung cp trn internet m khng lm gim li nhun- theo kinh nghim ca Apples
Itunes.
4.3.4. c im c nhn v cc ngun lc
Vt ln trn nhng xu hng vn ha v x hi, cc c nhn c cc hnh vi trc
tuyn khc nhau. Mt s vn khc nhau ny l da vo s khc nhau trong c
im v d nh thi v nhn khu hc, mt s iu th da vo khch hng tim
nng em n trong qu trnh giao dch.

124
a. S khc bit mang tnh c nhn
Ngi s dng internet c mt s c im phn bit vi ngi khng s dng
my tnh v tng t nh th, ngi s dng cng c s khc bit gia nhng g h
cn v nhng g h m c. S khc bit u tin lin quan n nhn khu hc. Tui
tc, thu nhp, gio dc, dn tc v gii tnh u tc ng n vic s dng internet. V
d, theo iu tra ca Pew internet v American Life th 92% nhng ngi t 18 n 29
tui s dng internet, so snh vi 71% tng dn s v 37% nhng ngi trn 65 tui
s dng internet (theo iu tra nghin cu ca Pew Internet & American Life). Cng
theo nghin cu, th n gii v nhng ngi M gc Phi th tm kim thng tin v tn
gio v nhng tinh thn nhiu hn v nhng ngi Anh ni ting B o Nh hoc
Ty Ban Nha th nhn tin nhanh hn cc nhm khc.
Th hai l thi tiu cc hng ti cng ngh. Nhng ngi s dng internet
m mua nhng sn phm trc tuyn thng quan nim rng cng ngh gip cho i
sng ca h tt hn v d dng hn. (Nghin cu Forrester to ra mt chng trnh
phn on th trng bng cch s dng cc bin c miu t trong phn 3.3). Th ba
l cc k nng v kinh nghim v trc tuyn ng mt vai tr quan trng trong qu
trnh giao dch. Cc khch hng thng xuyn trc tuyn hn ba nm hoc c s
kt ni bng thng rng thng tinh thng hn nhng ngi mi s dng internet
tm thng tin v cc sn phm mt cch nhanh chng. Kt qu l cng t s tht bi th
cng t vic t b mua hng trc tuyn vi gi mua hng.
Tip theo, hai nh nghin cu nhn thy rng cc khch hng trc tuyn
thng c nh hng mc tiu tt hn l nh hng kinh nghim trong khi shopping
(Theo Wolfinbarger and Gilly, 2001). Hnh vi nh hng mc tiu thng bao gm
vic i n mt website chuyn bit vi mt mc ch trong u hoc tm kim gi c
thp nht cho mt sn phm c bit. nh hng kinh nghim lin quan n vic tm
nim vui, sn hng mc c hoc ch lt web tm nhng th mi. Cc c nhn c
nh hng mc tiu thch mt iu rng h khng phi gp nhn vin bn hng v
m ng trong mi trng trc tuyn v h nh gi ng s la chn sn phm trc
tuyn, s thun tin v thng tin rt sn sng. Khi mt khch hng tm kim mt ca
hng da trn kinh nghim, n s khin h cm thy yu t ny thng xuyn cc
ca hng khng bn hng trc tuyn hn l trc tuyn.
Tng t nh th, Forrester Research nhn ra rng 70% ngi mua hng trc
tuyn c mt trong hai c im sau y: s thun tin v nh hng gi c (Whelan,
2001). 36% trong s khch hng mua sm trc tuyn c thc v gi c v sn sng
mua hng t ngi bn l trc tuyn khng quen bit nu gi sn phm thp. 36%
khch hng khc s khng t chi mt s mc c, nhng s khng thay i nh bn l
trc tuyn yu thch ca h tm mt ca hng khc. i vi nhng khch hng ny,
s thun tin v s tin tng l nhng iu ti quan trng v h khng ngn ngi tr
thm tin cho nhng li ch ny.
By gi cc thut ng ca cc m hnh Internet hon thin, c th vit mt
cun sch v ton b s c bit ha trong hnh vi trc tuyn. Thay vo , cc nh
marketing trit khm ph s khc bit trong hnh vi trc tuyn trong th trng mc
tiu ca h v sau thit k marketing hn hp cho ph hp. N l mt iu c bit
quan trng cung cp cc ty chn nh nhng tip din ca th trng hon thin
cc nhm mc tiu nh hn tng trng.

125
b. Nhng ngun lc ca ngi tiu dng
Phn chin lc marketing gii thiu v s tng ng gi tr v ch ra rng
cc khch hng nm c gi tr khi li ch tr i chi ph. Nhng chi ph ny cu thnh
ln nhng ngun lc ca khch hng giao dch: tin, thi gian, nng lng v chi
ph v tinh thn.
Chi ph bng tin: R rng l, khch hng cn c thu nhp ch ng giao
dch hng ha hay dch v m h mun - v phi c kh nng c mt chic my tnh
kt ni ISP tip cn internet. iu ny lm cho mt giao dch internet khc bit, tuy
nhin khch hng thng xuyn khng th tr tin mt hoc vit giy ghi tin cho cuc
mua bn trc tuyn. Thay vo , khch hng tr bng th tn dng, th ghi n, ha
n in t hoc th thng minh. Tuy nhin, khng phi tt c mi ngi c th kim
c hoc mun c th tn dng. y l mt vn ln cho nh E-Marketing khi
hng n mc tiu l ngun khch hng tui teen bo b v khch hng nhng
nc m s sn sng v th tn dng mc thp.
Nhng khch hng c ti khon ngn hng c th s dng th tn dng hoc tr
bng tin in t. Tin in t (cn gi l tin s) hot ng theo cch: Khch hng
m mt ti khon v y quyn cho bn th ba l mt website (chng hn nh Pay Pal)
tr, mt khon theo danh ngha v rt tin t ti khon ca ngi s dng. Phng
php ny tr nn qu ph bin n ni website Paypal ng u trn th trng (
c mua li bi ebay vo nm 2002) c hn 164 triu ti khon khch hng, c
mi cho ti 100.000 ca hng bn l trc tuyn v iu hnh 190 th trng vi 17
loi tin t khc nhau. Cui cng l th smart card. the ny c dng ph bin
nhiu nc v tr nn ph bin Anh. N cng c gi l th Splash Plastic, th
Splash Plastic c gn mt con chp in t c m ha nhm gi an ton cho ti
khon, vic thanh ton c thc hin bi ngn hng hoc cc t chc tn dng. Li
th ca hnh thc tr tin ny l bt k ai c tin th u c th s hu mt chic th v
hn ch ti phm bi th c m ha.
Cc dng ci tin ca tin s xut hin cc nc khc nhau. Hn quc, mt
s chic in thoi cha con chp in t cho php khch hng tr ph mua bn vi
my bn hng t ng ch vi nhng chic in thoi ca h. Nht bn, mt chic
ng h Casio c th c c bi my qut bn l ghi n vo ti khon ngn hng
ca ngi s dng. Hng Kng, chic th thng minh Smartcard s dng con chp
tn sng i pht thanh c th lu tr ti 128 la cho mt ln s dng loi ATM.
Cui cng l Ty Ban Nha, 38 v khch VIP trong mt cu lc b bi bin c con
chip nhn dng thng xuyn sng i pht thanh nh bng ht go c cy ln cnh
tay ca h. Rt n gin, h ch cn c ng cnh tay trong qun bar tr tin ha
n.
Chi ph thi gian: Thiu thi gian l mt trong nhng vn ca khch hng
ngy nay. V th h mun nhn c li ch ph hp vi thi gian m h ln mng.
Minh ha 4.6 ch ra rng, trn ton th gii, mc s dng internet trung bnh l
34 ln trong mt thng v mi ngi dnh trung bnh 69 pht trong mi ln s dng v
gh thm trn 1.500 website khc nhau (trn khp cc lnh th, khu vc). Nhng
ngi s dng mun t c g khi u t thi gian vo internet? Gnh nng ny t
vo cc cng ty dotcom v h phi chc chn trang ca h c t chc quy c v

126
thun tin vic truy cp ca ngi s dng c th nhanh chng v h tm c
nhng g m h mun.
Minh ha 4.6: S s dng intenet trn ton cu
Ch tiu o lng Thng 12 nm 2007
S lng truy cp hng thng 34
S lng vng c truy cp 69
S trang web mi ngi vo mt thng 1504
Lt truy cp cho mi phin giao dch 43
Thi gian s dng my tnh mi thng 32:14:51
Thi gian s dng mi k 56 pht
Khong thi gian mi trang c xem 44 giy
Ngun: D liu t www.nielsen-netratings.com
Li th v thi gian ca internet c tho lun trong chng mt s gip khch
hng qun l thi gian eo hp ca h. Ngi s dng c th i mua hng, gi th in
t hoc thc hin cc hot ng khc vo bt k thi gian no, thm ch 24/7. y l
mt thun li ln dnh cho nhng bc cha m lm vic bn rn v ch c thi gian
mua sm vo bui m sau khi nhng a tr i ng.
Ngun lc thi gian l ch gy tranh ci bi v s ch trc tuyn ca khch
hng l mt loi hng ha thm mun v khan him. M ln xn gy ra t cc website
by gi tng ng vi nhng phng tin truyn thng khc. Mt s nh nghin
cu tin rng khch hng ch nhiu hn n ni dung trn internet hn bt c phng
tin no. Khi ngi trc mn hnh Tivi, ngi tiu dng d dng b xao nhng bi
nhng ngi hoc hot ng khc mi trng xung quanh. iu ny cng ng vi
s b ng khi nghe i. Ngi tiu dng dng nh ch hn n cc phng tin
in n nhng vn lt qua cc trang rt nhanh. Hoffmam v Novak i hc Vanderbilt
p dng thuyt dng chy t tm l hc n hnh vi lt web (xem trong eLab ti
www.2000.ogsm.vanderbilt.edu). H nh ngha cun theo nh sau:
Cun theo l trng thi xy ra trong sut qu trnh lt mng m c c
trng ha bi mt chui cc phn ng khng ngng c thc y bi cc hot ng
tng tc my mc, thch th mt cch thc s v c theo bi s mt tnh to v t
ch.
Theo ni dung ny th ngi tiu dng 100% rt cnh gic v khng d b xao
nhng khi h trc tuyn. Liu khch nhng khch hng khi mua sm c nh hng
mc tiu theo kinh nghim th h c b xao nhng hay khng? V vy, mt khi cc nh
marketing c th nm bt c nhn quan v i tai ca khch hng, h c th to ra
mt n tng ln trong thi gian ngn min l cc website th v v hp dn. V d
in hnh l BMWfilm.com. Khi n thu ht 30 triu lt xem trong ba nm vi nhng
thc phim trc tuyn ch khong 5-10 pht c lm ra bi nhng o din ni ting.

127
 Chi ph tm l v cng sc: c lin h gn gi vi thi gian l nhng ngun
nng lng v tm l. Thnh thong vic bt my vi tnh, vo internet, kim tra th
in t v c bit l i vi nhng ngi s dng theo gi l qu nhiu rc ri. Vn
c bn ny dn n vic tng s lng nhng tin nhn vn bn ngn qua in
thoi v thit b di ng cm tay. PDA cho php ngi s dng kim tra web hoc th
in t mi lc, mi ni. Tuy nhin, tiu chun quc t khng thun tin vi khch
du lch khi s dng kt ni in thoi v phi tm mt im c Wifi.
Vn tm l ca khch hng bc l r khi truy cp vo cc trang web phc tp
hoc khi i mt vi cng ngh. Chng hn nh trng hp 50% n 90% trong s
nhng khch hng mua bn trc tuyn t chi mua sm trc tuyn qua gi mua hng
v mt hn 63 t la cho nhng nh bn l trc tuyn (Janish, 2004). i khi, ngi
s dng t b vic mua hng v cc vn k thut bi s rc ri ca vic truy cp.
Tuy nhin, Marketing Sherpa nghin cu v tm ra 59,8% cc khch hng t b vic
ma hng trc tuyn bi v cc vn lin quan n marketing, khng phi vn v
cng ngh (nh trong qu kh) (Holland, 2006). V d, khch hng mun c bit
mt chnh sch phn hi r rng v ph chuyn pht trc khi nhp chut vo nt
mua.
4.3.5. Giao dch Internet
Vn tip theo n t thc t khi thc hin giao dch. S thch lt web gip
khch hng nhanh chng i n nhng nh bn l trc tuyn yu thch ca h khi tm
kim mt sn phm hoc thc hin mt cuc mua bn. Thm vo , tin nhn th in
t t cc cng ty thng cha nhng ng link em n trc tip cho khch hng
nhng thng tin c th, bo co tin tc hoc nhng qung co c bit. Internet cng
thm vo s t ng ha thun tin cho giao dch. V d: CNN.com gi th vi
ln mt ngy hoc mt tun vi nhng tin tc thi s mi dnh cho nhng ai ng k
dch v v tin tc y s hin ra sau c nhp chut. Tng t nh vy, Amazon gi
cho ngi tiu dng mt ng link ti cun sch mi c vit bi mt tc gi m
trc khch hng mua sch ca ng ny. Nhng th in t t ng ny thc s
thc y qu trnh giao dch.
4.3.6. Kt qu ca giao dch
Nhng li ch m ngi tiu dng t c thng qua giao dch c phi tt c l
tin bc, thi gian v cng sc? Trung tm nghin cu Pew tip tc tin hnh ch
nghin cu Internet v cuc sng ca ngi dn M. Cng vi Score Media, Metriv,
Nielsen/Net mng li Clickz v thng tin t nhng ngun khc, chng ta c ci
nhn su sc v vic ngi tiu dng M lm g khi trc tuyn v cch internet thay
i hnh vi ca con ngi. S dng nhng khi qut ny, nh marketing nhn thy s
khc nhau trong th trng mc tiu v sau , xy dng cc chin lc trc tuyn
cng nh ngoi tuyn t c mc tiu v sau , xy dng cc chin lc trc
tuyn cng nh ngoi tuyn t c mc tiu.
Con ngi thc hin nm hot ng c bn khi trc tuyn kt ni, sng to,
gii tr, hc hi v thng mi. Mi ni dung u chn mui vi nhiu c hi
marketing. Trong phn di y, chng ti phn chia rt nhiu hot ng trc tuyn
thnh nhng lnh vc m khch hng cn v mong c. Cch nhn ny gip cc nh
marketing nh mt iu l li ch n t vic tp trung vo khch hng.

128
a. Kt ni
Khng ging nh cc phng tin truyn thng khc, internet cho php khch
hng tng tc vi cc c nhn hoc t chc s dng phng tin a truyn thng theo
hai chiu. Hu ht, tt c nhng ngi s dng internet u gi th in t (92%), Th
in t vn l ng dng ph bin nht mc d c nhng rc ri t th rc. Cc khch
hng cng giao dch trc tuyn bi v chi ph khng t gi lin lc v bi v
thng tin m n lu gi di dng vn bn, bi vy n c th d dng thc hin thm
ch l vi mt modem tc thp hoc trn thit b di ng cm tay. Thm vo , cc
khch hng thit lp cc mi quan h vi vi mi ngi v i tc kinh doanh, nhng
ngi gp g nhau trc tuyn nhiu hn c th gii thc.
Khch hng cng dnh thi gian cho tin nhn nhanh IM, s dng internet thc
hin cuc gi (Skype) v tr 449,5 triu la trong nm 2003 s dng trang hn h
trc tuyn (Minh ha 4.7) (S tiu dng ca khch hng M, 2004). Mt s truyn
thng din ra trong mi trng giao tip chung, v d nh hn h trc tuyn, nhng
ngi xem sch Amazon, cc trang blog v nhng trang khc. Thi gian v cng sc
ca ngi tiu dng xy dng cc mi quan h vi bn b v gia nh, thm ch trong
giao dch gii quyt cc vn cng ty.
Tnh ph bin ca th in t gii thch cho s thnh cng ca dch v th in
t da vo web v d nh Hotmail (Microsoft), Gmail (Google), AOL v Yahoo!
Nhng trang web lun lun t c mc ngi truy cp khng l v s ch dn ca
Gmail lm vic nh mt ngi nhc nh rng nhiu c hi kinh doanh mi vn tn ti
xung quanh nhu cu ca khch hng trc tuyn, thm ch trong lnh vc cnh tranh
ng c.
S hi t ng dng to ra mt dng kt ni mi. 72% ngi s dng internet
gi v nhn nhng bc nh k thut s, mt s nhn c t mt chic in thoi di
ng hoc PDA (im n ca s hi t, 2004). S kt ni c to bi nhng
ngi s dng gi bu thip cho mng, th in t Monk (www.careerbuilder.com)
v nhng trang khc.
Minh ha 4.7: Tng quan kt ni mng M
Ngun: D liu nghin cu t 2004 2007 trn www.pewinternet.org.
Kt qu Phn Kt qu Phn
trm trm
Gi hoc c th in t 92 Chia s file 27
H tr tnh hung c bit 58 Tr chuyn trc tuyn 22
Gi tin nhn ngay lp tc 39 S dng trang mng x hi 16
c blog 39 Thc hin cuc gi 13
Gi/nhn tin nhn t in thoi 35 Vo cc trang hn h 11

129
b. Sng to
Nhu cu kt ni l mt cu nhn cho nhng trang mng x hi, ni nhng
ngi s dng c th thit lp h s, ti nh ln v nhng ni dung khc hoc kt ni
vi bn b, ng nghip. S sng to ni dung l hnh thc tt nht ca s cam kt vi
ngi s dng bi v h ang tham gia bng cch thm vo nhng li ch ca trang
web. Myspace l trang web ph bin nht vi 4.5% trong tng s cc website hot
ng cho n thng ging nm 2008 (theo www.hitwise.com). Facebook l mt trang
i th thc s ca Myspace bi v Facebook c nhiu ng dng mi. Mt cch
chuyn nghip, LinkedIn t ra mc tiu chun vi hn 19 triu h s v tng mt
triu h s mi thng. Nhiu thnh vin ca LinkedIn bao gm y vin ban qun tr t
tt c 500 cng ty theo xp hng ca Fortune.
Vic to ra ni dung ca ngi s dng ng ti pht trin rt nhanh v ln
n ni chng ta t ra mt vn tch bit v kt qu giao dch trong cc ni dung
nghin cu v E-Marketing. Minh ha 4.8 ch ra rng 21% trong tng s nhng
ngi s dng internet to lp v ng ni dung. Hot ng ln nht thu ht tm tr
ngi tiu dng l chia s nh k thut s cc trang web in hnh l trang
Flickr.com (37%). Ngi s dng cng c to lp v ng bnh lun ca mnh trn
blog v to ra cc video trn Youtube v v s cuc thi trc tuyn dnh cho vic phn
hi ca chng trnh qung co trn cc knh truyn hnh thng mi (v d: Cuc thi
the Dorios Super Bowl). Khng c g ngc nhin rng ngi s dng to ra tt c
nhng video ny ng ti, gn mt na s ngi s dng internet thch xem video
trn cc trang web truyn thng x hi, 6% lp avatar trong th gii o nh l th gii
th hai ca mnh vi 11 triu c dn o. Chng ta s tm kim nhng chin lc s
dng xu hng ny cc phn tip theo.

130
 Minh ha 4.8: Tng quan to lp v ng ni dung M
Kt qu Phn trm Kt qu Phn trm
Upload nh v chia s 37 To ni dung v ng 21
T l s dng sn phm, ngi, 32 To blog 12
dch v trc tuyn
Ni dung tag trc tuyn 28 To avatar cho th gii 6
o
Nhn xt vo blog hoc site khc 22
Ngun: D liu nghin cu t 2004 2007 trn www.pewinternet.org.
c. Gii tr
Nhiu khch hng s dng internet vi mc ch gii tr (Minh ha 4.9). 2/3
lt web gii tr v thnh thong l do chi mua sm nh cp n phn
trc. Mt trong nhng s ha hn ln nht ca internet l gii tr m thanh v hnh
nh. Hn mt na ngi s dng internet M hin nay xem video trc tuyn v 37%
ti nhc , ch yu l do t l kt ni bng thng rng cao. Nhng con s ny s tng
ln nhanh chng trong tng lai v vi l do sau: trc ht l tt c ni dung ti vi s
c truyn bng k thut s ngay khi bn c n (y quyn bi chnh quyn
Newyork vo nm 2008). Th hai l, thm thit b k thut s nh l h thng TiVo s
cho php cc chng trnh TV nhn lnh theo yu cu. Thm vo , nhng dch v
mi nh chng trnh lu tr Akimbo truyn internet n TV hoc my tnh c
nhn bt c lc no. Th ba, khch hng s s dng bng thng rng nh mt phn
dch v truyn hnh cp ca h. Khi h trin khai d n ny th ni dung gii tr trc
tuyn s pht trin ng k v tr thnh mt trong nhng s la chn ngi tiu
dng quyt nh cch s dng thi gian ln mng. Trong khi , phng tin truyn
thng v k thut nn c ci thin cho php nhiu ngi tiu dng truy cp vo gii
tr trc tuyn.
Minh ha 4.9: Tng quan gi tr trc tuyn M
Kt qu Phn Kt qu Phn
trm trm
Xem nhng th vui v 62 Download Video 27
Xem video trong site x hi 48 Download sreensaver 23
Xem kt qu th thao 45 Download tr chi my PC 21
Download nhc 37 Vo web ngi trng thnh 13
Chi game 35 Download podcast 12
Ngun: D liu nghin cu t 2004 2007 trn www.pewinternet.org.

131
 Mt cch khc cc nh marketing nm bt c th hiu ca khch hng s
dng internet l gim st cc cm t tm kim c nhp vo trong Google, Yahoo v
cc cng c tm kim khc. Cc mc tm kim ph bin c xu hng thay i hng
thng vi cc s kin tin tc t ph hoc ngy l, tuy nhin, thong nhn cc cm t
c nhp nhiu nht trong nm 2007 xc nhn Internet c s dng mc cao
nht cho gii tr, tin tc ni ting v th thao (Minh ha 4.10).
Minh ha 4.10: Top 10 nhng cm t c tm kim nm 2007
Google Yahoo! Lycos
Xp Cm t Xp Cm t Xp Cm t
hng hng hng
1 American Idol 1 Britney Spears 1 Poker
2 YouTube 2 WWE 2 Myspace
3 Britney Spears 3 Paris Hilton 3 Britney Spears
4 2007 Cricket World Cup 4 Naruto 4 Paris Hilton
5 Chris Benoit 5 Beyonce 5 Goft
6 iPhone 6 Lindsay Lohan 6 Youtube
7 Anna Nicole Smith 7 Rune Scape 7 Naruto
8 Paris Hilton 8 Fantasy Foodball 8 Disney
9 Iran 9 Fergie 9 Pokemon
10 Vanessa Hudgens 10 Jessica Alba 10 WWE
Ngun: D liu tng hp ca Google, Yahoo v Lycos.
d. Hc tp
Ngi tiu dng truy cp thng tin trc tuyn tm hiu nhng th nh tin tc,
ch dn li xe, thng tin du lch, cng vic, thi tit, t s cc trn u th thao v
chng trnh pht sng i pht thanh qua internet (Minh ha 4.11).13% trong s
nhng ngi s dng internet tham gia mt lp hc trc tuyn. trn thc t, 72%
ngi c hi trong cuc bnh chn Harris cho bit, internet lm cho h tng thm
vn hiu bit v 46% cho rng internet gip h thng minh hn.
Nhng nh E-Marketing c bit n vi mt s khong thi gian m ngi
tiu dng ch c t thi gian giao dch bng phng tin truyn thng v internet
ly i thi gian ca phng tin truyn thng ngoi tuyn. V d, 14% dn s M cho
rng internet l ngun cung cp tin tc c bn cho h v 71% ngi s dng mng
M c tin tc khi ln mng.
Minh ha 4.11: Tng quan Hc tp v Tm kim thng tin trn internet M
Kt qu Phn Kt qu Phn
trm trm
S dng SE tm thng tin 91 i du lch o 51
Bn hoc nh hng 86 Nghin cu v ngh nghip 50
Thng tin s thch 83 Thng tin chnh sch 47

132
Kim tra thi tit 78 Thng tin vic lm 46
Thng tin v du lch 73 Ni sng 39
Sc khe/thuc/khm bnh 80 Ti chnh 36
Xem tin mi 71 S dng Wikipedia 36
Site chnh ph 66 Tn gio/tn ngng 35
Tm how-to hoc thng tin 55 Nghe s kin trc tuyn 29
sa cha
Tm s in thoi, a ch 54 Tm thng tin v mi ngi 28
Nghin cu 51 Tm lp trc tuyn chi 13
Ngun: D liu nghin cu t 2004 2007 trn www.pewinternet.org.
Nhng ngi s dng internet tm kim thng tin hc tp bng cch no?
Nhiu ngi trung thnh vi nhng trang web truyn thng c th, thng c nhc
nh bng nhng th in t mi mang tnh t ph. 91% s dng cng c tm kim v
36% s dng Wikipedia tm thng tin. Phm vi cc cu hi l t s tm kim nhng
th v ngha (chng hn tn ti xut hin bao nhiu ln trn Google?) cho n
nhng tm kim mang tnh tm linh (Cha l ai?) v nhng cu hi bun ci (ci
g l ci g) v c c nhng cu hi au lng (M ti b ung th v, ti cn phi lm
g?)
e. Thng mi
Hu ht ngi tiu dng mua, bn hoc thc hin cc hot ng khc theo hng
giao dch trc tuyn. c tnh khong t 65% ln 87% ngi dng internet Hoa K
l nhng ngi mua sn phm trc tuyn, v gn mt phn t chi tr cho vic truy
cp ni dung s (nh vic ng tin cho dch v hn h hoc cho thi bo New York
Times). Hn na, mt lng ln thc hin t tour du lch, t phng khch sn trc
tuyn. Phm tr mi gy n tng su sc nht chnh l rao vt trc tuyn, i u l
Craigs List. Bn u gi trc tuyn cng ang pht trin, vi 15% ngi s dng
internet bn hng trc tuyn thng qua rao vt hoc u gi. Chng hn trn trang
eBay, c 276 triu ngi ng k hot ng trong 39 th trng ton cu v vo nm
2007 cc sn phm c bn c gi tr l 59 t la. (xem trn trang
www.ebay.com/fastfacts). Bi v trang web ny rt ph bin nn mt s cng ty
cung cp phn mm h tr nhng ngi tham gia u gi trong vic t gi eBay.
Ngc li, vic mua sm tp ha b b ra khi cc danh sch trong mt vi nm gn
y bi v thiu kh nng c lp nh mt hnh mu trc tuyn cho tt c nhng ngi
bn hng tp phm.
ng ch l 81% nhng ngi s dng internet tm kim thng tin trc khi
mua sn phm. H s dng nhng thng tin ny mua hng trc tuyn hoc cng c
th l mua nhng ca hng ngoi tuyn. Rt nhiu ngi da vo nhng thng tin
trn mng mua hng bn ngoi.

133
 Ngi tiu dng internet in hnh s dng mt gi mi ngy shopping trc
tuyn, v thc hin 21 cuc mua sm trc tuyn mi nm, v 57% trong s h cho
rng internet gip h tr thnh nhng ngi tiu dng tt hn (theo
www.redefineyourworld.com). Minh ha 4.12 ni v ton cnh thng mi internet
ca ngi tiu dng M.
Minh ha 4.12: Tng quan lm thng mi trn internet M
Kt qu Phn Kt qu Phn
trm trm
Nghin cu sn phm trc khi mua 81 S dng cc loi qung co 30
Mua sn phm 66 Thanh ton cho vic truy cp 28
ni dung s
Mua hoc t du lch/i li 64 Tham gia u gi trc tuyn 26
Ngn hng trc tuyn 51 T chc quyn gp t thin 12
Download chng trnh my tnh 39 i hc tn ch i hc 18
Thanh ton ha n trc tuyn 38 Bn hng trc tuyn 15
S dng phn loi trc tuyn 32 Mua bn chng khon, 11
chng ch qu
Ngun: D liu nghin cu t 2004 2007 trn www.pewinternet.org.
CU HI N TP
1. Phn bit s khc nhau gia hnh vi khch hng truyn thng v hnh vi khch
hng th k 21?
2. im cn lu bn trong mt qu trnh giao dch internet?
3. Hnh vi khch hng c th hin nh th no qua bn nhu cu c bn trn
internet?
4. Bi cnh cng ngh c nh hng th no n hnh vi khch hng trc tuyn?
5. Bi cnh vn ha, x hi c nh hng th no n hnh vi khch hng trc
tuyn?
6. Bi cnh php lut c nh hng th no n hnh vi khch hng trc tuyn?
7. c im c nhn v ngun lc c nh hng th no n hnh vi khch hng
trc tuyn?
CU HI THO LUN
8. Phn tch bi cnh cng ngh c nh hng th no n hnh vi khch hng trc
tuyn Vit nam hin nay?

CHNG 5: PHN ON V XC LP TH TRNG MC TIU

5.1. CU CHUYN V 1-800-FLOWERS

134
 Jim McCan l mt ngi nm bt c cng ngh. Nm 1976, ng bt u vi
14 ca hng bn l hoa ti New York v gi l mt nh bn l a knh, hiu c mc
ch ca khch hng. Mi nm sau , ng thit lp mt s in thoi min ph 1-
800-flowers m nh khch hng ca ng c th t hng thng qua in thoi t bt
k a im chuyn pht no ti New York. McCann nhanh chng thm nhp vo
thng mi in t vi mt trang Web m rng thng hiu: 1-800-Flowers.com
v cung cp rng ri 24/7 a im giao hng trn ton th gii. Bi thi im ny,
cng ty m rng cho cc nh my, thc phm Gourmet, gi ng qu tng v cc
hng ho khc lin quan.
Trang Web lm vic tt v cng ty c nhiu d liu v khch hng v
khch hng ng k v mua trc tuyn. Lm cch no sp xp v kt xut tt c
ra ngoi v s dng n tng li nhun? McCann s dng d liu trong phn
mm khai thc d liu SAS lm tt hn mc tiu phn on th trng. Phn mm
sng lc nhng lt nhp chut v cch mua bn ca 21 triu khc hng vi cng ty v
rt ra mt s kt qu th v.
Theo ng McCann, Khng phi tt c khch hng u mun c cng mi quan
h. C khi ngi ta mun bn tham gia nhiu hn vi h so vi nhng ngi khc,
cng c khi lin lc vi mt s ngi, bn nhn c nhng cp giao dch khc
nhau h. Vo cui mi ngy, bn nhn c rt nhiu khch hng khc nhau
[thng tin v] h l nhng ai? V cch m h mun c i x. 1-800-flowers c
th p ng vi phn on ca mt ngi ch mua vo ngy Valentine hng nm, hoc
phn on ln nht vi nhng ai mun gi nh nhng ngy sinh nht trong nm, h
khng qun chc mng gia nh v bn b h. Tt c s quan tm ch n cc c
im c nhn ny c th thc hin c McCann.
Vi vic xc nh v phc v nhiu phn on khch hng khc nhau m khch
hng tng u 15% nm 2003, v doanh s bn hng tng 13.8% l 40,9 triu la.
Trang web ca cng ty ny thu ht 13,1 triu khch hng mi v tng 43% t l
khch hng t li nhiu ln trong nm. Cn ch thng? Gim chi ph do tn t
thi gian hn trn in thoi vi khch hng. V n tip tc i vo hot ng: Trong
nm 2006, cc trang web c 2,1 triu ngi truy cp hng thng v 430 triu doanh
thu t c t bn hng. McCann sn sng chia d liu vi cc thng hiu b
sung ca n, bao gm c bn v dch v trang tr nh vn vi Plow &Hearth, nh
my sn xut bp rang b cao cp Popcorn Factory, thc phm gourmet c phn
phi thng qua trang web GreatFood.com, qu tng cho tr em qua HearthSong v
Magic Cabin Dolls. McCann vn cn hp v quy m v 1-800-flowers by gi ch
xut hin khim tn trong vic bn l ca Second Life: Chng ti tm kim tt c
nhng cch c th c i thoi vi khch hng ca chng ti, theo McCann.
5.2. TNG QUAN V PHN ON V XC LP TH TRNG MC TIU
1-800-Flowers hiu rt r v cc nhu cu v hnh vi trong v vn mc tiu ca
khch hng ca h. Mt cng ty phi hiu bit su sc v th trng lp k hoch
ng hnh vi mc tiu chin lc. Trong chng hai, chng ta bit, k hoch
chin lc E-marketting c thc hin hai phn tng c lin quan mt thit vi
nhau. Phn on u bao gm: phn on th trng, mc tiu, s khc bit v nh v,
cc ch s c cp trong phn ny v nhng nhng chng sau . Tng

135
chin lc th hai lin quan n 4Ps v qun l mi quan h vi khch hng (CRM),
s c trnh by cc phn tip theo.
Cc nh marketing ra quyt nh v phn on th trng v mc tiu da trn
cc ngun d liu ni b, th cp v s cp (Minh ha 5.1). Phn on Marketing
mt qu trnh tp hp cc c nhn hoc cc doanh nghip c nhng c im tng t
nhau lin quan n vic s dng, hoc li ch ca mt sn phm hay dch v. Kt qu
ca vic phn on th trng l nhng nhm khch hng, c gi l mng th
trng. y, s dng cm t nhng nhm theo ngha rng. Ni v kch thc ca
mng th trng th thc s a dng, n c th c c bt k kch thc no, thm ch
t mt ngi cho n hng triu ngi, mt im quan trng v nhng cng ngh
marketing trn Internet s gip cc cng ty d dng iu chnh th trng hn hp
nhm mc tiu ca mi c nhn.
Mt iu quan trng rt ng ch l nhng phn on tr thnh nhng mc tiu
ring bit khi tn ti nhng s khc bit ln gia chng. V d, nu nhu cu ca ngi
s dng Internet l khc nhau khi i lm v khi nh, cc nh marketing c th tn
dng nhng khc bit ny bng cch hng ti tng phn on ring bit, nu khng
th ti sao li tch nhng nhm ngi dng ny ra thnh hai phn on.
Th trng mc tiu l qu trnh la chn cc phn on th trng ang hp
dn cc doanh nghip. Mt s cng ty s dng tiu ch la chn phn on thc
hin mc tiu bao gm: kh nng tip cn, li nhun, v tng trng.
5.3. BA KIU TH TRNG
Sergio Zyman, trc y l trng phng Marketing ca Coca-Cola, ni rng
Marketing c coi nh l bn hng. C nhng ng dng cng ngh gip bn
hng to thun li cho nh cc mi quan h trc kia v giao dch vi nhng khch
hng tim nng, i tc, hay cc thnh vin chui cung ng. Tuy nhin, tt c cc cng
ngh tin tin nht khng th gip cc nh marketing bn c hng nu h khng xc
nh c cc th trng thch hp.
Minh ha 5.1: Ba kiu th trng c bn
2B 2C 2G
Khi xng bi Business-to-Business Business-to- Business-to-
doanh nghip (B2B) Consumer (B2C) Government (B2G)
Classmates.com Western Australian
The Idea Factory www.classmates.com Government Supply
www.ideafactory.com www.ssc.ws.gov.au

Khi xng bi Consumer-to- Consumer-to- Consumer-to-

ngi tiu dng Business (C2B) Consumer (C2C) Government (C2G)
Better Business eBay www.ebay.com GovWorks
Bureau www.govworks.gov
www.bbb.org
Khi xng bi Government-to- Government-to- Government-to-

136
c quan chnh Business (G2B) Consumer (G2C) Government (G2G)
ph Small Business California state USA.gov
Administration www.state.ca.us www.usa.gov
www.sba.gov
Ngun: Cp nht trong nm 2008 t Marian Wood, prentice hall's Guide to E-
Commerce and E-Business (Upper Saddle River, NJ: Prentice Hall, 2001).
Minh ha 5.14 lm ni bt ln ba th trng quan trng trong vic trao i gia
mua v bn bao gm: cc doanh nghip, ngi tiu dng v c quan thc chnh ph.
Mc d cun sch ny tp trung vo th trng ca doanh nghip v ngi tiu dng
(B2C) vi mt s phm vi hot ng bao trm c ca doanh nghip v doanh nghip
(B2B), c ba th trng u c m t chi tit phn tip theo. Ch rng, ngoi hai
th trng c cp (B2C v B2B) th ni xy ra hu ht cc hot ng ca
thng mi in t nm th trng ca doanh nghip vi chnh ph (B2G) v th
trng gia khch hng vi khch hng (C2C).
5.3.1. Th trng doanh nghip
Th trng doanh nghip lin quan n vic marketing sn phm ti cc i tc
l doanh nghip, cc c quan chnh ph v cc c quan nghin cu hot ng kinh
doanh, nh cc thnh phn trong sn phm kinh doanh, hoc bn li. T trng
marketing B2B trc tuyn l kh ln bi v s cng ty kt ni vo Internet nhiu hn
ngi tiu dng, c bit l cc nc ang pht trin. Nhiu hot ng trc tuyn
ca B2B l giao thoa vi ngi tiu dng bi v n lin quan n mng s hu c
quyn cho php chia s thng tin v d liu. Xem xt trng hp FedEx, mt doanh
nghip chuyn pht. Cng ty ny duy tr c s d liu rt ln v hnh vi chuyn pht
ca khch hng l doanh nghip v thng tin v mi khch hng. Khch hng ca h
c th ln lch chuyn pht hng ha trn website, truy tm kin hng bng cch s
dng mt my vi tnh hoc PDA, v thanh ton cc ho n vn chuyn trc tuyn.
i khi, n t hng vn chuyn t kch hot khi mt ngi tiu dng mua trc tuyn
t mt khch hng ca FedEx; sau FedEx s gi th in t thng bo v tin
giao hng ca mnh vi ngi bn l.
Cng ngh thng tin to ra hiu qu to ln trong th trng B2B, nhng cc
doanh nghip bn hng trc tuyn i mt vi cnh tranh ngy cng tng do ton cu
ho v nhng ro cn ca th trng cp thp m internet mang li. Tng t, nhiu
cng ty ang thay i ton b cu trc chui cung ng, th hin thng xuyn trong
cc cuc xung t gia cc knh marketing khc nhau. Cuc xung t ny l vn
c bit khi cc nh sn xut bn trc tip cho ngi tiu dng trc tuyn song song
vi vic kinh doanh t cc i tc bn l. Mt khc, kinh nghim ca nhiu cng ty
cho thy, tt hn l hp tc vi nhau chui gi tr ca h theo phng thc in t.
Nhiu thch thc v c hi tn ti i vi cc cng ty trong th trng B2B.
Cui cng, internet cho php strange bed-fellows. Cc cng ty trong cc ngnh
khc nhau tm n tng i d dng c cc mi quan h i tc o cung cp gi
tr cho khch hng. Xem xt mt v d, mi lin kt lin doanh to ra MSNBC
(Microsoft v cc mng li truyn hnh NBC). mi trng ny, cc cng ty cnh
tranh khng ch khch hng m cn vi i tc v i khi ngay c hnh thc quan h
i tc vi cc i th. Ly v d, cc hng hng khng ln sp nhp vi nhau to

137
thnh mt hng hng khng tp trung, sau t n di cc i l du lch trc tuyn.
Ly v d khc, cc nh sn xut t M ln c mt trung tm mua sm c chia s
vi nh cung cp ca h.
5.3.2. Th trng c quan chnh ph
Chnh ph Hoa k l ngi tiu dng ln nht th gii, thm vo , sc mua ca
cc tiu bang Hoa K, qun, thnh ph v cc c quan, i l khc to nn mt th
trng tiu th khng l. Chnh ph cc nc khc cng l nhng ngi mua ch yu.
Chng hn chnh quyn Ty Australia, hng nm mua su t la hng ho, dch v
v u thc cho hn 40.000 hp ng vic lm (Minh ha 5.2).

Minh ha 5.2: Western Australia's State Supply Commission

Source: www.ssc.wa.gov.au.
Cc doanh nghip c nhu cu bn cho cc chnh ph phi i mt vi thch thc
duy nht cho th trng ny. Cc c quan Chnh ph c rt nhiu quy nh cho cc nh
cung cp v nhng chng ch lin quan, th tc giy t...v.v. Thm vo , cc cng ty
thng phi cnh tranh c vo danh sch cc nh cung cp vt t c ph duyt
ca chnh ph, v sau cnh tranh nhng mt ln na thng qua mt qu trnh u
thu i vi hp ng lm vic c th. Chnh ph ni chung l c quan c bit yu
cu giao hng kp thi cc sn phm cht lng vi gi c hp l. Nhng tin tt l
doanh nghip nh v ln thng c mt c hi nh nhau khi bn cho cc chnh ph,
v chnh ph cng b trn trang web ca h nhng th cn mua trc qu trnh u
thu. Cng ngh internet gip cc doanh nghip hot ng hiu qu hn ti cc th
trng ca chnh ph.
Mt cuc tranh lun n ra trong nhng nm gn y v vic liu c quan
chnh ph Hoa K c nn chp nhn qung co trn trang web ca h. Nhng ngi
ng h cho rng l ph qung co s tr cp cho cc chi ph chnh ph v cc loi thu

138
s gim i; phe i lp th quan ngi v hnh nh thng mi ha ca chnh ph khi
cc trang web chnh ph lp lnh cc qung co. Nhng tranh ci gn y hm nng
vn tng nh n gin ny: Mt trang web chnh ph ging nh mt bn xe bus
thnh ph hay mt cng vin, vi mt vi qung co chp nhn c, cn s cn li
th khng? Cui cng, Vn phng dch v tng hp (GSA General Service
Administration) quyt nh khng nn qung co trn nhng trang web ca chnh
ph v "cng dn mong i chnh ph ca h phi cng bng. Xem www.usa.gov
nhn xt chi tit nhng ni dung g c ph duyt (i tc lin kt trn mt trang
Web) v nhng g khng (i tc logo).
5.3.3. Th trng ngi tiu dng
Th trng ngi tiu dng lin quan n vic marketing hng ho v dch v
cho ngi tiu dng cui cng. Chng ny m t nhiu v cc phn on ngi tiu
dng, v hu ht ti liu ny cp n E-Marketing th trng ngi tiu dng.
5.4. CN C PHN ON TH TRNG
Cc nh marketing c th da trn phn on th trng ngi tiu dng v dn
s, v tr a l, tm l, v hnh vi i vi sn phm. Vi mi cn c phn loi, nhiu
bin phn on c th cng tham gia vo (xem Minh ha 5.3). V d, phn on nhn
khu hc ca McDonald nghin cu nhng s bin i ca tui tc v chu k i
sng gia nh tp trung vo nhm: ngi ln, tr em, ngi gi, v cc gia nh.
Mt cch hiu cc cn c phn on nh kiu mt vi loi t chc ni chung, v
cc bin phn on nh nhiu nhm nh.
Minh ha 5.3: Cn c phn on th trng v v d v bin lin quan
Cn c a l Dn c Tm l Hnh vi
Xc nh Thnh ph Tui Hot ng Li ch tm kim
H s Qun Thu nhp S thch
Bin Trng thi Gii tnh Quan im Cp s dng
V d Vng Trnh Nhn cch Tham gia trc
tuyn
Quc gia Dn tc Gi tr
Tnh trng ngi
s dng
Cc cng ty thng kt hp nhng cn c v tp trung vo nhng mc nh a
nhn khu hc (a l v dn s). Tng t nh vy, h c th xy dng cc phn on
s dng bt k s kt hp ca cc bin nhm to ngha cho ngnh ca h. iu
quan trng cn nh l cc nh marketing to ra nhng phn on da trn nhng bin
c th s dng xc nh v tm c ng ngi vo ng thi im.
Sau khi s dng bt k mt trong bn c s, mt mnh hay kt hp, phn on
h s marketing thnh nhiu phn khc nhau. V d, sau khi mt trang web nh
iVillage.com to ra mt danh sch cc b ni tr ng k ti trang web (phn on c
s), h c th s dng nghin cu i tr v ph bin pht trin cc h s m t v

139
h. Nhng h s ny c th cho bit rng mt t l% nht nh ca cc b ni tr thch
nu cc mn n quc t, t l khc thng chun b ba n truyn thng, v t l%
khc t khi tt c cc u bp. Cc nh marketing cn phi bit a dng ho xc
nh mc tiu v phn on m ch n gin hn na m t n, bi v cc nh
marketing s dng cc bin s xc nh k khai v xc nh mc tiu. Bng cch
phn bit ny, chng ta vi ngha l mt cng ty c th nhn c danh sch gi th
ca b ni tr v nhng pht hin m tp ch tip cn h, nhng rt kh tm ra cch
tip cn vi nhng ngi ph n nu thc n . Nu iVillage bit rng ch c 5%
mc tiu ca h (cc b ni tr) nu mn n , v 60% khng nu, n s gip h thit
k cc sn phm trang web v ni dung. V vy, cc nh marketing s dng cc bin
thng tin tinh chnh marketing hn hp, bao gm cc ni dung trang web v qung
co. Cc phn k tip m t phn on a l, dn s, tm l, v nhng hnh vi trn
Internet.
5.4.1. Theo a l
Mc d v tr a l l bin s khng phi l quan trng trong vic nghin cu ca
cc cng ty trc tuyn v hnh vi ca ngi s dng khi truy cp vo cc trang web,
m iu quan trng l t chc vi s hin din Internet. L do c bn l hu ht cc
cng ty tp trung vo cc thnh ph c th, cc vng, tiu bang, hoc cc nc cho
hng sn phm ca h. Ngay c cc cng ty a quc gia ln nht cng thng pht
trin cc chin lc a phn on da trn a l.
Chin lc phn phi sn phm l mt ng lc ng sau s phn on a l.
Mt nh bn l hng tiu dng trc tuyn, chng hn nh Buy.com, s mun tip cn
khch hng ch trong nhng nc c phn phi sn phm. Tng t nh vy, cc
cng ty cung cp dch v trc tuyn s ch bn cho cc khu vc a l ni h c th
cung cp dch v khch hng. Trc khi mt t chc quyt nh phc v cng ng
web, h phi kim tra t l ngi s dng internet trong cc mc tiu v a l c
la chn ca h. Xem xt qun tr doanh nghip nh ca M (SBA) (Minh ha 5.4).
C quan chnh ph ny phc v c cng dn ni ting Ty Ban Nha v ting Anh,
ging nh nhiu cng ty, ni dung trang web phi li nhun v bng cc ngn ng khc
nhau.

140
Minh ha 5.4: Trang Web qun tr doanh nghip nh ca M bng ting Ty Ban Nha
v ting Anh

141
5.4.2. Vng a l quan trng cho E-Marketing
Hoa K t ho vi s lng truy cp Internet ln nht th gii, vi 186 triu
ngi s dng (64% dn s nc ny). Mc d l th trng ln nht v quy m tuyt
i, Trung Quc vi gn 95,6 triu ngi s dng, v Nht Bn l khong 77,9 triu
ngi s dng. Ngc li, Hn Quc t ho chim t trng cao nht v s ngi s
dng Internet trn tng s dn ca mnh. Tng cng, 19 th trng quc gia c nhiu
hn 50% dn s truy cp internet. Cc nc ny i din cho th trng tim nng khi
p dng cng ngh mi, v h kh hiu bit v Internet. Marketing bng cch s dng
cc bin a l phn on th trng trc tuyn cng nh gi theo vng, thnh ph,
khu th, v.v. V d, ton b Bc M v khu vc Scandinavia c th trng hp dn,
v hu ht cc vng thnh th, chng hn nh Mexico City, Mexico, c nhiu kt ni
truyn thng hn l khu vc nng thn.
Mt s cng ty nghin cu nh gi cht lng th trng ca mt quc gia bng
cch s dng cc tiu ch b sung. IDC nh gi ch s thng tin x hi hng nm (ICI
- Information Society Index), tin hnh vi cc quc gia da trn bn bin c s h
tng c thit k d on kh nng truy cp v chp nhn cng ngh thng tin: s
lng my tnh, t l ngi s dng Innternet, dch v vin thng, v vic s dngca
x hi, vic cm nhn cng ngh thng tin. Ch s s cho bit con s nh lng kh
nng truy cp v hp th thng tin v cng ngh thng tin ca mt quc gia (xem
www.idc.com). Nm 2003, an Mch, Thy in, M, Thy S, v Canada nm trong
nm v tr hng u nh cc nn kinh t thng tin chi phi ca th gii, ring Hoa K
t c v tr ny tm nm trc. Mt phn, c c th hng ny l do cc nc Bc
u c th truy nhp Internet di ng kh cao. Tht th v, hai th trng ln, n v
Trung Quc, nm th hng cui cng trong bng xp hng nm 2002. Nhiu yu t
cho thy tim nng v th trng trong lnh vc thng mi in t v hot ng kinh
doanh trc tuyn khc.

Khc
18%

3% Anh
Hn quc 33%
3%

rp
4%
Ty ban nha
4%
Trung quc
c Nht 16%
5%
Php 8%
6%

Minh ha 5.5: Mt phn ba ngi s dng s dng ting Anh khi truy cp web
Ngun: D liu t www.internetworlstats.com

142
 Ngn ng trn cc trang web: Ting Anh khng phi l ngn ng ca hu ht
cc trang web v cc bn tin trc tuyn trong nhiu nm, v n vn tip tc suy gim.
Trong nm 2007, cc ngn ng hng u trn internet bao gm ting Anh (33%), Nht
Bn (8%), Trung Quc (14%), Php (6%), c (5%), theo d liu t
www.internetworlstats.com (Minh ha 5.5). Nhng pht hin ny r rng c ngha
rt ln cho cc nh E-Marketing mong mun t c th trng ton cu thng qua
internet; cho n khi xut hin nhiu hn vn bn trc tuyn vi ngn ng a phng,
ngi s dng nhng quc gia ny s khng th tham gia vo hot ng thng mi
in t hoc cc hot ng trc tuyn khc. Tht khng may, cc nh pht trin web
ti nhiu nc chu v cc quc gia Trung ng phi i mt vi nhng thch thc
k thut bi v ngn ng a phng yu cu cc b k t byte kp (so vi n byte
cho cc ngn ng Romance), do cn nhiu c s d liu hn v tu bin giao dch
vi cc thut ton tm kim phc tp.
Marketing a phng: Cui cng, nhng n lc v hot ng marketing a
phng c thc hin tt thng qua trc tuyn, lm c iu ny phi cm n
nhng nh cung cp dch v nh Google v Yahoo!. Cc cng ty nh, chng hn nh
cng ty sa cha xe hi a phng, c th c lit k trong nhng tm kim ny
ngay c khi h khng c nhng trang web. Google cung cp dch v nhn tin vn bn
cho nhng ngi s dng di ng v PDA mun tm mt doanh nghip a phng.
n gin l ch cn gi mt tin nhn SMS n 466.453 ("google" trn hu ht cc thit
b) sau cc mc bn mun tm v zip code (v d, phim 89.557 khng c du
ngoc kp). Hn mt na s ngi dng internet tm nh hng a phng hoc cc
dch v khc bng cch s dng mt cng c tm kim a phng - cc nh cung cp
Web hng u l (theo comScore.com):
Google Sites (29.8%)
Yahoo! Sites (29.2 %)
Microsoft sites (12.3%)
Time Warner (7.1%)
Verizon (6.6%)
YellowPages.com(3.9%)
Ask Network (2.7%)
Local.com(1.9%)
InfoSpace Network(1.9%)
DexOnline.com (1.4%)
Nhng n lc marketing a phng quan trng khc bao gm trang rao vt Ebay
(vi 19 triu ngi truy cp trong qu hai nm 2006) v Craigslist ph bin rng ri.
Sau ny n hot ng trong 450 thnh ph trn ton th gii v nhn c hn chn
t lt xem trang mi thng.
5.4.3 . Nhn khu hc
Trong nhng nm u ca internet, ngi s dng in hnh l mt nam thanh
nin, gio dc i hc, vi thu nhp cao ngoi tr gii tnh, hnh nh ca mt nh

143
sng to tiu biu. Hnh nh ny thng c lp i lp li cc nc c mc pht
trin internet thp. Trong quc gia pht trin, ngi s dng internet gn bng dn s.
Tuy nhin, t quan im nhn khu hc, s truy cp internet nhiu nht trong nm
2008 bao gm nhng ngi trong tui 18-29 chim 92% ngi s dng internet,
76% l ngi da trng, ngi dn thnh ph v cc khu vc ln cn 77%, s h gia
nh kim nhiu hn 50.000 la mt nm hn 9%, v c gio dc cao (93% l sinh
vin tt nghip i hc), theo nghin cu ca Pew Internet & American Life.
t c cc phn on, cc nh marketing xc nh phn ngch hp dn ca
phn on nhn khu hc. Nhng phn sau y m t ba phn on th trng gy
s ch ca E-Marketing gn y: nhng ngi trng thnh, tr em, v kin ca
cc nh lnh o trc tuyn.
a. Nhng ngi trng thnh
Hoa K, 60 triu ngi sinh trong khong thi gian t nm 1979 n 1994,
ang n tui trng thnh trong th k XXI. Hn 90% trong s h s dng internet -
gn 20% tnh trung bnh c nc. H c th x l a nhim v ti thng tin tt hn so
vi ngi s dng internet ln tui bi v h ln ln vi internet. H l nhng ngi
c th d dng hot ng vi bt k thit b u cui no, xem thng tin, truyn thng,
v gii tr nh ch l mt dng d liu c sn trn nhiu thit b. H bit lm th no
s dng chc nng chn pop-up qung co trc tuyn v s dng my ghi hnh k
thut s xem chng trnh truyn hnh v lch trnh ca h, h gc cc qung co
thng mi, tr trng hp c c bit l gii tr. Tm mi phn trm nhng ngi
trng thnh mang theo in thoi di ng v 36% s ny s dng chng gi v
nhn tin nhn (SMS) (Baker, 2004). Hu ht mi ngi u s dng bng thng rng
ti nhc v xem video trc tuyn.
La tui trng thnh l mt phn on th trng quan trng, v h l th h
hng u kim sot thng tin nhanh chng, s dng nhiu tin ch cng ngh cng
mt lc, v hon ton b qua cc nh marketing. Hn mt na s ngi t tui 13
n 24 xem truyn hnh v s dng internet cng mt lc, i khi b phiu trc tuyn
trong khi xem American Idol hay chng trnh truyn hnh khc. H s dng nhiu
phng tin truyn thng, v d nh tin nhn, th in t, chat, iPod hoc my nghe
nhc MP3 khc, mng P2P, video game, v th gii o.

144
 Minh ha 5.6: gURL.com tp trung vo phn on th trng ph n tui dy th n
trng thnh
Ngun: www.gURL.com
Nu nh marketing c th nhn c s ch v lm h thy thoi mi, h s
lng nghe v lan truyn nhng tin tc thng qua truyn ming trc tuyn (word-of-
mouth/viral marketing) v cc mng x hi. Nhm ny l mt thch thc thc s, v
quan trng i vi nh E-Marketing nh l minh chng cho tng lai, nu cui cng
thng hiu khng th nm bt cc th trng tr hn, h s tr nn li thi. Xem
Minh ha 5.6 ca gURL.com, mt trang web nhm mc tiu vo thanh thiu nin n
v ngi trng thnh.
b. Tr em
S lng tr em tui di 16 trc tuyn ang gia tng. La tui 2-11 tng
vt ln 15 triu trong nm 2007. Giai on t 8-14 tui c 29 triu thnh vin vi mt
sc mnh chi tiu l 40 t la, theo Packaged Facts. S lng tr em trn khp th
gii s dng Internet s tng ng k trong su nm ti v s tr thnh mt th trng
rt ln, theo Michael Erbschloe, Gim c ca Computer Economics. H lm g trc
tuyn? Truy cp v chm m trong mng x hi nh Webkinz.com trong nhiu gi
cng mt lc, vi mt ch . Weskinz l th nhi bng d thng bn vi gi 10 n
20 la ti cc ca hng bn l truyn thng. Sau khi v nh, tr em ct kha v tm
thy mt m tm s c th c s dng ti Webkinz.com ng k chi mi ca
chng v nhn c mt con th cng o. Cng khi , tr em nhn tin o
(KinzCash) v c th dng n mua vt dng, qun o v chi ph khc cho con th
cng (o) ca mnh nh mo, ch. Tr em c th chi game kim c nhiu tin
o hn, v d nhin cha m c th np tin vo ti khon ca con em h. Webkinz cung
cp cc kt ni an ton cho cc cuc tr chuyn vi ch s hu con vt cng khc, cho
php cc thnh vin c cng vic o m kim c tin, v cng cung cp cc chng
trnh truyn hnh sng to. Thi gian trung bnh chi cho Webkinz vo cui nm 2006
l hai gi v tm pht, so vi thi gian chi tiu trung bnh ca YouTube 31,5 pht.

145
 Nhiu tr em trong tui 8-12 lun lun hoc thng xuyn trc tuyn
trong nm 2006, theo mt nghin cu ca MindShare, nh chi tr chi trc tuyn
(70%), tm kim thng tin cho bi tp v nh (58%), s dng mt cng c tm kim
(48%), c hay gi th in t (34%), xem video trc tuyn hoc on phim (28%),
s dng tin nhn nhanh (22%), nghe i pht thanh trc tuyn (20%), v thm ch vit
blog (6%).
Nhiu cha m lo lng v con ci ca mnh nhng h khng th khng c li c
th trng mi c tim nng khng l ny. Thay vo , h s kim duyt ni dung
Web cho chng.
c. Cc nhm dn tc
Nhng ngi gc Ty Ban Nha, ngi M gc Phi, v ngi chu s l nhng
th trng trc tuyn quan trng. Ngi Ty Ban Nha ni ting Anh l mt phn on
ln vi 79% ngi thm nhp internet (www.pewinternet.org). H xem cc trang web
nhiu hn 15% v chi tiu trc tuyn 9% so vi bnh qun ngi s dng internet
(Vence, 2004).
Nhng ngi gc Ty Ban Nha s dng internet khng thng xuyn chim 7%,
mt thng k lt vo mt xanh ca cc nh marketing. Trong thc t, mt cuc
thm d cho thy, 20% ngi gc Ty Ban Nha cho bit h s cm thy thiu th g
nu h khng th s dng Web, v h sn sang t b cc chng trnh truyn hnh
yu thch ca h v internet (Greenspan, 2002). S dng mt c s phn on a
nhn khu hc, nhng nh marketing lu rng Miami-Fort Lauderdale, Florida, l th
trng tng th ng th 15 trong nhm cc thi trng ln nht, nhng nhng ngi
s dng gc Ty Ban Nha ln th ba trong nhm ngi dng Web.
Ngi M gc Phi vn l mt trong nhng dn tc pht trin ln nht v nhanh
nht trn mng, vi t l 56% truy cp internet (www.pewinternet.org). ngi s dng
Internet trong nhm ny c xu hng tr hn, c gio dc cao hn, v sung tc hn
nhng ngi M gc Phi khng s dng internet. Ngoi ra, khng ging nh nhng
ngi dng khc, nhm ny l ngi mua lng ln nhc s, mua t qun o v sn
phm du lch. H c nhiu kh nng hn so vi ngi s dng internet khc truy
cp trc tuyn t cc trung tm nghin cu & ni cng cng v t ng k vo Web
sites.
Nhng ngi M gc Trung sng M v Canada cng ang hot ng trc
tuyn. Hn mt na s h c internet truy cp v 65% nhng ngi ang trc tuyn
mi ngy (Pastore, 2002b). Ngi M gc Trung mua sch, sn phm my tnh, in
t v trc tuyn v gii tr vi mt sc mua ln, thu nhp trung bnh l 69 ngn la.
d. Nhm nh hng
The Washington Post tin hnh nghin cu v hnh vi v thi ca nh lnh
o bng cch s dng trang web cu mnh v pht hin ra mt mc tiu quan trng
i vi E-Marketing (Nhm gy nh hng: Nghin cu trc tuyn, 2004). H t
tn nhm ny l cc c nhn c sc nh hng bao gm nhng ngi nh hng n
nhng ngi khc, ko theo s thay i M. H i din cho 10% dn s (v 15%
ngi s dng internet) v li ko 90% ngi khc. 82% ngi c nh hng c
quyn truy cp internet (so vi 64% dn s Hoa K). Hai phn ba s h ni rng h

146
c yu cu t vn v chuyn tip thng tin v sn phm, ngh nghip, my vi
tnh, cc trang web, nh hng, hay chnh tr vi mt mc trung bnh l nm n 20
ngi khc.
Bi v phn on ny nh hng ti nhng phn on khc, y l iu quan
trng cho cc nh marketing xc nh xem lm th no tip cn vi phn on
ny. Nhng ngi c kh nng gy nh hng s dng internet nghin cu cc
im n du lch u tin (86%), cc sn phm (82%), v gn nh truy cp tt c cc
trang web t nht mt ln mt ngy. Lu rng cc mu nghin cu ny bao gm
khch truy cp trang web Washington Post, do , nhng iu ny c th khng i
din ht kin cc nh lnh o trong mi trng trc tuyn, nhng n lm ni bt
vn thng qua mt v d v s thu ht kin ca cc nh lnh o, mt th trng
mc tiu rt hp dn xng ng vi trng tm.
5.4.4. Phn on theo tm l hc
Tm l ngi dng bao gm nhn cch, gi tr, li sng, hot ng, li ch, v
quan im (AIO Activities, Interests, Opinion). C tnh l c im nh nh hng
khc bit so vi xu hng v thi quen chng hn nh chm tr, tr hon. Gi tr l
nim tin su sc vo t chc nh nim tin tn gio. Li sng v cc hot ng ca tm
l m ch mi lin kt phi vt cht nh chi th thao hoc n ngoi tri. V d, ngi
s dng ni rng thi gian dng lt Web ly i ca h thi gian cho cc hot
ng khc: c sch (14%), ng (23%), hot ng x hi (14%), v lm vic (12%)
(www.intelliquest.com). S thch v quan im l thi v nim tin ca mi ngi.
V d, mt vi ngi tin rng Web l mt s lng ph thi gian, cn vi nhng ngi
khc ngh h ngh rng khng th tn ti m khng c th in t.
a. S thch cng ng
Internet l l tng cho vic tp hp mi ngi t khp ni trn ton cu vo
cng ng vi s thch v nhim v tng t nhau. Thu ht cng ng ngi s dng,
nhng ngi sau ng kin, h s ca h, v ni dung ti ln cho ngi khc
xem, i khi phi tr mt mc gi thu bao cho li ch. Cng ng c th hnh thnh
xung quanh cc trang web v din n, hoc qua th in t n cc thnh vin nhm.
Mi kiu quan trng ca cng ng trc tuyn xc nh nu trong Minh ha 5.7:
Minh ha 5.7: Mi kiu cng ng trc tuyn quan trng
TT Kiu cng ng M t v v d
1 Cng ng gii tr Game.Yahoo.com
2 Cng ng mng x hi Monter.com, linkedln.com, match.com
3 Cng ng thng mi Guru.com
4 Cng ng gio dc Marketingpower.com
5 Cng ng s kin AmericanIdol
6 Cng ng lut s Moveon.org

147
7 Cng ng thng hiu Amazon.com, sap.com
8 Cng ng ngi tiu dng Google Group
9 Cng ng ngi lao ng Linkedln.com
10 Cng ng topic c bit UseNet, Yahoo Group
C l kiu quan trng nht l mng x hi - thc hin m rng mi quan h kinh
doanh v x hi bng cch kt ni thng qua cc c nhn trc tuyn. N da trn
tng ca su cp khc nhau (m bt k hai ngi c kt ni thng qua a ch
lin lc vi nhiu hn khng qu nm ngi khc). LinkedIn l mt v d tuyt vi v
mt mng li chuyn nghip vi hn triu chuyn gia trn ton th gii, i din cho
150 ngnh (Minh ha 5.8). Nh li rng mi ngi tin tng nhng ngi khc tng
t nh h nhiu hn bt c ai khc, ngoi tr cc chuyn gia chm sc sc khe, do
, mng x hi v cng ng khc s ch tng trng trong nhng khu vc quan
trng.

Minh ha 5.8: Mng x hi cng ng cho chuyn gia

Ngun: www.linkedin.com
C ba cch c th c s dng tp trung vo cng ng trc tuyn. Th nht,
mt cng ty c th xy dng cng ng ti trang web ring ca mnh thng qua cc
nhm tho lun trc tuyn, cc bn tin, v cc s kin trc tuyn. Khi nhng nhm
ngi vi li ch tng t tp trung ti mt khu vc o tho lun v cc vn ,
gi tr m h nhn c t c thng tin v mi lin kt x hi gi h quay tr li.
Th hai, cng ty c th qung co trn trang web cng ng ca cng ty khc hoc gi
km theo th in t ti cc thnh vin cng ng. Cui cng, nhiu cng ty thc s
tham gia vo cng ng v lng nghe, hc hi t nhng ngi khc khi ni v ngnh
ca h. V d, Scott O'Leary, Gim c qun l khch hng thn thin ca hng hng
khng Continental Airlines dnh vi gi mi ngy tm hiu vn ca khch hng
c ng trn cc trang web du lch nh Flyertalk (www.flyertalk.com). Mng ny c
gn 135 ngn thnh vin ng nhng vn du lch hng khng v li khuyn cho
ngi c. O'Leary ng bo co v hn 500 kin vo cui nm trn Flyertalk v
cc trang tng t, tr li cc cu hi v ngn chn tin n, theo The Post Cincinati.

148
 C mt s li th v bt li c trng ca cng ng khi hng ti mc tiu trc
tuyn. Khi mt t chc xy dng v duy tr cng ng, h c th trnh by sn phm
v kim sot cc li nhn c nhn vi li ch ca nhm, chng hn nh ti
Amazon.com. Nhng cng ng ny l mc tiu tt cho cc sn phm c ch cho h.
Hay v d, game th trc tuyn lun lun quan tm n iu l v cc tr chi da trn
cc ng k mi nht, v nhng thnh vin ca Harley-Davidson th nghe ngng v
sn phm thng hiu Harley-Davidson. C l quan trng nht, cng ng l nhng
ni tt cho cc cng ty tm hiu v cc vn ca khch hng v cc xut, nh
kinh nghim ca O'Leary v Dell. Ngc li, cuc tr chuyn trc tuyn cng ng
nu khng c kim duyt s thu li c thng tin tri chiu v sn phm v nhng
ngn ng xc phm. Khi cc cng ty ti tr cho mt cng ng, h phi xem c ni
dung, tuy nhin, nu h chnh sa n qu nhiu h s khng khuyn khch cc bi
ng trong tng lai. Bn cnh , nu mt cng ty loi b cc bi vit tiu cc, ngi
dng s ch ng mt web bt k khc, do , tt hn l lu tr cc cuc m
thoi ti trang Web ring ca cng ty. Cui cng, trang Web da trn cng ng,
chng hn nh tp on Yahoo!, cn rt kinh nghim vi mt s kh khn trong vic
thu ht cc nh qung co v khng th on trc ni dung v cc nh hng c th
ca n v hnh nh thng hiu.
b. Thi v hnh vi
Thi v hnh vi khc nhau nh th no? Thi l nh gi bn trong v con
ngi, sn phm, v cc i tng khc. Chng c th l tch cc hay tiu cc tu
thuc vo qu trnh nh gi xy ra trong u ca mt ngi. Cn hnh vi lin quan
n nhng g ngi ta lm mang tnh vt l, chng hn nh ni, n, ng k ti mt
trang web, th in t yu cu a DVD min ph, hoc truy cp vo mt trang web
mua sm hoc thm d mt sn phm. Tuy nhin, cc nh marketing khng gp cc
hnh vi lin quan n sn phm trong phn on tm l. Hnh vi mua sn phm c
m t nh mt phn on quan trng bi chng to thnh mt nhm hon ton ring
bit (xem phn tip theo). Do , khi cc nh marketing tho lun v tm l, n c
ngha l nhng cch chung nht m ngi tiu dng s dng thi gian.
Thng tin v tm l gip cc nh E-Marketing xc nh v m t cc phn on
th trng tt hn h c th p ng nhu cu ngi tiu dng. l c bit quan
trng cho thit k trang web. V d, ngi dng Nht Bn khng thch nhng giai iu
thiu nghim tc ti mt s trang web M, nhng trang web ca Nht Bn nghim tc
hn v khng bao gm cc ni dung nh chm bim chnh tr.
Th h tr em thch mu sc giai iu tri t trn cc trang Web v ngi trng
thnh thch nhiu chi tit hn, mu sc ti sng. Loi thng tin v thi ny ngy
cng sn c v ngi dng Web.
Hu ht cc nh marketing tin rng nhn khu hc khng phi l hu ch trong
vic d on ai s mua hng trc tuyn hoc ngoi tuyn. Nhn khu hc gip cc nh
marketing tm mc tiu cho truyn thng, nhng c nhiu bin s khc c gi tr cho
d bo, do , cc nh marketing c gng tm mt s cn bng gia c hai loi bin s
m t cc phn on. Mt trong nhng n l thi i vi phn on ca cng
ngh, c tm thy bi Forrester Research d bo c hoc khng c ngi mua trc
tuyn.

149
 c. Thi i vi cng ngh
Forrester Research tin hnh o thi ca ngi tiu dng v doanh nghip
theo hng cng ngh vi mt h thng gi l Technographics. T nm 2002,
Forrester tin hnh hng trm ngn cuc iu tra hng nm trn ton th gii, vi
gn mt phn ba cuc phng vn c t chc ngoi tuyn. Nhng ngi tiu dng
Technographics khm ph trong s nhng ngi tiu dng khc cch ngi ta ngh,
mua, v s dng cng ngh vi nhiu loi thit b v phng tin truyn thng trong
vic chm sc sc khe, dch v ti chnh, bn l, cc ngnh du lch v cc ngnh
khc.
Minh ha 5.9: Phn on qua biu k thut v ngi tiu dng M
ng lc cho s dng Internet
Ngh nghip Gia nh Gii tr
Cng Sm chp Fast Forwards New Age Mouse Potatoes
ngh lc nhn Nurturers
quan nhanh chng c Dnh ring, tng
Thu nhp th iu khin, v him khi phc v tc gii tr, c bit
cao l ngi dng cc tn ca cng trn my PC
hng u ca ngh dnh cho gia
cng ngh nh v gio dc
i theo Techno-Strivers Digital Hopefuls Gadget Grabbers
Nhanh cc thnh vin Nhng k yu tp trung vo chi
trong cng ngh cng ngh theo ph thp, cng ngh
Thu nhp cho pht trin nh hng gia chi cao nh
thp ngh nghip nh th trng y Nintendo
ha hn cho cc
my tnh gi r
Cng Cn trng Bt tay Truyn thng Media Junkies
ngh bi
quan Tm kim L cc chuyn gia Ngi sng vng l nhng ngi yu
thnh cng vi xa trung tm nghi thch truyn hnh
Thu nhp mt mc kin kh nng bt ph v th gii o v
cao nhn cng ngh ca cng ngh sm chp nhn ca
thp truyn hnh v tinh
Cng dn Sidenlined Citizens
ng ng cui bng quan tm n cng ngh, t chp nhn bt k
ngoi cuc cng ngh no
Thu nhp
thp
Ngun: Chuyn th t Mary Modahl, By gi hoc khng bao gi (NewYork:
HarperBusiness, 2000) v cp nht trong nm 2008 vi m t phn on
www.forrester.com.
150
 Technographics hot ng bng cch kt hp cc bin s c th (xem
www.forrester.com). Trc tin, cc nh nghin cu t cu hi xc nh xem mt
ngi c lc quan hay bi quan i vi cng ngh nh th no. Tip theo, h o mc
thu nhp ca ngi dng bi v n l mt yu t quan trng quyt nh hnh vi mua
sm trc tuyn. Cui cng, h phng vn ngi tiu dng v ng lc chnh ca h
mua hng trc tuyn. Vi nhng d liu thu thp sau hn nm nm, Forrester xc
nh biu k thut cho 10 phn on ngi tiu dng ti Hoa K. Minh ha 5.9
hin th cc phn on cng vi m t ca h. Sau y l mt v d v cch tng phn
on s dng cng ngh theo Forrester:

Fast Forwards l ngi dng nhanh nht ca phn mm kinh doanh.

New Age Nurturers l nhm ngi tiu dng cng ngh b qua nhiu nht.
Mouse Potatoes yu thch vui chi gii tr tng tc trn my PC.

Trong tt c cc nhm thu nhp thp, TechnoStrivers c t trng ngi s hu PC

cao nht.
Digital Hopefuls l th trng tim nng ln cho nhng my tnh gi r.

Gadget Grabbers buy chi ph thp, chi cng ngh cao nh Nintendo.
Handshakers khng ng dng cng ngh cho cc giao dch kinh doanh ca h.

Traditionalists s dng VCRs nhng khng phi bt c iu g hn na.

Media Junkies yu TV v c chp nhn sm ca truyn hnh v tinh.
Sidelined Citizens ang ng cui cng ngh.
Nghin cu ca Forrester cho thy mt s kt qu th v. Trc tin, s lc quan
cng ngh gim vi tui tc. Ngi s dng ln tui c xu hng tiu cc i vi
cng ngh. Tuy nhin, thi ca h c th t tiu cc nu ang s dng mt my tnh
ti ni lm vic hoc sinh sng mt trong 50 thnh ph ln nht Hoa K. n ng c
xu hng lc quan hn v cng ngh, v cn bng p lc c th lm tng s lc quan
trong tt c cc nhm nhn khu hc. iu th hin khi bn b tho lun bng th
in t v cc trang web, ngi bi quan thng suy ngh li v tr ca h. i vi thu
nhp, 40% ca cng dn ang c thu nhp cao lc quan, v mt s nhm c thu nhp
thp nh sinh vin i hc v cc cp gia nh tr cng lc quan v cng ngh.
Lm th no h pht hin nhng mua bn trc tuyn? Th nht, nhng ngi
lc quan thu nhp cao nhiu gp i cc nhm khc. Ch c 2% ngi bi quan vi thu
nhp thp, v do h khng phi l mt mc tiu tt cho cc cng ty thng mi
in t. Th hai, kt hp gia cc mc trong th k thut, Forrester nhn thy rng
nhng ngi sm chp nhn cng ngh, lc quan v cng ngh, thu nhp cao, do
xc nh c nhng ngi tiu dng hng u bn hng trc tuyn. Ngc li,
ng cui l nhng ngi bi quan c thu nhp thp, h s l nhng ngi cui cng
mua bn trc tuyn. Cui cng, cc cng ty c th s dng cc phn on th k
thut s lc tiu s khch hng, nhng ngi s mua hng trc tuyn xc nh
ni phn b ngun lc thu ht h nhiu hn. Starbucks s dng th k thut v

151
pht hin ra rng 47% khch hng ca mnh l nhng ngi sm c chp nhn (Fast
Forwards, New Age Nurturers, v Mouse Potatoes). N cng cho thy rng 22% l
nh hng ngh nghip, vi Fast Forwards bng cch s dng internet t thng
tin. Nhng pht hin ny khin Starbucks bt u bn hng trc tuyn.
Forrester cng duy tr mt c s d liu cho th k thut kinh doanh. H tin
hnh hn 2.500 cuc phng vn vi qun l cp cao ca cng ty Bc M c doanh thu
hn mt t USD hng nm. Tm li, kt qu kho st ca th k thut gip cc
doanh nghip c c hi pht trin sn phm v ra mt, dn u th h, c hi bn cho
dch v khch hng, v xy dng thng hiu.
5.4.5. Phn on hnh vi
Hai bin phn on theo hnh vi thng c s dng l li ch tm kim v s
dng sn phm. Marketing bng cch s dng phn on thng to thnh cc nhm
li ch ca ngi tiu dng da trn nhng li ch m h mong mun t sn phm. V
d, mt bo co c nh marketing kho st nm 2007 v li ch tm kim ca ngi
s dng internet trng thnh thng gh qua nhng trang web du lch: 55,1% mun
c kh nng kim tra cc chuyn bay, khch sn, thu xe v t gi, 49,9% mun
"bit thng tin v im n, 49,7% mun chng trnh xc tin du lch v s kin
c bit, 22% mun "thng bo v du lch, 12,7% mun "chat hoc vo khu vc
din n c hoc ng thng tin du lch, 10,8% mun "ty bin trang web", v
8,6% mun mt la chn trong bn tin. Nhng mong mun v li ch ny gip cc
ch trang web du lch, nh Expedia and Tripadvisor, thit k ni dung hp dn i vi
cc phn on khc nhau. mt ln vo trang web, mi ngi tm kim ch thng tin
thc s c th mua rt tt.
S dng sn phm c p dng cho cc phn on theo nhiu cch. Nhng nh
marketing thng phn on bng vic s dng sn phm t, trung bnh v nhiu. V
d, ngi dng internet nhiu l nhng ngi vo mng hng ngy bng cch s dng
hoc mt my tnh hoc thit b cm tay khng dy; ngi s dng trung bnh l
nhng ngi s dng my tnh trc tuyn mt hoc hai ln mi tun. Cc cng ty
phi kho st xc nh vic s dng thc t v quyt nh lm th no phn chia
loi ngi s dng vo mc tiu thch hp ca h. Cch tip cn khc l phn loi
ngi tiu dng theo trung thnh vi nhng thng hiu, trung thnh vi sn
phm cnh tranh, hay switchers (nhng ngi khng quan tm trang web m h s
dng), v nonusers ca sn phm. Tip theo, chng ta s nghin cu v mt s trong
cc bin ny khi h p dng i vi internet.
a. Phn on theo li ch
R rng, internet cung cp cho mi ngi mt s th. Nu nhng nh marketing
c th hnh thnh cc phn on cn c vo nhng li ch tm kim bi ngi dng, h
c th thit k sn phm v dch v p ng cc nhu cu . Cch tip cn ny
thng thit thc hn l ch n gin hnh thnh cc phn on nhn khu hc v c
gng tm ra nhng iu nh ph n chuyn nghip Peoria mun ci g t Web. Cc
nh marketing s s dng tt c cc cn c phn on xc nh, o lng, v xc
nh th trng mc tiu, nhng vic tm kim li ch vn l ng lc chnh ca
chin lc marketing hn hp.

152
 iu g tt hn phng thc xc nh li ch tm kim hn l nhn vo thc s
nhng g mi ngi lm khi trc tuyn? Cc nh marketing c th nh gi cc hot
ng trc tuyn, nh nhng trnh by trong phn 5.2 (nm hot ng trc tuyn c bn
l kt ni, sng to, hc tp, gii tr, v thng mi). Nhng nh marketing cng kim
tra nhng trang web ph bin nht. Mt s trang web bo co hng thng c xp
loi trong nhm cc doanh nghip trc tuyn hng u. Minh ha 5.10 hin th nhm
hng u trang web ca cng ty m trong mt thng nm 2008. Microsoft, Google, v
Yahoo! lun l cc trang web lt vo nhm dn u hu ht cc quc gia. S liu
trong Minh ha cho thy rng nhiu ngi tm kim, s dng th in t trn Web, s
dng Microsoft ti v, c tin tc, trao i t Yahoo!...v.v. So snh nhng d liu
ny vi cc hot ng trong phn 5.2 m t mt bc tranh phong ph hin ti v
nhng mong mun v li ch mi ca ngi s dng internet.
Minh ha 5.10: Nhm cc trang web hng u nm 2008
Tn Gia nh Ni lm vic
Khch (triu) T l % Khch (triu) T l %
t c t c
Google 105,5 69,9 57,2 86,7
Microsoft 102,2 67,7 57,1 86,5
Yahoo! 94,7 62,7 50,2 76,0
Time Warner 85,4 56,6 46,2 69,9
News Corp. Online 60,3 39,9 29,4 44,5
eBay 50,4 33,4 30,2 45,6
InterActiveCorp 46,9 31,1 30,3 46,0
Amazon 40,4 26,8 29,9 45,3
Apple Computer 37,8 25,1
Wikimedia Foundation 37,1 24,5 26,9 40,7
New York Times Co. 26,1 39,5
Ngun: D liu t www.nielsen-netratings.com
b. Phn on theo thi quen s dng cng ngh
Nhng nh marketing cng phn on ngi dng internet theo nhiu c im
s dng cng ngh nh PDA hay truy cp my tnh v cc trnh duyt h s dng. Sau
y l ba phn on thi quen s dng Internet: truy cp khi nh & lm vic, tc
truy cp, v tham gia trc tuyn.
Truy cp nh hoc ni lm vic: Nhiu cng ty phn on theo vic ngi
dng c th truy cp Internet ti nh hoc ni lm vic. im truy cp l rt quan trng

153
bi v nh v ch lm thng c nhu cu khc nhau trn cc trang web. Ni chung,
ngi dng nh c tc kt ni chm hn nhng ngi truy cp internet ni lm
vic, l ni h lm ha vi cc tp tin khng mong mun khc trn cc trang Web.
Tuy nhin, s phn bit by gi thay i l 57% khi tt c ngi dng kt ni bng
thng rng ti nh M, theo mt cuc kho st ca Leichtman Research. Mt c
im ca th trng ti nh l mt s lng nh nhng ngy cng tng ca cc h gia
nh c nhiu hn mt my tnh v kt ni mng khng dy trong nh ca h.
Nielsen//NetRatings c tnh 69.700.000 ngi s dng truy cp M internet t
ch lm vic v 217.300.000 t nh trong thng ging nm 2008. iu th v l cc
trang web hng u ang gn nh thit k ging ht nhau cho c hai phn on ngi
s dng truy cp nh hoc ni lm vic, c th ch ra rng ngi dng trung thnh
vi thng hiu ca cc trang web c th, v danh gii gia nh v cng s dn c
xa m (v d, nhiu ngi tiu dng sp xp i ngh t ni lm vic).
Nhng nh chin lc E-Marketing c th s dng thng tin nh hng
mc tiu cc trang web dch v ca h hoc qung co mua hng trc tuyn. Chin
lc c th bao gm mt chi ph cao hn v tnh cht tng tc v a phng tin, n
c ti trang web ca New York Times ngi dng ti ni lm vic nhiu hn so vi
ngi dng nh (Minh ha 5.11). iu quan trng l theo di cc xu hng ny
lm m ranh gii gia ni lm vic v nh.
Tc truy cp: R rng, cc loi kt ni internet v cc thit b tip nhn thng
tin nh hng n hnh vi ca ngi s dng. Cc kt ni nhanh hn trong cng vic
cho php ngi dng nhn c d liu ln hn cc tp tin a phng tin vi y
ni dung. iu ny cng ng vi ngi s dng truy cp bng thng rng ti nh,
mt khc l cng ng i vi nhng ngi s dng modems 56k hoc cc thit b
khng dy cm tay.
Mc d chi ph vn l mt ro cn cho nhiu h gia nh, thm nhp bng thng
rng hin nay l cao t dung lng quan trng cn thit cho video hnh nh
chn tht v phn phi chng trnh pht thanh theo yu cu. Kh nng tc cao ny
chc chn s thay i b mt ca trang Web. Hy suy ngh v giao din ca CNN,
knh tin tc 24 gi trn truyn hnh, lun sn sng a thng tin trn internet vi hn
hp ca vn bn v video. Trong tng lai, ngi dng s thng nhn c loi
chng trnh ny trn mt my tnh v nhp chut vo hp vn bn cho bit thm
thng tin hoc thm ch l nhng xem li nhng video chng trnh nu mun. Ranh
gii gia cc phng tin truyn thng trc tuyn v truyn hnh cng c xo nho.
Ngi s dng bng thng rng hot ng trc tuyn khc vi ngi dng bng
thng hp. Gn 80% ngi s dng bng thng rng trc tuyn s xem video trc
tuyn t nht mt ln trong thng nm 2008, theo mt d n nghin cu ca cc nh E-
Marketing, con s tng ng vi hn 150 triu ngi M v iu ny c th
c thc hin ch bng cch kt ni internet tc cao.
thi cc khc, ngi dng di ng khng dy cm tay c mn hnh nh v tc
truy cp chm. C 90,9% truy cp qua in thoi di ng cc quc gia pht trin
mt-mt phn on kh khn cho cc nh marketing nhm chng li. so snh, 14
triu PDA c vn chuyn Hoa K trong nm 2003 (Greenpan, 2004). PDA thm
nhp chm l do s hi t ca in thoi di ng v PDA.

154
 Tt c nhng con s ny cp mt th trng i hi s ch . Ngi dng in
thoi di ng hi thoi nhiu hn l truy cp internet trn in thoi di ng ca h.
H gi v nhn d liu bt k u, bt c lc no. Minh ha 5.19 gii thiu cc loi
ng dng v ni dung c s dng bi ch s hu thit b di ng nm 2006. Vn
bn v tin nhn hnh nh c dng nhiu nht. ng ch l 65% thu bao tui
18-29 s dng tin nhn vn bn, so snh vi 37% thu bao tui 30 - 49 v tui
cao hn na. Nhng ng dng quan trng khc bao gm th in t, hay mua nhc
chung. Ngi s dng thit b khng dy hin ang theo di thng tin v vn chuyn
hng ha, bo gi c phiu, lch trnh bay ca hng khng, nhng thay i v tin tc.
Minh ha 5.11: Cc loi ng dng v ni dung c s dng bi ch s hu thit b di
ng nm 2006
Hot ng Phn trm Hot ng Phn trm
s dng s dng
Gi tin nhn 39,2 Nhn tin tc thi 6,3
Nhn tin hnh nh 14,7 Th in t cng vic 5,1
Lt web v thng tin 10,3 Load tr chi trn in thoi 3,6
Mua nhc chung 10 Mua hnh nn tnh hoc ng 3,5
Th in t c nhn 8,5
Ngun: M:Metrics, Inc. 2006-2007 ba thng kho st 30.567 thu bao
ng ch l thit b khng dy khng th truy cp vo mt s trang web trn
mn hnh nh b ca chng, l l do ti sao hin nay nhiu trang web c thm mt
ch xem trn my di ng bn cnh ch xem thng thng. Ch xem trn di
ng thng l tt c cc vn bn v cc dch v thng tin chnh xc v nhu cu nh
tm kim (local search) thng qua Google, c cp trc . Ngoi ra,
ZAGAT, chuyn ch dn v nh hng trn ton th gii (the worldwide restaurent
guide), cho php ngi s dng di ng tm kim thng tin v cc nh hng trong
thnh ph khi h ang i du lch, v n tn mt khon ph dch v. Cc phn on
khng dy di ng to c hi ln cho cc cng ty mun cung cp cc Cng (portal)
khng dy: mt im truy cp internet ty bin (customized point), l ni cc thu bao
c th truy cp vo trang web v tm kim cc thng tin c nh dng vn bn.
Cc nh marketing ton cu ang phi i mt vi nhng vn ln v k thut,
do cc nh marketing phi tht kho lo, thng minh cung cp nhng dch v
tin ch cho c nhng ngi s dng mng c nh hoc mng khng dy. Cng vi
, th trng mng khng dy ang tng trng v s pht trin ng k trong tng
lai. Hn na, nhng mong i vo s thay i to ln khi ngi tiu dng c th truy
cp internet t t lnh, xe t cng nh cc thit b khc ca h. Khi , c th n s
l d liu c th theo yu cu ch khng phi l cc trang Web.
Mc tham gia trc tuyn: Chng mt gii thiu cc khi nim v ngi
tiu dng tham gia trc tuyn, ngi ang tch cc tham gia bng cch thm ni dung
cho ngi khc xem. Trong phn 5.2, chng ta tho lun v mt s loi hnh
sng to ni dung, c kho st bi Pew Internet & American Life: Hnh nh c
155
a ln mng, nh gi sn phm, gn th ni dung trc tuyn, bnh lun trn blog, to
ra mt blog v to ra cho mnh mt avatar trong th gii o. Bi v y l mt khi
nim mi v quan trng, c pht trin t vic s dng phng tin truyn thng x
hi, Forrester Research thit k mt bng cu hi Social Technographics ca mnh
cho cc phn on tham gia (Minh ha 5.12).
Minh ha 5.12: Phn on phng tin truyn thng x hi theo mc tham gia
Phn on T l % M t phn on
Creaters 13 a ni dung ln blog, web hoc ng ti video
Critics 19 Bnh lun trn blog hoc a ra cc nh gi tng quan,
40% trong s ny thuc nhm Creators
Collectors 15 Dng URL trong site x hi , s dng RSS feeds hoc thit
lp d liu chia s cng ng
Joiners 19 Kt ni site mng x hi
Spectators 33 c blod, em video v nghe nhc (Khn gi)
Inactives 52 Khng tham gia mng x hi
Ngun: Forrester Research
Forrester hi cu hi m cc phng tin truyn thng x hi thng s dng
phn on chng hn nh ngi sng to v ngi hay ch trch - hai nhm tham gia
cc phn on cao nht. Nu mt cng ty s dng dch v ca Forrester, h s bit
c nhng ngi tiu dng no ca mnh ang ch ny, ch khc, cc phn on.
Nu khch hng ca cng ty khng phi l ngi hay sng to ni dung, khi t
chc mt cuc thi yu cu h to ra mt video thng mi cho cng ty, th n s
khng kh thi (tr khi h thu ht khch hng mi). Ngc li, nu cng ty theo ui
ch tiu v c hn 50% thu bao khng hot ng trong c s d liu khch hng ca
h, n cho cng ty bit rng h s c blog ca mnh v ni dung phng tin truyn
thng x hi khc. Quan st h thng ny pht trin trong tng lai gn. Cc nh
marketing ang vt ln vi vic nh hnh ra vic c nn bao hm cc sng kin v
phng tin truyn thng x hi hay khng, v lm th no thm nhp su sc hn.
Phn on th trng theo mc tham gia ca cc phng tin truyn thng x hi l
mt trong nhng cch tt tr li cu hi.
Phn on theo ngnh c th: Phn on theo cch s dng c th khc nhau
t mt loi hnh cng nghip hay kinh doanh vi cc loi hnh khc. V d, nghin cu
ca Forrester v comScore cho thy rng khch truy cp vo cc trang Web v xe c
c x khc so vi khch truy cp t cc trang web thng mi in t (Tham kho
www.forrester.com v www.comscore.com). Ngay c ngi mua xe hi sang trng c
xu hng gh thm trang web v xe c ch mt vi ln - 64% ca tt c ngi mua
hon thnh nghin cu trc tuyn ca h qua nm ln kho st hoc t hn. Hn na,
khong 25% mua mt chic xe hi trong vng thng truy cp vo mt trang web xe
hi. Forrester xc nh nhng ba phn on khch truy cp cho trang web v xe
hi:

156
 Ngi thm him (Explorers) l nhm nh nht, nhng gn mt na s ngi mua
chic xe mi cho h trong vng hai thng t khi truy cp vo mt trang web v xe
c. H mun c mt qu trnh mua hng thun tin r rng.
Off-roaders2 c xu hng kho hng trc tuyn v sau c kh nng mua hng
trong mt phng trng by ngoi tuyn.
Cruiser gh thm cc trang web xe hi thng xuyn, nhng ch c 15% mua mt
chic xe trong thi gian ngn. Tuy nhin, h c mt s quan tm nhit tnh ti t,
v nh hng nhiu n vic la chn mua xe ca ngi khc khc, iu ny khin
h tr thnh nhng v khch quan trng.
5.5. KHCH HNG MC TIU TRONG MI TRNG TRC TUYN
Sau khi xem xt nhiu phn on tim nng, cc nh marketing phi la chn
phn on tt nht hng ti mc tiu. i vi la chn ny, h xem li cc phn
tch v c hi th trng, xem xt kt qu t nhng phn tch ca SWOT, v thng
tm phn on ph hp nht gia mi trng ca th trng, chuyn mn v cc ngun
lc ca doanh nghip. i khi, cng vic ny d dng nh vic pht hin ra mt phn
on mi khi gh thm trang web ca cng ty v sau th nghim cung cp m c
th ku gi nhm ny. i vi trng hp khc, li l mt qu trnh lu di v ton
din. hp dn c khch hng, mt phn on trc tuyn phi c th truy cp
thng qua internet ng k, ang tng trng (nu c th) v gi li nhun tim nng
ln.
Tip theo, nhng nh E-Marketing la chn mt chin lc hng ti mc
tiu. iu ny c th bao gm vic quyt nh mc tiu no phc v trc tuyn, mc
tiu no thng qua ca hng truyn thn. Internet c bit ph hp vi hai mc tiu
chin lc:

Marketing ngch xy ra khi mt cng ty chn mt trong nhng phn on v pht

trin mt hoc nhiu marketing hn hp p ng nhu cu ca phn on .
Amazon thng qua chin lc ny khi n c nhm mc tiu ngi dng web
ring. Cyberdialogue / findsvp (nay l Fulcrum) gi internet l mt ngch ca thi
gian, cho thy s chin mui ca n marketing ngch. Chin lc ny c li ch
thc s nhng c th nguy him bi v i th cnh tranh thng c v trong
nhng th trng hp dn v bi v th trng c th b t chi bt ng, li cng
ty vi tt c trng ca mnh trong mt gi ri xung.

Marketing vi m, hay cn c gi l marketing nhm mc tiu c nhn, xy ra khi

mt cng ty thc hin tt c hay mt phn ca marketing hn hp cho mt s t
ngi. nh im, n c th l mt th trng mc tiu ca mt c nhn.

2
Off-roaders l mt thut ng ch cc li xe chuyn trn ng khng tri nha, nh ct, si, riverbeds,
bn, tuyt, , v a hnh t nhin khc.

157
 Minh ha 5.13: Hng mc tiu n ng khch hng
Li ha ln ca Internet, mt iu ang c thc hin bi nhiu cng ty l
nhm mc tiu c nhn. Minh ha 5.13 cho thy mt knh bn hng cho php cc nh
marketing lm theo hng dn ca ngi s dng thng qua vic h ng k qua
cc trang web v qu trnh x l mua hng. Mi bc to ra mt phn on ngi
dng m n c th c hng ti mc tiu vi giao truyn thng thuyt phc da trn
hnh vi, chng hn nh gi th in t ti nhng ngi hon thnh ng k nhng
khng mua hng. Amazon.com xy dng mt h s ca tng ngi dng nhng ngi
kho hng hoc mua sch ti trang web ca mnh. H theo di cc sch m ngi tiu
dng c v cc khuyn ngh mua hng da trn ln mua trc ca h. Amazon cng
gi th in t thng bo v cc sn phm m c th c bit quan tm ti cc c nhn
c th. Cch tip cn ny l khi nim marketing at its finest: em li cho ngi
tiu dng c nhn chnh xc nhng g h mun vo ng thi im v ng ch. Cc
cng ngh Internet lm cho mi ngi c th tu bin theo nhng cch m 10 nm
trc y h khng th tng tng c.
CU HI N TP
1. c im ba kiu th trng?
2. Cn c phn on th trng trc tuyn?
3. Phn on theo tm l hc c kh khn g?
4. Phn on theo hnh vi c c im g?

CU HI THO LUN
5. 1-800-flower c mt phin bn no Vit nam khng?

158
6. Tm cc v d in hnh v cc phn on th trng trc tuyn Vit nam hin
nay. Phn tch s ph hp v c im ca n.

159
 CHNG 6: CHIN LC NH V V KHC BIT HA
6.1.CU CHUYN J. PETERMAN
Cng ty J. Peterman l mt v d in hnh v s kt hp thnh cng gia s
khc bit ha v chin lc nh v. Nhng khch truy cp lng mn s ti vo trang
web ca cng ty www.jpeterman.com ni nhng li l tt p v cng ty v qu trnh
thnh lp cng ty ca anh ta nh l mt dng di c tch ra t nhng i th thng
thng:
Con ngi mun nhng th m rt kh khn mi c th tm thy c. Nhng
th cng iu nhng cng iu da trn thc t v chnh h...
Ti cho rng cc tp on khng l ca M nn bt u t hi chnh h liu
nhng th h lm ra thc s c tt hn nhng sn phm thng thng khng.
R rng l con ngi mun nhng th m em n cho h cuc sng m h m
c.
Tt c qun o v cc mt hng ph kin c cung cp hon ho km mt cu
chuyn khng mch lc vi mc ch to n tng nh nhung v lng mn trong tm
tr khch hng. V d, nhng li m u cho sn phm o len mng Cardigan nh
cm nhng 1950 chng t s nh v sn phm rt c o:
o len mng nh cm thp nin 50 - Ti c th mang nhng quyn sch
ca bn
Tt c nhng c gi trung hc hoc i hc u mc o len kiu ging nhau
trong sut cui nhng thp nin 40, 50 v u nhng nm 60.
Nhng ci tng t nh th, nhng him khi tt nh th.
C gi mc nhng chic o len ny sng pha bn phi con ng mn. B ca
c y l mt tay sng gii hng sn xut xe hi hng u th gii General Motors,
v cn qun l mt ngn hng na. V mt vi l do, ng khng gi c b n hc ti
trng n sinh Miss Porters.
C b trng ging nh nhng thiu n xinh p c v bng mt chng trnh
ha trn mu qung co du gi u Breck ngoi tr vic c y l tht. C b c
th ci vi mt ngi v d nh ti. y l iu m lm cho ti khng bao gi c
nhng ngh sai lm. C gi ny khng phi l loi ngi m bn c th dn n
qun n phc v trong t v lm nhng iu in r khc.
Nu c y ch ti mang nhng cun sch cho c y th ch ring iu
c l mt hc k ca ti.
Hoc v th ti c th phi ngh.
Thp nin 50 Cardigan nh ht cm (No.1330). Cotton tt, mm mi vi
nhng bng hoa ngc trai c thu bng tay pha trc, gn cnh tay trn tay o v
ng vin c o sau (khin ngi bn ngi sau trong lp lch s c nhn bn). C
sn hp v ng vin hp, tay o di tay, dng va kht thn.

160
 - Ngt ngo nhng khng phi l ng.
- C ca ph n: XS, S, M, L.
- Mu sc: Mu be sng.
6.2. KHC BIT HA
6.2.1. Cc chiu ca s khc bit
Khc bit ha l qu trnh thm vo mt tp hp nhng im khc bit c
ngha v gi tr phn bit vi s cho hng ca mt cng ty i th cnh tranh (theo
Philop Kotler and Keller, 2006). S khc bit ha l nhng g m mt cng ty to ra
sn phm cnh tranh xc lp v tr , nhng th m s ng li trong tm tr ngi
tiu dng. Mt cng ty c th xut s khc bit ha ca mnh theo nm tiu ch sau:
sn phm, dch v, c cu nhn s, knh thng tin v hnh nh. Phn ny s gii thch
v i chiu nhng hnh thc m cc cng ty tn dng nhng yu t khc bit ha
truyn thng ny, c trc tuyn v ngoi tuyn.
a. Khc bit ha sn phm
S khc bit trong kinh doanh truyn thng (ngoi tuyn) thng tp trung lm
ni bt cc chiu ca sn phm; cc nn tng khc bit ha khc c s dng khi
nhng sn phm cnh tranh c s khc nhau cc k nh. Cc cng ty vn khc bit
ha bng nhng nt c trng trc tuyn ca sn phm.(v d nh khu hiu hng
n cng ngh ca nhng chic Ipod Apple. Tng t nh vy, Google khng th
no vt qua Yahoo v MSN trong mt sm mt chiu khi sao chp li nhng chin
lc sn phm ca hai hng ny (Minh ha 6.1). Thay vo , Google to ra mt
thut ton y sc mnh bng cch tp trung vo s lin quan gia nhng ng link
v hin th n trong giao din ngi s dng mt cch n gin nht. Ngc li, MSN
c li th t cng vic kinh doanh ca Microsoft trong khi Yahoo! cung cp nhiu
dch v hn v tp trung vo gii tr.
S khc bit ha dng sn phm l mt chin lc E-Marketing quan trng- S
phn loi khng gii hn cc sn phm theo ngha en iu m cc cng ty c th cung
cp v kh nng da vo s phn loi khng l ny nh l mt bc nn ty bin
s yu cu sn phm cho nhng khch hng ring l. Ni dung ny c tho lun
trong chng mt. N gii thch cch Amazon v nhng nh bn l trc tuyn c th
cung cp nhiu sn phm v doanh s thu nhp ca h ln hn rt nhiu nh
phng php ny.

161
 Minh ha 6.1: S khch bit gia Google v MSN v li th cnh tranh
Ngun: www.google.com.vn v www.msn.com
S khc bit ca sn phm cng bao gm ty bin v cc h tr km theo vi
vic cho bn sn phm hoc dch v theo nhu cu ngi tiu dng c nhn mc gi
hp dn. Xem xt Blue Nile, ni khch hng c th thoi mi yu cu thit k nhng
chic nhn kim cng theo mun trong s rt nhiu loi qu v kiu dng trn
website ca hng. S khc bit ha h tr xy dng mi quan h mt - mt vi mi
khch hng m bo cho s thnh cng lu di ca mt cng ty trn internet.
E-Marketing c mt nh hng to ln n cch thc gii thiu qung co.
hin ti, cc nh marketing thit k hu ht cc qung co sn phm thu ht ngi
tiu dng v lm sao bt mt cnh tranh c vi cc sn phm khc trn cc k
hng v bn sn phm. Cc sn phm bn trc tuyn s c nh phn phi vn
chuyn trc tip n khch hng v v vy, khng bao gi xut hin trn gi hng ca
cc nh bn l. Kt qu l nhng sn phm ny c th s khng cn n nhng cch
thc gii thiu mu m, t mt yu t cn thit i vi nhng mt hng trng by,
mt khc n cng khng i hi nhng lp chc nng phc tp v s trng by sn
phm. Ngc li, cc gi hng c vn chuyn ti tng h gia nh s yu cu cht
liu ng gi b sung nhng trong trng hp l hng ln bn bun v bn l th
khng cn thit.

162
b. Khc bit ha dch v
Dch v khch hng c tng cng bi kh nng nhn hi p ca khch hng
thng qua th in t sut 24h/ngy k c nu ngi trc in thoi v dch v khch
hng c nhn khng sn sng; v kh nng tr li nhanh chng hn ti nhng quan
tm ca khch hng. Mt kha cnh khc ca s khc bit ha dch v l s ng gp
ca sn phm c t hng trc tuyn. Tesco.com Anh c bit ha trang ch
chuyn pht cc sn phm t hng trc tuyn, v vy s khc bit ha dch v ca h
vi nhng ngi bn tp phm truyn thng nhiu nht. Tesco l hng duy nht tn ti
c trong s nhng nh bn tp phm bi v n tn dng sc mnh c s vt
cht thc v gia tng n gin nhng n t hng trc tuyn cc k n gin v ty
chn vn chuyn. Nhng dch v trc tuyn khc nh l ngn hng trc tuyn v bo
mt thng mi th rt ph bin v c khc bit ha c bi c trng m chng cung
cp v tri nghim tiu dng dch v. Nhng dch v ny b sung thm bn cnh
nhng dch v ngoi tuyn truyn thng. Nhng khi th gii tr nn gn nhau hn
thng qua internet th c th mt ngy no internet s thay th nhng dch v ngoi
tuyn truyn thng.
c. S khc bit ha c nhn
Trong qu kh, dch v ty bin v mi quan h mt - mt gia thng gia v
khch hng i hi phi c i ng nhn s kho lo v kinh nghim. By gi internet
cho php cc cng ty vn chuyn sn phm v dch v ca h thng qua cc knh gi
thp bng cch t ng ha qu trnh v xa b nhng nhn t con ngi tn km.
(Wells et al.,2000, trang 32). Bng cch gim thiu mc ph thuc vo yu t con
ngi nhm gii quyt cng vic bun bn kinh doanh, internet em n mt mc
gi giao dch thp hn, lm pht huy kh nng ca ngi lnh o hn l cc cng ty
ngoi tuyn. Kt qu l s gim gi cho nhng ngi s dng cui v cng lc hot
ng nh mt s khc bit ha bi mc cung cp dch v cao hn vi mc gi
thp. (Chakravarthy, 2000, trang 2).
d. S khc bit ha knh phn phi
Internet tng gp i tin ch l s sp xp thoi mi v mt thi gian, a
im v cc knh thng tin. Khch hng c th t hng vi s lng sn phm phong
ph hn vo bt k lc no, ngy hay m hoc c th vn chuyn hng n bt k ni
no trn th gii, khc hn vi cc chng loi sn phm b gii hn v s gii hn gi
kinh doanh ti cc cng ty bn hng theo truyn thng.
S khc bit ha knh trc tuyn din ra mc phc tp. u tin, cc cng
ty chuyn cung cp thng tin v sn phm cng nh dch v trn trang web c thun
li hn cc cng ty khng c website bng cch s dng internet nh mt knh thng
tin. Th hai l cc cng ty tin hnh giao dch thng mi trc tuyn tn dng s
thun li v c tnh ca internet trn cc knh giao dch v phn phi. mc cao
hn l s khc bit ha nhng cho bn dch v lin quan n internet ca cc i th
cnh tranh. Chng hn, trong ngnh ngn hng, mt ngn hng c th cung cp giao
dch ngn hng trc tuyn min ph nu mt khch hng chp nhn lm bn k khai ti
khon tht s hng thng (tit kim chi ph gi th), ngn hng khc c th cung cp
bo gi cho vay min ph v ngn hng cng c th cung cp danh mc u t tng
tc vi khch hng u t. V d tip theo l dch v c nhn chuyn bit c nh

163
gi cao, nhng trang web DO IT YOURSELF cho php ngi dng tin hnh cc
hot ng nh dch v in thoi v lm cho n chuyn cuc gi in thoi quc t
trc tuyn (v d, Skype).
Cui cng, internet tr thnh knh phn phi ton b cc sn phm k thut s,
ni m cc nhn hiu nh ITunes v Microsoft, cung cp nhng bn nhc v phn
mm k thut s. iu ny da trn mong mun ch ng phc v mnh v tit kim
chi ph bao b cng nh vn chuyn ca ngi s dng. Cc sn phm k thut s l
mt v d v sn phm khng cn ng gi c thc hin bng internet (v d nh;
nhng ngi yu m nhc c th ti v mt ca khc thay v ton b mt a CD).
e. S khc bit ha hnh nh
Mt cng ty c th khc bit chnh mnh bng cch to ra mt tri nghim c
o cho khch hng nh dch v khch hng tt hn v cng xy dng kinh nghim
thng hiu. Thng qua vic to dng kinh nghim thng hiu, cc cng ty c th
nng cao kh nng gi khch hng ca h, phn on khch hng mc tiu v tng
cng li nhun mng (Vincent, 2000. p.25). Nhng v d trc tuyn v vic xy
dng thng hiu da trn tri nghim c rt nhiu, chng hn nhn hiu hng lm th
nhi bng ni ting Buid a bear m rng mng trc tuyn ca h da trn nhng kinh
nghim ngoi tuyn v nhng th gii o nh l l Second Life and Webklinz l da
theo tt c nhng iu ca th gii hin thc.
Thm ch, nn cng nghip my tnh c nhn, ci m c thi gian di tp trung
vo khc bit ha sn phm bng tc my tnh, th nay chuyn sang xy dng
kinh nghim thng hiu. V d, hy xem xt nhn thc ca hai hng my tnh hng
u l Gateway (hng chim lnh th trng my tnh c nhn) v Symantec (hng
chim th trng bo tr h thng v phn mm bo v): trong khi s nhn thc rng
Gateway l nh cung cp s i x vi bn tt trong mt thi gian di cn Symantec
nui dng hnh nh l chic xe cu thng... (Goldberg, 1989, trang 16).
S ha hn v khch hng trc tuyn tng ng vi marketing tri nghim
ngoi tuyn. T nm 2008, cc trang web mi ngi s dng ng ti ni dung v
bnh lun cung cp cho h mt li th cnh tranh. Nh li cu chuyn a ngc ca
hng Dell v cch hnh nh dch v khch hng ca hng tr nn khng thun li
cho n khi hng bt u cho ra i hai trang web IdeaStorm v Direct2Dellblogs v
tham gia vo mt cuc cch mng truyn thng mang tnh x hi. Mt s website nh
Tripadvisor.com c xy dng hnh nh hon ton da trn s ng gp kin
ca khch hng.
Tt c nhng li ch ny gip khc bit ha hnh nh v kinh nghim khch hng
ca cc cng ty trc tuyn. V d, AOL v Venus Swimwear c nhng c trng chat
trc tuyn gip khch hng vi nhng cu hi v vic mua bn ca h trong thi
gian thc.
6.2.2. Chin lc khc bit ha
Trout v Rivkin xut mt danh sch ngn gn v cc chin lc khc bit ha
c th. Nhiu chin lc trong s tr nn rt c bit quan trng trong nhng
sng kin v E-Marketing (Wilson, 2000).

164
 1. Hy l ngi u tin bc vo th trng.
2. S hu mt thuc tnh hoc cht lng sn phm trong tm tr khch hng.
3. Th hin s lnh o sn phm.
4. S dng lch s ni ting ca cng ty hoc l ti sn.
5. H tr v thc hin nhng tng khc bit.
6. Trao i s khc bit.
Nhng chin lc ny c bit quan trng trn internet bi v chin lc
marketing thng gii quyt xung quanh cc vn v hnh nh v thng tin sn phm
c sn trn trang web. L mt nh bn l sch u tin trn mng v l mt trong
nhng nh tin phong bn l trc tuyn trong bt k lnh vc no, Amazon.com
nm c v tr ng u sm trong vic kinh doanh sch trc tuyn. Cng ty pht
trin ln mnh k t khi khi u vo nm 1995. Ngy nay, Amazon c nhn bit
nh l ngi ng u trong th gii web. Nu mt cng ty i tin phong trong vic
cung cp mt sn phm hoc dch v no th thng hiu ca n c th c tim
nng tr nn ng ngha vi sn phm nh l nh cung cp trc tuyn tt nht.
Thng hiu Amazon.com ni ting khp th gii v lin kt vi nhiu sn phm
khc ngoi sch.
Minh ha 6.2: Nhng chin lc khc bit ha c th trn internet
1. Mi trng mng 2. S tin cy 3. Hiu qu v thi gian
(Watson et al. 2000)
Quan st v cm nhn site Chnh sch ring r rng Vn chuyn hng ha
cam kt ti khch hng
Thn thin vi ngi s S dng m kha cho giao
dng dch ng thi hn
4. nh gi 5. CRM 6. Thu ht phn hi
khch hng
Nhn thc v gi cnh tranh Theo di khch hng Cho php cc bnh lun
trn blog v website
Lu gi khch hng tim Truyn thng lin tc
nng Cung cp khng gian cho
Hiu qu mi quan h nhng hnh nh, video
ln hn
Tin cy, lng nghe v hc
hi
Gi tr ca mt thng hiu mnh cng c th gip cng ty t c quyn s
hu mt sn phm. Cc cng ty c thng hiu ni ting lun c thun li cho d
nhng ro cn tip cn thp trn internet. Cc khch hng thng b li ko vo nhn
hng m h tin tng, l sc hp dn c lm gia tng bi lch s tt p ca
cng ty. Monster.com t c s s hu quan trng trong vic tm kim vic lm
trn internet. Cng ty cung cp nhng thng tin lin quan n cng vic trn mt phm

165
vi rng ln bao gm tm kim cng vic v gi s yu l lch. N cng bao gm nhng
trang c bit cho nhng ngi c trnh cao cng nh sinh vin va mi tt nghip.
Li i sm ca Monster.com vo th trng v hnh nh thng hiu mnh m ca n
cho php cc cng ty tr nn ng ngha vi tm kim cng vic v dch v sp xp
vic lm. Ngoi cc chin lc trc ph bin cho s khc bit ha kinh doanh trc
tuyn v ngoi tuyn, su chin lc khc bit ha l duy nht cho kinh doanh trc
tuyn. Nhng chin lc ny c tng kt trong Minh ha 6.2.
a. Mi trng/bu khng kh trn website
Bu khng kh khi cp n l khng kh trong ca hng c to ra bi cc
nh bn l kinh doanh ngoi tuyn. Tng t nh th, cc website khc bit ha bng
cch cung cp cho khch hng mi trng tch cc ti truy cp, tra cu, mua bn
v...v.v. Khch truy cp mun mt website d dng download, miu t sinh ng chnh
xc cc thng tin, ch ra mt cch r rng cc sn phm v dch v c yu cu, di
chuyn thun li. Nu khch hng xem trang ch v thch nhng g h nhn thy th
c nhiu kh nng h s xem cc trang b sung v cui cng tr thnh khch hng tr
tin cho sn phm. ng thi, mt sn phm hon ton trc tuyn hoc dch v c th
ch c nhn thy qua mt hnh nh hoc m t. Cho d mt cng ty s dng cc tour
du lch o, hnh nh 3D, s khuch trng hnh nh sn phm, ti dng th hoc nhn
xt ca khch hng, mc tiu l lm cho cc dch v hu hnh c v nhiu hn bng
cch hin th chng trong cch thc t v thn thin vi khch hng.
b. Xy dng s tin cy
S tin cy l mt vn then cht trn internet, c bit l khi khch hng c
mong ch tr tin trc tuyn hoc nhng thng tin c theo di cho nhng dch v
chuyn bit hoc qun l chui cung ng. i vi l do ny, vic xy dng lng tin
nn l mt phn khng th thiu trong chin lc marketing ca cc website. Trong
mt s trng hp s tin tng c th xut hin nh l sn phm ph ca vic cng
nhn thng hiu mnh, tuy nhin, mt trang web cng ty c thng hiu nh hoc
khng c thng hiu phi lp mt d n mi trng an ton. Detmer (2002) c nhng
li khuyn sau i vi cc nh E-Marketing:
Nm bt ly thi im vch r chnh sch ring bit ca cng ty v m bo
n c thc hin mt cch nghim tc... Gi vng s cn bng gia tnh c nhn v
s chuyn bit s lm tng mc thoi mi m khch hng cm thy cng ty ca
bn.
Bn cnh khng nh chnh sch c nhn, cc cng ty thng mi in t c th
cam oan vi khch hng bng vic s dng mt qu trnh tr tin an ton v c vit
li thnh mt m trong vic giao dch. Lng tin cng rt quan trng nu khch hng
tnh c gp nhng vn trn mng, i hi s gip c nhn, hoc cn trao i hay
tr li sn phm mua. Khch hng gn nh s mua hng trn mt website khi m h
bit c th lin lc vi mt ngi thc s.
Lng tin l mt vn c bit quan trng vi cc cuc giao dch C2C, v d nh
eBay. Cng ty ny h tr khch hng bng mt h thng kin phn hi ni m ngi
mua v ngi bn nh gi ln nhau sau khi giao dch. Nhiu trang web lm theo m

166
hnh ny v mt s chng hn nh ePinions.com cho php ngi s dng nh gi nh
cc nh ph bnh.
c. X l n t hng theo ng thi gian v hiu qu
Mt trong nhng ng lc mnh m nht i vi khch hng, ngi thc hin
vic mua bn trc tuyn, l s thoi mi trong khu t hng. Cc t chc phi nm
bt i tc ca h v lch vn chuyn nh l mt li ch quan trng. Nu mt cng ty
trc tuyn lm ng nh li ha ca n th n s xy dng c s trung thnh ca
khch hng v nhn c s gii thiu t nhng khch hng hi lng. S hi lng
cng nh khng hi lng ca khch hng c th lan truyn rt nhanh trn internet vi
ch mt vi ci g bn phm. Mt cch m bo cho khch hng l gi th in t
t ng ti mi bc trong qu trnh, chng hn, sau khi vic t hng c thc hin
th sau th in t s t ng c gi ti khch hng, v d nh l t auto-
ship@amazon.com. Nhng hc tp theo l nhng th in t t ng t cc hng hng
khng v i l bn v gi sau khi mua mt v my bay. Web no c coi l c tnh
m t, to ra lng tin v hiu qu nht (Beal and Strauss, 2008)?

Member@p21.travelocity.com (Travellocity)
pgtktg@bangkhngkairwaysna.com (Bangkhngk Airways)
SouthwestAirlines@mail.southwest.com(Southwest Airlines)

notify@.globalnotification.com(American Airlines)
itinerary@pcsoffice02.de (Lufthansa)

travelercare@orbitz.com(Orbitz)

confirmation@uasupport.com(United Airlines)
travel@expedia.com(Expedia).
d. nh gi
nh gi l mt phng php khc bit ha lun c xem xt k lng c bit
l i vi nhng nh E-Marketing. Khi sn phm c by bn ln u tin trn mng,
cc cng ty thng gim gi khuyn khch ngi tiu dng. Ngy nay, gi c ca
cc nh bn l c th c so snh trn internet mc d, mt s cng ty nh l
Buy.com cho mi mc gi thp. Phn ln cc cng ty chn khc bit ha chnh l
h bng cch s dng cc phng php khc thay v nh gi bi v nh gi rt d b
lm theo v khc bit ha khng nh gi s lu bn hn cho tt c tr nhng hang
ng u v gi c cng nh nhng i l mua sm, chng hn nh BizRate.com cho
php ngi tiu dng nhn bit gi cnh tranh. Mt chin lc nh gi c th ng
vng c l cung cp ni dung min ph bao gm vic h tr qung co (v d:
CNN.com), trong khi cc i th khc yu cu phi tr ph hng thng (v d: The
New York Times).

167
e. Qun l mi quan h vi khch hng
Khi ngy cng nhiu cc cng ty ri b khc bit ha v gi c th vic qun l
mi quan h vi khch hng ang tr nn chim u th nh l mt phng tin khc
bit ha. V d, Netfix tin n nhng mi quan h lu di vi khch hng mun c s
thun tin trong vic nhn phim hay DVD qua th. Khch hng t mua di hn theo
mt trong nhng k hoch hng thng ca Netfix c th to mt danh sch nhng b
phim ca c nhn h mun thu. Ph thuc vo loi hnh t mua m h chn, khch
hng c th thu ba b phim hay nhiu hn cng mt lc m khng c hn tr li hoc
l c th b pht tin do tr mun. Sau khi xem mt b phim , khch hng c th b n
ngay vo trong phong b gi tr trc hn cho Netfix v mt vi ngy sau h s nhn
c DVD tip theo trong danh sch ca h. V th, Netfix xy dng c mi
quan h khch hng mt cch ring bit thng qua ty bin theo yu cu khch hng
bao gm vic cho n cc c nhn trn website. Hu ht nhng nh bn l trc tuyn
u lu thng tin v cuc mua bn ca khch hng v th tn dng lm c s d liu
tin cho cc ln t hng tip theo cng nh l thun tin cho vic gii thiu cc sn
phm trong tng lai.
g. Mi ngi tiu dng xy dng ni dung
Trong nhng chng trc, chng ta nghin cu v s pht trin nhanh chng
ca nhng phng tin truyn thng x hi in hnh l Youtube (video), Del.icio.us.
(bookmarking)3, v Flickr (nh) khc bit bng cch mi ngi s dng ng ti
ni dung. Trong gii blogger, cc siu truyn thng nh Tumblr.com v twitter.com
bt u mt lot sn phm mi bng cch cho php ng nhng on blog ngn.
Twitter cn cho php ng bi thng qua tin nhn in thoi. Tt c cc nh E-
Marketing c th mi ngi s dng ng bnh lun trn websites v blogs ca h v
to dng khng gian thu ht nhng ni dung phn hi. V d, CNN.com mi mi
ngi vo iReporter cc nh bo cng dn ng nhng tin tc mi v ni dung a
phng tin t cnh quay v Dell to ra blog ch cho nhn c phn hi ca khch
hng. im mu cht l tin tng khch hng, lng nghe kin ca h, hi p v hc
tp, nu khng chp nhn kin phn hi th s em kt qu ngc li s mong i.
6.3. NN TNG V CHIN LC CHO NH V
Cc chin lc nh v gip to ra nhng hnh nh c mong i cho cng ty
v nhng sn phm ca n trong suy ngh ca phn on ngi s dng c chn.
nh v (positioning) l qu trnh sng to hnh nh v v tr (position) l xem kt qu
ca cng ty hay ngi tiu dng t quan im ca ngi tiu dng (thng l hai iu
khc bit r rt). Khi nim rt n gin: thnh cng, mt cng ty khng ch khc
bit chnh n v sn phm ca n so vi cc sn phm khc m cn phi nh v c
mnh trong s cc i th cnh tranh trong con mt ngi tiu dng to dng c
th trng ca chnh n. Cc cng ty c th nh v nhn hiu, cng ty, CEO hoc cc
sn phm c nhn. Quy tc nh v hng u l Mediocrity deserves no praise (tc l
k tm thng khng xng ng c khen ngi).

3
Social Bookmarking: l mt phng php cho ngi s dng Internet t chc, lu tr, qun l v tm
kim cc du trang ca cc ngun ti nguyn trc tuyn. Khng ging nh chia s tp tin, cc ngun lc chnh
ca h khng c chia s, ch nh du rng h tham kho.

168
 Khi mt cng ty khng thit lp mt v tr cho nhn hiu ca h, h c t quyn
kim sot hn hnh nh nhn hiu. Tht khng may mn, v tr ca sn phm l trong
con mt ngi tiu dng nhng truyn thng marketing c th gip ngi tiu dng
nhn nhn nhn hiu theo cch m nh marketing mun. Nu khng c tn hiu nh v
t cng ty th khch hng c th thc hin mt cuc so snh cnh tranh khi s dng
thng tin khng y hoc thm ch s dng thng tin hng chnh xc. Cc website
nh www.pricecan.com v www.bizrate.com cho php s nh gi ca khch hng
hoc trao i v sn phm. Cn cc cng ty khng mun khiu ni trn cc websites
ny khng gy nh hng n nhn thc khch hng v gi gn hnh nh thng
hiu. Mc tng ln ca cc phng tin truyn thng x hi ng ngh vi vic cc
nh t chc phi tp trung tht cht hn na n nhng vn trao i trc tuyn ca
khch hng hn trc kia.
Mc ch ca cc nh E-Marketing l xy dng mt v tr mnh v c th bo
v c trn mt hoc nhiu nn tng lin quan cng nh l quan trong ti ngi tiu
dng v lm tt nhng iu ny hn cc i th khc. Mt cng ty c th t c
mc tiu ny bng cch no?
Cc cng ty c th nh v trn nn tng thuc tnh sn phm hoc dch v
(chic di ng nh nht), hnh nh cng ngh cao (in thoi di ng truy cp
internet), thun tin ( va trong ti qun), phn loi ngi s dng (chic di
ng tt nht dnh cho nhng ngi trung tui thch kiu dng n gin) hoc so
snh vi cc i th khc (di dng ca chng ti r hn nhiu so vi Nokia). Tng
t nh vy, cc cng ty c th c mt v tr tch hp (mt lot cc sn phm v dch
v). Sau y l v d v cc c s nh v trc tuyn.
6.3.1. Thuc tnh ca sn phm/dch v
Thuc tnh l nhng c im ca sn phm hoc dch v nh l kch c, mu
sc, thnh phn, tc , v v.v. Mt sn phm hoc quy trnh c cp bng sng
ch, chng hn nh quy trnh kim tra Amazon ca One-Click l mt tng nn tng
cho s nh v. Mt s v d khc:

iVillage cho php ngi s dng xy dng thc n ba n ca ring mnh trn
trang web ca h bng cch s dng cc tiu chun nh cc thnh phn v lng
calo (www.ivillage.com)

Pillsbury cho bit thm gi tr thng qua cc tng, cng thc nu n v dch v
mt li khuyn trn trang web ca mnh

Kraft food cung cp nh bp tng tc vi cc cng c nh Your Recipe Youre

your Shopping List, Simple Meal Planer, Make It Now(cng thc nu n gi da
trn nhng g ang trong t lnh v t), v hi nhng b ni tr. Cc b m, mc
tiu chnh ca Kraft l ngi, c th tm thy "gip thc s trong thi gian
thc"(www.kraftfood.com).

Tylenol khng bn hng trc tuyn nhng n cung cp nhng tnh nng website
hu ch v gii tr mt- mt nh thuc gim au Tylenol v thng tin sc khe
cng nh l thip chc mng ca Tylenol. Trang web cng chia s nhng ng
link lin kt ti cc ca hng ni m khch hng c th mua sn phm
(www.tylenol.com).
169
6.3.2. nh v cng ngh
nh v da trn nn tng cng ngh ch ra rng l mt cng ty nhy bn.
Thuc tnh ny c bit quan trng i vi c nh E-Marketing. Xem xt mt vi v d
sau y:
Trn website LandsEnd, ph n c th xy dng mt m hnh o da trn c
im hnh dng ca h v d nh mu tc, kiu tc, mu da, v hnh dng khun
mt. Ngi s dng c th thy c trang phc ca Lands End s trng nh th
no khi h mc bng cch th mc qun o giy dp o cho m hnh ca h. M
hnh ny c th c xoay theo chiu trc, sau, ngang. (www.landsend.com)
Trang web ca hng hng khng M American Airline cung cp nhng cng c a
dng cho php khch hng qun l vic sp xp chuyn bay cho hp l: vic qun
l i ng phi cng bay thng xuyn, ln lch du lch c nhn v la chn gh
ngi theo s thch khi t v my bay. Khch hng c th tm hiu thng tin v h
s nhng ngi khch bay tm ra im n c yu thch hn, ch ngi
c u i hn v nhng ngi bn ng hnh trn chuyn bay cng tnh trng gii
thng cng nh l s qung co v phi cng dy dn. Cui cng, hng hng
khng cung cp khai bo tnh trng chuyn bay qua tin nhn, th in t hoc hp
th thoi n bt k thit b no c th nhn c. (www.aa.com).
6.3.3. nh v li ch
Li ch l mt trong nhng kha cnh ca cc thuc tnh, quan im ca khch
hng v nhng c tnh no s dnh cho h. nh v li ch thng thng c mt nn
tng mnh hn trong nh v bi v nh hng khch hng ca h trong vic tr li
cu hi: Sn phm/dch v no l dnh cho ti? Sau y l mt s v d:

Trang web ca hng thi trang Polo tp trung vo cch cc sn phm ca h to

nn mt phong cch sng trn vn. Nhng sn phm ca h khng ch l mt ci
c vt hay chic o jacket m chng c thit k gip khch hng suy ngm v
mt th gii m c ca nhng chuyn phiu lu, phong cch v vn ha
(www.polo.com).

Website ca beer Miller Lite cung cp mt gi phn mm c th c download v

s dng nh mt nh t chc x hi cho vic sp xp cc cuc hp, hu ht l
gii tr. Biu tng ca Miller l mn qu lu di trn desktop, nhc nh khch
hng v nhn hiu trn c s hng ngy. (www.millerlite.com).
Website ca hng du nht cho xe Valvoline tr thnh im n cho nhng
ngi ua xe cung nhit. N m t lch trnh cho gii ua xe danh gi nht nc
M NASCAR v cc vng ua khc cng vi kt qu ca cc cuc ua gn y,
nh ca cc tay ua v cc cuc phng vn. Khch truy cp c th gi bu thip
chc mng cuc ua, mua ph tng ua xe Valvoline chnh thc, ti mt mn hnh
bo v (screen saver) ua xe v ng k chc nng gi th in t t ng hng
tun (www.valvoline.com).

Kimberly-Clarks Huggies xy dng mi quan h vi cc bc cha m bng vic

cung cp s gip v li khuyn trong vic chm sc tr nh theo xu hng cng

170
 ng. Trong chuyn mc Happy Baby, cha m c th ty chnh nhng cu
chuyn theo tn ca nhng a tr ca h (www.huggies.com).
6.3.4. nh v theo danh mc ngi s dng
Loi hnh nh v ny da vo phn on khch hng. iu ny thnh cng khi
phn on c mt s cht lng c o m rng buc vi li ch sn phm cht ch
hn vi nhm hn l cc phn on khc. Hy xem mt s v d di y:

Kelloggs thnh lp mt website tng tc cho tr em. Chng c th ng k

trc tuyn v nhp m s c tm thy trn cc gi ng cc Kelloggs, sau s
dng m lm "tin" trn trang web lin quan hoc thm ch tm kim c li
nhun ti mt ngn hng c bit (www.kellogg.com).

Cc din n chnh ca Yahoo! Groups c t chc da trn s quan tm c th.

Ngi tiu dng c th kt ni vi nhng ngi c chung s thch t video phim
phim hot hnh truyn tranh Nht Bn cho n nhng chuyn tm pho.
(www.groups.yahoo.com).

Eons l mt mng x hi dnh cho nhng a tr sinh ra trong thi k bng n dn

s, gia nhng nm 1946 v 1964. Trang web ny cung cp nhng nhm c nim
quan tm c bit, chia s nh v chuyn mc con ng cuc sng cho php ng
ti nhng s kin quan trng theo dng thi gian. (www.eons.com).

Cc Thng mi Hoa K cung cp thng tin v tr gip cc nh kinh doanh ni c

ting Anh v Ty Ban Nha (Minh ha 6.3).

Minh ha 6.3: Khch hng mc tiu ca Cc Thng mi Hoa K

Ngun: http://www.arts.endow.gov/
6.3.5. nh v i th cnh tranh
Nhiu cng ty nh v bng cch ca d xt li ch c th m i th cnh tranh
c li th cung cp hn. Cc cng ty trc tuyn hoc ngoi tuyn thng nh v

171
chnh h i vi ton b ngnh (Du thc vt Ti khng th tin n khng phi l
b), i u vi mt cng ty c th (Amazon.com chi), hoc theo v tr ngnh
tng i (ALO l ngi dn u v cc tin nhn tc thi v l mt thch thc vi
MSN). Trong kinh doanh phn mm, Microsoft l ngi dn u th trng v mi
ngi cn bit iu .
6.3.6. nh v tch hp
Mt s cng ty mun c bit n nh l mt nh cung cp mi th m khch
hng cn trong mt nhm sn phm, mt ngnh c bit, thm ch l tng hp (v d
nh Wal- Mart). Chin lc ny c bit quan trng trong trc tuyn bi v ngi tiu
dng bn rn mun c s mua sm thun tin v ch dng mt ln c th mua sm tt
c. V d nh:

Website ca Martha Stewart tp hp mt chui rng cc n v kinh doanh vo

mt ni. Trang web truyn thng mt cch c hiu qu bn sc ct li ca thng
hiu, nng cao cht lng sng trong nh v khuyn khch s kho lo lm bi
chnh bn tay ca bn. Khch truy cp vo trang web ca Martja Stewart s c
lin kt n trang web ca Kmart ni by bn cc sn phm ni a mang nhn
hiu Martha Stewart .

Microsoft to ra mt tp on tht s thng qua cc trang web cng thm vo

ca cc n v m n c c hoc sp nhp, chng hn nh Microsoft Xbox,
Microsoft CarPoint,MSN, PocketPC v cc hng khc.

TheKnot.com cung cp mi th t chc m ci t ni ng k qu cho n k

hoch m ci v nhng ngi t vn khc.

Sau khi cc doanh nghip dotcom sp , doanh nghip trc tuyn nh v mnh
mt cch khc bit so vi t i tc vng u ca h. "Trong vng u ca s gin
on mng Internet, nhng ngi chi trc tuyn bn hng ho: sch, nhc, hoc
cc kinh doanh chng khon. Khch hng khng cn phi nhn thy, chen ln, hoc ht
th khng kh cht chi. Tt c nhng th h quan tm l gi c. Nhng ngi giu
ln t internet ngy nay ang ko theo nhng thng tin phc tp hn v un si n
ngi tiu dng c th tr thnh mt ngi mua thng minh hn trong mt mng rng
ln hn ca sn phm v dch v. (Mullanry, 2004). Xu hng ny tip tc din ra v
chng ta hi vng c th nhn thy nh v tch hp nhiu hn trong cng vic kinh
doanh bnh hng trc tuyn nh Mullany chng minh trong bt ng sn, cho vay,
qu v cng nghip y t:

Trong bt ng sn, zipRealtry hc cch s dng phn mm ch ra cho nhng

khch hng mua tim nng cc bc nh v cc k hoch c bn cho phn li ca
ngi nh trong tng lai. Bi v iu ny s gip gim lng cng vic ca cng
ty, zip-Reality c th tit kim cho ngi tiu dng t 20% n 25% tin hoa hng

172
 tiu chun. CEO ca cng ty, ng Brad Inman ni rng: Mc tin hoa hng 6%
khng cn l mc chun HomeGain na.

Cc hng zipRelity v Emeryville (California) kinh doanh da vo mi gii bt

ng sn ct gim chi ph cho khch hng bng cch lp c cc i l lm vic
thng qua internet t trang ch. Cc i l c c s o to trc tuyn v cc
cng c bn hng gip h bn nhiu hn gp hai ti ba ln so vi nhng ngi
bn theo cch truyn thng. Nm 2003, s khi u em n li nhun gp i
cho vic bn hng tn nh l 1,6 t la.

Web gii thiu dch v nh l LendingTree v HomeGain.com ang thay i

phng thc khc. Chin lc ca h gi y l gip nhng nh mi gii tm
khch hng nhanh hn v r hn. i li, nh mi gii phi tr cho LendingTree
ti 35% tin hoa hng ca h khi kt thc mt phin bn hng. Nm 2003,
LendingTree thc hin c 7.000 cuc mua, bn nh.

Trong lnh vc kinh doanh trang sc, qu, BlueNile sp xp li cng vic
kinh doanh Byzantine hng mnh. Hng c khong 115 nhn vin hnh chnh v
mt kho hng rng 10.000 pht vung, ang bn mt khi lng qu c tnh
khong 129 triu la. Mi chui ca hng cn 116 ca hng v hn 900 cng
nhn hon thnh khi lng ny. Blue Nile cng b qua chui cung cp ln xn
ca nn cng nghip ni m mt vin qu c th phi qua tay nhiu trung gian
mi n c tay ngi bn l. Blue Nile lm vic trc tip vi nhng nh cung
cp ln thng qua mng li internet ca chnh h. Cc i th cnh tranh ln hn
th cng c nhiu la chn hn. Cc nh phn tch ni Zales ang gim chi ph
thng qua mua bn hiu qu hn. Diamond Helzberg khng nh dch v khch
hng n c th cung cp trong 265 ca hng ca n. Trong tt c cc hng kim
hon ln, Tiffany c v c cch ly tt nht i vi nhng e da t web, nh c
nhng du n ca hp mu xanh kh c thm mun v mt ca hng i l s
nm cung cp 9% doanh s bn hng bng mt lung gi khng th kim sot
c ca din vin Audrey Helpburn.

Trong dch v kinh doanh nh hng, khch sn, khi nhiu khch t phng trc
tuyn hn, cc i l du lch qua web t kn cc phng vi s nhit tnh ht
mc v ang lm gim rt ln doanh thu ca cc ch khch sn so vi cc chui
khch sn vi cng mt loi phng nh nhau. Expedia phi tr mc 106 la/mt
m vi gi bn bun cho DanaInn v Maria San Diego cho mt m thng su
ch nht, sau bt khch hng tr 132 la. Khch hng phi tr t hn mc 145
la nu h ng k qua in thoi, cao hn 25% so vi ng k qua Expedia. Cc
i l du lch qua Web c th chuyn th phn n cc khch sn v hng phn
chit khu m h mun. Kh nng ny l rt quan trng trong mt ngnh b
chng cho ln t lu. Ch khch sn c hai la chn, hoc l gim gi phng cho
cc i l du lch hoc phng trng. Khch sn The Snow King Resort

173
 Jackson Hole, Wyoming, bt u nhn c n 100 yu cu t phng mt
tun t Travelocity sau khi trang web bt u qung co khch sn 209 phng ny
vo hi thng Ging.

6.3.7. Chin lc ti nh v
Mt loi nh v chc chn s khng lm nn thnh cng cho sn phm. Cc nh
marketing phi nhy cm vi cch th trng nhn thc v sau xem xt cng ty
cng vi sn phm. Da vo kin phn hi ca th trng, cng ty phi linh hot
phn ng ti nhng kin ny bng cch tng cng hoc sa i mt nh v. S
ti nh v l qu trnh to ra mt nhn hiu, cng ty hoc nh v sn phm mi hoc
c sa i. Cc cng ty i mt vi mt th thch lu di khi c gng s dng s
nh v thay i nhn thc ca khch hng v nhn hiu. Tht may mn, cc cng ty
c th d dng kim tra qu trnh bng cch di theo s thch cng nh l thi quen
ca khch hng trn internet.

Yahoo! l mt v d in hnh cho nhu cu nh v li theo vng quay cuc sng

ca cng vic kinh doanh trc tuyn. Yahoo! bt u vng quay nh l mt nh hng
dn ca mng li internet: Yet Another Hierarchal Officious Oracle! Khng lu sau
, hng tm cch thu ht khch hng mi, gi h quay li vi website v c
xem nh l ni u tin i n nu mt ngi mun tm bt c th g trn mng.
hon thnh mc tiu ca mnh, Yahoo! nh v li t ch dn trc tuyn n cng
web. Hin nay, Yahoo! ang thc hin ni dung t website ca n v nhng thnh
vin c th ti xung khng ch trn my tnh c nhn m cn c th trn thit b PDAs
v cc thit b khng dy khc. Hn na, h mi tt c ngi s dng thnh lp mt
trang web c ty chn thng qua My Yahoo! Nhng ci khc m t v ra s
chuyn ng bao gm Yahoo!chat! v Yahooligans! Thng ip nhn hiu ca n, s
sp xp phn b v s cng tc ni dung kt hp nh v trang web nh l mt cng
thng tin ng tin cy nht, nh cung cp thng tin ni dung v cc im mua sm trc
tuyn. Yahoo! thc hin nh v li chnh thc vo nm 2004 bng cch thay i
ng cm t ca n t ng c tm kim n ng c cuc sng. (Search
Engine & Life Engine).

Tng t nh th, Amazon nh v li chnh mnh trong vng vi nm tr li

y. Trc kia, Amazon c nh v l ca hng sch ln nht trn th gii. By gi,
h cam kt l S la chn ln nht ca th gii vi s a dng ca sn phm t m
nhc cho n in t v nhiu hn th. Cui cng, facebook, trang mng x hi khng
c tham gia cuc chi t vi nm trc nh v li bng cch chuyn t v tr t
mng x hi dnh cho sinh vin i hc, gi y facebook l ch nh ca nhiu
trang h s kinh doanh ca cc cng ty v tr thnh nh cung cp cc ng dng ng
th ba trn th gii: Facebook ang ngy cng ln mnh.

CU HI N TP

174
1. Hy k bn loi ph tn cu thnh nn ti nguyn khch hng giao dch.
2. Cc nh marketing c th lm g gip cho vic giao dch thun li hn?
3. Bng nhng cch no m ngi tiu dng c th to ra ni dung cho trang
web?
4. S khc bit gia Khc bit ha v nh v?
5. Cp no ca khc bit ha knh trc tuyn tn ti nh l ty chn cho cng
ty?
6. Mc tiu ca xy dng thng hiu kinh nghim l g?
7. Bu khng kh ca site nh hng th no n khc bit ha trc tuyn?
8. Ti sao cc nh E-Marketing nn c gng mi ngi s dng cng xy dng
ni dung?
9. Ti sao li ch nh v mnh nh vy?
10. Ti sao cc cc nh E-Marketing chn s dng nh v cnh tranh? nh v
tch hp?
CU HI THO LUN
11. Ti sao ngi tiu dng c xu hng i n th vin tm kim ti liu hn
l tm kim trn internet?
12. Mt nn kinh t tp trung c th tn ti trong nhng nc ni m mc
thm nhp ca internet thp? Gii thch cu tr li ca bn.
13. Cc nh marketing c th lm g gip ngi tiu dng c kinh nghim
trong lnh vc mua sm?
14. Bn c cho rng ni dung ca dng chy l mt li gii thch cho nhng g
m mt s nh quan st gi internet l thi nghin? Gii thch cu tr li ca
bn.
15. Hy ch ra cch cc nh marketing mng li dng s thch ca khch hng
trong cc mi quan h nh l kt qu ca hot ng internet?
16. iu g l l do khin mng li x hi trc tuyn ngy cng pht trin?
17. iu g khin bn ngh rng ngi tiu dng tin tng ln nhau hn l tin
tng cc cng ty? Cc nh marketing c th lm g trc vn ny?
18. Ti sao cng ty c th kim sot trc tip s khc bit ha thng hiu ca
h nhng khng kim sot c nh v?
19. Quy tc nh v: k tm thng khng xng ng c khen ngi . Thng
ip trn c ngha g? Bn c ng vi n khng? Gii thch cu tr li.
20. Lm th no mt cng ty trc tuyn c th phn ng mt i th cnh tranh
v nh v khng tt?
21. Khch hng c kh nng b nhm ln bi mt nh v tch hp bi mt trang
web bn mi th? Li th v bt li ca nh v?
22. Ly v d v 10 kiu cng ng Vit nam?

175
CHNG 7: CHNH SCH SN PHM TRONG KINH DOANH TRC
TUYN
7.1. TRNG HP NGHIN CU: CU CHUYN GOOGLE
Ci g thc hin by t lt tm kim trong mt thng, ni 100 ngn ng bao
gm c ngn ng Bantu v ngn ng Zulu ca ngi Nam phi v l trang web c
truy cp nhiu nht ti U.S. Cu tr li l Google.com, thng hiu ton cu trong nm
2006 do Brandchanel.com bnh bu. Google ph bin ti mc n thay i ngn ng
ting Anh - t in gn y a thm t to google vo t in ca h. Thu nhp
trong nm 2007 ca Google l 16,6 t -la, trong khi hng ny kim c li nhun
l 9,9 t la, mt con s ng ngng m. Hng tip tc pht trin hot ng bn
hng, th trng mi, s lng k s v cho hng cc sn phm mi.
S thnh cng ny c bit ng ch v Google tham gia vo th trng t
nm 1998, ra i sau nhng cng c tm kim khc c khng nh v th vng
chc vi nhng khch hng trung thnh. Vy Google lm nh th no? u tin,
hng mua nhng bn quyn cng ngh vi mc gi thp. Hai nh ng sng lp
Sergey Brin v Larry Page tm hiu lm th no nn gp tm ln so vi sc mnh
ca my ch trong mt khng gian tng t i th cnh tranh bng cch xy dng h
thng ca chnh h t nhng b phn sn phm phn cng. Th hai, h a ra mt
cch thc tm kim mi, xp hng kt qu cu hi tm kim theo cc trang khng ch
da vo t kho m cn da vo s ph bin ca trang web nh c o lng,
mt phn, da vo s lng v tr lin kt vi mi trang web. Nhng tiu chun ny c
ngha l kt qu tm kim ca ngi s dng c tp hp di dng nhng trang web
lin quan. Cui cng, nhng ngi sng lp duy tr mt trung tm khch hng, s
dng ho n gian, khng cho php s dng qung co trn trang ch, v ch cho
php nh k t (khng hnh nh), v vy trang kt qu tm kim ti xung nhanh v d
dng hn c.
Google tip tc ni tri hn thng qua s ci tin sn phm nhanh chng v lin
tip. Hng to ra sn phm mi c th c gi tr trong nhng phng th nghim ca
Google, chuyn chng ti kim tra beta v nu nhn thy chng c v hu ch i vi
khch hng, s thm chng vo dy sn phm thi thong mt quy trnh ko di c
nm. (Minh ha 7.1). Thng qua quy trnh ny, da vo nhng kin phn hi Google
hc hi t khch hng v a vo t chc s ci tin. Tp hp cc sn phm ca
Google bao gm: 15 cng c tm kim (web, blog, earth, maps, alerts...), ba sn phm
qung co (AdSense, AdWords, and Analytics), 21 ng dng (Google Doc, Picassa,
Youtube, Blogger), nm sn phm cho cc doanh nghip (Earth Enterprise, SketchUp
Pro), v hai ng dng di ng. Tt c sn phm u tri qua bi kim tra trit l ca
Google Mi iu chng ti cho l ng n:
[1] Tp trung vo ngi s dng v tt c nhng iu khc s xy ra.
[2] l cch tt nht lm mt th thc s, thc s tt.
[3] Nhanh tt hn l chm
[4] S bnh ng trn cc trang web lm vic
[5] Ta khng cn ngi bn lm vic cn mt cu tr li
176
 [6] Ta c th kim tin m khng cn lm iu sai tri
[7] Lun c nhng thng tin .
[8] Nhu cu v thng tin vt qua mi bin gii
[9] Ta c th nghim trang m khng cn l phc
[10] Tuyt vi cha hn l tt.

Minh ha 7.1: Phng nghin cu trc tuyn ca Google kim tra sn phm mi
Ngun: Courtesy of Google (labs.google.com)
Trc tin, Google s dng mt m hnh kinh doanh trc tuyn a phng tin,
kt ni ngi s dng vi thng tin v hng s quan tm ca khch hng vo qung
co. N to ra thu nhp t mt vi th trng B2B. N cho php tm kim cc dch v
ca cc doanh nghip, thu ht 54% tng s ngi tm kim trn ton th gii. N bn
cc dch v cho cc doanh nghip, n cng bn qung co thng qua qung co web,
chia s ri ro vi qung co bng cch s dng m hnh pay-per-click, (ch tr tin
qung co khi c ngi nhp chut vo qung co). Thu nhp t qung co ca
Google tng t chnh trang web ca n v trang web ca khch hng bao gm c
nhng qung co ca Google bi v Google ch ra mt cch chnh xc cc qung co
lin quan ti t kha tm kim.
Trong hng c 15% nhn vin gi hc v tin s, v mt s ci tin lin tc. iu
ny thc s tng thm mt tp hp khch hng c tng v n gii thch ti sao hng
lun ng trong tm tr khch hng vi mc tiu v dch v mi. S thun li tip din
lun tt bi v Google dnh s quan tm nhiu nht cho gi tr ca ngi s dng, gi
gi thp, v phn pht s tm kim i vi qung co. Google thc s lm rt tt.

7.2. TO LP GI TR TRC TUYN CHO KHCH HNG

177
 Cha bao gi c s cnh tranh trong chm sc khch hng trc tuyn v ng
-la mnh. thnh cng, cc hng phi tn dng chin lc da trn nhng nguyn
l marketing vng chc, kt qu nm trong gi tr khch hng.
Gi tr khch hng = Li ch Chi ph
Nhng chnh xc th gi tr l g? u tin n l ton b s tri nghim sn phm.
N bt u vi s nhn thc u tin ca khch hng v sn phm, tip l tt c gi
tr khch hng tip xc (bao gm s tri nghim trang web v th in t t mt hng)
v cui cng l cch s dng sn phm v dch v hu mi. Thm ch n bao gm li
trm tr ca bn b khi khch hng rt chic Iphone khi ti hoc s vui v khi c y
khoe vi bn b ca c y v trang thng tin facebook ca mnh qua ng th in
t.
Th hai, gi tr c nh ngha l ton b li ch tinh thn v thi ca khch
hng. Du cho di con mt ca doanh nghip sn phm ca h c tt p th no i
chng na th s chp nhn ca khch hng mi l iu cn tnh n.
Th ba, gi tr lin quan ti s mong i ca khch hng; Nu s cm nhn v
sn phm ca khch hng t hn nhng g h mong i th h s rt tht vng.
Th t, gi tr da vo mc gi. C vic tr mt khon tin nh 0,05 la cho
mt bi vit trc tuyn ng trn mt t bo in t v t c hai triu la cho
vic cung cp hng nghn my tnh thng mi in t u c th thc hin c gi
tr mong i.
7.3. LI CH SN PHM
Cng vi cng ngh mng hnh thnh ln mt tp hp mi nhng li ch
mong mun. Trong chng 2, chng ta tho lun rt nhiu v nhng li ch m
khch hng trc tuyn tm kim. Ngi s dng web cng mun cm nhn mt web
c iu hnh hiu qu, tc ti nhanh, t chc site r rng, thit k trang web hu
dng v thu ht, thc hin cc giao dch m bo, gi b mt, min ph thng tin v
dch v, v vic c th in t v xem trang web d dng khng gy kh khn cho
ngi s dng. Hng nghn sn phm v trang web mi c to ra nhanh chng
lp y nhng iu ny v rt nhiu nhu cu ca ngi s dng khc. Khi cng ngh
internet m ra, ngi s dng mong mun s thay i, v nhng c hi tip tc m ra.
Nhng nh marketing sc so sn sng.
tn dng nhng c hi ny, nhng nh marketing phi thc hin nm quyt
nh sn phm ph bin bao gm tp hp cc li ch ca n nhm p ng nhu cu
khch hng: thuc tnh, thng hiu, dch v h tr, nhn hiu, ng gi vn chuyn
(Khngtler v Keller 2006). Ngoi tr vic ng gi, vn chuyn, tt c mi th u
c th c chuyn i t vt cht sang thng tin (atoms to bits) trong phn phi trc
tuyn. y, chng ta s nghin cu, tho lun bn vn u tin trong li ch trc
tuyn chng cung cp cho khch hng v ngi cng tc vi h nhng chin lc E-
Marketing.

178
7.3.1. Nhng thuc tnh ca sn phm
Nhng thuc tnh ca sn phm bao gm ton b cht lng v nt c trng ca
sn phm. Vi cht lng, hu ht khch hng u bit ta ly nhng g m ta tr tin
cho n. Theo , mt cht lng tng th cao hn, ph hp hn vi mc gi cao hn
th vn duy tr mt gi tr xc nh. Nt c trng ca sn phm bao gm nhng yu t
nh mu sc, mi v, kiu dng, kch c v tc phc v. Theo ngha khc, li ch
cng chnh l nhng nt c trng tng t t mt ngi s dng (v d, nhng thuc
tnh ny lm g gii quyt vn hoc p ng nhu cu, mong mun?).
V d, MySpace s hu rt nhiu h s ca cc trang web nhm gip ngi
s dng kt ni trc tuyn vi nhng ngi bn c v mi mt cch nhanh chng. Li
ch sn phm l thnh phn quan trng trong vic xc nh gi tr.
Mng internet to ra li ch khch hng bng rt nhiu cch thc c bit, nhng
cch thc ny thc s cch mng ho marketing truyn thng. iu c bn nht
l s chuyn i vt cht sang thng tin, mt trong nhng thuc tnh quan trng ca
internet. Kh nng ny m ra cnh ca cho cc phng tin truyn thng, m nhc,
phn mm v nhng sn phm s khc c th hin trn trang web. C l li ch quan
trng nht l s chiu theo a s yu cu khch hng. Cc sn phm hu hnh nh my
tnh xch tay c th c bn trc tuyn n l vi mc gi thp nht hoc bn km
vi nhiu ph kin phn cng i km v cc phn mm hoc dch v cung cp li
ch tng thm mc gi cao hn. iu ny cng ng vi cc sn phm v hnh, mt
vi s biu tng khc thng cng l s linh hot ca gi li ch. V d rt nhiu hng
nghin cu trc tuyn c th xut nhiu dch v kinh doanh trong s phi hp a
dng; mt cch tng t th ngi bn l m nhc c th to ra a CD theo t hng,
kt hp nhng bi ht t nhng ngh s khc nhau theo mong mun ca khch hng.
Tht quan trng nhn ra rng sn phm thng tin c th nh dng v ty bin mt
cch d dng, nhanh chng v r hn so vi sn phm hu hnh. C kin cho rng,
vic thay i mt thit k t ng phi mt nhiu nm, nhng mt hnh mu c th ch
c xut ch mt vi phin bn. Ngc li, thay i v tu bin mt vi phn mm
c th d dng hn.
Mc d kiu gi li ch ny xy ra ngoi tuyn cng nh trc tuyn, internet
vn a cho ngi s dng c hi duy nht thay i sn phm mt cch t ng
theo yu cu ca khch hng m ch cn thao tc trn bn phm ca h. V d, Blue
Nile, nh bn l trang sc trc tuyn (www.bluenile.com), cho php ngi s dng
trang web la chn nhng c trng ca qu nh loi , kch c, sng...v.v v
chn c mt chic nhn thit k ph hp.
S ty bin theo ngi s dng l mt dng khc ca vic thay i theo yu cu
ca khch hng. Thng qua vic ng k vo trang web v cc k thut khc, trang
web c th cho n ngi s dng bng tn v a ra nhng sn phm yu thch da
vo nhng mua sm trc .

179
7.3.2. Thng hiu
Mt thng hiu hng ho bao gm: tn (McDonals), mt biu tng (Vng
cung mu vng - golden arches4), hoc nhng thng tin nhn dng khc. Khi mt hng
ng k thng tin vi c quan xt v cp bng sng ch Hoa K, n tr thnh mt tn
thng mi v c bo v hp php khi s bt chc. Theo Chnh ph Hoa K
mt tn thng mi bao gm t, cm t, biu tng hoc cch trang tr hoc l s kt
hp ca nhng t, cm t, biu tng v cch trang tr nhm nhn dng v phn bit
ngun gc hng ho v dch v ca mt t chc ny so vi cc t chc khc
(www.uspto.gov). iu ng ch , nhng t c bn nm trong t in khng th
c ng k tn thng mi cho trang web, ngi s dng c th s hu books.com
hoc music.com nhng khng th ng k thng mi vi t book cho tn cng ty
ca h.
Tuy nhin, mt thng hiu th ln hn biu tng v li pht biu trong nhng
ti liu marketing. N l mt s nhn thc v tp hp cc thng tin tch hp v
kinh nghim phn bit mt cng ty hoc sn phm ca cng ty so vi nhng i th
cnh tranh ca mi ngi (Duncan, 2002). Rt nhiu nh marketing lu rng mt
thng hiu l mt li ha i vi khch hng. Phn phi li ha xy dng nim
tin, gim ri ro, v gip khch hng gim cng thng trong vic quyt nh la chn
sn phm. Gim cng thng l iu c bit quan trng trong trc tuyn bi nhng vn
v b mt v ring t v quan h gia doanh nghip v khch hng thng c nhng
ro cn ln.
Cc thng hiu sn phm nh Microsoft v Dell to ra nim tin ca khch hng,
lm tng thm li ch cho khch hng, do c th a ra mc gi cao hn i vi
khch hng. Tm hiu thm v McAfee v sn phm Norton Antivirut ca Symantec,
nhng thng hiu ny cng to ra rt nhiu s tin cy. ng nhin, mt vi thng
hiu nh Wal-Mart ca Hoa K v ca hng thc phm Andi ti c v Astralia, u
l nhng thng hiu lm ngi ta lin tng ti gi thp v cht lng tt. Vic xc
nh gi tr c ngha trong nhng trng hp ny bi nhng sn phm cung cp t
li ch hn (v d nh mt tp hp t c trng hoc t dch v hn)
7.4.2.1. Gi tr thng hiu sn phm
Gi tr thng hiu sn phm l gi tr v hnh ca thng hiu hng ho, c
o lng bi tin t. Minh ha 7.3 a ra danh sch mt s thng hiu trong s 100
thng hiu ng u Hoa K nm 2007. Google ginh c gii thng thng
hiu ton cu ca nm vi s tng trng 44,1% gi tr thng hiu t nm 2006, a
Google vo nhm 20 thng hiu hng u. Vt qua tc tng gi tr ca n,
Google c Interbrand khen ngi v tc m rng sn phm trn dch v tm kim
trong khi vn duy tr c cm gic ph hp vi mi th n lm. Yahoo! v ALO
c cng mt xu hng nhng li khng thu c cng mt kt qu (ALO b tt hng
100, gim t 200 t la nm 2001 xung khong 20 t la nm 2006). Dell, Amazon,

4
- The Golden Arches (mt cm t ca gia tng s dng) l biu tng ni ting ca McDonald's,
chui ca hng thc n nhanh hamburger ton cu. Vng cung ny l mt phn ca thit k nh hng, n
c a vo logo ca chui ca hng t nm 1962, logo Golden Arches hin ti ging nh mt M "" cho ""
McDonald's. (Theo Wikipedia)

180
v eBay khng thc s tn ti trc khi internet xut hin, nhng cng xut hin
trong danh sch ny. Lm th no h hon thnh bng xp hng vn ch s hu ca
h? Xem Minh ha 7.4 bit nhng xut ca Interbrand, la chn t cc chuyn
gia v cc nh marketing.
Minh ha 7.2: Nhng thng hiu u bng nm 2007 v 2008

Ngun: Interbrand (2008), nhng thng hiu tt nht ton cu,

www.ourfishbowl.com
Mt thng hiu tuyt vi vn chic vi bch tuc ca n ti mi nn vn ha
cng ng nht v tip cn khch hng, nh ch ra Minh ha 7.5. Xu hng ph
bin ca x hi hin nay l m nhc, gii tr, th thao v thng hiu tr gip vic tip
cn ngi tiu dng v duy tr mi quan h hin ti cc thng hiu tip xc vi
khch hng v duy tr trong hin ti. V l do ny, rt nhiu hng s dng nhng ngi
ni ting nh nhng ngi pht ngn v bo tr cho cc s kin th thao thu ht th
trng mc tiu ca h.
Minh ha 7.3: iu g to nn v tr hng u ca mt thng hiu ton cu?
Ba thuc tnh ca nhng Ba quan st ca cc Nm thc hnh tuyt vi ca cc
thng hiu ln thng hiu ln thng hiu ln
c xy dng t mt Phn ln ngi M Lin tc cung cp trn li ha thng
tng tuyt vi. Ch yu l hng hiu
S dng thng hiu ha doanh nghip C cp trn sn phm, dch v v
nh l nguyn tc t v cc ngnh. cng ngh
chc trung tm. S hu mt v tr ring bit v cung
Gi ng mc ch v La chn i din cp mt kinh nghim c o ca
cc gi tr ct li. r rng. khch hng.
Tp trung vo xy dng thng hiu
"ni b"
Ci thin v i mi
Ngun: What make Brands Great, www.brandchannel.com

181
 V d, Dell Computer tm ra sweet spot5 xy dng thng hiu thnh
cng khi hng a cho khch hng kh nng t hng cu hnh my tnh theo yu
cu ca h qua trc tuyn. Vic tn dng nhng mong mun ca khch hng c
nhng sn phm v truyn thng ph hp vi nhu cu ca c nhn h v xu hng vn
ha cng ng bao gm vic gia tng s ngi s dng internet cho thng mi in
t 24/7. Skype cng tm kim sweet spot khi hng mang cng ngh internet n
khch hng ton cu v LinkedIn cng nhn vo sweet spot l kinh doanh mng.

Minh ha 7.4: Mt lt ct thng hiu vi nn vn ha cng ng v tip cn n

ngi tiu dng
Ngun: D liu t Network Wizards, xem thm www.isc.org
7.4.2.2. Nhng mi quan h thng hiu hng ho
Yahoo! thc s thnh cng khi c nhn mi khch hng to ra a ch
yahoo cho ring mnh, ri sau s dng n cho thng mi ca hng. S phn hi l
gic m ca cc nh marketing thng hiu xy dng nhng th m khch hng
sng bi, nhng ngi sng, th, mc v ni chuyn v thng hiu ca h. Nh
trng hp ng ch hng xe m t Harley Davidson, ng ch hng t Saab, hng
my tnh Apple v ngi say m Ipob, s bn u gi ca eBay, cng c tm kim
Google, v nhiu hng khc. Chng hn nh trng hp ngi s dng Amazon, h
ginh git tr thnh nhng nh ph bnh hng u. Lm th no mt hng t
khng c bit ti i ln mc c tha nhn cao hn?

5
Sweet spot l mt im kt hp cc yu t gi cho mt gii php c bit thch hp.
(en.wikipedia.org/wiki/Sweet_spot)

182
 Minh ha 7.5: Nm cp ca cng mi quan h thng hiu.
Minh ha 7.6 th hin nm cp bc c th ca mc quan h thng hiu.
Hnh kim t thp cho bit mc cao nht ch c mt vi khch hng, h tr thnh
ngi ng h ca hng, h ni vi tt c mi ngi thng hiu m h ang dng
tuyt nh th no Youtube may mn tr thnh mt ni nh vy ngy nay. Khch
hng v khch hng tng lai bt u nhn thc v thng hiu v pht trin lng tin,
thi da vo s tip xc ca mi thng hiu. Mt vi s tip xc thng qua
phng tin truyn thng nh qung co v cch gii thiu sn phm v cch khc
thng qua cch thc giao tip nh cuc m lun vi dch v khch hng ca hng
hoc nhng ngi bn hng qua in thoi, ti trin lm thng mi, trn trang web,
hoc trn th in t ca cng ty. Yahoo! bt u Life Engine ca h bng cch
cc tin mt cuc thi dnh cho nhn vin, vi 800 s m t ti sao Yahoo! l phng
tin cuc sng ca h. Loi marketing ni b ny gip hng truyn thng thng tin
thch hp ti mi ni m khch hng tng tc vi ngi lao ng (xem li Minh ha
7.5 nh gi tm quan trng thng hiu trong ni b).
Khi s dng internet, mt hng phi chc chn rng tin nhn trc tuyn ca h v
th in t ca cc nhn vin truyn thng truyn ti c hnh nh thng hiu tch
cc ph hp vi nhng tin nhn t tt c cc im lin lc khc nhau. Mt ngi vit
ra trc nghim v vic p v tham kho kin khi mt chai Coca-Cola b
p v ra thnh nhiu mnh, mt c nhn c th xc nh mt thng hiu t bt k
mnh v no ca chic chai. Trang web nn vt qua bi trc nghim v s p v
thnh nhiu mnh ny nh loi b mt s logo v thng tin xc nh khc, ngi s
dng phi xc nh thng hiu t mt vi thng tin cn li trn trang web. S nhn
dng ny c ngha l nhng mu sc, kiu ch, kch c, m thanh, ging ni, kch c
hnh nh v cch xut hinv.v nn truyn ti c hnh nh thng hiu mong
mun.
Mc d internet c th tr gip cc hng trong vic a v tr khch hng trong
thang bc mi quan h thng hiu ln cao, nhng thc s rt kh kim sot hnh
nh thng hiu bi ngi s dng internet thng xuyn nhn nhng tin nhn v

183
thng hiu t nhng ngun m cng ty khng qun l c nh blog, th in t, t
nhng ngi bn ca khch hng hoc s ch ca khch hng ti mt sn phm li
trong mt video ai lm ti nh a ln mng. Internet cung cp nhng thng tin tt,
xu, ti t v nhng thng hiu. Nh marketing phi gim st thng tin thng hiu
trc tuyn, nh tho lun trong phn 3.1 v lm nhng iu tt nht h c th
nh hng hnh nh thng hiu bng cch s dng nhng cng c c th, bao gm
cng ngh internet. Tm hiu tip chng by bit thm thng tin v qun l
khng hong thng hiu trc tuyn.
7.4.2.3. Nhng quyt nh thng hiu cho sn phm trc tuyn
Cc cng ty vi nhng sn phm trc tuyn phi i mt vi mt vi quyt nh
v thng hiu: C nn s dng nhng thng hiu tn ti hay to ra nhng thng
hiu mi; C nn cho mn thng hiu ca h ging nh vic hp tc thng hiu
vi hng khc hay khng; v tn min s dng cho trang web l g.
a. S dng tn thng hiu ang tn ti trn trang web
Mt thng hiu ang tn ti c th c s dng cho cc sn phm mi,
doanh nghip thc hin iu ny khi thng hiu l thng hiu ni ting v c gi tr
thng hiu mnh. V d, Amazon a thm nhng a nhc, video, phn mm,
in, v thm nhiu sn phm na lm phong ph nhng sn phm ca hng. N
mang li li nhun cho Amazon bng cch s dng thng hiu trang web c t lu
i cho bn nhiu sn phm khc nhau hn l vic to ra mt ca hng in t
mi vi ci tn khc. Mt cch tng t, khi cc sn phm hin ti bt u chuyn
sang kinh doanh trc tuyn, c rt nhiu s la chn thng hiu ging nhau (v d
The New Your Time tr thnh www.nytimes.com). Trong thc t, cc cng ty dotcom
sp cho thy sc mnh ca thng hiu trn knh truyn thng chuyn sang
mng Internet, n l nhng g m nhiu trang web nh vn gi c quyn lc ca
h. Mt vi hng khng mun s dng thng hiu trc tuyn ging vi ngoi tuyn,
v mt vi l do. Trc ht, nu sn phm hoc knh phn phi mi mang tnh ri ro
cao, cc hng khng mun hy hoi thng hiu tt trong hin ti v s lin kt vi
sn phm sai st. Gia nhp kinh doanh trc tuyn mt cch ngp ngng, Sports
Illustrated khng mun s dng thng hiu trc tuyn ca hng v thng hiu
thay th to ra s m rng hn, tn n l Thrive (www.thriveonline.com). Sport
Illustrated lin kt khng cp ti yu t trc tuyn. Tn Thriveonline sau
c bn cho Oxygen Media.
Cng tng t, s thnh cng mnh m ca internet c th to ra s bt li cho
cc thng hiu ngoi tuyn. Hu ht cc sn phm internet u l sn phm cng
ngh cao, ti mi, v hnh nh tr trung, nhng iu ny s chuyn sang cho sn
phm mang thng hiu ngoi tuyn. V d, NBC (mng li truyn hnh) phc v th
trng c tt hn MSNBC trc tuyn phc v. Bi mng ny hy vng mang nhng
ngi xem tr hn t MSNBC trn internet tr li vi NBC, hng quyt nh gn kt
thng hiu t c nh lu gi hnh nh thng hiu ngoi tuyn. Trong nhng
trng hp ny, cc hng phi chc chn rng hnh nh thng hiu trc tuyn s c
s tc ng nh mong mun ti hnh nh thng hiu ngoi tuyn v nhng chui sn
phm m rng khng to ra hnh nh thng hiu m nht. Cui cng, i khi hng
li ch mun thay i tn mt cht khng ng k i vi th trng v knh mi,
ging nh mt cch khc phn bit thng hiu trc tuyn v thng hiu ngoi

184
tuyn. V d, tp ch Wired thay i tn hnh nh trc tuyn ca n bng HotWired
truyn thng hnh nh cng ngh cao v xc nh hai s cng b khc nhau.
b. To nhng thng hiu mi cho internet marketing
Nu mt t chc mun to ra mt thng hiu trc tuyn mi, mt ci tn hay
l iu v cng quan trng. Thng hiu tt nn cp ti mt vi vn v sn
phm (nh webPromote.com v Myspace.com), phn bit sn phm vi i th cnh
tranh (v d nh gURL.com) v c s bo v theo lut php. Trn internet, mt thng
hiu nn c tn ngn, d nh, d nh vn v c kh nng chuyn i ngn ng tt. V
d, hng my tnh Dell l www.dell.com d nh hn rt nhiu so vi hng Hammacher
Schlemmer (www.hammacher.com), nh bn l qu tng. Nh mt v d khc, xem
xt s ph hp tn ca nhng cng c tm kim: Yahoo! Excite, Lycos, Alta Vista,
InfoSeek, HotBot, WebCrawber, GoTo, Google, Technorati v LookSmart. Cng c
no th ph hp vi tiu chun c trc?
c. S hp tc v thng hiu
S hp tc v thng hiu xy ra khi hai cng ty c lp hnh thnh mt lin
minh hp tc cng nhau v t tn thng hiu cho cng mt loi sn phm v dch
v. Hot ng ny kh ph bin trn internet v l mt cch tt cc hng xy dng
mt sc mnh tng hp thng qua vic thm nh v cng nhn thng hiu, min th
trng mc tiu ca h tng t nhau. V d Sports Illustrated hin ti ang hp tc
thng hiu vi CNN gi l CNNSI, ng thi a ch trang web cng cho thy s hp
tc ny: sportillustrated.cnn.com. Yahoo! L mt hng tt tm kim s hp tc
thng hiu. Trc y, hng ny tng hp tc vi TVGuide v sau Gist
cung cp danh sch knh TV; Hng cng m ra trang Yahoo! Visa Shopping. Vi v
d th hai, EarthLink, ISP ln th su, hp tc vi Sprint vo nm 1998, cng ty
in thoi, thnh lp nn cng ty c s hp tc thng hiu vi tn v logo mi
Earth Link-Sprint. H s dng thng hiu hp tc cung cp dch v ISP ti khch
hng ca Sprint v phc v khch hng ALO.
d. Tn min
Cc t chc u t rt nhiu thi gian v tin bc pht trin nhng thng
hiu mnh, c nht vi gi tr ln. S dng tn thng mi ca cng ty hoc thng
hiu ca cng ty trn trang web gip khch hng tm kim trang web mt cch
nhanh nht. V d, coca-cola tng sc mnh cho thng hiu Coca-cola (Minh ha
7.1). Ch rng hu ht cc thng hiu hng u th gii u s dng thng hiu
ca h lm tn trang web. a ch website ca Disney l www.Disney.go.com mi
ngi bit h nn ti thm Disney, nhng nu g www.disney.com trn hp a ch
th ngay lp tc s gi ti mt trang tng t. Tuy nhin, cch s dng tn song song
ny khng phi lc no cng c th thc hin. Rt nhiu nhn t phi c xem xt
khi chn tn min.
e. URL (Uniform resource locator)
N l mt a ch trang web. N cng c gi l a ch IP (Internet protocol
giao thc mng) v tn min. Lc phn loi ny rt kho lo, n tng t nh m
vng in thoi theo cch ny n gip ngi s dng my tnh tm kim nhng my
tnh khc trn mng internet. Urls l nhng s thc, nhng ngi s dng c th

185
nh d dng hn, tn my ch th hin c trc v sau. Mt tn min bao gm mt vi
cp c m t trong .
K t http:// ng rng hp a ch chp nhn d liu s dng dng giao thc
siu vn bn ngha l nhng vn bn c lin kt cng nhau s dng hnh thc siu
lin kt. Mt vi URLs bt u vi k t ftp:// (file transfer protocol) iu ny c ngha
l my ch FPT s gi d liu ti ngi s dng (hu ht ging mt vn bn khng
phi dng HTML). K t www khng cn thit v hu ht cc trang web thng mi
u ng k tn ca h m khng cn n. i khi URL dnh cho th dng web v t
mail thay th www (v d: http://mail.yahoo.com).
Khi cc t chc mua mt tn min, vic u tin h phi quyt nh ng k
min c th hng cao. Hu ht doanh nghip ti Hoa K v nhng t nc ni ting
anh khc u mun tn min l name.com nh s suy on ng nht i vi a ch
trang web. cc nc khc c nhm tn min hng u nh .mx Mexico hoc .uk
Vng quc Anh. Do , Amazon ti UK c i ch l www.amazon.co.uk. Minh ha
7.7 th hin nhng tn min ph bin nht, c xp th hng theo s my ch. Mt
my ch l my tnh kt ni internet v c th cha nhiu a ch IP. V l do ny v
nhng l do cng ngh khc, s liu ny c th i din cho mc ti thiu a ch IP
ca mi tn min.
Minh ha 7.6: Nhng tn min nm u bng xp hng nm 2008
Tn min Nhng tn min nm u bng S host (Triu)
net Networks 193,0
com Commercial 167,9
jp Japan 37,0
de Germany 10,8
it Italy 16,8
edu Educational 11,1
Ngun: D liu t Network Wizards, tham kho thm www.isc.org
Mt khuynh hng th v trong vic thit k tn min ca mt quc gia, l ci
m cc nh marketing bn ngoi nhng quc gia ny mun. V d, rt nhiu bc s
Moldavia ly tn min m rng .md. V d th v khc t quc gia bin o Tuvalu
(.tv). DotTV ng tr Tuvalu 50 triu la thu nhp cho quyn c bn tn min
m rng .tv mt ngh ln i vi mt quc gia ch c 20 triu la tng sn lng
quc dn. Tuy nhin, www.cbs.tv hoc www.nypdblue.tv khng c thnh hin
thc. T nm 1998, ngi ch s hu mi ca .tv, VeriSign, s dng 60 triu la
cho qung co v m rng ra 400 ngn thu bao nm 2001, mt na trong s vn
tip tc duy tr hot ng ti nm 2003 (False Hopes, 2003). S la chn nhiu nht
cho cc website vn l .com. Tuy nhin, rt nhiu tn min thuc nhm u vn c
la chn rt nhiu. The Internet Corporation for Assigned Names and Numbers
(ICANN) l mt tp on phi li nhun hot ng nh mt y ban ca cc chuyn gia
quyt nh v cc giao thc v tn ging nh mt vi tn gn y nh: .biz, .info, .pro,

186
.name, .coop, .aero, v .museum. Trong ln kho st gn nht c khong 40 tn min
c gi tr t .ag ti .vg.
GoDaddy, cng vi nhiu trang khc, cung cp dch v ng k tn min vi ph
khng ng k khong 10 la mt nm, bao gm mt a ch th in t
(www.godaddy.com). Vi mc gi ny, nhiu sinh vin c th t b yahoo.com thiu
tnh chuyn nghip v nhng trang web khc da trn a ch th in t c th s
hu mt a ch chuyn nghip hn, gy n tng vi nhng thnh vin mi (ging
nh firstname.lastname@lastname.com).
Mt vn l hn 97% s t trong t in c ng k tn min, nhng
tn trc tuyn mong mun khng th mua c. Mt tn thuc t in khng nht
thit l s la chn tt nht bi v ngha ca n c gn cho c tnh danh mc sn
phm, tht kh xy dng s thun li trong cnh tranh. Do , xy dng s nhn
dng thng hiu c nht cho mt hng ru gi l wine.com kh hn rt nhiu so
vi gallo.com, mt thng hiu ni ting. Xem xt s khn ngoan ca Amazon.com
khi h la chn mt ci tn khch bit khi nhn thy s x ca nh bn sch trc
tuyn s dng t "sch" trong tn ca h. Rt nhiu iu tng t nhau trong mt tro
lu thng hiu khin cc doanh nghip gp nhiu kh khn trong vic nh v trong
kinh doanh trc tuyn (mt vi doanh nghip b loi b v iu khng c g
ng ngc nhin c).
iu g s xy ra nu tn ca hng b ng k bi mt ngi khc? V d,
DeltaComm, mt k s pht trin phn mm v ISP pha Bc Carolina, l ngi u
tin ng k www.delta.com sau Delta Airlines (www.delta-air.com) v Delta
Faucet (www.deltafaucet.com) . Nhng hng ny buc phi i ti quyt nh i tn.
Gii php khc l mua li tn t nhng ngi ang nm gi, v l nhng g m
Delta Airline cui cng lm. Trong mt v d khc, Grupo Posadas, ng ch chui
khch sn ln Mhic, m phn trong 18 thng mua www.posadas.com.mx t
mt gia nh a phng khi tn cui ging nhau. Cng ty tr gi cho ci tn bng
mt ch min ph rt nhiu m khch sn v mt khon tin cc ln. Rt nhiu
ngi s dng my tnh sng to ng k rt nhiu tn min ph bin v bn chng
mc gi hng triu la. GoDaddy m ra cuc bn u gi tn min hng th hai,
v GreatDomains.com cho php ngi s dng mua v bn nhng tn min ph bin.
Nu ta c hn 65.000 la tit kim, ta c th mua tn min:
www.prescreening.com. Cybersquatting ci m xy ra khi mt nhn vin ng k tn
min c sn tn thng mi iu ny l hp php. Tuy nhin iu tng t li khng
hn l ng, v d nh tn mang tnh c nhn hoc thuc t in. Mt mc tm kim
whois GoDaddy.com cho bit ngi ch s hu tn min.
Tnh c, khi ng k mt tn min, cc t chc s thn trng mua nhng tn lin
quan v mt vi mt vi l do. u tin, gi tn khi b s hu bi nhng t
chc khc. Rt nhiu c nhn cng b trang web bao gm nhng li ph bnh v
nhng bnh lun khng hi lng ca khch hng i vi mt cng ty, gi chng l
www.companynamesucks.com . chng li vn ny, mt vi cng ty bt u mua
trang www.companynamesucks.com ca chnh h bo v h khi nhng li rm
pha.
Th hai, ngi s dng lun lun bit g URL no tm ra mt cng ty.
Posadas, mt hng khch sn Mhic, mua hn 17 tn min khc c s nh vn tn

187
khch sn khc nhau gip khch hng ca h d dng hn trong vic tm n khch
sn. Coca-cola s hu, cocacola.com, cocacola.com, v coke.com, v Bently Nevada
c rng hng c th s hu c hai tn bently.com v bentley.com bi s nh vn sai
t ny rt ph bin. Gn y chng ti ch ti www.netmanners.com b nh du
gch mt cch tnh c v tr thnh www.net-manners.com mt trang web c vit
hon ton bng ngn ng Chu . Ngoi ra, Cng ty my tnh Compaq phi tr ba
triu la pht trin website cung cp dch v ng lc tm kim (SEO) AltaVista
(www.altavista.com) ch tm thy www.alta-vista.com ang hot ng nh mt trang
web sex ca ngi ln. Tht may mn, cng c tm kim ny tn ti lu hn trang
web sex v s thiu st ca Compaq c cu cha kp thi.
Chn c tn min ng c th to ra s khc bit rt ln khi c gng li ko
khch hng n vi trang web v xy dng c phng tin marketing ca hng c
tnh cht bn vng. V d, Time WarnersPathfinder l trang web u tin ca hng
ngoi ra cn c rt nhiu phin bn trc tuyn khc ca tp ch thnh cng ny nh:
People, Time, Fortune, Money, v Entertainment Weekly. Dan Okrent, bin tp ca
New Media cho Pathfinder, tuyn b rng sai lm ban u ln nht ca hng, l khi
tham gia kinh doanh trc tuyn la chn tn Pathfinder u tin cho trang web.
Pathfinder thiu s cng nhn v mt thng hiu tp ch lu i v do hng gp
tht bi khi tn dng gi tr thng hiu. Hn na theo Okrent, Pathfinder c ngha
rt nh i vi ngi s dng. Hin nay, g www.pathfinder.com ta s ngay lp tc ti
mt trang lin kt vi tt c cc tp ch ca hng.
g. Cc dch v h tr
H tr khch hng trong v sau mua bn l ni dung then cht trong vic
xc nh gi tr. Ngi i din thc hin cc dch v vi khch hng phi am hiu v
quan tm ti khch hng. Nhng trang web ca hng phi quan tm ti s pht trin
mi quan h vi khch hng, ging nh Amazon.com, trang web ginh cho nhng
khch hng ng h hng. Nhng ngy gn y, CEO v cng l ngi sng lp ca
Amazon, nh t ph Jeff Bezos ch thn tr li mt s th in t. Mt vi sn
phm cn s ng h mnh m ca khch hng. V d, khi ngi s dng mua mt
phn mm nh SurveySolution thit k bng cu hi trc tuyn, th s ng h ca
cng ngh tr nn rt quan trng. Ngi i din cc dch v i vi khch hng gip
khch hng ci t, bo dng, m bo sn phm, v s bo hnh cc dch v, mi
cng vic nhn chung u lm tng s tha mn ca khch hng i vi sn phm ca
doanh nghip.
CompUSA Inc. hng bn l my tnh ln nht ti Hoa K, c s kt hp
khn ngoan gia knh trc tuyn v ngoi tuyn lm tng s ng h cc dch v.
Ti www.compusa.com, khch hng c th truy cp c m ZIP ca h kim tra kh
nng mua v gi c ca bt k loi sn phm no nm ca hng bn l truyn thng
gn nht. Khch hng cng c th kim tra trng thi ca nhng vt mang ti
ca hng sa cha, tm kim trang web bng trng thi hoc s hiu sn phm.
Dch v khch hng nh mt li ch sn phm l mt phn quan trng trong qun l
mi quan h khch hng. Tuy nhin, hin nay n tr nn cn thit hn trong kha
cnh cnh tranh.

188
h. Nhn hiu
Nhn hiu sn phm xc nh thng hiu, cc hng bo tr, thnh phn sn
phm, v nhng ch dn cung cp cho ngi s dng, cc ti liu qung co. Nhn
hiu ca nhng sn phm hu hnh to ra s cng nhn sn phm v nh hng n
hnh vi ng x trong cc hot ng mua bn. Nhn hiu c cc k thut s tng
ng trong th gii trc tuyn. i vi cc dch v trc tuyn, nhng iu khon v
cng dng sn phm, nhng nt c trng ca sn phm v nhng thng tin khc bao
gm nhn hiu trc tuyn trn cc trang web. V d, khi ngi s dng ti phn mm
iTunes s dng cho my nghe nhc Ipod ca h, u tin h c th c thng hiu
bit lm th no ci t v s dng phn phn mm. Ngoi ra, rt nhiu hng c
thm nhng thng tin hp php v quyn s dng trang web ca h. V d, Microsoft
cho php cc hng m phng li hnh nh sn phm m khng cn s cho php, nhng
mt vi hnh nh trn trang web chnh ca hng phi nhn c s chp nhn c bit
trc khi sao chp v s dng cc ti liu ging nh quyn sch ny (Minh ha 7.8).
Thng hiu trc tuyn c th phc v rt nhiu mc ch ging nhau trn trang web
cng nh ngoi tuyn. Rt nhiu ca hng truyn thng trng by logo Better Business
Bureau trn ca ca h khch hng cm thy tin tng. Tng t BBB a ra logo
BBBOnline i vi cc thnh vin ca hng. Nhn hiu c gi tr khc l s bo v i
t TRUSTe. Nu nhng hng ny ng xem xt vic s dng nhng thng tin c
nhn ca khch hng thu thp trn website ca h trong mt thi k no , h c th
ng k ti TRUSTe, ti v du bo m TRUSTe v thm vo trang web ca h nh
mt phn ca thng hiu.

Minh ha 7.7: Cc iu khon ca Microsoft v s dng nhn hiu

Ngun: www.microsoft.com
7.4. E-MARKETING Y MNH S PHT TRIN SN PHM
S thnh cng ca Google chng minh lm th no mt sn phm trc
tuyn mi hon ton c th s dng nhng c tnh ca internet xy dng ln mt
thng hiu thnh cng. Mt sn phm bao gm mt gi li ch tha mn nhu cu ca

189
cc khch hng l doanh nghip, t chc v ngi tiu dng, l ci m h sn sng trao
i bng tin hoc bt c th g khc c gi tr. Thut ng sn phm bao gm: hng
ho hu hnh, dch v, tng, con ngi, v a im. Tt c nhng th ny u c
th mua bn trc tuyn.
Mt vi sn phm mi nh: ng c tm kim (SE) ch lin quan ti internet,
nhng sn phm khc nh m nhc ch n gin l s dng internet nh mt knh
phn phi mi v mt vi th s dng internet nh l mt ca hng in t (electronic
storefont). Vi nhng thuc tnh c bit ca internet, vi s iu khin ca khch
hng, v nhng xu hng E-Marketing khc, s pht trin ca sn phm i mt vi
rt nhiu thch thc v c c thm nhiu c hi mi trong khi c gng to ra gi tr
cho khch hng khi s dng cng c marketing in t. Chng ny tp trung vo c
khch hng ln nhng sn phm cng nghip ang pht trin trong mi trng
internet, th hin qua trong cc phiu t nh gi trong thi gian th nghim, sn phm
truyn thng v chin lc thng hiu.

Minh ha 7.8: Chin lc v chin thut v marketing hn hp v CRM

to ra nhng sn phm mi, t chc bt u nghin cu xem iu g l quan
trng i vi khch hng v tip tc tm ra nhng chin lc mi mang ti cho
khch hng nhiu gi tr hn so vi nhng i th cnh tranh. Trong m hnh ngun -
d liu chin lc nghin cu cc chng trc, xp lp hai ca chin lc lin
quan ti marketing hn hp 4P v qun l mi quan h khch hng (CRM). Bi qu
trnh thit k nhng chin lc ny gn nh gn cht cc phng thc quen thuc
thc hin chng. Chin lc v phng thc c trnh by trong chng mt.
Theo Minh ha 7.2, marketing hn hp (sn phm, gi, phn phi, truyn thng
marketing) v qun l mi quan h vi khch hng (CRM) cng nhau thc hin nhng
iu ny cho ra nhng sn phm gn gi v thit yu vi khch hng. Gi s trong m
hnh ny c kin song song cho rng hot ng ny xy ra trn mi th trng theo
ngha ny nhng nh marketing mun kt qu u ra l ging nhau vi khch hng l
chnh ph v doanh nghip (nhm c bit trong chui cung cp ny). Chng ny
190
c trnh by bt u t s nghin cu, tho lun ny bng cch m t cng ngh
thng tin nh hng nh th no ti sn phm, chin lc tn thng hiu ca sn
phm v s thc hin n.
Vic chuyn dch t nguyn t sang bit lm tng thm s phc tp khi a
ra cc sn phm trc tuyn. Nhng nh pht trin phi gn kt k t s, ha, video,
audio v s dng h thng phn phi internet mi (xem chng su phn nghin cu
v vic lm th no to nn nhng sn phm s). H phi bit kt hp nhng hot
ng dch v khch hng trc khi bn vic thu thp d liu sau khi bn v phng
php thc hin hon ho vic phn phi sn phm. Nhng yu cu ny to ra s hc
hi cho cc doanh nghip truyn thng. Do , cc nh E-Marketing cn xem xt
nhng nhn t nh hng ti s pht trin sn phm v sn phm, gn kt chin lc
vi cng ngh.
7.4.1. Khch hng cng tham gia thit k sn phm
Quyn lc chuyn sang ngi mua trc s gn kt ton cu ca internet, cho
php rt nhiu i tc kinh doanh khc bit v cho s cng tc gia doanh nghip v
ngi tiu dng. Nhng i tc ny hnh thnh ln nhng nhm tr gip gip thit
k sn phm cho khch hng nhm phn phi gi tr. V d, sau khi hng my tnh Dell
k hp ng vi mt nh cung cp cho h 25% khi lng ca hng v mn hnh my
tnh, nh cung cp ch nh nhng k s ti lm vic vi nhm pht trin sn phm
ca Dell (Ghost, 1998). Nhng k s ny ng cnh nhng nhn vin ca Dell khi gii
thiu sn phm mi nhm gip tr li nhng cu hi ca khch hng.
Cng ngh internet cho php hnh thc hp tc ny thc hin theo phng thc
in t gia nhng khch hng xuyn qua bin gii quc t. V d, nh pht trin phn
mm thng tm kim ngun khch hng ging nh cch cp trong cu chuyn
ca Google. Sau khi cho ra i phin bn Netscape Navigator 2.0 vo nm 1996, hng
ny ngay lp tc bt u to ra phin bn 3.0. Netscape thit lp cc mc tiu ci
tin cc trnh duyt v sau to ra s th nghin ni b Beta mc 0. Khi trnh duyt
tt, Netscape cho php ngi s dng ti trnh duyt trn trang web v khuyn
khch ngi s dng ng gp kin phn hi. Sau nm thng to ra phin bn mi,
phin bn tip theo s c ra mt. y l v d in hnh cho nhng hot ng hin
ti ca hng i vi tt c cc phn mm.
Mt v d th v khc, tp on LEGO, mt nh sn xut chi, cho php
khch hng ti phn mm to ra nhng mu LEGO o (xem ti designbyme.lego.com).
Sau khch hng s ti nhng robot v cung in theo tng tng ca h ln phng
trng by o ca LEGO. Ti y chng c bn cho nhng ai mun mua nhng
mnh ghp v trang tr trong phng khch ti nh (Minh ha 7.9). Chng ti tng
nhn thy nhng thit k vi nhng b mnh ghp c gi ln ti 1000 la. y l mt
cch tuyt vi LEGO cam kt vi khch hng v c c nhng thit k lp rp
mi c th bn chy trn kho bn l truyn thng.

191
 Minh ha 7.9: Khch hng ca Lego tham gia phn mm thit k o
Ngun: http://designbyme.lego.com/en-us/Default.aspx
Tc gi cun The Long Tail, Chris Anderson, a bn tho cun sch ln
trang blog ca ng, ng vit v sa n cho ph hp vi nhng bnh lun ca ngi c
v nhng l thuyt . S i thoi ny gip ng hon thin cun sch.
Ngy nay rt nhiu doanh nghip cho php khch hng to ra ni dung ca trang
web. V d, ti Amazon, khch hng vit nhng nhn xt v sn phm v cc tc gi
ca cc cun sch vit blog. gi tnh chn tht ca nhng li nhn xt ti
Epinion.com, bt c ai cng c th nh gi ngi nhn xt (rate). Hai cng ngh mi
to ra s ng pht trin ca ni dung web: blogs v RSS feeds. Nhng ngi vit
blog khuyn khch nhng bnh lun trn bi vit ca h v do to ra nhng bnh
lun rt hu ch cho ngi c. c bt u t nm 1997, RSS tr nn ph bin
vi s chia s ni dung cc trang web. Nhng ngi vit blog v cc nh bo u s
dng RSS cung cp v nhn ni dung gip h m bo thng tin lun mi.
Mt nh marketing gii phi tm kim mi thng tin phn hi ca khch hng
ci tin sn phm. Thm ch vic thit lp blog cng ch phc v cho mc ch duy
nht l tp hp kin v d liu u vo ca khch hng (v d IdeaStorm). Tuy
nhin, i khi nhng kin phn hi ny li n t nhng ngun khng d kin. Vi
s tng nhanh ca s ng ti cc video v gi th in t lan truyn, tc v
phm vi ca internet, s tht th khch hng tin tng nhng ngi ging nh h
hn l tin vo nhng cng ty, khch hng nhanh chng lan truyn nhau nhng u
im v nhc im ca sn phm. Trong mi trng ny, cc hng phi gim st d
liu khch hng bng phng tin in t (nh tho lun trong chng 3). S dng
dch v gim st trc tuyn, Mrs. Fields Cookies phi chn ng s lan ta ca
nhng tin n sai lch trn internet, nhng tin n ny lm gim 1% lng bn ra
ca hng trong mt thi gian ngn.
7.4.2. Nhng c tnh ca internet to ra nhng c hi mi
Nhng thuc tnh ng ch ca internet, tho lun chng mt, to ra
nhng sn phm v doanh nghip mi l thng. Current.com l mt v d nh vy.

192
i u bi AlGore v Joel Hyatt, nhng ngi s dng tri qua t ba - by pht
pods (la chn cc video vi ch bt k), v Current.com ghi li s bnh chn
ca ngi truy cp v nhng trang web m h yu thch. S bnh bu ny c cng
b trn knh truyn hnh cp ca Current, knh bao gm ton b cc chng trnh
ngn to ra bi nhng ngi xem trc tuyn v c nhn vin ca Current.
AutoMall Online v Lending Tree l hai cng ty thc hin tp hp cc dch v
dnh cho ngi s dng. Lending Tree l cng ty a ra cng c tm kim trc tuyn
vi gi c ph hp nht dnh cho s th n v cc loi cc n khc. Nhng cng ty
ny cung cp nhng gi li ch kh m t c trc s tin ti ca internet. Bi vy
chng cng i din cho mt loi phng tin mi, nhng cng ty c tho lun
k hn trong chng tip theo.
Internet l cng c to nn s cn bng thng tin tuyt vi, iu ny c ngha
rt ln trong cnh tranh, c rt nhiu s m phng sn phm, v vng i ngn ca sn
phm. Bn u gi trc tuyn l mt v d hon ho. Khng lu sau khi eBay tham gia
hot ng trc tuyn, Amazon.com v cc cng ty khc cng bt u t chc u gi,
hin ti mt nh hng ti San Francisco ang u gi cc mn n nhm li ko khch
hng quen trong nhng thi gian xc nh. Rt nhiu cng c tm kim cng ang bt
u ch ti nhng iu tng t. Trong mi trng ny, s khc bit ha sn phm
l cha kha tr thnh mt mt hng c kh nng iu chnh gi c chung.
Cc sn phm c vng i cc k ngn, Direct Hit Technologies Inc. mt cng ty
chuyn bn cc phn mm v cng c tm kim trn internet, tri qua ti su phin
bn sn phm ch trong vng vi ngy (King and Hoffman, 1999). Mt v d khc, khi
Frank Sinatra qua i, t lng tn knh ng, nm ngi trong nhm pht trin sn
phm mi ca BMG to ra mt chui sn phm a ln trang web ca hng ch
trong vng su ting ngn ngi. Hng ny cng cn c bn thng hon thnh
catalog. CNN v cc trang tin tc khc lm mi cc cu chuyn trong tng pht, 24/7.
Cc hng ny phi c s phn hi nhanh chng trc nhng cng ngh mi hoc l
bin mt khi th trng. Mt chuyn gia sc so tng ni: n tra hoc l ba
tra Bt chp s san phng trong vic thanh ton thng qua intenet, s tin b trong
hot ng trc tuyn lun c thng cng.
7.4.3. Nhng chin lc sn phm mi cho E-Marketing
Rt nhiu sn phm mi, chng hn nh YouTube, Yahoo! V Twitter.com,
c gii thiu bi cc hng one-pony, xy dng t sn phm thnh cng u
tin ca hng. Nhng hng khc, chng hn nh Microsoft, nhng sn phm internet
cng thm trong tp hp sn phm thnh cng ca hng. Phn ny xem xt t m
nhng chin lc sn phm hn hp gip cc nh marketing trong vic hp nht
nhng ngh trc tuyn v ngoi tuyn.
a. Chin lc sn phm hn hp
Cc nh marketing lm th no kt hp nhng tng hay v sn phm vi
tp hp sn phm hin ti? Cc cng ty c th la chn trong s su nhm chin lc
sn phm mi (Lamb, Hair, and McDaniel, 2002). Nhng ci tin mang tnh t ph l
nhng chin lc c ri ro cao nht, trong khi nhng sn phm nhi c chi ph thp
hn c ri ro t nht. Cc doanh nghip la chn mt hoc mt vi chin lc da

193
vo tnh khch quan ca hot ng marketing v cc nhn t khc nh s a mo hiu,
mnh ca thng hiu, ngun ti nguyn sn c, v s tip cn cnh tranh.
Nhng ci tin mang tnh t ph
Nhng ci tin mang tnh t ph l nhng sn phm mi trn th gii cha bao
gi c thy trc y. a CD v tivi l nhng pht minh khng lin k nhau. Trn
internet, nhng trang web u tin sng to phn mm, i l mua sm v cng c tm
kim u thuc nhm sn phm ny. Cc sn phm theo i ca Levis l mt v d.
tng ny rt ti u vi nhng khch hng khng th tm c qun o va vn hoc
b nh hng bi nhng mu thit k. N cng gip cc nh sn xut v nh bn l
lm tng trung thnh ca khch hng v gim chi ph pht minh, chi ph do li mt.
Mng x hi l mt ci tin mang tnh t ph - vi tng mi ngi s dng
internet u c nhu cu lin lc rt ln vi nhng ngi khc nhm to ra s vui v l
li ch. Rt nhiu s ci tin mang tnh t ph vn cha c ng dng trn internet.
Mun gi vng? Ch c cc blog trc tuyn thng dng nht: Engadget
(www.engadget.com). Mc d mt chin lc nhng ci tin mang tnh t ph c
tnh mo him kh cao, nhng li nhun li thng rt ln. Cc nh E-Marketing lp
k hoch ci tin t ph phi nh rng khch hng ca h s phi hc v chp nhn
nhng thi quen mi nhng th m h cha tng lm trc y. Cc cng ty phi
i mt vi s mo him khi khch hng khng thay i tr khi nhng thi quen mi
c v n gin v h nhn thy nhng li ch mang li l ng k. Nu khch hng
mc tiu t hn 35 tui, ri ro s thp hn v nhm ny c s hiu bit v cng ngh v
khao kht cng ngh mi.

194
 Nhng dng sn phm mi
Nhng dng sn phm mi c gii thiu khi cc doanh nghip nm gi mt
thng hiu ang tn ti v to ra nhng sn phm hon ton mi v khc sn phm
c. V d, Microsoft to ra mt dng sn phm mi khi hng gii thiu trnh duyt
Internet Explorer. Bi v trnh duyt Netscape tn ti ri, nn li vo ca Microsoft
khng phi l ci tin mang tnh t ph.
B sung dng sn phm ang tn ti
B sung dng sn phm ang tn ti xy ra khi cc t chc tng thm mt hng
v, kch c hoc s thay i khc i vi mt dng sn phm hin ti. USA Today
(www. usatoday.com) l mt phin bn khc bit vi n phm in, thch ng vi s
phn phi trc tuyn. N cha phi l mt sn phm khc bit trong chui sn phm
ca USA Today. Trong on u ca chng ny, chng ti cp ti vic Google
c nm dng sn phm khc nhau (tm kim, qung co, nhng ng dng, doanh
nghip v di ng) vi tng s 47 sn phm tt c u c tc dng l n by ca
thng hiu ln v gip tng gi tr thng hiu.
S ci tin hoc sa cha li nhng sn phm hin ti
S ci tin hoc sa cha li nhng sn phm hin ti c gii thiu nh mi
v ci tin v do thay th sn phm c. V d, h thng th in t web-based
c ci tin t h thng th in t client-based nh Eudora hoc Outlook bi v
ngi s dng c th kim tra v gi th t bt k my tnh no c kt ni vi
internet. Mt nh cung cp, Web2Mail.com, cho php ngi s dng nhn th in t
t bt k a ch ang tn ti no mt dch v khc t Hotmail hoc Yahoo! Web
mail. Trn internet, cc hng tip tc ci tin thng hiu ca mnh tng gi tr v
duy tr kh nng cnh tranh.
nh v li sn phm
nh v li sn phm l vic hng nhng sn phm hin ti ti nhng th trng
khc nhau hoc qung co cho nhng khch hng mi. Nh cp lc trc,
Yahoo! bt u nh mt cng c hng dn tm kim trn web v sau t n
xc nh nh mt cng (mt im truy cp a dch v), v sau l nh mt Life
Engine. Bng cch lm , Yahoo! ln u tin xc nh li v tr ca n vt ln hng
dn u trc , America Online, v v tr hin ti ca n vt xa cc i th
mnh, Google. MSNBC cng xc nh li c cu tin tc ca hng hng ti ngi
xem l gii tr.
Hng nhi chi ph thp
Hng nhi chi ph thp c gii thiu cnh tranh vi nhng thng hiu
ang tn ti bng cch a ra mt mc gi tt hn. V d eFax thit lp mt s fax
min ph cho php khch hng nhn fax ging nh mt tp nh km trong th in t.
Internet to ra v s sn phm min ph vi tng xy dng th phn, v vy m
cc hng c c khch hng da trn vic marketing nhng sn phm khc ca h.
V d, Eudora Light, phn mm c th in t v WS-FTP LE, phn mm chuyn i
dng d liu, c hai u l s m u trc kia ca chin lc ny.

195
 Du sao th trng B2C vn ginh c nhiu s quan tm, nhiu sn phm cng
ngh cao, v xu hng trn th trng B2B c tho lun trong nhiu ni dung xuyn
sut cun sch.
b. Chnh sch sn phm v ch s ROI
Chng hai tho lun v nhu cu o lng kt qu thc hin, chng hn nh
s phn hi, v v vy, cc hng c th nh gi s thnh cng chin lc v phng
thc E-Marketing ca h. Kiu nh gi ny c bit quan trng khi gii thiu sn
phm mi, trc tuyn hoc ngoi tuyn. Nhn chung cc nh marketing d bo thu
nhp mong i t sn phm mi lc, khu tr i chi ph marketing v chi ph khc, v
to ra mt khon ti u t ginh cho sn phm mi trc khi ht vng i sn phm
c. Thng th, cc nh qun l thng hiu cnh tranh v ngun lc ca hng bng
cch ch ra rng sn phm ca hng s to ra mt ch s ROI cao hn hoc payout
trong mt thi gian ngn hn. Payout c th hiu l chi ph nghin cu, pht trin v
cc chi ph ban u khc s c thu hi li vo mt ngy no da trn nhng k
hoch bn hng. Trong c qu trnh, h c th tnh ton thi im ha vn khi m hng
bt u c li. Thi gian bao lu c chp nhn? Nm 2002, mt vi nh qun l
ni rng nhng d n trn internet phi ha vn trong vng ba thng hoc h s khng
u t. ng nhin, thi gian chnh xc khc nhau bi hng Boeing khng th mong
i rng my bay hin i nht ca h phi mt 20 nm thu hi chi ph. Tuy nhin, ch
s ROI v im ha vn l nhng h thng o lng quan trng cho vic bn nhng
tng sn sn phm mi ca doanh nghip v o lng s thnh cng ca chng trn
th trng.

CU HI N TP
1. C nhng cuc tranh lun no v tn thng hiu ang tn ti trn web?
2. K tn su nhm chin lc sn phm v v d v vic cung cp sn phm
ca mi nhm?
3. Ti sao rng buc gi tr vi cc kinh nghim ton b sn phm?

4. iu g l tiu chun quan trng i vi tn min internet?

5. Nhn hiu lm vic nh th no trn internet?
6. K thut no m cc nh E-Marketing c th dng m rng s pht trin
sn phm?
7. Ti sao nh E-Marketing cn d bo doanh thu, chi ph, ROI v vic thanh
ton cho sn phm mi di s xem xt k lng?
CU HI THO LUN
8. Di hon cnh no s cm nhn thng hiu tn ti trc tuyn? Khi no s
khng cm nhn thy?

196
9. Hy a ra mt danh mc nhng nh bn sch trc tuyn trong chng ny,
ci tn no bn nhm n khi quyt nh mua sch c /mi trc tuyn?
10.Ci tin t ph no tng xut hin trong cun sch ny? Theo bn, ci g l
ci tin tip theo?
11.Ti sao cc nh E-Marketing tng kh d bo doanh thu, chi ph v vic
thanh ton hya ROI ca nhng sn phm mi?

197
CHNG 8: CHNH SCH GI TRONG KINH DOANH TRC TUYN
8.1. CU CHUYN V VIDEOEGG STORY
Bt u t nm 2004, t ba sinh vin tt nghip Vin i hc Yale, VideoEgg
bt u thay i mt bng gi c qung co (videoegg.com). VideoEgg khi u l
mt cng ty chuyn v ni dung video. Cung cp cng ngh nn tng gip cho vic ti
cc video ln cc phng tin truyn thng x hi. Sau bn nm, cng ty hon ton
thay i mc tiu, quyt nh tp trung thu ht nhng ngi lm qung co mun khn
gi xem video qung co ca h. Theo VideoEgg: Chng ti kt ni cc thng hiu
vi khch hng bng video v rt nhiu phng tin truyn thng, phn phi hng
triu bn phim n tng ti cc trang mng x hi, trang video v cc ng dng tr
chi. Mt ng video kh ln, ch yu l video ca cc doanh nghip tr.
Vo nm 2006, theo Interactive Advertising Bureau (IBA), 48% qung co trc
tuyn c thanh ton bng cch s dng m hnh nh gi CPM (Cost per 1.000
views - chi ph trn mt nghn ln xem), v 47% da trn m hnh thc hin, ging
nh pay-per-click (PPC) tr trn s ln truy cp. Gi theo m hnh nh gi CPM gn
nh ngang bng vi cc phng tin truyn thng trn th gii nhng gi theo m hnh
PPC tng chm bi vy nhng ngi qung co thch cch thc ny hn h ch phi
tr tin khi c ngi nhp chut vo qung co ca h v gh thm trang web ca
ngi qung co.
Vic ng v xem cc video tng ln to ra mt thch thc cho nhng ngi
qung co lm th no t qung co vo nhng video? Khng c cc phng
tin, cc trang web chng hn nh YouTube v Facebook i mt vi vic nhng
qung co c trng by trn trang web ca h v khng th nh gi ni dung hp
dn to ra gi tr ln nht cho nhng ngi s dng. Hy truy cp vo VideoEgg.
Cng ty ny a ra dch v AdFrames, cho php nhng ngi xem iu khin
video hin th bng chut v xem ni dung qung co nh km. Video ch xut hin
khi ngi xem nhp chut vo biu tng, do khng lm ngt qung s tri nghim
ca ngi xem. VideoEgg tnh chi ph qung co khi ngi s dng bt u kch vo
biu tng m ra ni dung mt video, game, hoc cc ni dung khc. Nh vy ngi
truy cp web v ngi qung co ch mt chi ph khi ngi s dng hon ton xem ni
dung .
Mc gi hin ti ca VideoEgg sau khi ci tin a ra l 0,75 la trn mt ln
cun (roll over) ni dung, chi ph ny chia t l 60/40% vi vi cc trang web ch s
hu phng tin truyn thng. Cng ty ny to ra mt cch tnh chi ph qung co
da trn s m bo ca ngi xem i vi nhng qung co th m m hnh CPM
khng ti v tt c cc nh qung co nn tm cch thu ht, quyn r tt c cc
phng tin truyn thng x hi. Microsoft v cc hng khc cng s dng dch v
ca VideoEgg v VideoEgg thu c khong mt triu la trong mt thng t
hot ng bn phng tin truyn thng ny. l nhng iu tt p m VideoEgg
ci tin rt nhanh bi trong thng trc , Google cng thng bo rng chng
trnh AdSense ca hng cng c kh nng s dng m hnh tnh gi CPM i vi
nhng video.
8.2. TC NG CA INTERNET TI CHIN LC GI

198
 Theo ngha hp, gi c l mt khon tin dng trao i mt hng ha hay
mt dch v. Theo ngha rng hn, gi l tng ca tt c cc gi tr (nh tin, thi gian,
nng lng, v chi ph v hnh) ngi mua c th trao i li ch t vic c c
hoc s dng hng ha, dch v. Xuyn sut lch s, gi c hu nh c thit lp da
trn s tha thun gia ngi bn v ngi mua, m hnh ny vn tip tc c p
dng trong nhng nn kinh t ln. Chnh sch gi c nh thit lp mt mt bng gi
chung cho mi ngi mua l mt quan im tng i hin i xut hin cng vi
s pht trin ca hnh thc bn l trn phm vi ln v sn xut khi lng ln vo cui
th k IXX. Hin ti, sau mt trm nm, internet a chng ta quay li vi m hnh
gi ng cc mc gi khc nhau i vi khch hng khc nhau.
Cng ngh thng tin to ra cc chin lc v gi phc hp v thay i cch
thc s dng cng c gi ca cc nh marketing, c bit trn th trng trc tuyn.
Thm vo , quyn ca ngi mua tng ln v h kim sot mc gi trong mt s
trng hp nh vi hnh thc u gi trc tuyn. Nhng c tnh ca internet, c
bit vai tr cn bng thng tin, cho php to ra s minh bch trong gi c - iu ny
khin c ngi bn v ngi mua u c th xem xt mc gi cnh tranh i vi
nhng hng ha trc tuyn. c tnh ny to ra xu hng thng mi ha cc sn
phm trc tuyn v gip internet tr thnh mt th trng hiu qu. Nhng liu c phi
vy?
Trong chng ny s nghin cu t m internet nh mt th trng hiu qu,
di quan im kinh t. Chng ta cng tho lun quan im v gi c ca ngi bn
v ngi mua v gii thch ti sao chin lc gi c truyn thng hiu qu hn trc
tuyn.
8.3. K VNG CA NGI MUA V NGI BN
ngha ca gi c ph thuc vo quan im ca ngi mua v ngi bn. Mi
bn trong qu trnh trao i mang li nhu cu v tnh khch quan khc nhau nhm to
ra mc gi hp l. Cui cng, c hai bn cng phi ng hoc s khng din ra mua
bn.
8.3.1. Quan im ca ngi mua
Ngi mua xc nh gi tr bng cch ly li ch tr i chi ph. Trong chng
trc, chng ta tho lun v s bin thin ca li nhun, n gii thch ti sao
internet to ra rt nhiu li ch quan trng i vi khch hng v cc doanh nghip v
n l nh nhau. Phn ny cng ch ra kha cnh chi ph trong cng thc tnh: tin, thi
gian, nng lng, chi ph v hnh.
a. Chi ph thc
Ngy nay ngi mua kh tinh tng trong vic tnh ton cc chi ph n gin
ca mt sn phm. Gi ca ngi bn c th gp hoc tch vi chi ph vn chuyn,
thu v cc yu t n bn ngoi n y c ngha l nhng chi ph ny thng
khng biu l trc tuyn cho ti khi xut hin mn hnh tri nghim mua sm. V d,
Minh ha 8.1 cho bit cc mc gi khc nhau ca The South Beach Diet Coobook,
c a ra bi i l bn hng MySimson.com. Nhng mc gi ny kh r rng c
th hiu v vic kh khn nht i vi khch hng l hiu r nhu cu ca h v chn
c mc gi tt nht vi h. Ngi bn sch vi gi thp nht, Alibris, khng t

199
c t l ngi xem cao nht, vy liu s tt hn khng khi ta tr thm tin c th
s dng mt ca hng c t l ngi xem cao vi mt nhn hiu ni ting hn? Ti sao
ch mua hng b nh thu i vi Alibris m Half.com th khng, mc d c cng m
bu in? Ngoi ra cn ch ti gi vn chuyn lm sao cho tng ng vi hu ht
ngi bn khc. Cui cng, ti sao li c s chnh lch mc gi 315,2% ri t gi thp
nht ti gi cao nht?
Minh ha 8.1: MySimson search cun The South Beach Diet Coobook
Ngi bn sch S sao/s Gi Thu Ph vn Gi gm
ngi ( la) chuyn ph vn
xem chuyn

DeepDiscount.com **/19 19,46 Check site Min ph 19,46

Alibris ***/283 5,00 0,37 3,99 9,36
Books-A-Million ****/40 8,99 - 3,98 12,97
Tower.com ***/10 17,28 - 3,99 21,27
Boomj.com 17,19 1,27 6,65 25,11
Barnes&Noble ***/253 20,76 1,53 3,99 26,28
Half.com ****/469 7,75 - 3,99 11,74
Ngun: MySimson.com for book by Arthur S.Agatstion, M.D.
V d ny l nhng g c hiu bi thi gian, nng lng v chi ph v hnh
thm vo chi ph bng tin ca ngi mua. i khi mng chm v thng tin kh ti v,
v vn cng ngh l nguyn nhn khin ngi s dng mt thm thi gian v nng
lng do tr nn khng c hiu qu (chi ph v hnh). i l bn hng s tm ra
mc gi trc tuyn thp nht, nhng s tm kim li lm tng thm chi ph thi gian.
V d, khi ngi mua tm kim cc v my bay thp nht trn Orbitz.com hoc
Travelocity.com, thi gian tm kim l ti thiu so vi mc tit kim chi ph, nhng
iu tng t c l khng ng khi bn tm kim gi mt cun sch n ph thuc tt
c vo thi gian bn tm kim, tit kim c mt vi% chi ph mua hng ha, ngi
mua phi tr bao nhiu chi ph cho kinh nghim v s hiu bit v cc cng c tm
kim? (thit lp mt qu trnh tm kim n gin hn). Internet ang cn phi tin dn
ti s hon ho, nhng khi s chp nhn bng thng rng tip tc tng ln, cng ngh
tin tin hn, v cc hng pht trin cc chin lc trc tuyn tt hn, th mt s chi
ph ny s gim.

Ngc li, ngi mua thng thch tit kim cng nhiu chi phi trc tuyn cng
tt.
Mng phi tin li
Mng hot ng 24/7 ngi s dng c th tm kim, mua sm, tiu dng gii
tr, mt khc c th s dng bt k s ngh no trn cc trang web v trn bt c
200
thit b kt ni no. Th in t cho php giao tip khng ng b gia nhng ngi
s dng bt k a im no v s cn tr ca telephone tag6 vi ngi bn (c hai
bn khng cn ng thi trc tuyn khi lin lc vi nhau).
Mng phi nhanh
Mc d c th mt nhiu thi gian ti mt trang web hn nhng g m ngi
s dng dial-up mong mun, h c th truy cp vo trang iGo.com, t mua mt cc
pin cho laptop, v nhn n vo ngy tip theo d ang i cng tc.
Tit kim thi gian t phc v
Khch hng c th chn hnh thc nhn hng, thanh ton, giao dch an ton, kim
tra s cn bng thu chi trong ti khon, v thc hin rt nhiu hot ng khc m
khng cn ch cc i l bn hng. Ngoi ra, cng ngh cng cho php ngi s dng
yu cu cc thng tin v sn phm trn trang web v nhn c ngay lp tc. ng
nhin, nhng hot ng ny cn c thi gian thc hin.
Tit kim thi gian mua sm trc tuyn
Internet m ra cnh ca cho cc hng tng s lng khch hng v s thun tin
trong vic mua sm m ch ch cn ngi mt ch. AutoMail Online cng tc vi
mt s hng cung cp s so snh gi t, tm kim nhng mu thit k, ch to, ti
chnh v thng tin bo him, la chn dch v. Hng ny cng ngay lp tc a ra mc
gi trc tuyn t mt mng li bun bn t ng v cung cp cho khch hng mt
th mua sm m bo rng h s c mua vi gi u i. Thnh tch ca AutoMall
Online chng t vic khch hng nhn c nhiu gi tr t hng ny: Hn 50%
ngi s dng ca hng mua mt chic t trong vng 45 ngy v con s ny tng
ln 90% trong vng su thng.
Tit kim thi gian nh hp nht
Cc cng web nh Yahoo! v Google Mobile cho php ngi s dng nhanh
chng tm kim mi th khi h trc tuyn t bt k thit b no. Mt vi trang web cho
php ngi s dng to ra cc trang web c nhn vi nhng tin tc, thng tin c nhn,
thi tit v nhng thng tin khc theo yu cu ca ngi s dng. V d, mt khch
hng mua mt ci bal trc tuyn, theo ng th in t, duy nht ch xc nh
xem hng cn kinh doanh khng. Khng c vn g nu s chuyn n t hng
ny ti nhng i tc l cng ty thng mi in t, cc cng ty lun cht kn nhng
n hng trong mt ngy.

Tit kim cng sc nh t ng ha

Khch hng nh gi cao s n gin v d dng, bi mng lm cho mt s hot
ng tr nn phc tp hn, cng ngh gip gii quyt vn ny. V d nhiu chc
nng cho php nhng chic my tnh ca khch hng ghi li mt khu ca cc trang

6
Telephone tag: Mt lot cc cuc gi trao i khng thnh cng ca hai ngi ang c gng lin lc vi
nhau qua in thoi.

201
web v ghi li nhng hot ng mua sm ti trang web nhm tit kim thi gian v
nng lng.
Nh vy, qua su vn trn, nhn ra mt iu rng khng phi ai cng hng
mc tiu tit kim chi ph trong giao dch trc tuyn. Nhu cu ca khch hng v s
nhn nhn ca h v vic xc nh gi tr thay i khi s mong mun v li ch nhn
c ca mi c nhn t l nghch vi chi ph h b ra. V d, mt vi ngi thch
mua sch t Amazon.com v h giao hng c ban m, ai cng bit gi ti Amazon cao
hn nhng hng bn sch trc tuyn khc, nhng quyn sch ti cc ca hiu sch a
phng v chi ph chuyn hng ban m t hn v thi gian giao hng ch mt t mt
ti hai ngy. Tuy nhin, Amazon l mt thng hiu ng tin cy. Nhng khch hng
c mt tri nghim tuyt vi vi Amazon, h tr nn thn thit vi trang web,
nhanh chng tm thy nhng g h cn. Do , nhng li ch v s tit kim thi gian,
nng lng gip hng c th a ra c mc gi cao hn.
b. S kim sot ca ngi mua
S chuyn i quyn lc t ngi bn sang ngi mua nh hng ti rt nhiu
chin lc E-Marketing, bao gm chin lc v gi. V d, mt hot ng c bit
ti nh u gi ngc, ngi mua thit lp mc gi cho nhng sn phm mi v ngi
bn quyt nh c chp nhn mc gi ny hay khng. V d in hnh l Priceline.com.
Trong th trng B2B, ngi mua tr gi mt s lng ln hng ha cho s giao dch
v sn phm ca cc hng nh General Electric v Caterpillar. Trong th trng B2G,
chnh ph a ra mt yu cu v k hoch nguyn liu v lao ng cn thit cho mt
d n no , doanh nghip cho gi (Minh ha 8.2). Chnh ph la chn mc gi thp
nht, m bo tnh hiu qu ca d n.

Minh ha 8.2: Cng chnh ph dnh cho ngi bn tm n khch hng chnh ph
Ngun: https://www.fbo.gov/
Nhng nh cung cp trc tuyn lun sn sng m phn vi bn i tc ngoi
tuyn, do mang ti sc mnh cho ngi mua trong vic trao i. C l, i vi
nhng khch hng M, vic thc hin cuc m phn qua my tnh l iu d dng
nh m phn trc tip vy. Ngoi ra, nhng ngi bn cng nhn ra rng cng ngh

202
thng tin c th gip h qun l tt hn hng ha trong kho v t ng thay i mc
gi thng xuyn.
Sc mnh ca ngi mua trc tuyn cng da trn s lng ln thng tin v sn
phm c sn trn trang web. Kt qu l nhng ngi mua hng trc tuyn buc phi
tr nn tinh tng hn, xem xt v d v vic la chn mc gi sch ca MySimson.
iu ny c thc hin tt bi Erik Brynjolfsson, mt gim c ca Trung tm kinh
doanh in t ti MIT: Chng ti ang hng ti mt nn kinh t hin i tinh vi.
y l mt loi v kh cnh tranh gia cng ngh thng mi v cng ngh tiu dng
(theo hnh mu shopbots7). Nu ngi tiu dng khng tinh tng h c th b b un
theo v khng kim sot c tiu dng. Nu c gng mt cch thng minh, c th to
ra mt cuc cch mng.
Khi quyn lc tr nn nguy him, xem xt iu g s xy ra khi c mt s lng
ng k nhng tham gia u gi trc tuyn. iu g c gi l tai ha ca ngi
chin thng mt vi ngi thc s tr gi cho nhng sn phm u gi cao hn mc
gi h s tr cho mt nh bn l trc tuyn. Trong th trng B2B, mt nghin cu ch
ra rng nhng ngi bun bn t bng hnh thc trc tuyn phi chi tr nhiu hn
nu bn ngoi tuyn. Trong th trng B2C, cc nghin cu nh gi vic tr gi ca
ngi thng cuc cho nhng hng ha mi ti Egghead.com so vi gi tr tht ca
hng ha ti cc a im bn l ca trang Egghead (Pellergrino, Amyx 2002). H
thy rng 20% ngi nhng ngi u gi thng cuc u tr gi qu cao. C l li ch
gii tr ca mt cuc u gi trc tuyn gi thang gi tr c cn bng, nhng dng
nh ngi mua li khng h nhn ra h phi tr qu cao.
8.3.2. S nhn nhn ca ngi bn
Theo quan im ca ngi bn th gi l mt khon tin m h nhn c t
ngi mua, nu h khng thc hin mt cuc trao i hng ly hng. Chi ph ngi
bn chi cho sn phm v dch v th hin mc gi thp nht khng bao gm li nhun
trong . Trn mc gi thp nht , nhng nh marketing c t do thit lp mc
gi nhm thu ht s t hng ca ngi mua. S chnh lch gia chi ph v gi l li
nhun.
Cc kha cnh v gi ca ngi bn bao gm c cc nhn t bn trong v nhn t
bn ngoi. Cc nhn t bn trong l nhng li th v im yu ca doanh nghip c
phn tch trong ma trn SWOT, mc tiu gi c, chin lc marketing hn hp ca
doanh nghip v cc chi ph bao gm sn xut v marketing sn phm. Cc nhn t
bn ngoi c bit nh hng ti gi trc tuyn bao gm cu trc th trng, s cnh
tranh v vin cnh ca ngi mua, nh tho lun trc .
a. Cc nhn t bn trong: Mc tiu gi c
Cc nh marketing bt u thit lp mc tiu gi c da trn s nh hng li
nhun, nh hng marketing, nh hng cnh tranh. Mc tiu ca gi c trong nh
hng li nhun ph bin nht l li nhun hin ti ln nht. Cc hng nghin cu trc

7
Shopbots l i din Internet, t ng tm kim thng tin lin quan n gi c v cht lng hng ho v
dch v. Khi t l s dng ca shopbots tip tc tng, ngi ta c th mong i kt qu trong vic gim chi ph
tm kim thay i hnh vi ca th trng ng k.

203
tuyn nh Forrester v Gartner Group ang s dng phng php nh hng li
nhun khi h chi tr 1.500 la thnh 4.500 la v hn na ti cc bo co
nghin cu kinh doanh in t hin ti.
Cc cng ty c th la chn cc mc tiu nh hng th trng khc nhau. Xy
dng mng li khch hng ln hn da trn vic dn u chi ph thp v li nhun
cao bn lu. Cc mc gi thp nhn chung xy dng th phn. V d, Perseus Survey
Solution, mt chng trnh phn mm kho st da trn trang web, cho bn phn
mm cp c bn vi mc gi thp nhm xy dng th phn (so snh cnh tranh),
sau bn v thu ph cc bn duy tr v nng cp chng trnh hng nm vi nhiu
chc nng hn. S m phn v tr gi cng l cc phng php tip cn nh hng
th trng. V d, t nht c ba khch sn ca Oregon tm kim s tr gi cho cc
phng ban m ti trang web ca h. (The Resort at the Mountain, The Valley River
Inn, and The Salishan Lodge and Resort).
Mc tiu trong cnh tranh bng gi l tnh gi theo mc gi m i th cnh
tranh a ra i vi nhng sn phm tng t, ch mt phn ti chi ph ca chnh
cng ty v ti mc nhu cu. iu ny c th l l do ti sao chi ph chuyn hng tng
t nhau nh trong Minh ha 8.1. S minh bch v gi c trn internet gip cc hng
nm c s thay i v gi cnh tranh nhanh hn v nng cao s lng v tc
thay i gi trc tuyn.
b. Cc nhn t bn trong: Chin lc marketing hn hp
Cc cng ty thnh cng s dng mt chin lc marketing hn hp hp nht v
ph hp. V d, Volvo bn t vi mc gi tng i cao thng qua nhng ngi bn
hng, c s h tr t trang web ca hng v cc thng tin marketing ngoi tuyn nhm
qung b hnh nh nhn hiu vi quy m ln hn. Cc nh marketing Volvo bit rng
hn 80% khch hng ca hng mua sm trc tuyn (Greenberg, 2001). Nhng ngi
c trnh cao sng ti cc khu vc thnh ph thng ngm nhng chic Volvo mi
trn trang web ca hng, nh gi n v lin lc vi nhng ngi bn hng thng qua
th in t. Nhng ngi bn s nhn khong t 10 - 15 % cho s hng dn ny. Do
, Volvo s dng internet nhm to ra nhng ngi mi gii bn hng, hng bit rng
khch hng khng bao gi mua trc tip mt hng ha vi gi cao trn mng.
Internet khng ch l mt knh bn hng m n cn c s dng phi hp vi
nhng hot ng marekting hn hp khc. Ngi qun l marketing xem xt cn thn
mc gi lm sao mc gi bn trc tuyn v gi ngoi tuyn l nh nhau. V d
Yales Oxford Journals Online xut bn c sch in v sch trc tuyn, gim gi 10%
i vi sch trc tuyn v 5% i vi sch in. Khng c lut l v hnh vi tiu chun
no quy nh iu ny chng khc nhau ty vo mi loi sn phm v ngnh.
c. Nhn t bn trong: Cng ngh thng tin tc ng ti chi ph
Cng ngh c th kh t , song mt khi chng vn hnh trn tru th chng
c th to ra hiu qu v chi ph rt ln gy sc p c tng v gim gi.
Internet gy ra p lc tng gi: Rt nhiu cng ty tht bi v vic qun l quan
h khch hng hay s dng cc phm mm qu tn km, chng khng gip doanh
nghip to ra mc thu nhp b p chi ph cho trang web do nhng sc p cnh
tranh v gi. Sau y l mt vi nhn t to ra p lc tng gi.

204
 Dch v khch hng trc tuyn: Trong giai on trc, dch v khch hng trc
tuyn cung cp mt li th cnh tranh cho cc hng nh hng my tnh Dell v
Amazon. Ngc li, hin ti khch hng li mong i cc hng hi p cc th in
t mt cch mau chng, gip h t m, chu o v cung cp chc nng FAQ trc
tuyn, a cho h s in thoi hoc thng tin lin h khc. Dch v khch hng
trc tuyn khng cn l mt li th cnh na, nhng li l mt tn km cn thit
trong cnh tranh.

S phn phi: Cc nh bn l trc tuyn phi i mt vi vic b ra mt khon chi

ph ln cho vic phn phi sn phm: mi sn phm phi c vn chuyn mt
cch ring l ty theo ni n ca sn phm, hn na li ty vo v tr t kho hng.
iu tng t vi danh mc kt cu chi ph ca cc nh marketing. Nhng ngi
bn l min chi ph vn chuyn hng cho khch hng, do h tng gi sn phm.
Khng c g ngc nhin, mt vi khch hng cm thy kh chu khi chi ph vn
chuyn cao hn h tng v hng giao ti mun. Chi ph vn chuyn cao l mt
nguyn nhn dn ti vic t b mua hng trc tuyn.

Cc chng trnh hip hi lin kt. Rt nhiu trang web tr mt khon hoa hng cho
s vn chuyn thng qua cc chng trnh hip hi lin kt. Nhng ngi bo tr
lin kt tr cho cc trang web lin kt vi n t 7% -15 % hoa hng i vi mi
n hng. Hoa hng ny, ging nh chi ph cho tt c cc knh trung gian, c nh
hng y mc gi ca hng ha ln cao hoc lm gim mc li nhun ca cng ty
nu thm chi ph ny.

S duy tr v pht trin trang web. Chi ph duy tr v pht trin trang web khng
h thp. Forrester Research c tnh chi ph cho mt s bo tn trang web c
th t 10.000 la ti 100.000 la, trong khi mt trang web c gi l nng
n th chi ph c th l 1000.000 la hoc hn v mi ch l pht trin trang
web. Duy tr c th kh tn km, c bit vi phn mm, phn cng, v phi ph kt
ni internet hng thng.

Chi ph c c khch hng (Customer Acquisition Costs - CAC). Chi ph ca vic

ginh c mt khch hng trc tuyn mi cng kh cao; l nguyn nhn s suy
sp ca rt nhiu cng ty dotcom trong nm 2000. V d chi ph ginh c khch
hng trung bnh ca cc nh bn l trc tuyn l 82 la. Vy hng phi c bao
nhiu n t hng th mi b p li c chi ph , v ti mc gi bao nhiu?
Thm na, rt nhiu khch hng gn nh khng c c lng trung thnh vi cc
nhn hiu trc tuyn nh cc nhn hiu ngoi tuyn.
Internet gy p lc gim gi: Internet cng cho php cc nh marketing gim
chi ph, dn ti gim gi v cui cng gi tr ca khch hng tng ln. Khi chi ph gim
dn ti mc gi cao hn, li nhun tng mt s chin thng cho tt c nhng bn lin
quan. Di y l mt s cch m cc hng c th tit kim chi ph trong vic s dng
internet i vi qu trnh bn trong:

Qu trnh t hng T phc v. Bi v khch hng t in vo mu n t hng

ca chnh h nn cc hng c th tit kim chi ph t hng ca mi c nhn v giy
t i km. Nhng chi ph ny c th rt ng k. Chi ph trung bnh ca vic sn
xut v qu trnh lp ha n in t l 10 la, so vi nu giao dch ngoi tuyn s
mt 100 la. Mt giao dch ngn hng trc tuyn trong kinh doanh mt t 0,15

205
 la ti 0,20 la, cn giao dch ngoi tuyn mt 1,50 la. Cisco System, nh sn
xut ln nht th gii v trang thit b mng, thu ht n t hng ca khch hng
da vo website ca hng. S gim bt giy t t trang web ca hng gip tit
kim c hng triu la mi nm.

Kho hng Just in time8: Mt vi nh sn xut s dng trao i d liu in t

(EDI) gim chi ph trong knh bn hng s bng cch phi hp chui hot ng
gi tr v phn phi theo nguyn tc just-in-time, gim lng hng tn kho. Mt vi
nh bn l trc tuyn v ngoi tuyn thm ch khng c hng tn kho, tit kim
ng k chi ph ti chnh. Thay vo , h yu cu kho hng phi p ng n t
hng ca khch hoc c nhng i tc bn l sn phm trc tip ti khch hng.

Overhead. Nhng ca hng trc tuyn c th tn t chi ph ban u hn, bi v h

khng tn tin thu v b tr khng gian bn l. Kho hng ca Amazon mt chi ph
khng h ln nh nhng kho hng ca cc nh bn l khc bi h phi thu v by
bin chng nh nhng trung tm mua sm hin i. Hn na kho ca nhng ca
hng trc tuyn c th c t nhng ni c gi thu thp, lng thp, thu thp,
v thun li trong vic giao hng, chng hn nh Northern Nevada.

Dch v khch hng. Mc d dch v khch hng ban u c th lm tng chi ph

ca t chc, cc cng ty tit kim bng cch t ng ha cc chc nng v dch v
khch hng, cc chc nng ny do nhn vin ca h trc tip thc hin trc y.
V d, dch v khch hng yu cu trung bnh mt t 15 ti 20 la cho mt cuc
gi ti trung tm ngoi tuyn, nhng ch t ba ti nm la nu khch hng t thc
hin trn internet.

In n v th tn: Nhng ngi bn hng trc tuyn khng phi phn pht th v in
bng gi cho danh sch sn phm ca h. Mt danh sch sn phm c a ln
mng, vic truy cp ch mt mt cht hoc khng mt chi ph. i vi vic qung
b qua th in t cng nh vy.

Chi ph phn phi sn phm s: chi ph phn phi i vi sn phm s cc k thp,

v nh khi khch hng ti mt bi ht t dch v iTunes. Ngc li, knh phn phi
trn internet ch mt chi ph phn phi cao i vi nhng sn phm hu hnh bi v
chng c gi ti cc c nhn vi s lng nh thay v gi mt khi lng ln
cho cc i l trung gian.
Nhng nh hng ny c th mang li mc gi thp hn cho khch hng, cng
ngh cho php ngi mua nh gi v yu cu nhng mc gi hp dn. V gi, theo
nghin cu, sn phm trc tuyn c mc gi tt nht l sch v a CD (nhng sn
phm c mt sm nht trn th trng trc tuyn). Nghin cu ch ra rng gi sch v
a trc tuyn thp hn t 9% ti 16%. Mt nghin cu khc v 4.800 mc gi i vi
sn phm ngnh video trc tuyn, cc nh nghin cu kho st su ca hng bn l
trc tuyn v su nh bn l ngoi tuyn (Tang and Xing, 2003). H nhn thy rng
ch c cc nh bn l trc tuyn mi a ra mc gi thp hn 6,42% so vi cc nh
bn l s dng cc knh phn phi khc (tng ng 3% sau khi tr i chi ph vn

8
JIT l mt chin lc hng tn kho m trong nh sn xut lun phn u tng ngun thu ca
doanh nghip t u t bng cch gim qu trnh kim k v chi ph do lin kt thc hin.

206
chuyn). Trong ngnh dc, 60 loi trong n thuc Allegra c gi 53,50 la ly t
cc nh bn l, 49,66 la chuyn qua ng bu in, v gi trc tuyn l 51,60 la.
Liu c phi gi trc tuyn lun thp hn? Cn thm nhng nghin cu na cung
cp nhng bng chng chc chn v ngay c khi bng chng c a ra th gi s li
thay i.
c. Nhn t bn ngoi nh hng ti gi trc tuyn
S cnh tranh, cc yu t ca th trng, mi quan h gia gi nhu cu (co
gin v khng co gin), thi quen khch hng, tt c u tc ng ti chin lc gi
ca doanh nghip trc tuyn cng nh ngoi tuyn. Quan im ca ngi mua c
bn n trc tin, li c x trn th trng trc tuyn nh hng ti gi c bn
ti trong chng 3. Trong phn ny, xem xt hai nhn t th trng quan trng trong
mi trng trc tuyn l: Cu trc th trng v hiu qu th trng.
Cu trc th trng: S chm tr ca ngi bn thit lp cc mc gi khc nhau
vi nhng loi th trng khc nhau. Cc nh kinh t nhn ra bn loi th trng, mi
loi u ch ra mt thch thc v gi khc nhau.

Cnh tranh hon ho (Pure competition): Th trng ny bao gm rt nhiu giao

dch ca ngi mua v ngi bn i vi nhng hng ha khng thay i v mt
hnh thc, chng hn nh ng cc. S khc bit ha sn phm v phng thc
marketing ng vai tr rt nh hoc khng c vai tr g, v vy nhng ngi bn
trong nhng th trng ny khng tn nhiu thi gian vo cc chin lc
marketing.

Cnh tranh c quyn (Monopolistic competition): Th trng ny bao gm rt

nhiu ngi mua v ngi bn giao dch vi mc gi ln hn mc gi trn th
trng. Mc gi ny tn ti khi nhng ngi bn c th khc bit ha s cung
cp ca h ti ngi mua.

Cnh tranh c quyn bn (Oligolistic competition): Th trng ny bao gm

mt vi ngi bn c nh hng ln n chin lc marketing v chin lc gi
ca nhng ngi bn khc. Nu mt cng ty gim gi 5% th ngi mua s lp
tc chuyn sang nh cung cp ny.

c quyn tuyt i (Pure monopoly): y l th trng bao gm mt ngi bn

v gi ca h thng c a ra bi chnh ph.

207
 Minh ha 8.3: Th trng hiu qu c ngha l gim s kim sot v gi c
S phn bit cu trc th trng ny c bit quan trng i vi nhng ngi bn
hng trc tuyn bi nu gi minh bch th cui cng to ra mt th trng hon ton
hiu qu, nhng ngi bn khng th khng ch cc mc gi trc tuyn kt qu ca
cnh tranh n thun nh m t Minh ha 8.3. Mt v d v th trng gn nh hiu
qu l th trng chng khon. Ch rng cc cng ty giao dch chng khon trc
tuyn hot ng trong s cnh tranh c quyn bi h cnh tranh da trn gi giao
dch cng khai. Nu cc sn phm khc cng nh vy, th internet s c nh hng su
sc ti gi. Tuy nhin iu ny c l khng th xy ra v l do cp ti phn
trc. Tip theo, chng ta s xem xt nhng yu t thuc th trng hiu qu v tho
lun xem th trng trc tuyn c phi l th trng tim cn ti hiu qu hay khng.
Nhng th trng hiu qu: Cc nh kinh t c nhiu l thuyt v hnh vi
khch hng trong th trng hiu qu. Th trng hiu qu s din ra s cnh tranh gi
hon ho. Mt th trng c xem l hiu qu khi khch hng c quyn bit cc
thng tin v sn phm, gi c, s phn phi ngang bng nhau. Trong mt th trng
hiu qu, ngi ta mong i tm ra mt gi thp hn, s co gin v gi cao, s thay i
v gi thng xuyn, s thay i v gi nh hn, s lan truyn gi chnh xc. Mi sn
phm c kho st t mc gi cao nht ti mc gi thp nht. Nh cp trc
, th trng c xem nh hiu qu nht l th trng chng khon. Th trng hng
ha gn nh tr nn hon ho cho ti khi c s can thip ca chnh ph. Tuy nhin, c
l internet l ni kim tra v mt th trng hon ho ang tn ti, bi n biu hin rt
nhiu c im ph hp. Mt iu th v, hnh vi ca khch hng trn internet khng
ging nh nhng d on ca cc nh kinh t.
Mng c phi l mt th trng hiu qu?
C rt nhiu ngi tin rng internet l mt th trng hiu qu v quyn s dng
thng tin thng qua s lin kt gia cc trang web, i l bn hng v knh phn phi.
Cc sn phm c bn trc tuyn c mc gi thp, s c gin v gi cao, s thay i

208
gi thng xuyn, v s thay i gi nh hn: tt c nhng du hiu tn ti ca th
trng hiu qu. Nhng nhng nhn t ny c thc s khin Mng tr thnh mt th
trng hiu qu? Di y l nhng nhn t bn ngoi gy ra p lc gim gi trn
Mng, gp phn to nn s hiu qu:

Cc i l bn hng: Cc i l bn hng nh PriceSan (www.pricesan.com) gip

khch hng thun tin trong vic tm kim phm c mc gi thp bng cch hin th
kt qu di dng bng so snh. Minh ha 8.4 hin th nhng i l ng u trong
nm 2001. Hn 15% ngi s dng internet truy cp vo cc trang mua hng trong
thng 7/2002 lm tng 6% so vi su thng trc . BizRate v PriceGrabber vn
duy tr nh nhng thng trc, MySimon gim t ngt, v DealTime tng gp i
vo ngy l Ging Sinh, nhng sau gim tr li, theo Alexa.comm, y vn ch
l mt phn nh nhng ngi s dng internet. Xem Minh ha 8.5, v d v s tm
kim phin bn th bn cun sch m bn ang c ti mySimon.com. Cun sch
c gi t 63 la ti 101 la, kt qu tm kim c sp xp theo th t gi thp
nht ng u tin, nhng i l khng c mc gi cnh tranh s khng c tn trong
trang hin th kt qu u tin v thm ch c th khng c hin th.
Hnh ha 8.4: So snh cc ca hng bn l thng by nm 2002
Site ca cc i l bn hng S ngi thm (triu)
DealTime.com (nowL shopping.com) 7,4
BizRate.com 5,7
mySimon.com 2,7
PriceGrabber.com* 2,2
Cc site khc 0,2
Ngi s dng vo mt hoc nhiu site 18,2
Ngi s dng trn internet hng thng 119,5
Ngun: D liu t comscore Media Metrix

209
 Minh ha 8.5: Kt qu tm kim trn MySimon
Ngun: Courtesy of CNET (www.mysimon.com)

S co gin cao v gi: S c gin ca gi da vo s thay i hot ng mua sm

khi gi thay i. V d nh, du lch l mt th trng co gin c bit: Khi hng
hng khng tung ra mt chin dch gim gi, khch hng ua nhau t v, to ra
mt nhu cu rt ln. Rt nhiu sn phm nh sch, a CD c co gin ca gi
th trng trc tuyn ln hn l trn th trng ngoi tuyn, v vy chng ti mong
i ngi s dng internet s nhy cm vi s thay i gi.
u gi ngc: u gi ngc cho php ngi mua a ra mc gi ca h v s c
nhng ngi bn c gng chp nhn mc gi . Hnh thc ny khin nhng ngi
bn cnh tranh vi nhau v thng iu chnh khin mc gi gim.
Khu vc min thu: Hu ht cc nh bn l trc tuyn u hot ng trong hnh
lang php l ca Nh nc, v vy, hin ti, ngi mua thng khng phi tr thu
khi mua hng, gim tng chi ph tiu dng khong t 5% ti 8% trong mt ln giao
dch. y l l do ti sao mt vi cun sch trong Minh ha 8.1 khng ghi cng
thu. Mc d Chnh ph c nhng thch thc vi khu vc min gim thu, Chnh
ph Hoa K vn tip tc ng h s min gim thu i vi hot ng mua bn trn
internet.

Vn u t mo him: Nhiu cng ty internet c u t bi vn u t mo him

hoc t nhng nh u t thin thn. Rt nhiu nh u t c ci nhn di hn v
sn sng chp nhn l trong ngn hn (i khi thi gian ln ti nm nm) cc
hng c th pht trin bng cch thit lp gi tr thng hiu v ginh ly th phn.
Nhng cng ty ny c th a ra mc gi thp hn bi h khng c chnh sch gi
nhm mang li li nhun cc i.

Cnh tranh: Cnh tranh trn th trng trc tuyn kh d di v r rt. Hn na mt

vi i th cnh tranh sn sng a ra mc gi ch em li mt phn li nh hoc
khng c li nhun trong mt thi gian ngn ginh c gi tr thng hiu v
th phn.

Thay i mc gi thng xuyn: Th trng E-Marketing din ra s thay i v gi

thng xuyn hn th trng ngoi tuyn bi v: mt l cc nh cung cp trc tuyn
phi s dng mo nh la gt i th cnh tranh nhm thu ht nhng khch hng
nhy cm vi gi; hai l, cc i l bn hng cung cp cho khch hng nhng nhng
thng tin tuyt vi so snh mc gi, ba l, nhng nh cung cp khc thng
xuyn thay i gi c thu c kt qu kinh doanh cao hn; nhng ngi bn
hng c th d dng s dng c s d liu chnh sa ni dung trang web; bn l,
cc hng c mi trng my tnh ha c th cho hng gim gi ng k m vn thu
c mt mc thng d so vi bn l truyn thng (v d, FedEx to ra hng triu
t hng t l khc nhau da trn khi lng vn chuyn c c ln cc
trang web cho khch hng c nhn); v nm l s th nghim trn th trng trc
tuyn rt n gin, cho php cc hng thay i gi thng xuyn, nhn thy nhu cu
thay i nh th no, v sau iu chnh theo s cnh tranh v cc nhn t quan
trng khc.

210
 Mc co gin ca gi nh hn: Trong mt nghin cu, s thay i ca mc gi
ngoi tuyn nh nht l 0.35 la, nhng ngc li s thay i ca gi trc tuyn
nh nht ch l 0.01 la. Mt vi nhn t tng t khuyn khch s thay i gi
thng xuyn cng c th ng mt vai tr kh ln trong trng hp ny. Th nht,
khch hng nhy cm vi gi c th phn hi vi mt mc gi thp s to li th
trong cnh tranh. Th hai, cc i l bn hng cn xp hng mc gi ca h - d c
li hn ch 0.01 la th h vn xp hng cao hn i th cnh tranh. Th ba, bi v
tht kh thay i gi ngoi tuyn, cc nh bn l c th ch cho ti khi nhu cu
thay i gi thc s ln hn.
Mng c phi l mt th trng khng hiu qu?
D cho Web biu hin rt nhiu c tnh ca mt th trng hiu qu, song n
vn khng hot ng ging nh mt th trng hiu qu v khng ch trng vic thu
hp khong cch gi. Gi c xu hng ngang bng nhau trn th trng hng ha, bi
v ngi bn khng th khc bit ha d dng ht u ny so vi nhng ht u khc.
Vi nhng thng tin hon ho v mi th, mt ngi s mong mun mt thu hp
khong cch v gi trc tuyn v d, bi ngi mua c th tm kim rt nhiu nhng
ngi bn Ipod trn mng, v vy nu c cng mt mc gi thu ht khch hng th
s tt hn. Mt iu th v, s suy lun ny khng ng trn mng, do nhn hiu cc
nh bn l trc tuyn v nhng li ch khc m khch hng t thanh minh cho vic
c cc mc gi khc nhau.
Trong nghin cu th hai, mt iu tuyt vi l tm ra khong cch gia mc gi
trc tuyn thp nht v cao nht nh hn so vi khong cch gia mc gi ngoi tuyn
cao nht v thp nht. Trong ngnh bn l video, khong cch gi trung bnh t gi
thp nht ti gi cao nht l 30%, vi mc chnh lch ny gi ngoi tuyn cn ln
hn (Tang and Xing, 2003). i vi sch mc ny l 33%, v a nhc l 25%. Mt
l do gii thch cho vic mc gi b dn tri mc rng c th l rt nhiu ngi
mua khng h bit hoc s dng cc i l bun bn.
Tuy nhin, s gii thch th v hn cho s dn tri mc gi lin quan ti sc
mnh thng hiu, phng thc a ra mc gi trc tuyn v hnh thc chuyn hng,
ngi mua nhy cm vi thi gian, s khc bit ha, chi ph chuyn i, cc i l bn
hng th h th hai:
Thng hiu: Bt chp s tng nhanh ca cc trang web, th thng hiu vn l mt
li ch ng sau nhng ci . Cc nghin cu ch ra rng nhng trang web ng
u c lu thng bun bn hng ha nhiu nht. Khch hng vn s th hin s yu
thch thng hiu khi h s dng cc i l bun bn. Rt nhiu khch hng chn
mt thng hiu ni ting t nhng kt qu tm kim hin th d rng thng hiu
khng a ra mc gi thp nht. Bi tm quan trng ca thng hiu nn nhng
trang web ca cc thng hiu ni ting phi tn hng triu la nhm thu ht
khch hng. Amazon s dng 24% thu nhp tng ng vi 29 la/khch hng
dnh cho qung co. Ngc li, Barnes & Noble ch s dng 4% thu nhp ca
mnh qung b cho ca hng ngoi tuyn ca hng. Da vo s trung thnh vi
thng hiu ca khch hng m Amazon tng s lng bn t 7% ti 12% so vi
cc nh bn l cho php mc c khc.

211
 t mc gi trc tuyn cho sn phm nh th no: Hu ht cc sn phm ngoi
tuyn u c mc gi c nh. Ngc li, cc nh marekting web s dng nhiu
chin lc hn. Cng mt loi hng ha c th c t mc gi c nh, cp nht
lin tc hoc u gi trn cc trang khc nhau vo cng mt thi im v mc gi
gia cc hnh thc ny khc nhau kh ln. Thm vo , cc sn phm cn bao gm
c chi ph vn chuyn v cc dch v c bit theo cc cch khc nhau gy ra s bi
ri, nhm ln ca ngi mua hng khi so snh cc sn phm ging nhau.

Cc la chn chuyn pht: Cng mt sn phm nhng c vn chuyn theo nhiu

iu kin khc nhau (thi gian v a im) c th c nhng gi tr ng k khc
nhau i vi khch hng. V d, mt cc bia c phc v ti qun bar gi tr hn
mt cc bia mua ti siu th. Tng t, i vi mt vi khch hng, mt sn phm
giao ti tn nh c th c gi tr ln hn l mua n ti ca hng. Mua sm hng tp
ha trc tuyn tun theo hnh mu gi tr ny. Mt vi nh marketing tranh lun
rng hng tp ha giao ti nh khng ging vi mua chng ti ca hng, Theo tranh
ci ny, li ch tng thm thc s to nn s khc bit ha sn phm. Thng thng,
khch hng phi ch mt thi gian di mt sn phm c giao ti tn nh,
nhng iu ny c th ang thay i. Amazon ch mt mt gi giao cc mt hng
ph bin nh sch v a nhc trong vng ni thnh.

Nhng ngi mua nhy cm vi thi gian: Nhng khch hng ny khng mun
dnh thi gian v cng sc yu cu tm kim mc gi tt nht. Hn na, mt vi
trang web i khi qu phc tp khin khch hng tn nhiu thi gian thc hin
v hon thnh mt giao dch.

S khc bit ha: Mt kt qu ca cc thng hiu mnh l c nhn bit hoc s

khc bit ha sn phm thc s, iu ny cho php cc nh marketing a ra mc
gi khc bit i vi sn phm ca h (xem chng ba phn khc bit ha sn
phm).

Chi ph chuyn i: Khch hng i mt vi chi ph chuyn i khi h la chn mt

nh bn l khc. Mt vi khch hng khng sn sng chi tr mc chi ph ny, do
quyt nh gn mnh vi nh bn l trc tuyn tng ng. Nu mt khch hng
ca Amazon mua hng ti mt nh bn l khc, anh ta mt thi gian truy cp vo
mt giao din tng t, chn mt hng, v nhp chut vo phn t hng tng t
vic chp nhn n hng ca Amazon. Trong th trng B2B, chi ph chuyn i
cn cao hn. Rt nhiu t chc nhn thy rng s hiu qu hn nu xy dng mi
quan h vi mt s hu hn cc nh cung cp hn l mang tt c hng ha ra u
gi. Nhng t chc ny sn sng chi ra mt mc li nh nhn c s phc v
v ng h tt hn.
Cc i l bn hng th h th hai: H thng cc i l bn hng th hai hng
dn khch hng thng qua vic s l s lc li ch v nh gi hot ng cn bng
gi tr. Nu mt khch hng xp hng mt li ch no mc cao, iu c
ngha l khch hng sn sng tr thm nhn nhng li ch ny. BizRate cho php
khch hng nh gi nhng ngi bun bn da trn mc p ng nhng khch
hng trc . PriceScan v DealTime cho php khch hng thit lp b lc
ngi bn phn phi nhng li ch mong mun s lm tng th hng ca hng.

212
 Internet liu c phi l th trng hiu qu? Cu tr li l cha, hin ti khng
phi. Tuy nhin, n cng c tt c nhng c tnh hng v th trng hiu qu trong
tng lai. S thay i ny s ph hy nhng tc ng m cc nh E-Marketing to nn
nhm kim sot cc chin lc v gi. Do , nhng ngi lp k hoch marketing
nn xem xt xu th ny mt cch cht ch.
8.4. CC CHIN LC V GI
S thit lp gi l y p mu thun. N va l ngh thut va l khoa hc, vi
rt nhiu s liu r rt cn thit nhm to ra mc gi tt nht. Nu mc gi qu thp s
khin li nhun gim st, hoc nu gi qu cao lng bn c th gim. V ch l
trong ngn hn. Trong di hn, mt mc gi thp ban u nhm xy dng th phn c
th to ra s cn bng kinh t mc chi ph thp, do , to ra li nhun. Hn na,
vic lm th no cc nh marketing c th p dng c cc chin lc gi quan
trng khng km g vic h thit lp mc gi. H thng gi ca PayPal chng minh k
nng thc hin chin lc gi ca h.
Mt mu thun khc na l cng ngh thng tin lm phc tp vic thit lp
gi v mt vi nguyn nhn song n cng lm vic thit lp gi tr nn n gin hn
theo mt cch khc. Nhng ngi bn d dng thay i mc gi theo s liu thi
im hin ti hoc thay i mc gi da vo hnh vi mua hng trc ca khch
hng. Tip theo, s nhn thc gi tr ca ngi mua nm gia l tr v tnh cm, khng
mt ai c nhng phn ng ging nhau. V d, mt vi ngi c thu nhp cao thch lt
qua nhng trang bn hng ca Volvo, vi mt bn in chi tit nhng g h mun v
mc gi, trong khi nhng ngi khc thch c quan h tt vi mt ngi bn hng
h yu thch v c sau ba nm s quay li xem nhng kiu mi nht, s tht l Joe
s chm sc ti. Cui cng, cc hng s dng rt nhiu hnh thc vn chuyn khc
nhau vi nhng mc gi khc nhau ph thuc vo hnh thc vn chuyn v s nhn
thc ca ngi mua v vic mua sm trn internet so vi ti ca hng truyn thng.
t gi l mt th thut kinh doanh kho lo thit lp da trn s liu, kinh nghim v
s th nghim.
Nhn chung, cc nh marketing c th tn dng cc chin lc gi truyn thng
trong mi trng kinh doanh trc tuyn. y chng ta tp trung vo ba loi chin
lc gi c bit quan trng i vi ngi bn trc tuyn: Gi c nh, gi bin i v
thu thay v mua.
8.4.1. Gi c nh
Gi c nh (hay cn c gi l gi theo thc n) xy ra khi nhng ngi bn
thit lp mc gi v nhng ngi mua c th chp nhn hoc khng. Vi mc gi c
nh, mi ngi u phi tr cng mt mc gi. Hu ht ngi bn l truyn thng M
s dng m hnh ny. Thm ch khi nhng ngi bn bun v nhng ngi sn xut
a ra s lng gim gi, th mc gi p dng i vi tt c nhng ngi kinh doanh
s mua bn khi lng c yu cu. Nguyn tc thit lp mc gi c bn l mi
nh marketing s dng mc gi ngoi tuyn cho c trc tuyn. Hai chin lc t gi
c nh ph bin s dng trong mi trng kinh doanh trc tuyn l gi dn u v gi
khuyn mi.

213
 S dn u v gi: dn u v gi l mc gi sn phm thp nht trong mt loi
hng no . C trn th trng trc tuyn v ngoi tuyn, Walmart u l hng c
mc gi dn u to nn s bm ui ca cc nh bn l khc. Vi cc i l bn
hng trn Web, chin lc dn u mc gi c v hp dn thc s. Tuy nhin,
thc hin chin lc ny, cc nh marketing phi gim mc chi ph ti mc thp
nht. C th gim chi ph thng qua vic m t trc hiu qu ca vic thc hin
hot ng marketing trn internet, nhng cng ty phi thc hin vic ny tt
hn i th cnh trnh. Thng thng nhng nh sn xut ln nht s c mc gi
dn u trong mt nn kinh t theo quy m, nhng trn internet, mt ngi kinh
doanh trung gian hay ngi ch hng bun hot ng ngoi nn tng li lun
lun thch thc nhng nh sn xut ln. Chin lc ny kh hiu qu trn internet,
mc du s cnh tranh rt mnh lit v s dn u v gi c ch l tm thi. ng
nhin, hng ha c mc gi thp nht th hai cng thu ht ngi mua, c bit nu
n a ra nhng li th hn c s dn u v gi. Trn mng, Buy.com c rt nhiu
hng ha c mc gi dn u, bn nhiu hng ha di mc gi tr th trng v b
l t thu nhp qung co ca trang web.

Mc gi khuyn mi. Rt nhiu nh bn l trc tuyn a ra mc gi khuyn mi

khuyn khch s mua hng lc ban u, khuyn khch mua tip v tip cn gn
s bn hng. Hu ht cc t khuyn mi u c thi hn nht nh nhm to ra s
thc gic ngi tiu dng. V d, Amazon min ph vn chuyn vi nhng n
hng c gi tr hn 25 la, n thnh cng v tr thnh hnh mu cho cc hng
khc. Tuy nhin, Amazon khng th thnh cng khi lng t hng m
khng c mt vi th nghim u tin vi nhng mc gi khc nhm tm ra mc
khuyn mi tt nht thc y lng bn ca n. Thng bo gi khuyn mi thng
qua th in t gip doanh nghip c th t c mc tiu ca mnh vi t l
thnh cng cao, v nghin cu ch ra rng vic mua sm trc tuyn em li s tha
mn cao cho khch hng.
8.4.2. Gi bin i
Gi bin i (gi ng) l chin lc a ra nhng mc gi khc nhau dnh cho
nhng khch hng khc nhau. Qun l li nhun (yield management) l chin lc
c s dng nhiu nht trong ngnh du lch nhm nh gi mt cch lc quan s
qun l s d tha sn phm thng qua s thay i mc gi thng xuyn. Cc hng
hng khng c mt thi gian s dng phn mm tnh gi ng qun l li nhun khi
vic i li bng ng khng suy gim v rt gi. Mt vi trang web nng ng cho
php cc cng ty du lch thay i nhanh v thng xuyn thu nhng chic t v
lp kn gh hoc phng khch sn.
Mc gi ng c th c a ra bi ngi bn hoc ngi mua (gi c nh th
lun c t bi ngi bn). Hai loi gi ng gm gi theo phn on th trng v
gi m phn. Phn on v gi p dng nhng ni m doanh nghip bn mt hng
ha hay dch v hai mc gi hoc hn, da vo s khc nhau cc phn on hn l
ch da vo chi ph. Cn gi m phn l gi m cng ty m phn vi c nhn khch
hng, ngi nm trong mt phn on. Phn on v gi bao gm mc gi mt ln,
mc gi c th khc nhau i vi nhng khch hng khc nhau. Gi m phn c th
thay i nhiu ln trc khi ngi mua v ngi bn thng nht mc gi cui cng.

214
Ngoi ra, s m phn thng c a ra bi ngi mua nhiu hn, cn phn on
v gi thng c thit lp bi ngi bn.
a. Phn on v gi
Phn on v gi s dng nhng c tnh ca internet ty bin theo tr gi ca
s ng, t ng chia ra cc mc gi da vo thi gian v khi lng n hng, mc
cung cu v nhng nhn t quyt nh trc . Vi phn on v gi trc tuyn,
cng ty s dng quyn quyt nh thit lp mc gi cho tng phn on khch
hng, bt k khch hng X no u phi nhn mc gi Y.
V d, bt k ngi no t mt chuyn bay trong vng by ngy trc khi xut
pht u tnh gi y (khng gim gi). Phn on v gi c ngun gc t
marketing truyn thng, khi nh ht gim gi i vi khch hng xem nhng b phim
bui chiu. t gi theo tng phn on hnh vi ca khch hng tr nn ph bin khi
cc hng thu thp s gia tng khi lng thng tin hnh vi in t. Xem Minh ha 8.6,
v d v mc gi bin i cho mi loi khch hng, ch ra Networksolution.com thc
hin mc phn on v gi trong vic ng k tn min nh th no.

Minh ha 8.6: Cc gii php mng thc hin gi c phn on cho cc dch v
Phn on v gi cp c nhn n gin hn trong mi trng trc tuyn bi
v nhng phn mm tinh vi v c s d liu ln cho php cc hng thit lp nhng

215
nguyn tc v thay i mc gi trong mt nanosecond9 - thm ch l ngay khi mt
ngi mua truy cp vo mt trang web. Kh nng ny ca internet kh thu ht nhng
nh marketing l vic ty bin gi, truyn thng marketing v sn xut theo yu
cu ca khch hng tha mn nhu cu c nhn. S dng tp cookie, nhng ngi
bn hng trc tuyn nhn dng cc c nhn v th nghim nhng cho hng v gi c
nhm thc y nhng giao dch kinh doanh. i khi nhng c nhn ny li l cc
khch hng ring bit, chng hn nh khi Amazon.com nhn ra cc khch hng v gii
thiu ti h nhng ty bin. Trong trng hp khc, cc c nhn li l mt phn ca
nhng phn on ln hn, chng hn nh nhng ngi ng nhp t mt a im c
bit no hoc nhng m t v hnh vi chng hn nh vic t b mua sm trc
tuyn. Nhng ngi bn xc nh r tng phn on v sau a ra mc gi tha
mn khch hng. V d, mt nh bn l c th a ra mc gi thp hn sau tng
mt lng nh mc gi i vi ngi truy cp tip sau v quan st xem ngi mua
c mua hay khng. Ngoi ra, mt vi hng khc c th xy dng chng trnh khch
hng trung thnh, ging nh chng trnh hnh khch bay thng xuyn, t a ra
nhng mc gi c bit i vi tng c nhn li ko h quay li v t hng
thng xuyn hn.
Phn on v gi c th b nh hng khi th trng b phn on, cc mc gi
khc nhau phn nh s nhn thc v gi tr sn phm khc nhau ca tng phn on,
v cc phn on ch ra nhng cp khc nhau ca nhu cu. Phn on v gi cng
thch hp khi chi ph trong mi phn on khng vt qu thu nhp t c t mc
gi khc nhau. Thm vo , cc cng ty cng cn chc chn rng phn on v gi
ph hp vi lut l v quy nh. Cui cng, cc hng phi quan tm ti vic lm sao
khch hng khng cm thy kh chu khi thy hng xm ca h li mua vi mt gi
thp hn. Amazon.com cng gy ra s s om sm khi khch hng nhn ra s khc
bit gi trong cc phn on ca h, v mt vi l do, nhng ngi i my bay chp
nhn cc mc gi khc nhau ny nhng vn khng t mua trc. Do , cc nh E-
Marketing trong cc phn on ny phi a ra nhng l do khin khch hng chp
nhn ging nh gim gi vi khch hng mi hoc khch hng trung thnh hoc iu
chnh chi ph vn chuyn ti nhng ni xa trung tm thnh ph.
Ngi s dng internet c th c phn loi theo nhiu tiu ch khc nhau, nh
trnh by trong phn 3.3. C hai cch phn on quan trng trong chin lc gi
trc tuyn, l s phn on theo gi tr v s phn on theo a l.

Phn on v gi theo a l: Vi s phn on gi ny, mt cng ty thit lp mc

gi khc nhau khi h bn sn phm nhng ni khc nhau. Mt ngi bn hng
trc tuyn thng bit ni ca khch hng thng qua a ch IP khi h truy cp,
v nhm tn min h truy cp nhiu nht bit h quc gia no (v d, mt
ngi Nht hay s dng min .jp). Phn gi theo a l c th gip cc cng ty
lin kt gi ca hng t t nc ny ti t nc khc hoc cc nhn t v vng,
lnh th nh p lc cnh tranh, chi ph a im, iu kin kinh t, cc quy nh v
php lut v c hi phn phi tt hn. V d, hng my tnh Dell t mc gi 1.000
la Los Angeles nhng cng c th t mc gi 639 bng London. S khc

9
Nano giy l mt phn t ca giy (10-9 s). 1 nanosecond so vi 1 giy cng ging nh 1 giy so vi
31.7 nm, biu tng ca n l ns.

216
 nhau ny l do cc nh sn xut phi i mt vi s leo thang ca mc gi, do
phi a ra mc gi phn nh chi ph tng do vn chuyn, thu v li sut nhp
khu, nhng chi ph khc lin quan ti vic xut khu.
Phn on v gi theo gi tr. Vi phn on v gi theo gi tr, ngi bn tha
nhn rng khng phi tt c cc khch hng u nhn c t hng mc gi tr ngang
bng nhau, c th phn chia ra thnh gi tr cao, trung bnh v thp tng ng vi
mc gi. Tuyn b ca nguyn tc Pareto ni ting l 80% doanh thu ca cc hng
thng n t 20% khch hng. Nh miu t Minh ha 8.7, nhm khch hng
nh b A+ ca doanh nghip c phn ng gp khng tng ng vi doanh thu v
li nhun ca hng (Pitt et al., 2001). Nhng khch hng ny c xu hng rt trung
thnh vi hng v c th tr thnh ngi qung b thng hiu cho hng vi nhng
ngi bn v nhng ngi quen ca h: h l nhng khch hng bay thng xuyn,
lun lun i v hng nht, nhng ngi may mn trong tr con ln sng bc, nhng
ngi chuyn pht nhiu hng ha v s dng cc dch v t ng ha trn trang
FedEx. Nhng khch hng trung thnh vi nhn hiu cng mang li gi tr ng k cho
nhng ngi bn. Khi nhm khch hng A v A+ xut hin trn trang web, h s c
cng nhn v nhn c nhng s quan tm c bit. Nhng khch hng ny khng
nhy cm vi gi bi v h nhn thc rng thng hiu mang li cho h nhng li
ch ln hn v do chim c lng trung thnh thng hiu ca h.
Mt s lng ln khch hng nhm C c th l nhng khch hng nhy cm vi
gi v l khch hng khng thng xuyn i vi nhng sn phm ca hng. Nhm
khch hng loi B cng nhy cm vi gi v c th mua cc sn phm ca hng nhiu
hn nhm C. Cc yu t th trng c xu hng y khch hng v nhm C, dng
bng vic cho hng cnh tranh v gim gi nhm thu ht khch hng di chuyn A
v B. Mc tiu ca ngi bn li l gi khch hng trung thnh nhm A v y cc
nhm khch hng ln cc nhm cp bc gi tr cao hn. Chin lc gi c th gip
ngi bn thc hin iu ny.

Minh ha 8.7: Phn on khch hng theo gi tr t thp (C) ti cao (A+)
Ngun: Pitt et al., 2001

217
 V d, mt khch hng nhm A c quyn c tr gi cc sn phm trong kho
trc khi nhng ngi khc c quyn tng t. Nhng khch hng cp gi tr cao
c quyn mua sn phm mi hoc nhn c khuyn mi u tin (v d nh vic
min ph vn chuyn ca Amazon) iu ny s lm tng lng trung thnh ca h.
Ngc li, nhm khch hng B v C lun tm kim mc gi thp nht, v vy vic bn
h gi c th khng to ra s trung thnh thng hiu h s tip tc thay i thng
hiu mua sm theo mc gi. Nhng khch hng ny c th thch nhng thng bo gi
c nh qua th in t h c th bit c mc gi v li ch cnh trnh t thng
hiu ca hng. Ngi bn c th s dng cng ngh xy dng c s d liu nhm
y khch hng ln cp gi tr cao hn. Xem Chng 11 bit thm v s phn
on gi tr v ng dng cng ngh trong cc phng thc marketing xy dng mi
quan h vi khch hng.
b. Gi m phn v u gi
Nhng ngi bn thng xuyn thit lp cc mc gi khc nhau khi s dng gi
phn on, v ngi mua thng a ra mc gi khi h tr gi cho sn phm trc
tuyn. Thng qua vic m phn gi c thit lp nhiu ln trc v sau cuc m
phn, n to nn mt s khc bit ln so vi cc chin lc gi khc. Mc c l vic
ph bin nhiu quc gia, tuy nhin. mt vi khch hng M li c bit n trnh mc
c. Internet thay i s min cng ny, bng chng l s pht trin bng n ca
u gi trc tuyn. Rt nhiu khch hng thch hot ng u gi v coi n nh mt s
gii tr, trong khi nhiu ngi khc ch tm kim s tha thun hp l.
Trong th trng C2C, nim tin gia ngi mua v ngi bn l mt vn bi
v giao dch bun bn din ra gia nhng ngi hon ton xa l - khng h c tn
thng hiu to lp lng tin. h tr ngi bnm Ebay s dng h thng phn hi
bao gm thang im mt hoc khng hoc m mt nh gi nhng bnh lun v xp
hng tch cc, trung bnh v tiu cc. Cc mc im ny tng ng vi cc mc sao
trn mt di sao, c t gn h s l lch ca ngi bn trn trang eBay. Di sao
mu biu th ngi bn tch tr c 100.000 im hoc hn. H thng vn hnh
nh sau: Nhng ngi bn c truy cp cao c th bn hng vi mc gi cao hn.
Trong mt nghin cu vi 861 cuc u gi gy nh gn, khi nhng ngi bn tng
c s im ln 25 im, h tng kh nng bn ln 3.4% v mc gi cng tng ln
5% (theo nh nghin cu Jeffrey Livingston).
Trong mt s trng hp ng bnh bu theo chiu hng tch cc, mc gi c
li cho ngi bn th h nghi ng nhng mu xu trn eBay nhm lm tng
phn hi tch cc. Hai nh nghin cu Jennifer Brown v John Morgan pht hin
trn ton b th trng nhng phn hi ca chnh ngi ng tin trn Ebay, vi mc
gi tr trung bnh ti thiu 0,61 la tr cho mt im phn hi (p dng vi hn 5.000
phn hi t cc giao dch trn th trng) (Beal and Strauss, 2008).
Nhng cuc u gi trn th trng B2B l mt cch hiu qu thanh l hng
ha tn kho vi mc gi c thit lp bi th trng. V d, uBid thc hin hn
7.000 v mua bn vi gi tr hn hai t la.

218
8.4.3. Thu phn mm
i khi cc cng ty pht trin phn mm quyt nh cho thu hn l bn chng
cho khch hng. Nhng ngi mua mun mua nhng phn mm m h c th s dng
trn cc ng dng thng thng, nh Microsoft Office, nhng nu cc t chc mun
phn mm cho mt d n ngn hn hoc khng mun tn qu nhiu chi ph ci t
v duy tr ng dng phn mm th h c th quyt nh thu chng. V d,
Salesforce.com cho bn mt h thng phn mm hng u v CRM phc tp v tn
km ti mc khng ng. Khch hng ca h khng h mun mua v ci t h thng
cho t chc ca h v xem nh l nhng chi ph gin tip ng k (c tnh ca
Salesforce.com l 90% trn gi bn phn mm CRM). Thay vo , Salesforce cho
thu phn mm ca h, vi mc gi l 65 la mt thng v 1200 la mt nm cho
nm ngi s dng. Thu phn mm tng t nh thu t. Khi thu, nhng ngi li
khng phi tr tin bo dng v nhiu chi ph khc m ngi mua phi gnh chu.
CU HI N TP
1. Phn bit gi c nh v gi linh hot?
2. Internet gy p lc tng, gim gi th no?
3. Nhng nhn t bn ngoi no nh hng ti gi trc tuyn?
4. Phn on khch hng theo gi tr t thp ti cao cn c trn yu t no?
5. Cc nh marketing bt u thit lp mc tiu gi c da trn nhng yu t no?
6. C nhng loi cu trc th trng no trn internet?
CU HI THO LUN
7. Cc gii php mng thc hin phn on gi c cc dch v nh th no?
8. Mng c phi l mt th trng hiu qu?
9. Mng c phi l mt th trng khng hiu qu?
10. Cc vn v m phn v u gi trc tuyn, ly v d thc t v phn tch?

219
 CHNG 9: CHNH SCH PHN PHI TRONG KINH DOANH
TRC TUYN
9.1. CU CHUYN V DELL - M HNH TRC TIP
Micheal Dell b hc i hc vo nm 19 tui bt u vi mt cng ty my
tnh, v n thnh cng ln. ng s hu 9% ti sn ca cng ty Dell, mt hng vi
hn 57 t la doanh thu hng nm. Cng ty b t Computer khi Dell
Computer vi nm trc y phn nh s pht trin ca n cn trong lnh vc
nhng my ch mng, cc trm my kt ni mng, nhng h thng lu tr v nhng
b chuyn Ethernet cho nhng khch hng doanh nghip cng nh l o to, h tr,
v tch hp cc h thng. H lm th no tr thnh ngi ng u th gii v
cung cp my tnh xch tay v my bn, bn 39 triu my mi nm?
Dell thu c 50 triu la mi ngy trn mng, chim ti gn mt na doanh s
ca hng. M hnh phn phi trc tip mang li cho Dell mt vi tin b trong cnh
tranh. u tin, n loi bt nhng ngi bn bun v bn l, cho php kim sot hon
ton cc cp kho hng v chi ph phn phi. Dell sp xp kho ca mnh 10 ngy mt
ln, ti thiu ha chi ph v nhng ci li thi. V bng cch trnh mt mng trung
gian rng ln, Dell c th trc tip kim sot nhu cu ca khch hng.
Dell c bit n vi dch v khch hng tuyt vi ca mnh, bt chp vic phi
thao tc vi 10.000 giao dch vi khch hng mt ngy t cc tp on, cc c quan
chnh ph, cc c quan y t v gio dc, cc doanh nghip nh, v cc khch hng c
nhn. Sau khi gii quyt cc vn bn ngoi ( cp chng mt), Dell tr li
vic theo di hot ng tip din vi nhng blog IdeaStorm v Direct2Dell Dch v
khch hng ca Dell trong ngnh cng nghip ang c ci thin. Cng c chn on
DellConnect va c tung ra gn tm triu bn gip cc phin lm vic qua mng
t kt qu nh gi v mc hi lng l 93%. Dell cng phc v nhng nhm khch
hng hp tc chnh bng cch duy tr 60.000 web bn hng trc tuyn.
Dell s dng y cc c tnh ca internet phc v yu cu ca khch hng
ton din bng cch cho php khch hng xy dng nhng h thng my tnh ca
ring h trc tuyn nhm tng tc phn phi. Dell a ra mt thc n ln nhng
thnh phn sn phm v th trng quyt nh mi quan h quan trng gia chng
khi nim marketing t n tt nht ca n. Cng ty ny phn tch yu cu ca
khch hng v dng thng tin ny nh hng pht trin sn phm mi.
Cui cng, Dell c mt chui cung cp phi hp cht ch. Nhng nh cung cp
lm vic gn b vi cc k s ca Dell gi cho chi ph nghin cu v pht trin
thp v gi cho nhng sn phm t c ng nhng g khch hng t hng. Dell
qun l s cung v cu theo cch m khin c nhng nh cung cp v khch hng u
tha mn mt cng vic khn kho khi bn th trng ca 140 nc. V Michale
Dell ni g v tt c nhng iu ny? Ti ang c mt thi k tuyt vi. Rt vui!
9.2. TNG QUAN V KNH PHN PHI
Nhng nh marketing b nh hng bi s phn phi v n bao gm nhng quyt
nh v im mua bn, l ni khch hng c th nhn c sn phm hoc cm gic
tha mn v dch v. Mt knh phn phi l mt tp hp ca nhng hng c lp, lin

220
kt v ph thuc ln nhau, lm vic cng nhau chuyn sn phm v thng tin t nh
cung cp ti ngi tiu dng. N c lp ra bi nhng ngi sau:

Nhng nh sn xut: Nhng nh my v nh cung cp ca h, hoc nhng ngi

pht minh ra cc sn phm hoc dch v.

Nhng trung gian: Nhng cng ty m lin kt gia ngi bn v ngi mua v lm
trung gian cc giao dch gia h (v d nh nhng nh bn l).
Nhng ngi mua: Nhng ngi tiu dng v ngi dng sn phm hoc dch v.
Kinh nghim ca khch hng trong vic dn h ti sn phm thng l nhng
mu sc m h tha mn vi sn phm, hnh nh thng hiu v s trung thnh vi
thng hiu.
Cu trc ca knh phn phi c th thc y hoc ngn cn nhng c hi kh thi
cho vic marketing trn internet. Nu giao dch t ng, ngi tiu dng phi phi
t thc hin chc nng tm kim v mua qua mng m thng thng n c tin
hnh bi nhng ngi bn l. Nu bn tng tm kim mt chuyn bay gi r nht,
bn s nhn ra rng thi gian thm vo tng ng vi vic n gin gi mt cuc
gi ti i l bn v thng thng.
Bn nhn t chnh kt hp thnh kiu cu trc knh phn phi ca cng ty, v tt
c nh hng ti nhng chin lc marketing:
Cc kiu knh trung gian trn mng.

di ca knh trc tuyn.

Nhng chc nng c thc hin bi cc thnh vin ca knh .

Nhng h thng vt l v thng tin lin kt ti cc thnh vin ca knh v cung cp

mt s phi hp v qun l bng vic n lc thu thp ca n phn phi sn
phm hoc dch v.
9.3. CC KNH TRUNG GIAN TRN MNG
Mt cch tt hiu v cc trung gian trn mng l thng qua cc m hnh kinh
doanh ca h. Nhiu kiu m hnh kinh doanh trn internet c nhng ci tn mi,
nhng bao nhiu trong s chng l tht s mi? Trong mt cuc iu tra gn y, hu
ht nhng m hnh kinh doanh trn internet xut pht t s a dng ang tn ti trong
cc khi nim marketing truyn thng, nhng cng ngh lm chng hot ng hiu
qu hn. Mt s sn phm k thut s, nh phn mm hay m nhc, ton b knh phn
phi c th da trn internet. Khi mt ngi tiu dng mua mt phn mm qua mng,
nh cung cp thng chuyn n qua internet ti my tnh ca ngi mua. Tuy nhin,
trong hu ht cc trng hp, ch mt s cng ty trn knh ny l hot ng hon ton
hoc mt phn no qua Web. V d, nhng sn phm khng phi l k thut s nh
nhng bng hoa hay ru c th mua trn mng nhng phi chuyn hng bng xe ti.
Tuy nhin, a im chnh xc ni giao hng c th c ln theo bng vic s dng
giao din Web (vai tr thng tin ca s phn phi). Minh ha 9.1 trnh by ton b cc
phn loi cho phn nghin cu di y.

221
 Minh ha 9.1: Hnh mu kinh doanh in t
1. Ti tr ni dung

2. Trang Web cung cp thng tin sn phm

3. Nhng trung gian
Ngi mi gii: Mua bn trc tuyn
u gi qua mng

i l: Nhng m hnh i l i din ngi bn

i l bn (chng trnh chi nhnh)
i l ca nh sn xut(tp hp danh mc)

Nhng m hnh i din ngi mua (i l mua)

i l mua sm
u gi ngc
Hip hi ngi mua

Bn l trc tuyn (Thng mi in Nhng sn phm k thut s

t):
Nhng sn phm hu hnh
Phn phi trc tip

Nhng knh trung gian bao gm nhng ngi bn bun, bn l, ngi mi gii
v cc i l.

Ngi bn bun mua cc sn phm t nh my v bn li cho cc nh bn l.

C nh bn l truyn thng hay trc tuyn mua sn phm t nh my hoc cc nh
bn bun v bn n cho ngi tiu dng.
Ngi mi gii lin kt giao dch gia ngi mua v ngi bn tr nn thun tin
hn m khng cn gii thiu h vi nhau. H l nhng ngi to ra th trng v
khng lm thay i thng hiu hng ha.
Cc i l thng gii thiu ngi mua v ngi bn vi nhau, ph thuc vo
ngi m thu v tr tin cho h. H lin kt cc giao dch gia ngi mua v
ngi bn thun tin hn v khng lm thay i thng hiu hng ha. Cc i l
ca nh sn xut gii thiu ti ngi bn v ngc li, cc i l mua bn gii
thiu ti ngi mua.
9.3.1. M hnh ti tr ni dung
Trong kiu m hnh ny, cc cng ty to ra cc trang web, thu ht mt lng ln
truy cp v bn qung co. Mt vi cng ty dng mt chin lc ngch v li cun
nhng khn gi c bit (v d nh iVillage.com cho ph n), v nhng cng ty khc
th li cun mt lng khch hng ph bin (nh CNN.com). Nhng c tnh ca web

222
dng kiu m hnh ti tr ni dung bo gm tt c cc cng thng tin in t chnh
nh: Google, Yahoo!, MSN, v vn vn.
Minh ha 9.2: Doanh thu trung bnh v qung co ca cc hng nm 2006
Nhiu tp ch v bo in t cng dng kiu m hnh ny; qu thc, rt nhiu
ni dung trn mng c h tr qung co. Pandora i pht thanh cung cp pht
thanh thng mi min ph da trn s thch ca ngi dng. Nhng ngi nghe nhp
vo tn mt bi ht hoc ca s h thch v Pandora to ra mt trm i pht thanh cho
ring h vi loi nhc tng ng. Pandora duy tr m hnh kinh doanh qua mng ca

H tr ni dung Doanh thu qung H tr ni dung Doanh thu qung

co/ngi co/ngi
Google 12,28 la MySpace 1,32 la

Yahoo! 8,65 la Youtube 1,00 la (c lng)

Microsoft 3,25 la eBay 0.33 la

Time Warner 1,62 la

mnh bng cch gii thiu cc qung co trn trang web m n c m ra khi ngi
dng nghe nhc (hnh 9.3).

Minh ha 9.3: Pandora pht thanh l mt m hnh ti tr ni dung

(Ch rng mt qung co thng xut hin bn phi mn hnh)
Source: www.Pandora.com.

Nhiu trang web mong mun bn khng gian qung co, nhng tht kh
lng truy cp cnh tranh vi cc cng thng tin in t v cc trang web mi.
Hnh 9.4 l nhng loi trang web em li nhng qung co n tng nht n nhng
ngi qung co (o lng n tng ny bng cch m s ln mt qung co c
xem). hiu lm th no nhng cng thng tin lu hnh ni dung ca h, nhng th
sau y l nh gi ca Morgan Stanley v li nhun qung co hng nm thu c

223
trn mt ngi dng cho nhng website kiu ti tr trong nm 2006 (Google v
Yahoo! Chim 58 % li nhun qung co trn mng ca M).
Bc ha ny ch l mt cht khc bit nu ch hin th nhng qung co c
quan tm n v Google ch dng nhng qung co dng vn bn v cc cng c tm
kim khc cng da phn ln vo cc qung co dng vn bn. Yahoo! ng u loi
qung co ti tr vi 18,8% tt c cc qung co, theo sau l Fox Interactive Media vi
16,3% v trang web ca Microsoft l 6,7% (theo comScore).

Minh ha 9.4: Biu biu din nhng ch ti tr trang web n tng nht
Ngun: www.Nielsen/NetRatings.com (d liu AdRelevance)

Chng ta cp m hnh ny trong thng mi in t v ti tr ni dung to ra

li nhun trong th trng B2B. Sn phm ny, tt nhin l khng gian qung co trn
trang web, v gi tr cho n tng theo lng khn gi xem qung co . Kiu m
hnh ny bt ngun t truyn thng truyn thng, ni m ti vi, cc tp ch v cc kiu
truyn thng khc bn khng gian v thi gian cho qung co. Trong chng 7, chng
ta s tho lun v kha cnh khc: cc cng ty mua khng gian qung co nh l mt
cch giao tip vi cc c ng.
Craigslist dng kiu m hnh ti tr ni dung v n cung cp mt danh sch min
ph v iu ny iu chnh 30 triu qung co mt thng thnh thu ht chn t trang
web c xem mt thng. H c tr tin ti tr do cc qung co khc nhau cho cc
nh mi gii bt ng sn v tm kim vic lm.
M hnh ti tr thng c dng kt hp vi cc kiu m hnh khc to ra a
dng li nhun. V d, Buy.com, mt trang bn l trc tuyn, bn nhng qung co
trn trang ca mnh thu thm li nhun m ln lt cho php n a ra gi thp

224
hn. Tng t, trong khi hu ht cc trang bo mng a ra n bn hin hnh min
ph, th h thng thm mt phn nh phc hi mt bi bo c.
9.3.2. T chc thng tin
Mt t chc thng tin (Infomediary10) l mt t chc trn mng thu thp v
phn phi thng tin. Mt kiu ca t chc thng tin l cng ty nghin cu th trng.
Thng thng, t chc thng tin n b cho ngi tiu dng cho vic chia s thng tin
c nhn ca h. V d nh, mt thnh vin ca comScore Media Metrix c tr tin
bi thng, tuy nhin, mt vi trung gian ngm ly thng tin m khng bi thng (v
d nh , DoubleClick dng cookies ln theo ngi dng khi h lt web).
Mt kiu khc ca t chc thng tin l mt s thay i trong m hnh ti tr.
Dng giy php marketing, cng ty ny tr cng cho khch hng mua khng gian
qung co trn mn hnh my tnh ca h. S tr cng c th l tin, im thng
mua hng, hoc dch v internet min ph. y, nhng ngi tiu dng ang thc s
bn khng gian trn mn hnh ca h, nhng quan trng hn, h bn s ch ca h
mt th hng ha him c trong khng gian mng. T chc thng tin ny sau thu
li nhun bng cch bn li khng gian mn hnh cho nhng nh qung co. nhn
c tin cng, ngi tiu dng i lc phi chia s nhng thng tin v nhn khu hc
hoc tm l hc vi nhng nh marketing c thm quyn. (Mc d nhng thng tin c
nhn thng khng c tit l vi cc nh marketing). Ngi tiu dng cng c
yu cu ci t mt phn mm trn h thng ca h m a ra mt ca s c nh ca
t chc thng tin m trong chy nhng qung co. Nh vy, ngi tiu dng
nhn thy hai loi qung co trn website v trn ca s ca t chc thng tin. Eudora,
mt chng trnh phn mm th in t, dng kiu m hnh ny bi v n a ra
nhng phin bn qung co c ti tr min ph v i mt khon ph cho nhng
phin bn qung co min ph.
Thm vo , ngi tiu dng c li bi nhn c nhng qung co m
nhm ti nhng s quan tm c bit ca h. Thc vy, tng cn bn ng sau m
hnh t chc thng tin a n cho ngi tiu dng nhiu la chn hn trong cch
thc h nhn thng ip marketing nh th no (Hagel v Singer, 1999). Li ch cho
t chc thng tin l thng tin v ngi tiu dng lm tng gi tr nhng qung co ca
n. Li ch vi nhng nh marketing l h c th tip th ti nhng khch hng mc
tiu quan trng m c la chn chnh xc trong h thng. Giy php marketing cho
php cc nh marketing lm nhng th dng nh khng th qung co trong khi
khch hng ang trn trang web ca i th cnh tranh.
9.3.3. Cc m hnh trung gian
C ba kiu m hnh trung gian chnh thng c ng dng trn internet l: cc
m hnh mi gii, cc m hnh i l v m hnh bn l trc tuyn.

10
Infomediary nh l mt cng vic m khi , mt i l c nhn i din cho ngi tiu dng gip
h kim sot thng tin v h dng cho cc nh tip th v qung co. Khi nim v infomediary ln u tin
c xut bi nhm t vn McKinsey v cc gio s John Hagel III, v Marc Singer trong sch NetWorth ca
h.

225
a. Cc m hnh mi gii
Nhng ngi mi gii to ra mt th trng m trong ngi mua v ngi bn
thng lng vi nhau v hon thnh cc giao dch (Rapa, 2000). Nhng nh mi gii
in hnh a ra cho ngi bn v (hoc) ngi mua mt mc ph giao dch, nhng
h khng i din cho bn no trong vic cung cp nhng dch v trao i v thng
lng. Mt vi nh mi gii cng a ra mt danh sch cc khon ph. Nhng nh mi
gii cung cp nhiu nhng dch v gi tr gia tng gip thu ht nhng ngi tiu
dng v lm cc giao dch thun tin hn. M hnh mi gii iu khin nhng trao i
mua bn trc tuyn trong cc th trng B2B, B2C v C2C. V d hay nht trong th
gii ngoi tuyn l mt ngi mi gii chng khon, ngi m a nhng ngi mua
v ngi bn li vi nhau NYSE hoc nhng ni mua bn khc. Nhng s trao i
v u gi l kiu m hnh mi gii ph bin nht trn mng.
Nhng li ch chnh vi ngi mua l s thun tin, vic t hng v giao dch
c tin hnh nhanh chng. Nhng chi ph tit kim c l ngi mua mua c
gi thp hn, gim bt thi gian tm kim, tit kim sc lc v bt tht vng trong vic
tm c mt ngi bn thch hp. Li ch chnh ca ngi bn l s to thnh mt
lng ln nhng ngi mua quan tm. Nhng chi ph tit kim m ngi bn tit kim
c n t nhng chi ph thu ht khch hng v chi ph giao dch thp hn.
Mua bn qua mng: E*TRADE, Ameritrade, Schwab v mt my ch ca cc
nh mi gii trn mng khc cho php nhng khch hng thc hin nhng giao dch
thng mi t my tnh ca h m khng cn phi gi in hay n gp nh mi gii.
Nhng kiu mi gii ny lm gim chi ph ca ngi mua bng cch lm gim chi ph
giao dch. H cng cung cp nhng li ch trong vic tin hnh vic mua bn nhanh
chng, cng cp nhng ti nguyn lin quan, v cho php lp trnh cho vic mua bn.
Mt vi nhng dch v mi hn thit lp cc cuc hn gia cc nhng nh bun, thng
qua internet kt ni thng nhng nh bun ti th trng.
Autobytel v cc nh mi gii trn mng khc cho php cc khch hng t gi
vi nhng ngi bn xe hi tiu chun trong khu vc ca h m khng cn gi in
hay ti gp nhng thng nhn . Cc thng nhn a ra mt gi khng tranh ci
thng qua dch v ny. Do , khch hng c th trnh c s khng hi lng trong
vic thng lng gi vi mt thng nhn no .
Th trng B2B sinh ra mt lng ln nhng mi gii thnh cng. Converge dn
u giao dch mua bn n danh trong th trng in t ton cu
(www.converge.com), tp hp cung v cu t hng ngn thnh phn, thit b c bn v
cc nh my theo hp ng, nhng nh phn phi, v nhng ngi mua i bn li.
Kiu m hnh ny tng t vi s giao dch chng khon. Nhng ngi tiu dng lin
h vi mt ngi bn hng ca Converge trn sn mua bn vi n t hng ca h (v
d, mt n t hng cho 100.000 bng bn dn). Ngi bn xc nh nhng nh
cung cp, hon thnh vic mua, v gi ly mt khon chnh lch gia gi mua v gi
bn. Doanh thu gia tng thm ti t nhng khon ph c nh khc. Giao dch mua bn
l n danh: nhng nh cung cp gi hng ti kho kim sot cht lng ca
Converge ni m nhng hng ha c kim tra v sau chuyn cho ngi mua.
Converge bo m cht lng ca nhng sn phm v thit lp chnh sch khng
khiu ni. Dch v trn mng ca Converge bao gm nhng danh mc mua bn c
nhn, thng tin trao i vi ngi bn hng, v nhiu phng php p ng nhng

226
yu cu bao gm vic ln danh sch cc sn phm, hoc tm kim cc sn phm theo
khch hng.
Guru.com l mt ni trao i ti nng. Nhng nh tuyn dng c th tm nhng
ngi lao ng t do trong mt th trng ton cu rng ln vi hn 100.000 ngi
hnh ngh t do v 30.000 nhn vin trong c s d liu. Nhng nhn vin ca
Guru.com c th xc nh nhng ngi t vn trong 160 lnh vc chuyn mn, bao
gm thit k web, lp trnh, thit k ha, c vn kinh doanh, v h tr qun tr. Khi
mt lin kt c to dng, Guru.com s thu mt khon ph, ging nh l nhng cng
ty mi gii.

Minh ha 9.5: Trang web v mi gii vic lm ca Guru.com

u gi qua mng: u gi qua mng l vic thch thc nhau trong vic t ra
gi cho mt vt no theo quy tc t 100 nm trc. Nhng cuc u gi c trn cc
th trng B2B (uBid.com), B2C (priceline.com), v C2C (eBay.com). Mc d mt
vi nh bun chn cch t t chc nhng cuc u gi ca ring h, th rt nhiu
nhng cuc u gi khc li thng qua nhng nh mi gii u gi nh uBid. Khi
nhng nh bun u gi nhng sn phm ca h trn trang web ca mnh, h tr thnh
ngi bn trc tip dng cch t gi nng ng. Bn th ba ph trch vic u gi l
nhng trung gian mi gii.
Nhng ngi bn hng kim li nhun bng cch bn hng ha theo gi th
trng v thanh l i nhng hng ha d tha. Nhng ngi mua thu c li ch
bng cch t c mt tha thun c li, trong nhiu trng hp, cn l s thch th

227
vi nhng cuc u gi nh mt tr chi gii tr. Mt tiu cc l ngi mua c th mt
nhiu thi gian cho cuc u gi v i lc phi tr qu nhiu tin (li nguyn cho
ngi chin thng tho lun trong nhng chng trc). Mc d nhng ngi mua
c th dng nhng dch v y thc vic t gi mt cch t ng, nhng nhng
nghin cu cho thy nhiu cuc ving thm cc trang web u gi c lp i lp li
nhiu ln thc hin vic t gi.
Mt vi ni u gi a ra mt lng sn phm rng ln. uBid t chc mt cuc
u gi B2C cho nhng sn phm t nhng chic my tnh cho n chuyn i du lch.
Nhng a im u gi khc chuyn mn ha trong nhng th trng hp. G khng
l trong ngnh cng nghip eBay t chc nhng cuc u gi C2C cho hng ngn
danh mc sn phm. eBay va a ra mt lng cc dch v ci tin gip ch cho
khch hng v lm cho vic x l thun tin hn, bao gm bn giao ko, thanh ton
in t thng qua cng ty PayPal, v nhng dch v nh gi cht lng.
b. Cc m hnh i l
Khng ging nh cc nh mi gii, nhng i l i din cho ngi mua hay
ngi bn, iu ny ph thuc vo vic ai tr tin cho h. Trong mt vi trng hp,
b p buc phi i din cho li ch ca bn thu h. Trong th gii thc (ngc vi
th gii o trn internet), nhng ngi kinh doanh bt ng sn c thu bn mt
bt ng sn phi i din cho li ch ca ngi bn.
Cc m hnh i l i din ngi bn
Cc i l bn, i l ca nh sn xut, cc trung gian, v cc ch o u l cc
i l i din cho ngi bn.
i l bn i din cho mt cng ty n l, gip cng ty ny bn cc sn phm
ca mnh; nhng i l ny thng thng hng mt khon hoa hng. V d, cc
chng trnh lin kt chi tr cc khon tin hoa hng cho ch cc trang web gii
thiu h n khch hng. Thng thng s gii thiu ny phi c kt qu l mt
thng v chng nhn t cch c c khon hoa hng . V d,
KarstadtQuelle AG, mt cng ty nm c phn ln ca cc siu th Chu u, tr hoa
hng hai bng anh cho hn 4.000 i l lin kt mi khi h gii thiu c mt khch
hng mi. Mt vi yu cu lin kt mt phn ca vng i gi tr ca mt khch hng
nh l i ph li kiu tr mt phn cho ln bn u tin.
Amazon.com i tin phong trong nhng chng trnh lin kt u tin vo nm
1996, gi l Hip hi Amazon. Mi trang web hin th mt nh ca Amazon m lin
kt (link) n Amazon.com s l mt i l bn hng ca Amazon. H c hng trm
nghn i l nh vy, mi ci l mt im bn sn phm cho Amazon.
D bn l mt blogger c nhn, trang web nh gi11, nh sn xut sn phm,
cng thng tin in t, hay cng c tm kim so snh gi, chng trnh hip hi lin
kt c th bt gp nhu cu ca bn. C th bn s hu mt trang web nh v mong

11
Review site: trang web nh gi l mt trang web m trn cc nhn xt c th c ng ti v
ngi dn, doanh nghip, sn phm, hoc dch v. Nhng trang web ny c th s dng cc k thut Web 2.0
thu thp nhn xt t ngi s dng trang web hoc c th s dng cc nh vn chuyn nghip nh gi tc gi
v ch quan tm cho trang web. Epinions.com v Amazon.com l ngi i tin phong s dng cng c ny.

228
mun kim cht tin trang tri cho chi ph thu my ch, hoc i din cho mt tp
on ln vi nhiu trang web khc nhau. Bt k tm c ca bn th no, th chng
trnh hip hi lin kt vn c nhng cng c bn cn t ti thnh cng.
Cc i l ca nh sn xut i din cho nhiu ngi bn. Trong marketing
truyn thng, thng thng h ch i din cho cc cng ty ch bn sn phm b sung
trnh xung t li ch, nhng trong th gii o, h thng to ra cc trang web
gip ton b nn cng nghip bn sn phm ca mnh. Trong E-Marketing, cc i l
ca nh sn xut thng c gi l aggregator12 ngi bn v h i din cho nhiu
ngi bn trn cng mt trang web.
Hu ht tt c cc trang web v du lch, i li c iu kin tr thnh cc i
l ca nh sn xut t khi nhng hoa hng ca h c tr bi cc hng hng khng,
cc khch sn m h i din. Expedia, Travelocity, Orbitz, v nhiu trang web i l
du lch khc cho php cc khch hng lm ng k cc chuyn tham quan ti cc khu
du lch qua mng. Trong mt s trng hp khch du lch c th khch du lch c th
t c mt tha thun tt hn trn mng nhng thng li ch ln nht li l s tin
li n gin.
Trong th trng B2B, cc i l ca nh sn xut thnh thong c gi l cc
aggregator danh mc. Vi mi ngi bn hng m cc hng i din thng thng
c mt danh mc ln cc sn phm tng km. Hy hnh dung mt nh qun l vic
mua hng trong mt cn phng nh xung quanh l hng trm cc catalogue gii thiu,
m thi gian th c hn. Thch thc cho ngi tp hp l tp hp thng tin t tt
cc cch danh mc trong mt c s d liu cho vic gii thiu trn trang web.
Thng thng, tp hp danh mc a ra phn mm m khng giao tip vi nhng h
thng c s d liu bn trong ca nh cung cp. Nhim v ny c thc hin d dng
hn khi cc nh cung cp dng cc phn mm t tiu chun cng nghip nh Arriba,
CommerceOne, Concur, hoc Alliance qun l cc danh mc ca h. Hn na, cc
danh mc phi lun c duy tr nh l s sn c ca sn phm, v cp nht gi.
S tin b hn ca cc i l ca nh sn xut h tr cho vic ty bin v thng
nht danh mc vi cc h thng lp k hoch ti nguyn (ERP) ca ngi mua. Nhng
hin th danh mc ty bin v gi v cho bn sn phm c m phn gi trc. Mt
vi th s vn duy tr cc gii hn s dng cho cc nhn vin c bit v t ng
chuyn tip nhng n t hng ln ti nhng ngi qun l thch hp c ph
duyt. Cc dch v thch hp bao gm s ngh thay th, thng bo cho ngi mua
v thi hn giao hng, x l cc n hng, v theo di cc n hng.
Vi kiu m hnh ny, ngi mua t c cc li ch ng k, bao gm chu
trnh t hng ngn hn, gim hng tn kho, tng s kim sot. Cc chi ph cho vic
t hng thp hn nh giao dch khng cn giy t, t ng yu cu cc xut
(Request for Proposal - RFP) v yu cu bn bo gi (Request for Quote - RFQ), v
tch hp vi h thng ERP.
College Source (www.collegesource.org) l mt tp hp danh mc cho th trng
cc trng i hc ni m cc sinh vin c th tm kim hn 40.000 danh mc trong

12 Aggregator: thut ng cp n mt trang web hoc phn mm my tnh m tp hp mt loi

thng tin c th t nhiu ngun trc tuyn (Xem http://en.wikipedia.org/wiki/Aggregator)

229
trang web ny. Google cng ang th nghim mt trang web tm kim danh mc
(catalogs.google.com) v sn sng c mt lng ln hng ha ca cc phin bn trn
mng cho cc danh mc t hng qua th. Mt trang web tm kim danh mc khc l
Catalogs.com.
C hai loi trung gian khc nhau m ng vai tr nh i l nhng khng tun
theo cch phn loi thng thng. Mt ci i din cho mt nhm cc nh sn xut,
cc nh bn l trn mng, v cc nh cung cp ni dung, c t chc quanh mt s
kin ln hoc vic mua mt ti sn ln. H gii quyt bn vn chnh ca ngi tiu
dng: gim thi gian tm kim, cung cp s m bo cht lng ca ngi bn, thc
hin cc giao dch lin kt cho mt nhm c quan h mua bn, v cung cp thng tin
v cc ch lin quan nhm gy ch v hng mua. Cc trang web ca cc cng ty
ny nhn hoa hng t vic gii thiu hoc hon tt giao dch. Edmunds.com l mt v
d hay trong th trng kinh doanh xe hi, cung cp thng tin v nhng xe mi v
qua s dng v li khuyn trong cc tha thun thng lng. N cng hng cc
khch hng quan tm ti mt dch v mua xe, thng tin ti chnh, cc th trng linh
kin, v cc la chn bo him. Knot i din mt th trng m ci, a ra thng
tin v k hoch, thi trang, ngi p, ch r, ph du v cc b m, v.v. N cng
c cc cng c nh tm kim o c du, ni ng k, bng lit k cc mc cn kim
tra, danh sch khch mi. Thm vo , Knot cung cp ch ti tr nh l hng
dn cch lm thip mi bi OurBeginning.com hoc hng dn t chc m ci bi
GiftCertificates.com.
Cc trung gian khc t chc cc nh bun trn mng trong mt m hnh tng t
nh mt ch mua bn. Cc nh bun tham gia t c s qung b cho mnh t
lng ngi dng truy cp vo ch o . Ch o thu c li thng qua nhiu khon
ph khc nhau nh: ph lp danh sch, ph giao dch, ph ci t. D vy, cc ch thc
cung cp mt dy cc ca hng hp dn ti mt a im, d vo t ng chnh, v c
ch xe rng ri min ph, khng c nhng li ch ny trn mng. Tuy nhin, cc
ch o c th cung cp ti su li ch cho khch hng. u tin l nhn hiu nhng
ngi tiu dng c th thoi mi hn trong vic mua hng t mt ca hng c ln
danh sch trn trang web mua sm ca Yahoo! hn l mua t ni khc. Li ch th hai
l tnh sn sng ca tin in t, cho php cc khch hng ng k thng tin v chuyn
hng v ha n ch mt ln v sau d thng tin ny li c khi phc li khi vic
mua hng din ra bt c ca hng lin quan no, do vic x l n hng c
n gin ha. Li ch th ba l lun c cc chng trnh mua sm thng xuyn m
trao thng cho cc khch hng mua sm trong ch . Li ch th t l ng k qu
tng m tin hnh thng qua nhiu ca hng. Li ch th nm l vic tm kim thun
tin xc nh cc sn phm trong cc ca hng. Li ch th su l mt dch v
ngh nh l ngh tng qu vo ngy ca m.
Yahoo! Shopping va tp hp mt lng ln cc nh bun bao gm c Best Buy
v Target, cng nh mt lng ln cc nh bn l tn tui khc. H a ra tin in t
c th s dng mua sm t nhiu ngi bn trong danh sch ca h; h cng c
mt chng trnh mua sm thng xuyn, ng k qu tng, gii thiu sn phm, v
tm kim tin li. Amazon.com c th c xem nh mt ch o m hin nay n a
ra mt lng ln cc sn phm khc nhau v bn th hai cc nh bn l.
Cc m hnh i din ngi mua

230
 Cc i l mua i din cho cc ngi mua. Trong marketing truyn thng, h
thng thit lp cc mi quan h di hn vi mt hoc nhiu hng; tuy nhin, trn
internet h i din cho bt c ngi mua no, trong nhiu trng hp khng xc nh
c danh tnh. Cc i l mua sm v u gi ngc gip c nhn cc ngi mua
mua c vi gi c h mong mun, trong khi , nhng ngi mua hp tc vi nhau
thnh hip hi ngi mua c ting ni ln hn trong vic mua hng, v do gi r
hn.

Minh ha 9.6: CNET Shopper gip ngi dng tm kim cc sn phm in t

Source: www.shopeer.cnet.com

Nh tho lun trong chng trc, khi cc i l mua sm c pht trin ln

u tin, nhiu ngi lo s rng h c th y gi c trn internet xung ti mc
kh tin. Kch bn khng xy ra v gi c khng phi l nhn t duy nht m
nhng ngi tiu dng cn nhc khi thc hin mt v mua bn. Gn y hn, cc i
l mua sm th h th hai gi y c th o m c gi tr ch khng ch c gi c.
PriceScan v CNETs Shopper l hai hng a ra dch v ny (Minh ha 9.6).
Nhng ngi tiu dng m thch s nh gi v mt nh lng ca mt ngi
bn c th mua sm thng qua trang BizRate.com ca Shopzilla. BizRate nh gi hn
9.000 ngi bn da trn cc kho st v mc tha mn ca hng ngn khch hng
sau mi ln mua sm cc ca hng ca trang web ny. BizRate nh gi cc ngi
bn trc tuyn thng qua kin phn hi ca khch hng.
BizRate a ra mt bn bo co v nhng kinh nghim ca ngi tiu dng vi
ngi bn (ly t cc cuc kho st hng ngn khch hng) v biu din cc chnh
sch kinh doanh c thng k ca ngi bn . BizRate cng a ra mt chng
trnh gim gi cho cc khch hng m mua t nhng ngi bn c bit.
Mt phin u gi ngc xut hin mt trang web m ng vai tr nh l mt
i l mua hng cho cc c nhn ngi mua. Trong mt phin u gi ngc, ngi

231
mua xc nh mt ci gi v ngui bn th ra gi cho mn hng . Ngi mua cam
kt mua mt ci gi xc nh, v ngi bn hoc gp ng gi hoc ti
gn gi c th bn. Priceline l ngi chi chnh u tin trong cc phin u gi
ngc.
Li ch vi ngi bn l b bt lng hng tn kho qu ti m khng lm o
ln qu mc cc knh hin c mt li ch qu gi cho ngi bn vi loi hng ha
nhanh ht hn nh v my bay hay phng khch sn. Li ch cho ngi mua l h mua
c sn phm vi gi thp hn v s tha mn tr gi. Tuy nhin, nhng ngi mua
c t s la chn v cc thng hiu, nh cung cp, v tnh nng ca sn phm. S
gim thiu trong vic la chn tnh nng phn bit sn phm ny trong hu ht
cc trng hp trnh xung t vi cc knh ca nh cung cp i tc hin ti.
Hip hi ngi mua
Gm nhiu ngi mua hp tc cng nhau a gi ca cc hng ha la chn thp
xung. C nhn ngi mua, do vy nhn c li v gi c nh ting ni ca hip hi
ngi mua. Cng nhiu ngi mua tham gia hip hi, th gi gim xung cng thp,
thng thng theo mt hm bc thang. Ly v d, mt ti nm ngi mua phi tr 69
la, su n mi ngi mua ch phi tr 58 la mi ngi v v...v. Hm bc
thang ny khuyn khch nhng ngi mua tuyn m thm bn b ca mnh gip
y gi xung bc tip theo. Nhng ngi mua c th lm ra gi ca h ty thuc
vo sn phm t ti im gi xc nh no.
Mercata, Mobshop, v cc hip hi ngi mua ha hn khc chm dt khi h
khng th xy dng cc m hnh kinh doanh c li trn mng. Cc hip hi trn mng
cn li i din nhiu hn cho cc hip hi ngi mua truyn thng ngoi tuyn nh l
Solar v Renewable Energy Cooperative (www.soarenergy.org). Tuy nhin, chng ta
tin rng internet c kh nng h tr m hnh ny khi c chng minh bi s ni bt
ca cc hip hi mi trn mt nn tng thng thng. Ci cui cng l mt hip hi
ngi mua cc chng trnh dy hc ti nh, i din cho hn 23.000 gia nh
(www.homeschoolbuyerco-op.org).
c. Bn l trc tuyn
Bn l trc tuyn l mt trong cc m hnh kinh doanh qua mng ph bin nht.
Mt phn khng l ca thng mi in t, l ni cc nh bun thit lp nhng ca
hng trc tuyn v bn hng cho cc nh kinh doanh v nhng ngi tiu dng. Cc
sn phm s c th phn phi trc tip thng qua internet trong khi cc hng ha hu
hnh phi c gi thng qua cc nh cung cp dch v vn chuyn nh l UPS,
USPS, hoc FedEx. Cc hng bn cc hng ha hu hnh trc tuyn c th to ra bt
c cp trch nhim no t vic lm mt cch nghim tc cho n lm mt cch hi
ht; tuy nhin, hp l nht, cc nh bn l thuc th gii thc vn a ra t nht mt
vi sn phm bn trc tuyn.
Mc d mt sn phm trc khi hin din trn internet xy dng c thng
hiu, nhng iu khng c m bo trn mng l tip tc thnh cng. Thng
thng cc nh cung cp mi ra nhp th trng khng b rng buc v vn ha
c xc lp bi cc doanh nghip khc v c th i mi nhanh hn p ng nhu
cu ca khch hng. Gi y, cc doanh nghip mi tham gia th trng internet m

232
nn tng hot ng l cc doanh nghip kinh doanh truyn thng vi mc tiu m rng
thng hiu thng qua vic gia tng cc knh tip xc mi ginh cho khch hng
c kt kinh nghim nhm hon thin cc sn phm ca h. C hai hay nhiu hn cc
v d ni bt nh l E*TRADE v Gateway Computer, nhng cng ty m m rng
hot ng kinh doanh thuc th gii thc trong cc nm gn y.
Marketing a knh l s s dng nhiu hn mt knh bn hng, chng hn nh l
knh trc tuyn, knh truyn thng v qua catalog. Hu ht cc nh bn l truyn
thng ln l cc nh marketing a knh bi v h cng bn cc sn phm qua mng.
Hu ht cc nh bn l kiu catalog cng dng marketing a knh, v 80% trong s h
ni rng h c tiu chun gi c, chuyn hng v s thc thi thng nht gia cc knh
(thng qua Hip hi Marketing trc tip). Vi cc nh bn l kiu catalog, 44% tng
sn lng bn ca h l t knh trc tuyn trong nm 2006, v 78% ni rng ch s
ROI ca h tt hn khi c hai knh c s dng mt phn hp l v h c th gp
nhng khch hng khc nhau thng qua mi knh. Sharper Image l mt v d xut sc
v tip th a knh. Nh bn l c bit ny va c 186 ca hng thuc th gii thc
(chim 59% sn lng bn) va c mt ca hng trc tuyn (chim 16% lng bn)
v mt knh catalog (chim 17% lng bn). Cng ty ny gi 98 triu catalog trong
c s d liu ca h ti 19 triu khch hng vo nm 2005, a ra trung bnh t 200
n 250 sn phm mi ci. H cng gi 64 triu bc th trc tip khc nhau. Theo s
quan st ca cc nh nghin cu marketing, cc sn phm catalog (nhiu hn cc sn
phm ca cc ca hng bn l truyn thng) l cc sn phm thng hiu ca Sharper
Image, c th bi v l li nhun ca cc thng hiu ca ca hng ln hn nhiu v
catalog l knh t hn do phi tn chi ph in, gi th, v gi in.
Mt tin b ca bn l trc tuyn l cc cng ty c th bn cc sn phm c
sp xp thnh cc loi rng v su hn so cc ca hng bn l truyn thng, v h
khng b gii hn bi khng gian hn hp trong cc ch v cc khu nh thit k m
rng t cc khu vc t . Thay v vy, h c th dng cc nh kho khu vc c
gi thu r, v chuyn hng t . Ci tn the long tail c t bi Chris Anderson,
ngi bin tp ca tp ch Wired, m ch n c th tng doanh thu bng cch bn s
lng nh ca mt lng ln cc loi hng ha qua mng. Ly v d, nm 2004,
Netflix.com bn 25.000 a DVD t kho so vi 3.000 a mt ca hng phim
Blockbuster. Netflix c th bn mt lng ln cc loi a DVD kh tm thy vi s
lng mi loi khng nhiu, v sn phm khng xut hin cc ca hng cho thu
a truyn thng v t con s 20% doanh thu ca Netflix. Mt s ngi tiu dng c
tip xc ln lun quan tm ti mua hng trn mng vn cn c ghi li a ch bi
cc cng ty thng mi in t. Theo Pew Internet v American Life: 75% ng l
h khng thch dng th tn dng qua mng, 43% thc hin hng, 32% nhm ln, b
chong (30%) bi cc loi v s lng (hoc cao hoc thp) ca thng tin trn mng.
Tuy nhin, gn nh tt c ngi tiu dng u dng internet mua hng qua mng
hoc dng n kho hng v thc hin mua hng ca hng truyn thng sau , v
s lng ngi ny tng theo tng nm.
Mt trong nhng vn ln nht cho bn l l s b ri gi hng trong qu trnh
mua hng. Trong nm 2006, nghin cu ca Marketing Sherpa t 1.100 nh marketing
thng mi in t cho thy, trung bnh cc gi hng b b i l 59,8%. Trong bi bo
ca mnh, 20 li khuyn lm gim lng gi hng b b d, Bryan Eisenbert a
ra nhng gi sau:

233
 Ch trnh din nhng mt hng hin c trn trang sn phm - ng khch phi
i kt qu kim tra cn hng hay khng khi xem hng.
Lm mi thng tin r rng ch s bm chut chuyn tip x l kim tra.

Bao gm mt ch mc tin trnh khch hng c th bit c h ang tin

trnh kim tra no.

Cung cp mt ng lin kt quay tr li trang sn phm ban u kim tra li v

c v cc ty chn khc.

Thm nh sn phm bn trong gi hng.

Cung cp chi ph chuyn hng sm nht c th.
Nhn li v mnh trong bt c vn no.

Hy ngi mua hng bit lm th no lin lc vi bn nu c li xy ra.

a cho khch hng mt la chn t hng qua in thoi.

Tp trung vo kinh nghim ca khch hng - n thuc v h, khng phi bn.

Cn thn vi vic thao tc vi cc m n hng th no n khng b ri tung

ln.

Tha thun v s nh gi cnh tranh mt cch trc tip c th a ra mt mc

gi thp hn.
Ly tin mt bng cc phng thc thun tin, nh l PayPal.

a ra mt s m bo i vi cc sn phm ang b ch bai.

Thm vo cc thng ip ca bn th ba chng hn nh l s bo m hay logo ca

cc gii thng nh Better Business Logo.
Pht trin mt h thng theo di cc li xy ra, do vy bn c th sa chng.
Lu (save) cc gi hng, nh vy khch hng c th xem li v hon thnh n t
hng.
C gng c c cc kho st nghin cu kinh nghim mua sm.
Tt c nhng sn phm hu hnh c bn trc tuyn nh l sch hay c,
u c phn phi thng qua nhng knh thng thng. Loi phn phi ny kh
khng hiu qu: bng vic phn phi 100 bn sch ti mt ca hng thc trong mt
ln vn chuyn, xe UPS phi phn phi ti 100 c nhn khch hng. Nhng ngi tiu
dng tr mt khon ph cho dch v ny m c th vt qu c chi ph tit kim c
khi mua hng qua mng. Hn na, nhng quy tc ni b i lc cn tr vic phn phi
sn phm trc tip. Ly v d, Wine.com (vn nho o www.wine.com), mt nh phn
phi ru, b rng buc bi cc quy tc hot ng thng qua cc trung gian a phng
hn l gi ru bng c th gia cc bang ci m ko di thm knh phn phi.

234
 Cc sn phm s: Mt hy vng ln cho internet l phc v nh mt trung gian
cho vic phn phi vt l ca cc sn phm s v cc dch v nh l tin tc, m nhc,
phn mm, phim nh, v v..vR rng, cc chi ph phn phi cc sn phm s thp
hn ng k so vi knh phn phi vt l. T New York Times (www.nytimes.com)
l ngi u tin thc hin m hnh xem bo qua mng n thu ht hng trm
ngn khch hng mi m ang khng c bo c in n ti trang web ca h.
Classmates.com, iTunes, v Wall Street Journal Online cng thnh cng trong vic
bn ni dung trn mng.
Trong khi vic mua bn truyn thng c mt khi u chm, th nhng ngi
tiu dng gi y c th mua mt lng ln ni dung trn mng (Minh ha 9.7).
Ci ny khng bao gm ngnh cng nghip gii tr s, chng hn nh c tnh c 2,5
t bi ht trn iTunes, 50 triu chng trnh ti vi, v trn 1,3 triu b phim m Apple
bn c t khi iPod c gii thiu (xem www.afterdawn.com).
S phn phi trc tip: Nh sn xut bn trc tip cho khch hng hay khch
hng kinh doanh trn m hnh phn phi trc tip, ging nh Dell, Inc lm (cng c
gi l bn hng trc tip). Hot ng ny thng thng c s dng trong vic bn
hng truyn thng; tuy nhin, internet li khin n d dng hn cho cc nh sn xut
b qua cc trung gian v i thng ti nhng ngi tiu dng hoc khch hng kinh
doanh.

235
 Minh ha 9.7: S tng trng ca vic s dng cc ni dung trn mng
Tiu ch 2003 2005 T l % thay i
(Triu) (Triu)
Gii tr/Li sng la214.0 la573.8 168.1
C nhn/Hn h 449.5 503.4 12.0
Kinh doanh/u t 334.1 320.3 (-4.1)
Nghin cu 108.6 152.3 40.2
S trng thnh c nhn 90.7 117.3 29.3
Tr chi 73.0 108.4 48.5
Tin tc tng qut 87.5 78.7 (-10.1)
Danh b cng ng 87.0 65.4 (-24.8)
Th thao 38.2 51.3 34.3
Thip chc mng 40.6 45.7 12.6
Tr gip tn dng 36.6 28.4 (-22.4)
Ngun: D liu t Online Publishers Report c kim sot bi ComScore.
Xem thm www.online-publishers.org

Phn phi trc tip thnh cng trong mt s th trng B2B i lc tit kim
hng triu la trong cc chi ph bn hng lin quan ti c nhn, cu hnh sn phm,
v x l n t hng. Cc h thng chuyn dng c xy dng trong mt vi h
thng bn hng trc tuyn gip khch hng trong vic la chn cu hnh sn phm vi
cc thnh phn thch hp, cch thc ca h thng ca Dell l gip khch hng t hng
trc tuyn.
Phn phi trc tip cng thnh cng trong th trng B2C vi vic bn cc sn
phm s nh cp trc , nh cp trc , m khng i hi kho cha,
khng cn tho ra, ng gi, v cc dch v vn chuyn. Cc sn phm d hng nh
hoa hay hoa qu ti cng c phc v bi cc knh trc tip. Mt v d,
Proflowers.com chuyn pht hoa ti t cnh ng hoa. Hoa khng i qua mt trung
gian c xu hng ti hn, c lu hn v trong nhiu trng hp t tn km
hn.
Phn phi trc tip tit kim cho khch hng tin t vic khng phi i qua cc
trung gian khc; i khi, n dn ti vic chuyn pht sn phm nhanh hn. V d,
Fresh Direct x l v chuyn pht cc sn phm ti sng v n ti 20 ngn n
t hng qua web mi ngy cho khong 150 ngn khch hng New York. Vic ct
gim cc trung gian v s dng c s d liu qun l hng tn kho mc tht

236
nht, Fresh Direct c th to ra li ch v hnh nh nhng ngi bn thc phm trc
tuyn khc (Schonfeld, 2004).
Li ch dnh cho nh sn xut bao gm kh nng yu cu hon li mt phn ca
li nhun trung gian, nhng, tt nhin, mt vi ngi thc hin cc chc nng trung
gian ny. Chi ph ch yu ca phn phi trc tuyn i vi khch hng bao gm chi
ph tm kim cao hn tm c nh sn xut ph hp vi mnh v chi ph thi gian
giao dch vi nh sn xut.
9.4. CHIU DI KNH PHN PHI V CC CHC NNG
Chiu di ca mt knh phn phi l s lng cc trung gian gia nh cung cp
v ngi tiu dng. Knh phn phi ngn nht l khng c trung gian nh sn xut
tha thun trc tip vi ngi tiu dng, l cch m Dell bn trc tip cho nhng
ngi tiu dng trong mt knh phn phi trc tip. Hu ht cc knh phn phi kt
hp cht ch vi mt hoc hn mt trung gian trong mt knh phn phi khng trc
tip. Mt knh khng trc tip thng thng bao gm cc nh cung cp, mt nh sn
xut, cc nh bn bun, cc nh bn l, v ngi tiu dng cui cng. Cc trung gian
gip tin hnh cc chc nng quan trng (c m t trong phn tip theo).
u tin, internet c d bo rng s loi cc trung gian, do to ra
disintermediation13 trong cc knh phn phi. Disintermediation miu t tin trnh
loi b cc trung gian truyn thng. Vic loi b cc trung gian tim nng c th gim
cc chi ph nh l vi Fresh Direct. t ti cc nh, disintermediation cho php
nh cung cp chuyn cc hng ha v cc dch v trc tip ti ngi tiu dng trong
mt knh trc tip. Xu hng b trung gian hon ton l loi tr v cc trung gian
thng c th x l cc chc nng ca knh hiu qu hn cc nh sn xut. Mt trung
gian chuyn trch trong mt chc nng, nh l thc y sn phm, c khuynh hng
thnh tho hn trong chc nng hn l ngi khng chuyn.
Nhiu hype ban u bao quanh internet tp trung vo vic loi b trung gian v
kh nng lm gi tt xung khi m internet loi b cc chi ph trung gian. Lp
lun ny sai khi nhn ra mt vi s vic quan trng. u tin, h thng phn phi
Hoa K l hiu qu nht th gii. Th hai, dng cc trung gian cho php cc cng ty
tp trung vo ci m h lm tt nht. Th ba, nhiu nh trung gian truyn thng
c thay th bi nhng ngi tng ng. Trong nhiu trng hp, nhng nh
trung gian trc tuyn hiu qu hn l nhng nh trung gian trong th gii thc. Hy
xem xt mt ca hng trc tuyn. Nhng nh bn l trc tuyn khng phi thu, bo
tr, v b tr khng gian t bun bn trong khu vc mua sm m h mong i.
Mt nh kho khng t tin cung cp mt ni cha hng c th chp nhn c cho
cc hng ha bn qua mng. Ni mt cch khc, cc ca hng trc tuyn ch chu chi

13
Trong kinh t, disintermediation l vic loi b cc khu trung gian trong mt chui cung ng: "ct b
cc trung gian". Thay v i qua knh phn phi truyn thng m c mt s loi trung gian (nh mt nh phn
phi, bn bun, nh mi gii, hoc i l), cc cng ty by gi c th tip xc trc tip vi tng khch hng, v
d thng qua Internet.
Disintermediation khi xng bi ngi tiu dng thng l kt qu ca tnh minh bch th trng cao,
trong ngi mua nhn thc c mc gi cung cp trc tip t nh sn xut. Ngi mua b qua cc trung
gian (bn bun v bn l) mua trc tip t nh sn xut v do phi tr t hn. Ngi mua c th la chn
mua t ngi bn bun. (Wikipedia)

237
ph ci t v bo tr trang web thng mi ca h. Mc d nhng chi ph ny l ng
k nhng n cng khng vt qu khon tit kim c bng cch loi ra ca hng
thc.
Internet thm nhng trung gian mi m cha tng tn ti trc . Ly v d,
Yahoo!Launch tp hp cc ch a phng tin. Yahoo! v Yahoo!Launch cng
ging nh l mt ca hng thu m, hiu a nhc, pht thanh vin trn i pht thanh
v ti-vi, tt c cun vo trong mt. Cc nh trung gian mi khc bo gm cc i l
mua sm v cc hip hi ngi mua.
9.4.1. Cc chc nng ca mt knh phn phi
Nhiu chc nng phi c tin hnh trong qu trnh chuyn sn phm t nh
sn xut ti ngi tiu dng, bt k l nh trung gian no tin hnh chng. Ly v
d, cc nh bn l trc tuyn thng thng nm gi kho hng v tin hnh cc chc
nng tho d, ng gi v chuyn hng p ng mt n t hng ca khch hng.
Trong mt kch bn khc, nh bn l c th thu thc hin cc chc nng tho d,
ng gi v chuyn hng cho bi mt nh cung cp cc dch v v hu cn nh l
UPS. y, nh bn l thc hin mt n t hng ti mt nh kho ca UPS, ni
m sn phm c lu tr. UPS thc hin cc vic tho d, ng gi, v chuyn hng
ti ngi tiu dng. Cc nh phn phi a ra nhiu chc nng gia tng gi tr. Cc
chc nng ny i khi c th nh cc dch v v giao dch, hu cn, v lm thun
tin cho khch hng (Lamb, Hair v McDaniel, 2002).
a. Cc chc nng giao dch
Cc chc nng giao dch l vic thit lp lin lc vi nhng ngi mua v dng
cc chin lc truyn thng marketing lm nhng ngi mua nhn thc c v
cc sn phm. H cng lm cho cc sn phm tr nn ph hp vi nhng nhu cu ca
ngi mua, thng lng gi c, v x l cc giao dch.
Lin lc vi nhng ngi mua
Internet cung cp mt knh mi cho vic lin lc vi nhng ngi mua. Forrester
Research gi internet l knh th t sau ngi bn hng, gi th v gi in thoi; cn
cc nh bn l xem n nh l knh th ba sau ca hng thc v catalog. Knh internet
ny thm gi tr vo qu trnh lin lc theo mt vi cch khc nhau. u tin, vic lin
lc c th c iu chnh cho ph hp vi nhng nhu cu ca ngi mua. Ly v d,
trang web ca Honda (www.honda.com) cho php cc khch hng tm mt i l trong
khu vc ca h, ni m h c th mua cc xe Honda (xem Minh ha 9.8). Th hai,
internet cung cp mt di ln cc ti nguyn c tham chiu nh l cc cng c tm
kim, cc i l mua sm, cc nhm tho lun, phng tn ngu, th in t, cc trang
web, v cc chng trnh lin kt. Th ba, internet thng m ca cho kinh doanh, 24
gi mt ngy, by ngy mt tun.

238
 Minh ha 9.8: Khu vc i l ca Honda
Ngun: www.honda.com

Truyn thng Marketing

Truyn thng Marketing bao gm qung co v cc loi xc tin sn phm (s
tho lun trong chng 7). Chc nng ny thng c chia s gia nhng ngi
tham gia knh. Ly v d, mt nh sn xut c th m mt chin dch qung co trong
khi cc nh bn l ca h a ra cc phiu mua hng. Vic qung co phi hp l mt
v d khc, nh sn xut chia s chi ph qung co vi ngi bn l. Nhng truyn
thng ny hiu qu nht khi h a ra mt s hp tc c li cho tt c nhng ngi
tham gia knh.
Internet thm gi tr vo chc nng truyn thng Marketing theo mt vi cch
khc nhau. u tin, cc chc nng m trc kia i hi nhng lao ng thng thng
th nay c th t ng. Khi Hng hng khng M American Airlines gi ra ngoi mt
thng ip qung co ti hng triu ngi ng k ca n, n khng cn giy
gp, phong b t giy vo, bu ph in nhng nh marketing ca n n gi
nhn vo nt gi gi i thng ip ny. Mt v d khc, vic a mt trang web ti
nhng cng c tm kim c th c t ng ha bi nhng dch v nh l
Submission Pro (www.submission-pro.com) v MoreVisiblity
(www.morevisibility.com). Nhng hng ny nghin cu lm th no cng c tm
kim xp hng cc trang web v sau ti u ha cc trang web khch hng ca h
cc trang t c th hng cao.
Th hai, truyn thng c th c gim st v sa i tng pht mt.
DoubleClick l mt v d, h cho php khch hng ca mnh nh gi thng qua
nhng ci nhp chut vo nhng qung co trn mng ca h theo thi gian thc v
nhanh chng thay th nhng qung co km hiu qu. Th ba, phn mm phn tch
trang web cho vic theo di hnh vi ca ngi dng c th gi nhng mc tiu ca
truyn thng ti nhng c nhn. (cng c DoubleClick).
Cui cng, internet nng cao s phi hp xc tin gia cc trung gian. Cc hng
gi th in t qung co v cc n phm khc cho nhau, v tt c cc hng c th
xem nhng qung co khuyn mi hin ti ca mnh trn mt trang web bt c thi
im no. Tht qu ph bin vi trng hp m cc hng c tr s ngoi tuyn a ra
cc chng trnh khuyn mi m cc nh bn l khng bit v n cho ti khi khch

239
hng hi Truyn thng trn internet c th gip ngn chn vic xut hin ca loi bt
ng ny.
Kt ni sn phm vi nhu cu ca ngi mua
Trang web tri hn ch kt ni sn phm vi nhng nhu cu ca ngi mua.
a ra mt minh ha tng qut v nhng i hi ca ngi mua, cc i l mua sm
c th to mt danh sch cc sn phm lin quan. Cc nh bn l trc tuyn cng gip
nhng ngi tiu dng ni sn phm vi nhng nhu cu. Gap (www.gap.com) cho
nhng ngi tiu dng kt hp v thit k nhng b qun o to ra nhng b ph
hp. Minh ha 9.9 th hin trang web ca hng Land Rover (www.landrover.com), ni
m nhng ngi tiu dng c th chnh sa nhng chic xe theo mun. Mt th v
c bit l cc b lc hp tc (collaborative filtering) ca cc i l c th d on
c s thch ca khch hng da trn hnh vi mua trc . Amazon dng mt b
lc hp tc gii thiu nhng quyn sch v m nhc ti cc khch hng. Khi h
thng ny ng a im, n c th lm tng hng triu ngi dng vi chi ph tng
nh. Hiu qu ca b lc cng tc tht s tng khi nhng ngi tiu dng c thm
vo c s d liu. Ch rng tt c nhng dch v duy tr c tt l v chng t
ng. Tri li, p sn phm vi nhu cu ngi mua trong th gii thc c th cn nhiu
lao ng v nhanh chng qu ti khi s lng khch hng tng. Ngi bn hng
nhng i l bn l phi n lc lm nhng vic nh ny, nhng internet ci tin chc
nng ny bng cch gi bt c khi no v bng cch ni nhng ngi mua vi nhng
sn phm thng qua cc nh bn l. Tt nhin, kh nng ny t mt gnh nng lnh
nhng nh bn l trc tuyn cnh tranh trn c s gi hoc khc bit ha sn phm
ca h theo cch m c ngha vi th trng.

Minh ha 9.9: Land Rover cho khch hng xem la chn trc tuyn
Ngun: www.landrover.com
Gi c thng lng

240
 Thng lng gi c hiu mt cch ng n l vic lin quan n cho hng v
cho hng cnh tranh (counteroffer) gia ngi mua v ngi bn chng hn nh c
th c hng dn, iu chnh bi mt ngi thng qua in thoi, hoc qua th in
t mt cuc hi thoi hai chiu. Tuy vy, cc i l mua sm hon ton thng
lng gi c thp xung v li ch ca ngi tiu dng bng cch lit k cc cng ty
theo th t gi c t cao n thp. u thu, mt khc, li theo kiu t gi ng hoc
linh hot m trong ngi mua cho nhng ngi cung cp mt c hi ngang bng
ra gi thu (xem chng 7). Nhiu cng ty hin nay hng ti u gi trc tuyn.
Nhng cuc u gi trong th trng ngi tiu dng thng m c t chc bi
eBay v Amazon. Nhng cng ty nh l General Electric cng c thu ht s b thu
trc tuyn t nhng nh cung cp ca h. u thu trc tuyn m rng mt cch hiu
qu mt nhm nhng nh cung cp, do lm tng s cnh tranh v gim gi. Nhiu
nh u gi cho php nhng ngi mua lp mt i l i din cho h trong vic tr
gi i li nhng ngi mua khc hoc cc i l ca h.
X l cc giao dch
Nhng nghin cu ch ra rng, chi ph cho x l cc giao dch trong nhng knh
in t thp hn mt cch ng k. Ly v d, www.eventim.de, mt trong nhng cng
thng tin in t bn v gii tr ln nht Chu u, nhn c su bng cho mi v bn
c qua mng so vi mt bng cho mi v bn l truyn thng (Strobl, 2004). Hip
hi quc gia v qun l mua bn xc nh chi ph cho x l trung bnh l 79 la - ch
yu l chi ph lao ng.
b. Cc chc nng hu cn
Cc chc nng hu cn bao gm nhng chc hot ng phn phi vt l nh l
vn chuyn v lu tr hng ha cng nh tng hp hng ha. Cc chc nng hu cn
thng c lm bi bn th ba chuyn v hu cn. Nhng th nh danh tn s sng
v tuyn RFID l mt s pht trin quan trng cho vic theo di sn phm thng qua
knh phn phi. H thng RFID chuyn mt tn hiu ti nhng my qut, pht hin s
hin din ca th RFID trong nhng sn phm, th tn dng hoc ngay c di da
ngi hoc ng vt.
Phn phi vt l
Hu ht cc sn phm bn trc tuyn vn c phn phi thng qua knh thng
thng. Cn cc sn phm s li c th c chuyn t nh sn xut ti ngi tiu
dng t tn km hn qua mng internet nh l: vn bn, nh, m thanh, video (xem
Minh ha 9.10 ly v d v phn mm). Trisenx c th truyn nhng mi v v hng
v s trn trang web (www.trisenx.com)! Thay th internet bng vic phn phi vt l
cc sn phm s th tng i tn km hn.
Tp hp sn phm
Nhn chung, cc nh cung cp hot ng hiu qu hn khi h sn xut s lng
ln mt di hp cc sn phm. Nhng ngi tiu dng, mt khc, thch mua s lng
nh mt di rng cc sn phm. Cc knh trung gian tin hnh chc nng thit yu l
tp hp cc sn phm t nhiu nh cung cp do ngi tiu dng c th c nhiu la
chn ti mt a im. Nhng v d v dng tp hp theo hnh mu truyn thng ny
bao gm cc catalog trn mng nh l Amazon.com, vi mt hn hp ln cc sn

241
phm. Trong cc trng hp khc, internet theo mt m hnh tp hp o, mang cc sn
phm t nhiu nh sn xut li vi nhau v sp xp cho chng hin th trn my tnh
ca ngi s dng. Trong trng hp ca cc i l mua sm, mt n v tp hp l
mt trang sn phm ca ca hng trc tuyn. Mt tm kim cho mt sn phm no
s to ra mt bng c sp xp gn gng vi thng tin cnh tranh v sn phm v
nhng lin kt trc tip ti cc trang bn hng.

Minh ha 9.10: CNET download.com mang n hng ngn nhn hiu phn mm
Bn th ba hu cn Hu cn thu ngoi
Mt vn hu cn chnh trong th trng B2B l iu ha nhng xung t gia
phn phi ng lc v ti thiu ha kho hng. Mt gii php cho nhiu cng ty l sp
t kho hng vi bn th ba l nh cung cp dch v hu cn nh l UPS hay FedEx.
a dch v hu cn ti mt bc xa hn, cc bn th ba c th cng qun l chui
cung ng ca cng ty v cung cp cc dch v gi tr gia tng nh l cu hnh sn
phm v lp rp. Cc nh cung cp dch v hu cn thm ch s thao tc cc x l n
t hng, lp y kho hng khi c nhu cu, v sp xp nhng m s theo di m nh
, cc khch hng c th tm thy cc n t hng ca h. Alcatel l mt v d, dng
UPS qun l cc n t hng v phn phi in thoi di ng Chu u.
Trong th trng B2C, mt vn hu cn chnh l vic tr li sn phm (hu
cn nghch), m c th ln ti 15%. Cc khch hng thng phn nn v kho v gi
t khi tr v. Mt vi trang web mun tr ph cho vic hng b tr v. Nhng ngay c
khi vi mt khon tn dng cho vic tr sn phm v, khch hng vn phi cn gi
hng, tr ph chuyn hng trc, v lp lch cho hng chuyn i. (hoc chuyn n ti
mt a im vn chuyn).
Dch v bu chnh M (USPS) va gii thiu mt chng trnh thng minh
gip qu trnh tr li hng tr nn d dng. Nhng nh bun c th ci t phn mm
ny trn trang web m cho php h khch hng ti xung v in nhng nhn bu ph
cho vic tr v. Khch hng n gin ch cn ng gi hng, dn nhn vo, v
n trc ca cho ngi a th. Ngay c khi mt trang web khng tham gia chng

242
trnh ca USPS, cc khch hng vn c th cn nhng gi hng ca h nh v ti
xung bu ph thch hp trn mt ci nhn c in vi mt dch v t eStamps.
Trong th trng C2C, eBay va thit lp mt quan h i tc vi Mailboxes Etc.
Sau khi phin u gi kt thc, nhng ngi bn a hng ca h ti Mailboxes Etc.
hng c ng gi v chuyn i.
Vn ng ch cui cng
Mt vn ln m cc nh bn l trc tuyn v qun l hu cn phi i mt l
ph tn thm vo trong vic phn phi mt s lng nh hng ha ti cc nh ring v
cng ty. N s t tn km hn nu gi cc kin hng n cc nh bn bun v cc nh
bn l v h d lng hng ln thnh cc n v nh bn. Hai vn khc
ny sinh: 25% cc nh phn phi i hi nhng n lc phn phi a chiu, do cc
chi ph tng ln, v 30% cc gi hng b b li ca khi khng c ai nh, dn ti
kh nng trm cp (Laserter, Torres, v Chung, 2001). Vi 2,3 t kin hng c phn
pht trn nc M trong nm 2000 (trung bnh l 13,4 gi mt h), nhng nh E-
Marketing ang tm cch tit kim cc chi ph v gii quyt vn ny.
Cc cng ty i mi ang th bn gii php. u tin l mt hp thng minh.
Ngi tiu dng mua mt mt st nh c m kha kt ni ti internet thng qua
mt modem hai chiu. Nhng nh phn phi nh l FedEx hay USPS, nhn m s c
bit cho mi ln chuyn hng v dng n m hp v chuyn i. Hot ng ny
c gi qua internet v ghi vo c s d liu. Gii php ny hiu qu v an ton cho
cc khch hng m sn lng tr ph cho ci hp t ny. Brivo gii thiu cng
ngh ny nhng khng cn a ra sn phm ny.
Gii php th hai, bao gm mt m hnh tp hp cc nh bn l. Nhng ngi
tiu dng c th nh chuyn cc gi hng ti mt nh bn l no , nh l mt ca
hng thun tin a phng hoc cc trm dch v; sau , nhng ngi tiu dng
s ti ly gi hng - phng php ny thc t khng thun li nh l thuyt.
Nht, cc khch hng ca NTT DoCoMo c th dng in thoi di ng m
kt ni c vi internet yu cu chuyn hng ti cc ca hng a phng, chng
hn nh Seven - Eleven. Gii php th ba gi l e-stops, cc ca hng m tn ti ch
cho khch hng li xe qua v ly gi hng.
Cui cng, nhiu nh bn l a knh cho php khch hng t hng trc tuyn v
phn phi l hu hnh. Cng ty thit b gii tr Recreational Equipment, Inc. (REI), bn
l qun o v cc thit b hot ng ngoi tri, bt u a ra dch v ny 67 ca
hng bn l ca n M vo gia nm 2003. Trong vng mt thng, 25% doanh thu
bn hng trc tuyn thu c t ca hng thc vi tin thng mua hng l 32 la
cho mt ln mua hng (Budis, 2004).
c. Cc chc nng lin kt
Cc chc nng lin kt c tin hnh bi cc thnh vin ca knh bao gm c
nghin cu th trng v ti chnh.
Nghin cu th trng

243
 Nghin cu th trng l mt chc nng chnh ca knh phn phi. Nhng li ch
bao gm cc hot ng nh gi chnh xc v ln v cc c tnh ca khch hng
mc tiu. Thng tin c tng hp bi cc trung gian gip cc nh sn xut ln k
hoch pht trin sn phm v truyn thng marketing. Chng ba khm ph hot
ng nghin cu th trng mt cch chi tit v xem chi tit hnh vi ca ngi
dng internet. Phn ny s xem xt nhng chi ph v li ch ca nghin cu th trng
da trn internet.
Internet tc ng n gi tr ca nghin cu th trng trong nm cch. u tin,
mt vi thng tin trn internet, c bit l cc bo co ca chnh ph c min ph. Th
hai, cc nh qun l v nhn vin c th ch o vic nghin cu t bn lm vic ca
h hn l phi thc hin cc chuyn i tn km ti cc th vin v cc ngun khc.
Th ba, thng tin t internet c xu hng ng lc hn khi nhng nh qung co theo
di c nhng tng tc vi khu hiu qung co. Th t, thng tin trn c s web l
dng k thut s, do vy cc nh E-Marketing c th d dng a n vo trong mt
bng hay phn mm khc. Cui cng, v nhiu d liu v hnh vi ngi tiu dng c
th c lu gi trn mng, nh E-Marketing c th nhn c cc bo co chi tit.
Ly v d, comScore (www.comscore.com) to ra mt trang web vi cc bo co c
thng tin chi tit n mt mc cho php v mt trang web chia s ca khn gi
tng tc vi cc trang web khc th hin kin ca mi c nhn v kin ng
nht ca khch hng.
D sao, vic nghin cu th trng quy m nh l min ph. Tuy vy, ngay c
nhng bo co min ph ca chnh ph cng i hi mt khon u t ng k v
ngun nhn lc rt ra ti liu hu ch cho vic ra nhng quyt nh. Xa hn th,
nhiu hng cn truy cp vo nhng thng tin thng mi mt ph nh l cc bo co
ca comScore m bn vi gi 50.000 la mi ci.
Ti chnh
Cc giao dch ti chnh l mt chc nng quan trng lm thun tin cho c ngi
tiu dng v cc th trng kinh doanh. Cc trung gian mun vic tr tin ca khch
hng tr nn d dng kt thc vic mua bn. Hu ht cc hot ng mua hng ca
ngi tiu dng c thc hin thng qua cc th tn dng hoc cc k hoch ti chnh
c bit. Tuy nhin, nhng ngi tiu dng c th hiu c nhng vn lin quan
n vic tit l thng tin th tn dng trn mng do cn nhng th bo v lm
vic mua hng trn mng tr thnh knh an ton nht cho nhng ngi tiu dng.
Nhng nh bn hng trn mng c mt mi bn tm chnh: h lm th no
bit rng h ang tha thun vi mt ngi tiu dng hp l ang dng mt th tn
dng hp php? Nhng cng ty th tn dng ln do phi thit lp giao dch in t
an ton (Secure Electronic Transaction - SET) nh l mt phng tin hp php
ha c ngi bn v ngi tiu dng cng nh l bo v m s th tn dng ca ngi
tiu dng . Di SET, m s th khng ti ngi bn m ti mt bn th ba m
ngi bn v ngi mua lin kt ti xc thc ln nhau cng nh l giao dch . S
tip xc ny xut hin mt cch t ng n ng sau v khng t gnh nng v cng
ngh ln ngi tiu dng . Tuy nhin, SET c cng ngh cao ti mc hu ht nhng
ngi tiu dng khng nhn thc c nhng ci tinh vi ca n. V li, hu ht nhng
ngi bn khng mun tr tin chi ph cho vic nng cp thnh mt h thng SET.

244
 D vy, SET vn thnh cng trong nc M, mt phn v nhng bo v ca lut
php: Nhng ngi tiu dng M tr ti a 50 la tin trch nhim php l cho
nhng hot ng mua hng c thc hin bi mt th n cp. Nh pht hnh th t
chi 50 la ny gi khch hng, v mt vi nh pht hnh gi y li qung co
khng tn tin php l cho mua hng qua mng. Tuy nhin, s bo v ny ca lut
php khng tn ti mt s quc gia, v nhng ngi tiu dng c th phi chu trch
nhim cho tt c nhng chi ph trn th ca h cho ti khi h bo n b mt cp.
Trong th trng B2B, nhng ngi mi gii v cc i l thng m rng
nhng dng tn dng ti nhng ngi mua lm vic mua hng thun li hn.
Nhng dng tn dng lm tng tc mt cch ng k qu trnh mua hng v lm
knh qua mng tr nn hp dn hn.
9.4.2. H thng phn phi
Knh phn phi tht ra l mt h thng, khi xem xt di gc dng sn phm,
thng tin, v ti chnh dc theo knh mt h thng thng nht ca nhng t chc ph
thuc ln nhau, lm vic cng nhau xy dng gi tr nh l nhng sn phm c
x l thng qua knh ti ngi tiu dng. Quan im ny tha nhn rng mt h
thng knh mnh hn khi nhng ngi tham gia cnh tranh theo mt cch thng nht
vi cc h thng knh khc.
nh ngha phm vi ca knh nh l mt h thng c th theo ba hng sau:

u tin, l xem nh ch c cc chc nng phn phi m xui theo chiu t nh sn

xut ti ngi tiu dng, l nh ngha truyn thng ca knh phn phi ny.
Th hai, xem nh ch c chui cung ng ngc chiu t nh sn xut lm vic li
ti nhng nguyn liu th, l nh ngha truyn thng v chui cung ng.
Cch nhn th ba l coi chui cung ng, nh sn xut, v knh phn phi nh l
mt h thng ha hp c gi l chui gi tr (mt ci tn gn y hn cho chui
gi tr l hu cn kt hp). Nhiu kin xem chui cung ng nh chui gi tr. Vi
nh ngha ny, chui cung ng bao gm cc hot ng xui v ngc dng cng
nh nhng qu trnh bn trong ca hng . Xem Minh ha 9.11 m trong cc
vng trn i din cho cc hng trong mng li ca cc nh cung cp, cc nh sn
xut v cc trung gian.

245
 Minh ha 9.11: nh ngha mi v chui cung ng
Chui cung ng + knh phn phi = nh ngha mi v chui cung ng
nh ngha li chui cung ng bao hm ton b chui gi tr gi y l xu th
chnh, phn nh ti mt s lng ln ngi hnh ngh hm g khi h ni v vic
qun l chui cung ng. Do , chui gi tr, hu cn kt hp, v chui cung ng l
nhng thut ng tng ng.
nh ngha ca chui cung ng ny c dng miu t lnh vc qun l chui
cung ng (SCM). SCM ch s kt hp ca cc dng theo ba yu t sau: vt cht (v d
nh sn phm hu hnh), thng tin (v d nh d bo lng cu), v ti chnh (v d
nh cc iu khon tn dng) (Kalakhngta v Robinson, 1999). T dng gi ln
hnh nh v nhng lung sn phm, thng tin,v ti chnh ni tip nhau chy gia
nhng knh thnh vin nhiu nh mu v dy thn kinh chy sut c th. Dng quan
trng nht l thng tin v vic to sn phm hu hnh v ti chnh ph thuc vo thng
tin.
Chn thnh trong qun l chui cung ng l xem mt, lm mt v phn phi
tht nhanh. Qu trnh ny c bit n nh l s cung cp lin tc. Nhng sn phm
phc tp hn nh cc my tnh, mc ch l xy dng t hng v phn phi nhanh

246
chng. C s cung cp lin tc v xy dng t hng gip loi bt hng tn kho.
Ln lt, hot ng ny lm gim cc chi ph v hng tn kho kh tn km. N cng
lm tng li nhun bng cch trnh c vic kim k tn kho c v em bn gim
gi. Chi ph tit kim c ny c th c chuyn n khch hng theo dng gi c
thp hn, do lm tng gi tr mi gi khch hng. Tuy nhin, to ra sn phm
p ng hu ht nhu cu thng lm cho vic phn phi b tr hon. Gi tr ca khch
hng ch tng ln nu s tr hon tng thm c chp nhn. Khch hng ngy nay
mun tt c cc mt hng gi thp hn, chuyn pht nhanh hn, v cu hnh ty .
Cch duy nht cung cp nhng li ch trn l kt hp cht ch cc hot ng ca
cc nh cung cp ngc dng, cc hot ng bn trong hng , v knh phn phi
xui dng mt nhim v kh khn m s l bt kh thi trc thi k ca thng tin.

Minh ha 9.12: Giao din h thng SCM vi cc h thng ERP

Mt vn kh trong SCM l quyt nh ngi no nn qun l mt knh m
c to nn bi nhiu hng. Ly v d, Sun Microsystems thit k cc my tnh
nhng khng sn xut bt c ci no trong s chng Sun cn qun l ton b chui,
ngay c cc nh cung cp, cc nh sn xut hp ng ca n. S t chc c thc
hin kh thi bi phn mm SCM tinh vi t i2, m chy trn web. Tht th v, t chc
hp tc ng hn l c quyn. Sun lm cho yu cu thng tin ca khch hng tm
n ng kh nng ca cc nh cung cp, nhng ngi m sau cho bit phn no
ca nhu cu m h c th p ng. Qun l chui cung ng cho php s kt hp ca
tt c cc chc nng ca chui cung ng thnh mt h thng lin mch, iu ny c
th thc hin c bi cng ngh internet.
Kh nng tng tc l c bit quan trng trong SCM bi v nhiu ngi tham
gia trong m hnh cc chui cung ng c cc h thng ERP qun l kho hng ca
h v cc qu trnh. Nu cc h thng ERP n l c th chia s thng tin mt cch
lin mch vi h thng SCM, th s hp tc ny mt lin kt tuyt vi trong thi gian
thc. (xem Minh ha 9.12)
9.5. QUN L KNH PHN PHI V SC MNH CA N
Mi khi mt knh phn phi c hnh thnh, s l cn thit ra cc bin
php lin kt, trao i thng tin v kim sot nhm trnh nhng xung t gia cc
thnh vin trong nhm. Mi thnh vin trong nhm phi p ng c yu cu t pha
ngi ng u, ng thi tha mn nhng iu kin nhc ti trn. Tnh trng
cnh tranh th trng khc lit ngy cng ra tng gia cc knh phn phi khc nhau,
iu ny l gii cho vic v sao cc nh marketing mng cn tm hiu cch khai thc,
trao i thng tin gia cc thnh vin trong nhm.

247
 Mi khi mt cng ngh thng tin mi c gii thiu trong mt knh phn phi,
n thng tim n mt s nh hng kh ln sc mnh quan h gia cc thnh vin
ang hin din trong knh. iu ny th hin r nht trn internet. Trong nhiu trng
hp, sc mnh ca ngi mua c tng cng mt cch ng k. Trong mt s
trng hp khc, sc mnh ca nh cung cp c y ln hng u nh cng ngh.
Chng hn nh vic Wal-Mart ginh c li th trc cc nh cung cp khi tp on
ny s dng h thng giao tip in t thng bo cho cc nh cung cp bit nhu cu
ca mnh. iu ny dn n s gia tng v th ca mt vi knh phn phi khi nhng
nh sn xut vi quy m ln nh Procter&Gamble kim sot trc . Mt trong
nhng u th c in ca cc nh bn l v nh phn phi l v tr a l. Cc nh
phn phi c sc mnh c bit ti nhng khu vc khch hng m cc nh sn xut
khng c c hi tip cn n. Tuy nhin, mng internet trit tiu li th ny, v tr
a l khng cn l vn qu quan trng na v xut hin thm nhiu cch mi
qung b v phn phi sn phm.

Trong khi gip tng cng v th ca ngi mua hng bi h c thm c hi tip
cn vi nhiu thng tin v cc nh cung cp khc nhau, internet ng thi cng gip
tng cng v th ca nhng nh cung cp. u tin, nhng nh cung cp nhanh chn
tham gia vo th trng trc tuyn s d dng tm thy nhng nhm khch hng v
doanh nghip cng c cng nh cu s dng knh thng tin giao tip nhanh chng v
hin i ny. Nhng ngay c khi c nhiu nh cung cp tham gia vo th trng bn
hng trc tuyn th mt nh cung cp gia nhp th trng sau vn s c hng li
bi nh tn dng c phng thc giao tip nhanh chng v thun tin vi khch
hng ca mnh. Chng hn nh Amazon thit lp c h thng lin kt vi khch
hng thng qua dch v t hng One-Click nhanh chng cng vi l h thng d
liu chm sc khch hng khng l v thun tin. Cc khch hng c c th b sang s
dng nhng trang web khc c cng chc nng nhng s phi xy dng li c s
thng tin c nhn, cng vi l mt i nhng h tr dch v chuyn nghip t pha
Amazon.

Loi hnh thng mi gia cc doanh nghip c bit n vi tn gi h thng

trao i d liu in t (EDI) c bit hiu qu trong vic hnh thnh knh thng tin
giao tip gia cc doanh nghip. Trao i d liu in t l hnh thc trao i thng
tin trn my tnh gia cc doanh nghip nhm hn ch s dng cc cng vic trn giy.
Mt khch hng s ang nhp vo h thng my tnh ca nh cung cp v in vo
mt ha n t mua hng. Ha n ny sau s t ng c chuyn n nh cung
cp v ngi mua s nhn c ha n thnh ton in t.
Internet mang li mt b mt mi cho vic trao i d liu in t vi li th t
h thng nhng tiu chun mi. u tin, internet thay th cho nhng mng li giao
dch t , nh tit kim chi ph. Th hai, doanh nghip c th s dng ng thi
mt loi giao din my tnh vi nhiu nh cung cp khc nhau. Th ba, mng li
thng tin gia ngi mua v ngi bn s d dng c trao i vi nhau hn nh s
dng internet.

248
 Minh ha 9.13: Cc tnh cht c th ca EDI

M Hnh thc truyn Cng ngh

H thng ring Khng qua Internet EDI truyn thng
H thng m Khng qua Internet Cc chun da trn EDI (X.12)
H thng ring Internet Giao din chng trnh ng dng (API)
H thng m Internet Mua hng m trn Internet (OBI)
H thng m Internet Ngn ng nh du m rng (XML)

Tm li, trao i d liu in t (EDI) da vo ba yu t chnh: cu trc m ca

h thng, quy trnh chuyn ha thng tin, v loi cng ngh c ng dng. Kt hp
ba yu t ny li theo nhng cch khc nhau s to ra nm hnh thc EDI khc nhau
ang c s dng ph bin ti khp ni trn th gii trong thi im ny (xem Minh
ha 9.13).
Mc tiu l to ra mt h thng tiu chun m s dng internet, nh mi
khch hng cng nh cc nh cung cp u c th lin kt v p dng cho h thng
ca ring mnh. Cng ngh hin i ha hn p ng c mc tiu ny l Extensible
Markup Language (XML).
9.6. NH GI KNH PHN PHI
Thng mi trc tuyn ang hot ng? tr li cu hi ny th cc doanh
nghip cn xem xt tnh hiu qu ca vic phn on th trng trong tng k v vic
li cun cc on th trng ny tham gia vo hot ng mua sm trc tuyn.
9.6.1.Th trng B2C
Theo cc nh marketing trc tuyn th ngi tiu dng M b ra 136 t la
cho cc giao dch trc tuyn trong sut nm 2007. Hip hi thng mi ca M cng
c tnh doanh s bn l trc tuyn t gn 136,4 t , tng 19 % so vi nm 2006.
3,5% tng doanh s bn l bn qu nm 2007 tng 14% so vi c nm 2006. Bn
l trc tuyn vn tip tc tng, iu ny c th hin trong biu 9.10. Theo mt
nghin cu trc tuyn c tin hnh bi mt s nh E-Marketing v vic tiu th sn
phm th c ti 471 t la c dnh cho mua sm ngoi tuyn (tc l c mi mt
dnh cho mua sm trc tuyn c 3,45 c giao dch trc tip trn th trng
thc). Cng ty ny bao gm c doanh s bn hng trc tuyn v doanh s gia tng do
nh hng ca bn hng trc tuyn to ra 27 % tng doanh thu bn l nm 2007.
Nhng thng k ny ch ra mc tiu dng chung, tuy nhin, s bin ng
doanh s bn l c nhn li ph thuc vo vic chin lc bn hng trc tuyn ca h
hot ng th no. Cc cng ty t mc tiu doanh thu ca mnh thng qua nhiu knh
khc nhau (knh trc tuyn, knh bn l v hi ch) mt cch thng nht quyt
nh liu c nn a ra mc tiu mi, ci tin website, thc y cc knh t vn trc
tip v trc tuyn nhm t hiu qu tt hn.
Trong mt nghin cu v lnh vc bn l trc tuyn, Mackinsey v cc cng s
ch ra rng c hai chin lc em li hiu qu thit thc l :

249
 Chin lc th trng rng hng vo vic thu ht mt lng ln khch hng vi
t l chit khu hp l i vi nhng khch hng thng xuyn kho hng v mua
sm nhng sn phm v dch v c mc li thp nh a CD hay sch (nh l
amazon.com).

Chin lc th trng ngch ch tp trung vo mt loi sn phm hay mt loi dch

v c th, v d cc sn phm t tin hay y phc (nh dell.com)

Minh ha 9.14: c tnh theo qu doanh thu bn l thng mi in t ca M theo

phn trm ca tng cc qu
Doanh thu bn l: Qu bn nm 1999 Qu bn nm 2007
Ch : ng iu chnh (Adjusted) thay i theo thi k v cc khc bit do ngy
ngh v ngy mua sm, nhng gi khng thay i.
Ngun : www.census.gov.

i hu ht cc loi sn phm, vic s dng tt knh bn l trc tuyn ging nh

l mt s b sung i vi cc knh bn hng trc tip. Daryle Scott ni: khi khch
hng c c c hi mua sn phm ca bn qua bt c hnh thc mua sm no m h
la chn th khi mi l s phc v thc s cho khch hng.
Chng ba a ra rt nhiu cc thc o thc hin gip cho nh hoch
nh marketing trong vic nh gi hot ng bn l trc tuyn v qun l chui cung
ng. Mt vi thc o kh quan trng c s dng l thu nhp quc dn, t sut
li trn vn u t, mc hi lng ca khch hng, chi ph kim c mt khch
hng, t sut chuyn i v gi tr t hng trung bnh. Minh ha 9.15 cho thy t sut
chuyn i trung bnh, n th hin vic gim st 2,5 % trong thi gian qua. y l mt
tiu ch o lng thng c dng ch yu cho cc doanh nghip thng mi in
t.

250
 T sut trao i
3.5

2.5

1.5

0.5

0
2001 2002 2003 2004 2005 2007
Nm

Minh ha 9.15: T sut trao i thng mi in t, 2001-2007

Ngun: D liu t eMarketer.com
Sau y l nhng tiu chun khc c a ra bi NetGenesis :

Nhng mi lin kt no c a n vi hu ht ngi dng (y l mt thc o

nh gi hiu qu lin kt)
iu g ang din ra vi nhng khch hng chuyn ti t nhng website lin kt?
Khi no v lm th no khch hng n vi website ca cng ty?
Khch hng li vi website bao lu?
S khc nhau gia hnh vi ca ngi mua v khch hng khng mua?
Tn sut nhng khch gh thm c th tr thnh khch hng?
Nhng knh lin kt no c th ti a ha li ch cho khch hng, knh no th
ng tin cy nht?
9.6.2. Th trng B2B
Th trng B2B l th trng ln. Mc d khng th o lng c s lng tin
c giao dch thng qua th trng ny nhng mt ti liu c tnh con s vo
khong 624 t (theo cun S kin v marketing, xut bn nm 2004). Internet
chng t c n l mt phng tin hu hiu cc doanh nghip tin hnh hp tc
vi nhau, thc y s tng trng trong vic tm kim li nhun. Cng vic s dng
web tm kim nh cung cp tr nn d dng hn thng qua vic gi yu cu trc
tuyn, th mi v nhiu hnh thc khc na. Trong th trng B2B cng nh B2C, cc
nh E-Marketing lun phi tm ra nhng thc o t c mc tiu ca mnh.
Thc o c bn lun xem l lm th no hot ng thng mi in t ph
hp vi cc chin lc qung b tng th. Cc doanh nghip lun mong mun thc
hin tt cng vic ny. Trong B2B th nhng cng vic c xem xt t khu yu cu
ti gi yu cu, hon thnh th yu cu v nhng cng vic khc na m n phn nh
c hiu qu ca tng knh phn phi .

251
CU HI N TP
1. Th no l mt knh phn phi?
2. Cc hnh thc trung gian trong mt knh phn phi?
3. Ba chc nng c bn ca mt knh phn phi?
4. Qun l chui cung cp l g v ti sao n li quan trng?
5. Ti sao cc nh E-Marketing li quan tm ti vn cui cng?
6. Phi trung gian l g? a ra mt v d.
7. Th no l mt trang web cung cp thng tin sn phm? Cho mt v d.
8. Th no l marketing a knh ? a ra v d.
9. S khc bit gia ngi mi gii v i l?
10. Cc loi knh phn phi c s dng trong marketing B2C?
11. K tn nm cch gip nh tiu dng t b vic dng gi hng cng knh ti cc
ca hng mua sm.
CU HI THO LUN
12. Gi tr ca cc chc nng ca knh phn phi s thay i nh th no khi n
da trn nn tng internet?
13. Bn c ng vi nh ngha bao hm nhiu hn v chui nh cung cp bao
gm ton b gi tr ca chui? a ra quan im ca bn.
14. Mc d knh phn phi trc tip thng l em ti cc gi c thp, liu n c
em n cc bt li i vi ngi mua hay khng?
15. Mi ngi trung gian trong knh phn phi phi tng gi ca sn phm ly
li nhun. Mt vi nh bn l bn sn phm vi gi gp i gi bn bun. Vy
mt nh bn l s phi lm g thm gi tr gii thch cho s tng gi?
16. Bn nn ngh cc nh E-Marketing gii quyt vn cui cng nh th no?
17. Theo bn th E-Marketing s pht trin nh th no trong tng lai? Liu n c
tip tc pht trin ln khng? Liu n c bao gi m rng doanh s bn hng
hn l vic bn l c lp? Gii thch ti sao.
18. Nghin cu 20 ngi. Hi h v t l mua hng trc tuyn theo thang im t
mt n 10, vi 10 l im cao nht. Nu h cha bao gi mua hng trc tuyn,
c gng tm hiu xem nguyn nhn no khin h khng thc hin iu . Hy
tm tt kt qu.
19. Lm vic trong nhng nhm nh, tho lun nhng kinh nghim mua sm trc
tuyn v nhng cng ty lm g bit c nhng nhu cu ca nhng thnh
vin nhm, bao gm th in t theo di.
20. Kho st 10 ngi. ngh h nhc li mt ln b mt gi mua hng trc tuyn
trong khi ang gia qu trnh mua hng. Hi h v nhng g ngi bn hng
trc tuyn c th lm ngn cn n xy ra. Tm tt kt qu.
21. Gi tr ca cc chc nng ca knh phn phi s thay i nh th no khi n
da trn nn tng internet?
22. Bn c ng vi nh ngha bao hm nhiu hn v chui nh cung cp bao
gm ton b gi tr ca chui? a ra quan im ca bn.
23. Mc d knh phn phi trc tip thng l em ti cc gi c thp, liu n c
em n cc bt li i vi ngi mua hay khng?
24. Mi ngi trung gian trong knh phn phi phi tng gi ca sn phm ly
li nhun. Mt vi nh bn l bn sn phm vi gi gp i gi bn bun. Vy
mt nh bn l s phi lm g thm gi tr gii thch cho s tng gi?

252
25. Bn nn ngh cc nh E-Marketing gii quyt vn cui cng nh th no?
26. Theo bn th E-Marketing s pht trin nh th no trong tng lai? Liu n c
tip tc pht trin ln khng? Liu n c bao gi m rng doanh s bn hng
hn l vic bn l c lp? Gii thch ti sao.
27. Nghin cu 20 ngi. Hi h v t l mua hng trc tuyn theo thang im t
mt n 10, vi 10 l im cao nht. Nu h cha bao gi mua hng trc tuyn,
c gng tm hiu xem nguyn nhn no khin h khng thc hin iu . Hy
tm tt kt qu.
28. Lm vic trong nhng nhm nh, tho lun nhng kinh nghim mua sm trc
tuyn v nhng cng ty lm g bit c nhng nhu cu ca nhng thnh
vin nhm, bao gm th in t theo di.
29. Kho st 10 ngi. ngh h nhc li mt ln b mt gi mua hng trc tuyn
trong khi ang gia qu trnh mua hng. Hi h v nhng g ngi bn hng
trc tuyn c th lm ngn cn n xy ra. Tm tt kt qu.

253
 CHNG 10: TRUYN THNG E-MARKETING
10.1. CU CHUYN V BLEND
Will it Blend? l mt cu hi. Theo m ra mt video bt u vi CEO
ca Blendtec, Tom Dickson. Mc mt ci o chong trng ca phng th nghim v
knh an ton, v xut hin rt khoa hc nhng vn th v, Dickson ngi k bn mt
my xay sinh t thng thng trn mt ci bn. Cc th m ng y trn vo l bt c
th g nhng rt thng thng mt ci co lm vn c tay cm bng g, mt ci
gy chi gn, cc bng n, cc que sng, cm thch v c my iPhone4. Video ny
sau nhn c 3,9 triu lt xem trn YouTube trong vng tm thng. N ch
km vt tri hn mt video pha trn iPod, m nhn c nm triu lt xem trong
mt nm. Xem s ph hy nhng th ny ging nh ang xem mt chic tu ha b v
vn ng l hp dn khng cng li c. Vic gi nhng lin kt ny n nhng
ngi bn cng l khng cng li c. l kiu marketing lan truyn hay nht.
Blendtec c bit n trong th trng kinh doanh trong vic cung cp cc loi
my xay ti hng Starbucks v cc hng khc. Mc ch ca nhng video vui nhn
l to dng s nhn thc v mt ci my xay cht lng cao cho th trng ngi tiu
dng. Doanh s bn l cho loi my xay 400 la tng 500% trong nm u tin
sau khi mt lot video bt u, v tng doanh s hng nm t ti trn 40 triu
la trong nm 2008. Khng t cho mt khon u t ban u 1000 la cho cc
video . Blentec a cc video ln c Youtube v trn trang con ca n l
WillItBlend.com, v nh thc y cc dng li nhun ph thuc vo . Ngi
xem c th t mua o phng c ghi ch Tom Dickson l bn ng hng ca ti v
cc video .
Pht kin ca Dickson, chin dch Will it Blend? r rng th hin nhng li ch
ca sn phm mt cch thc ph hp, khi hi, v cun ht. Chin dch ny th hin
gi tr ca vic kt ni ti nhng ngi tiu dng so vi vic lm gin on h bi
nhng qung co khng mong mun. N cng cho thy sc mnh cuc m lun ca
khch hng v trn 12.000 ngi xem gi phn hi ti video trn-iPhone trn
YouTube. Video c nh du l yu thch nht bi gn 10.000 ngi xem
ng k trn Youtube. Mt vic lm thng minh, Blendtec.
10.2. TRUYN THNG E-MARKETING
Vic m ra mt v d ca Will it Blend? cho thy marketing qua internet l mt
cch thc mnh m bt u v cng c chc chn nhng mi quan h vi khch
hng. Tuy nhin, nhng nh E-Marketing phi thng minh hn thit k v pht tn
nhng thng ip v thng hiu m thu ht v nu gi s ch ca khch hng v
trn internet, nhng ngi s dng c ton quyn iu khin. H c th xa nhng th
in t khng mong mun v c th mt kin nhn chuyn trang web khc khi khng
tr li nhng thng tin m h cn mt cch nhanh chng. Ngoi ra, internet cho php
ngi tiu dng truyn b mt cch rng ri nhng cch nhn ring ca h v nhng
kinh nghim v thng hiu thng qua th in t v cc bi vit trn mng, iu ny
thay i s cn bng v quyn kim sot cc hnh nh thng hiu t cc cng ty ti
nhng ngi tiu dng. Trong mi trng ny, nhng cha kha ti thnh cng bao
gm (1) cung cp nhng thng ip thch ng, th v vo ng thi im v v tr m
nhng ngi tiu dng mun chng v (2) thu ht ngi dng internet bng cch li

254
cun h vo vic ti ln cc ch , a ra nhng li bnh lun, hoc n gin chi tr
chi hoc tham gia cc ch vui nhn khc.
Cc cng c truyn thng marketing (MarCom) dng cng ngh xy dng cc
thng hiu, kt hp vi nhng kinh nghim v sn phm gia tng gi tr, n rt quan
trng trong vic thu ht c s quan tm v ginh thng li trong cc mi quan h
vi khch hng di hn. Vic qung co qua mng vn nhm xy dng cc thng
hiu, nhng c nhiu cng ngh tin tin khc m thng thnh cng hn iu ny
s tho lun y. V thm vo , cng ngh lm gim chi ph truyn thng ti
khch hng v mang li nhiu trin vng. Ly v d, cc cng ty chi 33 la phc
v mt khch hng qua in thoi, 9,99 la qua th in t, v 1,17 la bng vic
s dng cc h tr t ng da trn nn tng web, theo nghin cu ca Forrester.
10.2.1. Truyn thng marketing kt hp
Truyn thng marketing kt hp (IMC) l mt qu trnh c cc chc nng tng
tc vi nhau cho vic lp k hoch, thc hin, v gim st cc thng tin v thng hiu
thit k thu c li nhun, duy tr v pht trin cc khch hng. IMC c cc
chc nng tng tc cho bi v bt c mi lin h no m mt khch hng c vi mt
cng ty hoc cc i l ca n u gip to thnh nhng hnh nh v thng hiu. Ly
v d, khch hng ca hng bn l Sharper Image c th mua v s dng mt sn phm
t trang web, sau gi th hoc gi ti s 1-800 thc mc v mt vn , v cui
cng tr li sn phm cho mt ca hng bn l hu hnh. Bt c mi lin h vi
mt nhn vin, mt trang web, mt bnh lun trn blog v sn phm , mt video trn
YouTube, mt qung co trn tp ch, danh mc , cc ca hng, v vn vn.. u gip
khch hng hnh thnh mt hnh nh v hng . Thm vo , kinh nghim v sn
phm, cp gi, v cc knh phn phi ca n u nng cao vic truyn thng
marketing ca hng bng s a dng ca cc phng tin truyn thng trc tuyn
v ngoi tuyn gii thiu mt hnh nh mnh m v thng hiu. Cch qung co
tt nht c th b v hiu nu nhng kinh nghim v mi lin h trc tuyn v ngoi
tuyn khng c truyn thng theo mt cch thng nht to dng v cng hng
cho cc mi quan h gia thng hiu vi cc khch hng.
Li nhun t cc mi quan h vi cc khch hng l cha kha ca s sng cn
ca mt cng ty. Cc cng ty thnh cng nhn ra rng khng phi tt c cc khch
hng u em li gi tr nh nhau mt s, nh l nhng ngi mua thng xuyn th
quan trng hn nhng ngi khc. S dng cng ngh, cc cng ty c th theo di li
nhun thu c t khch hng v da trn phn tch ny, h ch nhiu hn ti cc
khch hng c gi tr cao c trc tuyn v ngoi tuyn. Cc c s d liu v nhng k
thut phn tch m t trong chng ba cho php cc cng ty phn loi cc khch
hng theo gi tr, gi cho h nhng li cho hng thch hp qua th in t v cc
trang web qung co, theo di kt qu ca cc chin dch MarCom ca cng ty. Bn s
hiu nhiu hn v qun l mi quan h vi khch hng trc tuyn trong chng 8.
Chin lc IMC bt u vi mt s hiu bit thu o v cc th trng mc tiu,
thng hiu, s cnh tranh ca n, v nhiu nhn t bn trong v bn ngoi khc. Sau
cc nh marketing cn chn la nhng cng c MarCom r rng t c nhng
mc tiu truyn thng v phng tin truyn thng cho vic vn ti nhng th trng
mc tiu. Sau khi trin khai, h nh gi hiu qu thc hin, lm nhng iu chnh cn
thit, v nh gi li cc kt qu. Nhiu chuyn gia IMC khuyn rng nn (1) mu

255
lc nhiu hn l thc hin (v d nh, tt nht l one voice one look), (2) tng
cng qung co v xc tin bn, (3) truyn thng c hai chiu tt nh mt chiu, v
(4) nh hng cc kt qu (Duncan v Mulhern, 2004, trang 9).
Mc d chin lc IMC k tha phng php marketing hn hp kt hp v s
tham gia ca cc chc nng tng tc cho, nhng chng ny tp trung vo cc nhn
t xc tin hn hp (cng c gi l cc cng c truyn thng marketing), im ct
li ca mt k hoch truyn thng marketing ca mt hng. N cng nghin cu v
phng tin truyn thng qua mng, bao gm cch thc mi nht truyn thng trn
mng thng qua phng tin truyn thng x hi.
10.2.2. Cc cng c truyn thng marketing
MarCom bao gm c cc thng ip ln k hoch hoc khng ln k hoch
gia cc hng v cc khch hng, cng nh l gia cc khch hng. Cc cng ty dng
cc thng ip ln k hoch khi c gng thng bo hoc thuyt phc cc bn lin
quan trong mc tiu. Cc thng ip khng ln k hoch bao gm nhng th nh s
truyn ming gia cc khch hng v qung co trn cc phng tin truyn thng.
Tuy nhin, v cc khch hng c nhiu quyn kim sot vic truyn thng trn internet
hn, nn gn nh l bt kh thi cho cc cng ty qun l trc tip cc thng ip
khng ln k hoch. Do , cc hng nn tp trung vo vic to ra nhng tri nghim
sn phm tch cc v truyn thng thng hiu hai chiu cc thng ip khng ln
k hoch tr nn kh thi. Trong thc t, mt vi hng dy dn kinh nghim hu nh
da trn th in t khng k hoch (v d, Hotmail v Blendtec).
S dng nhng cng ngh tin tin, cc nh E-Marketing c th nng cao hiu
qu ca MarCom truyn thng bng nhiu cch thc th v. Cc cng ngh quan trng
bao gm cc thng ip vn bn v a phng truyn ti thng qua cc trang web
v th in t; cc c s d liu lu tr thng tin; cc cch thc mi ca vic kt
ni ti cc khch hng qua mng (nh l blog); v mt s d tha cc thit b k thut
s t cc my tnh cho ti in thoi di ng cho vic nhn cc thng ip a phng
tin. Ly v d, Mitsubishi Motors Bc M bt u chin dch IMC vi hai mc
ch: ng k nhng ngi s mua xe qua trang web ca h v thuyt phc h li
th. Cc chin thut bao gm vic chy mt qung co trn ti vi trong gii bng
bu dc M nm 2003 m hng 31 triu lt ngi vo trang web ca n. Vic
qung co ny kt hp vi th in t nhm ti 10 khu vc th trng chnh v
mt trang web nh vi mt ngi bn hng khu vc (Barnakhng, 2004). Mt trang
web nh (microsite) l mt trang web vi thng tin chuyn dng v URL ca n c
qung co trang web chnh (nh l trang web Will it Blend? ).
Trong chng ny, chng ta tip cn MarCom internet t quan im ca xc tin
hn hp truyn thng, tho lun v qung co, xc tin bn, cc marketing quan h
cng ng (MPR), marketing trc tip, v bn hng c nhn.
10.2.3. Mc tiu v chin lc truyn thng marketing tch hp
Cc nh marketing to ra cc mc tiu truyn thng marketing da trn ton b
cc mc ch marketing v nhng hiu qu mong mun trong cc th trng mc tiu
la chn. Ly v d, Mitsubishi Motors mong mun bn c nhiu xe t hn,
nn n xc nh cc mc ch ca marketing truyn thng l (1) nh hng nhng

256
khch hng trin vng ti trang web, (2) tng lng ng k thnh vin trn trang web
v (3) tng cc cuc kim tra li th. Doanh thu l mc ch chnh, v ba mc tiu
truyn thng chnh gip Mitsubishi tip cn n.
M hnh truyn thng AIDA (nhn thc, li ch, kht khao, v hnh ng) hoc
m hnh cc cp ca nh hng ngh, cm nhn, lm l mt phn ca ci g
m hng dn s la chn cc cng c MarCom trc tuyn hay ngoi tuyn ca cc
nh marketing t ti cc mc ch ca h. C AIDA v cc m hnh cp nh
hng u cho rng cc khch hng trc tin phi c nhn thc v hiu bit v mt
sn phm mi (ngh), sau pht trin thnh mt quan im tch cc hay tiu cc v
n (cm nhn), v hnh ng cui cng l mua n (lm) (Ray, 1973). S suy ngh,
hoc kinh nghim, cc bc l nhn thc v kin thc. S cm nhn, hoc thi ,
cc bc ny l thch v thch th hn. Do , cc nh E-Marketing phi la chn cc
cng c IMC thch hp m c th thay i t phm vi ny sang phm vi khc, ph
thuc vo cc kt qu mong i. Ly v d, cc nh E-Marketing c th chn la dng
cc cng c IMC truyn thng ca xc tin bn, nh l tng o phng min ph hay
bn chut, to ra s nhn thc; qung co trn ti vi to ra s thch th v kht
khao; v bn hng trc tip qua in thoi p ng hnh ng mong mun (mua
hng). H c th kt hp nhng ci ny vi cc cng c xc tin bn qua mng (cc
bi nhc min ph iTunes), qung co trn cc cng c tm kim, hoc bn hng trc
tip thng qua thng mi in t cc ca hng trn mng.
M hnh suy ngh, cm nhn, lm l gii php c nh hng cao ti cc quyt
nh mua sn phm (nhng ci m c hiu nh l nhng ri ro cao v ti chnh, cm
xc hoc x hi). M hnh ny hot ng v cc khch hng dng mt lng ln thi
gian thu thp thng tin v xem xt cc la chn trc khi mua cc sn phm.
Internet c bit thch hp vi iu ny v c rt nhiu thng tin v sn phm trn
mng. Ngc li, vi cc quyt nh mua sn phm c nh hng thp, cc khch
hng thng nghe v mt sn phm, th n, v sau quyt nh h c thch n hay
khng. Minh ha 10.1 trnh by m hnh c in ny v km theo nh hng mc
thp ca n.
Minh ha 10.1: H thng cp ca nh hng cho cc quyt nh mua sn phm nh
hng cao v nh hng thp
nh hng cao nh hng thp

Hiu bit nhn thc Nhn thc (ngh) Hiu bit nhn thc Nhn thc (ngh)

Dn n thch th Thi (cm nhn) Quyt nh mua Hnh vi (lm)

Quyt nh mua Hnh vi (lm) Dn n thch th Thi (cm nhn)

Nu mt t chc mun xy dng thng hiu ca mnh v truyn t ti cc

khch hng, h s tin hnh cc cp nh hng v nhn thc v thi , c th tn
dng cc blog, cc bi vit (nh l cc file PDF) trn cc trang web, qung co trn
web, cc chin dch th in t, v cc k thut xc tin khc. Khi Ourbeginnings.com
chi hn bn triu la cho qung co trong gii v ch bng bu dc Super Bowl
XXXIV trn ti vi, h th xy dng nhn thc v trang web ca mnh v h
qu kht khao t c mc ch ny n ni chi ti bn ln li nhun hng nm
ca mnh cho chin dch ny. Chin lc ny khin cng ty ny tr thnh mt cng

257
ty ngho, l l do tai sao by gi ch nhng cng ty mnh nht mi mua qung co
bng bu dc, nh l E*TRADE trong nm 2002 v 2008, iTunes ca Apple trong
nm 2004. Nu mt cng ty mun khuyn khch cc giao dch qua mng, n cn cc
thng ip truyn thng thuyt phc hn m ni v vic lm th no hon tt cc
giao dch trn trang web, trn in thoi, v vn vn. Hnh vi sau khi mua khng
xut hin trong h thng cp bc c cng nhn thng thng, tuy nhin nhiu
chin lc MarCom li tm kim to dng s tha mn ca khch hng sau khi
mua. Th in t c bit thch hp cho mc ch ny.
M hnh h thng cp nh hng rt quan trng v n gip cc nh
marketing hiu c cc khch hng ng u trong mi quan h vi chu trnh mua
bn, do vy cng ty c th la chn cc mc tiu v chin thut truyn thng thch hp
m s gn gi vi khch hng hn h mua hng v trung thnh vi cng ty. Nh
rng mt s cng c MarCom thch hp hn cho s to dng nhn thc v cc quan
im v thng hiu (s qung co, quan h cng chng) v s khc th li ph hp
hn cho vic khuyn khch cc hnh vi giao dch (marketing trc tip, xc tin bn,
bn hng c nhn). Tuy nhin tt c c th c dng mi cp . S hiu bit v
cc nh hng mong mun mi th trng mc tiu l bc u tin xy dng
mt k hoch IMC hiu qu v thit lp nhng tiu chun cho vic p dng cc o
lng thc thi nh gi v s thnh cng ca k hoch .
10.2.4. Xy dng thng hiu thng qua phn hi trc tip
Truyn thng E-Marketing c th c dng xy dng ti sn thng hiu
hoc gi mt s phn hi trc tip trong mt bng mu in ni dung ca mt
giao dch hay mt vi hnh vi khc (nh l ng k trn trang web, gi phn hi trn
blog, hoc yu cu th in t). Mc ch ca qung co thng hiu trc tuyn l
t tn thng hiu v cc li ch sn phm ln trc nhng ngi s dng:
Vic qung co thng hiu to ra mt hnh nh ni bt mt cch khc bit m cc
khch hng lin tng ti mt sn phm vo thi im h quyt nh mua (Doyle et
al.., 1997). Marketing cc quan h cng chng cng nhm ti vic xy dng cc
thng hiu, trong khi xc tin bn, marketing trc tip, v bn hng c nhn li c
gng t c mt s phn hi trc tip. Qung co phn hi trc tip theo ui
hot ng thc y. Truyn thng thng hiu lm vic cc mc nhn thc v thi
ca m hnh h thng cp bc nh hng (ci u v tri tim), trong khi truyn
thng phn hi trc tip lm vic chnh mc hnh vi (lm th g ).
Xem Minh ha 10.2 v mt danh sch cc chin thut trc tuyn bi mc tiu
h thng cp bc nh hng mong mun. Cc nh E-Marketing da trn T kha
tm kim, cc qung co hin th, thng hin ti tr, v cc video qung co cho vic
xy dng thng hiu v da trn th in t, T kha tm kim, v cc chng trnh
gii thiu cho vic phn hi trc tip, theo nghin cu ca McKinsey.
Minh ha 10.2: Cc chin thut E-Marketing hng vo cc cp ca nh hng
Ngun: eMarketer.com t nghin cu ca McKinsey

Chin thut Xy dng S quan K vng S ghi

thng hiu (%) tm (%) nhn phn nh (%)
hi trc tip

258
 (%)

Th in t (n=231) 5 20 33 37

T kha tm kim (n=175) 27 29 29 7

Hin th qung co (n=206) 36 18 27 10

Ti tr nhn hiu (n=135) 55 11 7 24

S gii thiu (n=109) (vd: 13 28 27 11

cc chng trnh lin kt)

Cc qung co video (n=94) 33 30 17 12

Cc Podcast (n=70) 22 25 5 33

Tng th (n=149) 25 21 22 21

10.3. HOT NG QUNG CO TRC TUYN

Vic qung co l truyn thng ra cng chng thng qua cc phng tin khc
nhau, thuyt phc mt cch t nhin v cc sn phm (cc hng ha v dch v) hoc
cc tng v thng c thanh ton bi mt nh ti tr nht nh. Tt c cc khng
gian c tr tin trn mt trang web hoc trn mt bc th in t c xem nh l
qung co. Qung co trn internet tng t nh qung co trn cc phng tin
truyn thng truyn thng, m trong cc cng ty to ra ch v sau bn khng
gian cho cc nh marketing bn ngoi. iu ny c th gy nhm ln, c bit l khi
mt khu hiu qung co xut hin trn trang web ring ca mt cng ty. Cha kha l
s trao i nu mt cng ty tr tin hoc trao i hng ha ly khng gian t
ch m n to ra, th ch c xem nh l qung co. Trong chng 6, chng
ta tho lun v lm th no m cc hng to ra cc dng doanh thu t vic bn
khng gian qung co, nhng y v cc phn sau tho lun vn ngc li: mua
khng gian qung co t ai vi ti cc bn lin quan ca mt cng ty. Nhng
nh ngha ny v ngha vi khch hng, (nhng ngi m xem tt c cc thng ip
in t l qung co), nhng chng li quan trng i vi cc nh marketing v cc
cng c MarCom khc nhau gip xc nh cc mc tiu khc nhau.
10.3.1. Xu hng qung co trc tuyn
Qung co trn internet M bt u vi cc chui qung co u tin trn trang
Hotwired.com vo ngy 27 thng mi nm 1994. Minh ha 10.3 l mt gii thiu ca
mt trong nhng loi qung co, c ti tr bi AT&T (nhng ci khc bao gm
IBM, Sprint, MCI, Volvo, Zima, v Club Med). Qung co chy trong 12 tun, chi
ph l 30.000 la, v nhn c mt lng ngi truy cp vo ng ngc nhin l
30%. So snh t l ny vi 0,04% lt kch chut vo mt qung co tng t vo
thng by nm 2007, theo eMarketer. Tht th v, 6% ngi s dng internet i din
cho mt na ca tt c cc lt nhp chut vo qung co. eMarketer gi h vi ci
tn nhng ngi nhp chut nng k, tui trung bnh ca h l t 25-44 tui, thi
gian ln mng ca h gp bn ln nhng ngi khc, v h c thu nhp hng nm di
40.000 la khng phi l thng tin ti u cho cc nh bn l qua mng.

259
 Minh ha 10.3: Qung co u tin nm 1994
Qung co trn mng t ti mt t la vo nm 1998, tng nhanh ti 8,2 t
la trong nm 2000, gim xung 12,3% nm 2001 v li gim nm 2002 (ng vo thi
k kinh t suy thoi), v cui cng t ti nh khi n vt qua ngng 21,1 t nm
2007 (Minh ha 10.4). Hu ht cc nh marketing gi y tin rng internet lm mt
trung gian quan trng trong vic vn ti cc th trng mc tiu ca h.

Minh ha 10.4: Chi tiu cho qung co trn internet M t 1996 2007. n v tnh:
triu la
Ngun: Bo co li nhun qung co trn internet ca PricewaterhouseCoopers
LLp/IAB.
hiu v bi cnh m nh marketing chi ra trn internet, xem xt tng cc
khon chi tiu cho qung co M trong sut nm 2007 c c chng t ti 237,8
t la. Ni mt cch khc, nm 2007, cc cng ty internet vi khng gian bn ch
t c 8,9% lng tin chi cho qung co ca cc nh marketing (xem tip phn sau
bit thm chi tit). Cc con s trung bnh c th to nn n tng sai internet thc
s l mt mi trng qung co quan trng cho nhng ngnh cng nghip nht nh v
cc cng ty, nhng khng phi cho tt c. Hnh thi ny c th khng tng nhiu trong
tng li khi cc nh marketing tng cng vic s dng cc blog, video, cc mng x
hi, v cc hnh thc min ph khc ca phng tin truyn thng x hi vi cc th
trng mc tiu ca h.
Nhng ngnh cng nghip no ph hp vi qung co trc tuyn? Thng qua
Cc qung co trn Internet (IAB), hu ht vic s dng qung co n t cc danh
mc sn phm sau, nm 2006:

Lin quan n ngi tiu dng (52%)

260
 Cc dch v ti chnh (16%)

Tin hc (10%)
Thng tin lin lc (8%)
Phng tin truyn thng (6%)
Qung co lin quan n ngi tiu dng bao gm bn l (37%), xe hi (22%),
th gin (13%), gii tr (8%), v cc hng ha ng kin (8%).
Mt xu hng qung co trc tuyn quan trng l nhng qung co t pht ca
ngi dng. Frito Lay trao thng 10.000 la v mt chuyn i min ph ti gii
bng bu dc nm 2007 cho ngi s dng internet no chin thng trong cuc thi
sng to cc qung co 30 giy trn ti vi. V tr thng li l lung khng kh cho
tr chi ny. c 1.100 tc phm v gn 700.000 ngi s dng internet ng nhp
vo xem cc qung co v bnh chn cho nhng ci h a thch nht. Frito Lay
tr 2,5 triu la cho v tr trn chng trnh gii bng bu dc trn truyn hnh cng
thm khon tin gii thng, trong khi ngi lm ra qung co , Dale Backus chi
chi ra c 12,79 la sn xut ra n. General Motors th dng chin thut tng
t, cung cp cho nhng ngi tiu dng video, m thanh, v cc hnh nh dng
trong vic xy dng nhng qung co. N cng hot ng tt cho GM; tuy nhin,
c mt khe h khng tt khong 20 % cc tc phm c mt s on vn bn cp
n xe Chevy Tahoe lm tng vic s dng du trn th gii v gy ra hin tng tri
t nng ln. Nhng video c gi ln nh l cc qung co chm bim trn
YouTube v nhn c nhiu lt xem. Mi lo: trong mt mi trng internet ni
m mi ngi u l nh bo, ch i im yu ca bn phi by ra. Bt chp, GM
kt thc chin dch vi mt thnh cng khng l.
Cc nh marketing tip tc th nghim vi nhng qung co c to bi ngi
dng vi l do tt mt nghin cu cho thy rng nhng ngi tiu dng tin vo
nhng cng ty vi nhng qung co c to bi khch hng thn thin hn (68%),
sng to hn (56%), v i mi hn (55%) nhng cng ty ch dng nhng qung co
chuyn nghip (theo AMA v Cng ty nghin cu quan im). Hn na, nh li vn
cp chng mt rng, khch hng tin tng ln nhau nhiu hn l h tin
vo cc cng ty, do vy qung co to ra bi khch hng l mt chin thut hp l.
10.3.2. Cc dng qung co trc tuyn
Bt c th th g qung co trn internet nh: vn bn t mt cu cho ti
nhng trang truyn cc hnh nh, m thanh, siu lin kt, hoc biu tng marketing
hnh con th ca hng pin Energizer thng qua mt trang web. T kha tm kim l k
thut pht trin nhanh nht v quan trng nht (xem Minh ha 10.5). T kha tm kim
l mt phn ca mt chin thut ln hn gi l marketing tm kim (search
marketing): l hot ng marketing mt trang web thng qua cc k thut tm kim,
ci thin th hng trong nhng danh sch, danh sch mua bn c thanh ton
thnh cng, hay kt hp nhng ci ny vi cc k thut tm kim, cc hot ng lin
quan khc (xem chng tm bit r hn v chin thut ny).

261
 a phng tin

Th in t

T kha tm kim

Rao vt

Ti tr

Qung co hin th

Minh ha 10.5: S cn i ca tin qung co chia theo cc dng nm 2001-2006

Ngun: cc bo co li nhun qung co trn internet ca
PricewaterhouseCoopers LLP/IAB
Qung co phn loi l mc chi tiu ln th hai, v sau l cc qung co hin
th (www.iab.net). Tht th v khi ch ti vic cc dng qung co thay i nh
th no trong nm nm qua, phn nh ti cuc cnh tranh khc lit thu ht s ch
ca khch hng trong mt mi trng ni m nhng ngi tiu dng chi tiu. Phn
tip sau y tho lun v mt vi dng qung co th v hoc hay dng.
a. Cc qung co hin th (display ads)
Hy rng qung co biu ng banner ads khng cn c lit k nh l
mt dng qung co trong Minh ha 10.3. Cc qung co tng tc khng cn bo co
v vic dng qung co biu ng ng vi s st gim nhanh chng ca n trong vic
s dng v hiu qu cho vic p ng cc mc ch trc tip, v s pht trin quy m
qung co khc bit v ln hn. Cc ngnh gi y s dng mt thut ng qung co
truyn thng m t c cc cc biu ng v cc quy m khc ca n cc qung co
hin th display ads. Nhng qung co ny bao gm nhiu khong trng v hnh nh
hn l ch, v bao gm cc banner truyn thng vi nhiu kch c khc nhau. Nhn
vo Minh ha 10.2 v Minh ha 10.3, iu phn vn l ti sao qu nhiu nh
marketing vn dng cc qung co hin th k vng nhn phn hi trc tip khi m
t l kch vo li rt thp. Cu tr li l nhng qung co hin th gip xy dng
nhn thc v thng hiu khi c nhng ngi gh thm trang web xem.
Cc qung co tng tc (IAB) v Lin hip thng tin v gii tr h tr qung
co (CASIE) a ra kch thc tiu chun cho nhng g h gi l cc nh dng
tng tc bit r hn, vo trang web www.iab.net. Cc qung co hin th: hnh
ch nht (rectangles), xut hin bt ng (pop-up), cc khu hiu (banner), nt nhn
(buttons), v bng hiu qung cao trn cao (skyscraper) chim lng pixel ca khng

262
gian khc nhau c xc nh trc cho thu trn trang web (mt pixel l mt im
nh). Cho v d, cc qung co hnh ch nht c dng 468 pixel chiu rng v 60 pixel
chiu cao (Hnh 10.5), qung co skyscraper l 160 x 600 pixel, v rectangles l
300 x 250 pixel. Qung co pop-up thng xut hin trong mt ca s ring m ph
ln trn ca s trnh duyt hin ti. Nhiu ngi pht cu bi qung co xut hin bt
ng v ngi dng phi ng chng, nhng nhiu ngi gi y dng nhng phn
mm chn loi qung co ny, do vy dng qung co ny dn dn bin mt. Mc
d tng t nh m hnh qung co in n c s dng bi cc tp ch v bo ch, trn
internet, nhng qung co ny bao gm video v m thanh trong khng gian nh c
vi inch.
Mt vi nh quan st ngh rng ngnh cng nghip ny rt cuc s tiu chun
ha cc kch c qung co trn mng, nh l vi cc phng tin truyn thng truyn
thng, d dng hn cho cc trang web bn khng gian v cc cng ty thit k qung
co. Vic chun ha khng xy ra v nhng kh v nh dng mi li xuyn qua
m hn n qung co trn mng v chim ly s ch ca ngi s dng tt hn l
cc qung co nh chun. Thc ra, ring DoubleClick (mi y c mua li bi
Google) bo bo c hn 8.000 loi kch c qung co khc nhau trong thng nm
nm 2002 (dch v qung co DoubleClick, 2002). Tuy nhin, IAB gi y li
xut nhng c qung co sau y nm trong n lc ca n to ra nhng chun cng
nghip:
By c khc nhau kiu Rectangles v Pop-up.

Tm kiu Banner v Button.

Ba kiu Skyscraper.
b. Nhng qung co truyn thng a dng (Rich Media Ads)
Tt c nhng qung co trong danh mc ny u tng tc c, t nht l c th
kch vo. Bng cch kch vo qung co, ngi dng c chuyn n trang web ca
nh qung co , ni m giao dch hay bt c mc ch no khc thc s t c.
Mt vi qung co hin th nng cao s tng tc bng cch bt v tr ca chut di trn
trang web v to nn nhng chuyn ng sinh ng nhanh hn s tip cn ca ngi
dng. Nhng qung co khc c xy dng nhng tr chi. Cn nhng ci khc li c
nhng thc n tri xung (menu), cc nh du (check box), v cc hp tm kim
(search box) thu ht v y thc cho ngi s dng thao tc. Minh ha 10.6 hin th
mt qung co biu ng m cho php nhng ngi dng tng tc bng cch kch vo
cc mc t mt menu x xung. Theo nhng ngi bin tp ca Wikipedia, cc qung
co truyn thng a dng thng s dng chuyn ng Flash v nhiu thnh phn
khc thu ht s ch .

263
 Minh ha 10.6: Qung co tng tc ca BuyComp
Ngun: www.buycomp.com.
Tt c nhng dng di y u l qung co truyn thng a dng (theo
www.wikipedia.com):

Qung co biu ng (Banner ad): mt hnh nh qung co hoc chuyn ng

c hin th trn mt trang web, trong mt ng dng (nh l Eudora), hoc trong
mt th in t dng HTML.

Qung co xen k (Interstitial ad): s hin th ca mt trang web qung co

trc khi ch yu cu xut hin.

Qung co ni (Floating ad): mt qung co m di chuyn xuyn qua mn hnh

ca ngi s dng hoc ni ln trn ch .

Qung co m rng (Expanding ad): mt qung co m n thay i c kch

c v c th thay i ch trn cng mt trang web.
Qung co lch s (Polite ad): mt phng php m bng cch no mt qung
co c ln c ti v trong nhng mu nh hn ti thiu ha s chen ngang
vo ch m ngi dng ang xem.

Qung co hnh nn (Wallpaper ad): mt qung co m thay i hnh nn ca

trang web ang xem.

Qung co bp bm (Trick banner): mt qung co m trng nh mt hp thoi

vi cc button. N gi v nh mt thng bo li hay cnh bo.

Qung co xut hin bt ng (Pop-up): mt ca s mi m m ra ngay trc ca

s hin ti, hin th mt qung co, hoc ton b trang web.

Qung co xut hin pha sau (Pop under): tng t nh kiu trn, ngoi tr
vic ca s ny xut hin ng sau ca s hin ti, do vy ngi dng khng thy
n cho ti khi h ng mt hay nhiu cc ca s hin hnh.
264
 Qung co video (Video ad): tng t nh mt qung co biu ng, ngoi tr
vic thay v mt hnh nh tnh hay ng, th hin th nhng video.
Qung co bn (Map ad): vn bn hoc hnh nh c gn ng dn lin kt,
xut hin trong hoc trn mt a im trn mt bn trc tuyn, chng hn nh
trn Google Maps.

Qung co trn in thoi di ng (Mobile ad): mt tin nhn SMS hoc mt

thng ip a phng tin c gi ti in thoi di ng ca khch hng.
Mt mt tri ca cc qung co hin th c chuyn ng v tng tc cao l
chng thng i hi bng thng rng hn. Lun gi cho kch c ca tp qung co
nh nhm gim thi gian m chng hin th. Cc qung co nh thng xut hin
trc hu ht cc ch trn mt trang web ti xung. Do , qung co hin th
trn mn hnh ca ngi dng ch trong giy lt. Nhng ngi dng c th khng ch
i nhng qung co ln hin th xem, nn thay v vy, h s theo mt siu lin kt
ri b trang web trc khi qung co c hin ln hiu qu qung co mt i.
Vi bng thng c m rng v tc ng truyn cao ti hu ht mi nh, nhng
qung co tng tc s tr nn quan trng trong tng lai.
c. Qung co ni v xen k
Cc qung co xen k xut hin khi cc ni dung khc ang c load (gia cc
trang). N l nhng qung co da trn nn tng cng ngh Java m xut hin trong
khi cc ch ca ngi ng ang ti ln. Chng ch chim 2% ca tng chi ph
qung co trn internet. Nhng qung co xen k c coi l c ha hn ln khi
chng ln u c sn xut, nhng s lng ca chng khng tng ln. Mt l do l
chng khng hot ng thc s tt; v mt l do khc l chng to nn n tng v
thi gian ch i lu cho ngi s dng, iu ny khng tt. Tuy nhin, ngi dng c
nhng phn ng tch cc vi nhng qung co ny nu chng mang tnh gii tr.
S lp li tip theo ca nhng qung co xen k c gi l qung co xen k
siu cp. c sng to bi Unicast, qung co xen k siu cp l qung co c dng
ging nh video xut hin khi mt ngi dng di chuyn chut t phn ny ti phn
khc ca mt trang web (www.unicast.com). Nhng qung co xen k siu cp trng
ging cc video nh, dng cng ngh Flash v Java lm chng th v v nhanh. S
ci tin ca qung co xen k siu cp so vi qung co xen k l n a n ng sau
v khng xut hin cho ti khi c load trn my tnh ca ngi dng. Do vy
mt qung co xen k siu cp khng lm chm thi gian ti xung ca trang web,
hoc lm ngi dng c n tng rng khng phi do n lm chm. Agency.com, mt
cng ty qung co, thit k mt qung co xen k siu cp cho hng hng khng
Anh British Airways m to nn mt lng kch vo ng kinh ngc ln ti 20%. Tt
nhin, bt c th g mi trn web u thu ht s ch .
Shoshkele, c to ra bi United Virtualities (loi qung co ny t theo
nickname ca con gi ngi sng lp ra cng ty), l mt on hot hnh bng Flash t
nm ti tm giy chy trn mt trang web thu ht s ch ca ngi dng. Qung
co ca hng pin Energizer Bunny l mt trong nhng Shoshkeles u tin, to nn
nhiu s thch th khi ch th nhy qua v lm gin on trang vn bn. Mt
Shoshkele gn y xut hin Speedvision.com. Sau khi ti trang ny, mn hnh

265
dn dn ti li khng c c ch, v sau mt bn tay xut hin gc di bn
tri v bt la bng mt ci bt la Zippo chiu sng li trang web trc khi bin
mt. Nhng qung co ny th v vi mt s ngi nhng li l s xm ln vi s
khc v n khng th dng li. Cng ngh web cho php c nhiu dng qung co a
phng tin th v. Tnh mi l ca nhng kiu dng mi nh nhng ngt qung mn
hnh thu ht s ch ca ngi tiu dng, nhng nhng quy tc truyn thng
khng khng rng S thnh cng ca truyn thng marketing l s tip cn ti ng
khch hng vi ng thng ip ng thi im.
d. Qung co qua th in t

Minh ha 10.7: Qung co vn bn dng nhng trong th in t

Mt loi qung co trn mng tn t chi ph hn rt nhiu l qung co qua th
in t, thng ch l mt vi cu trong vn bn c nhng vo trong mt ch
khc ca cng ty. Cc nh marketing mua khng gian trong th in t c ti tr
bi cc cng ty khc (v d nh Hotmail). Minh ha 10.7 hin th mt th in t m
CDW mua cng phn tho lun th in t gia cc thnh vin trong cng ng s
dng dch v Listbot (by gi l Microsoft List Builder). Cc bn tin th in t c
ti tr bi cc cng ty l mt v d khc. Minh ha 10.8 hin th mt qung co cho
Cm nang hng dn marketing bng th in t m gip ti tr mt bn tin th v v
truyn thng marketing trn mng t WordBiz.com. Mc d mt xu hng tip theo
hn c HTML v th in t a phng tin (rich media email) nh qung co ny,
nhiu ngi dng vn thch th in t trn nn vn bn hn thi gian ti n v
nhanh hn. Nh l mt kt qu, trc khi mua mt qung co th in t, cc cng ty
phi m bo rng nhng ngi nhn ca h gn gi vi th trng mc tiu ca h.
Tuy nhin, da trn nh ngha ca qung co, lu rng cc thng ip HTML v th
in t a phng tin c gi trc tip t mt cng ty ti nhng ngi s dng
internet l marketing trc tip, khng phi qung co.

266
 Minh ha 10.8: Qung co trong bn tin th in t
e. S ti tr (sponsorships)
S ti tr, cn c gi l qung co kiu bi bo (advertorial14), kt hp ch
bin tp v qung co mt th m cc nh xut bn truyn thng rt ght. Hu ht
cc phng tin truyn thng chia tch ch mt cch r rng trong qung co; cc
tp ch cho ph n l mt ngoi l. Cc nh marketing thc phm thng a vo cc
cng thc nu n nhng sn phm ca h trong nhng tp ch ny, v nhng nh
marketing thi trang cp n qun o ca h trong cc bi bo. Hot ng ny lm
hi lng cc nh marketing v n to cho h s ph din thm vo v s n tng rng
bi bo pht hnh qung co cho sn phm ca h. S pha trn ch bi hai cng
ty ang suy gim trong vic s dng cc trang web: n gi y ch bao gm 3% ca
tng chi ph qung co trn web.
Chng ta ngh rng cc ti tr l quan trng trn web v nhng qung co hin th
d dng b b qua bi ngi s dng, cc ti tr cho php tng tc ln, v v c nhiu
cng ty xy dng quan h i tc cng nhau cung cp ch hu ch hn. Ly v
d, Astrology.com ti tr cho mt trc nghim v t vi trn iVillage.com, mt trang
web cho ph n. Nhng qung co ny em li gi tr cho ngi dng trang web v li
nhun cho iVillage. Xem Minh ha 10.9 v trang web Candystand, c ti tr bi
hng ko Life Savers. Mi ln kt trang web ny u dn ti mt tr chi c ti
tr bi mt trong nhng loi ko ca Life Savers.

14
Advertorial: bn cht l mua trang qung co nhng vit bi theo kiu PR ( vit tt ca advertisement
v editorial). Cc doanh nghip c th chuyn ti thng tin, hnh nh mt cch y nht n c gi - l khch
hng tim nng - m khng lo ban bin tp ca t bo chnh sa, ct xn ni dung.

267
 Minh ha 10.9: S ti tr ca Life Savers ti Candystand
Ngun: www.candystand.com. c s dng theo quyn ca Nabisco,inc.
Lu rng ti tr trong qung co ny c xc nh r rng. Nhng ngi tiu
dng bit rng ch ny c mang li bi Life Savers trong s lin kt vi
Candystand. Mt vi ngi lo lng v vn o c ca cc ti tr khi nhng ngi
tiu dng khng th d dng xc nh tc gi ca ch . C l vn ny l khng
ng k v nhiu ngi s dng xem ton th trang web nh l mt qung co khng
l. Tuy nhin, khi qung co b gi mo nh l chnh hng th n c th gim lng tin
ca ngi s dng v lm xu hnh nh thng hiu. x l vn quan trng ny,
IAB thit lp mt bng cc tiu chun cho vic cng khai ti tr trong loi qung
co ny.
g. Qung co di ng
Trong hng pht trin ca tng lai, cc nh marketing ang xem xt cn thn
nhng pht trin ca th trng thit b di ng. Cc thit b PDA v in thoi di ng
thm nhun cao, vi cc in thoi di ng ang l thit b u cui internet nhiu
nc. Trong khi cc nh marketing in thoi di ng chi ch 871 triu la
trong nm 2006, th theo bo nh kinh t hc, Cc nh marketing coi in thoi di
ng nh l min t ha ca qung co. Bn k thut truyn thng marketing y
ha hn cho cc thit b di ng c tho lun trong chng ny: phn pht ch
in thoi min ph (cc quan h marketing cng ng), qung co ti tr ch , v
hai k thut marketing trc tip marketing i phng v cc dch v tin nhn
(SMS). Trong thc tin, ranh gii gia nhng k thut ny khng r rng.
268
 Qung co theo ch ti tr cho in thoi di ng l phin bn khng dy ca
cc qung co hin th v cc qung co khc ti tr cho ch web. Mt vi qung
co trn in thoi di ng s dng m hnh li ko (pull) ca qung co: Nhng
ngi s dng ko ch t cc trang web cho in thoi di ng v cc qung co i
cng vi cc ch . Cc cng ty nh l Microsoft v AvantGo a ra nhng tin
tc min ph v cc ch khc ti nhng ngi dng in thoi di ng, c ti tr
bi bn th ba l cc nh marketing (Minh ha 10.10). Hng di ng Virgin Mobile
ca M v mt vi hng khc cng thnh cng vi vic la chn m hnh y ch
c qung co ti tr. Trong chin dch Sugar Mama ca hng di ng Virgin
Mobile, h a ra cho nhng ngi s hu in thoi di ng nhng pht min ph
i li vic h phi xem cc qung co. Ly v d, xem mt qung co 45 giy trn
web s cho h mt pht gi min ph, v vic nhn tin nhn qung co hoc hon
thnh cc bng hi iu tra cho h nhiu pht min ph hn. Theo Ultramerical, cng
ty ang iu hnh chin dch ny, Virgin Moblie cho i hn 10 triu pht gi min
ph thi im gia chin dch.
Cc qung co trn in thoi di ng l mt vng t mi y ha hn v nhiu
cu hi cha c tr li. Mt cuc tranh ci quan trng hin nay gm vic ngi s
dng di ng thch tr tin cho cc ch hn hay l thch nhn ch c qung co
ti tr hn. iu ny tng t nh trn ti vi khn gi c th tr tin cho chng trnh
truyn hnh cp trn ti vi khng mang tnh thng mi hoc nhn chng trnh c
qung co ti tr t trm pht sng. Mt kho st v 3.300 ngi s dng in thoi di
ng trn 11 th trng ton cu cho thy rng nhng ngi dng tip nhn cc qung
co di ng, mc d 86 phn trm ni rng h mun mt li ch r rng cho h
(Pastore, 2002a). Trong mt nghin cu bi nhm Cahners In-Stat, 64% ngi tr li
ni rng h s khng m ly qung co trn in thoi di ng tr khi h c th quyt
nh nhn hay khng.

Minh ha 10.10: Ch c qung co ti tr trn PDA

269
 Ngun: AvantGo, Inc: AvantGo Mobile Internet (www.avantgo.com).
Mt vi vn quan trng c th nh hng ti tng lai ca qung co trn in
thoi di ng. u tin, bng thng khng dy hin nay kh nh, do vy ch qung
co thm vo gy tr ngi cho vic ti xung thng tin yu cu. Th hai, mn hnh nh
hn ca in thoi v PDA lm gii hn rt ln kch c ca qung co. Th ba, n i
hi nhng k thut khc theo di hiu qu ca qung co, AvantGo theo di cc
trang c xem v nhng ln kch vo qung co cho ch cng tc. Cui cng,
nhiu ngi s dng in thoi di ng phi tr tin cho nh cung cp dch v trong
nhng pht truy cp vo internet v nhiu ngi khng mun tr tin cho thi gian
m h b ly i bi vic nhn cc qung co. Bt chp nhng vn ny, ch c
qung co ti tr c v vn tng trng trong tng lai.
h. Cc dng mi
Trn internet, bt c iu g cng c th thc hin. y l vng t mu m cho
cc nh marketing sng to, nhng ngi m lun lun ngh ra nhng cch mi tip
cn cc th trng mc tiu vi qung co qua mng. Nhng qung co widget15 c th
ti xung c l mt trong nhng xu hng mi nht. Hng thc phm Kraft a ra
mt widget m khi ci t trn my tnh ca mt khch hng s t ng gi mt cng
thc nu n khc nhau mi ngy. Yahoo! c gn 5.000 widget, mt s trong chng a
ra s gip trong mua sm nh l mt ci m gip tm kim cc tha thun mua
bn trn trang Amazon.com hay tm cc sn phm Sears.com. Mt lnh vc mi
khc l qung co trn video thch hp vi s lng ln ngi xem truyn hnh, vi
bn dng qung co mi ni trong u nm 2008:

Yahoo! gii thiu mt qung co ba giy m s hin ra trc khi pht mt video
v sau tr thnh mt qung co biu ng trn ca s video sau khi n bt u.
Khi nhng ngi dng kch vo mt qung co th qung co khi ng khi
c tng tc v on video b ngng li.

Yahoo! cng gii thiu mt b mt video bn trong sut, m xut hin trc hoc
sau khi on video bt ln. Ngi dng nhn thy mt tn hiu di chut ln
video , khin cho qung co ni ln. Ngi dng c th kch vo ti
trang web ca nh tip th.
Google a ra qung co gadget vi tnh tng tc, kh nng a phng tin
ca n cho php ngi dng tng tc theo nhiu cch m cha tng lm trc .
Ly v d, gadget thm vo ci nhn th v hn v ch (nh l chng trnh ha
nhc ca Honda Civic) v nhng ngi dng c th gi chng ti bt c u trn
mng v chia s chng vi nhng ngi khc trn cc mng x hi.

15
Widget di ng l mt on m c th c ci t v thc hin trong bt k trang web ring bit
HTML no bi mt ngi dng cui m khng i hi bin son b sung. Chng c bt ngun t tng s
dng li m. Cc cng c thng c dng to ra n l DHTML, JavaScript, hoc Adobe Flash.
Widget hin th thng tin v mi nhng ngi s dng thc hin mt s hot ng tc ng vo cc
nt, hp thoi, ca s bt ln, ko xung ca menu, biu tng, thanh cun, vin ca s c th thay i, hp la
chn, ca s, tear-off cc menu, cc thanh menu, bt/tt cng tc v cc hnh thc khc.

270
 VideoEgg cho php ngi dng kch vo mt video v tng tc vi mt qung
co hot hnh, video mi, hoc tr chi. Trn 100 nhn hiu trn YouTube v video
khc chia s trn cc trang web c dng cng ngh ny.
10.4. CC QUAN H CNG CHNG TRONG MARKETING
Quan h cng chng (PR) bao gm cc hot ng nh hng ti quan im cng
ng v to ra thin ch cho mt t chc. PR c dng to ra thin ch gia mt s
lng cng chng khc nhau bao gm cc c ng ca cng ty, cc nhn vin, phng
tin truyn thng, cc nh cung cp v cng chng a phng, cng nh l cc khch
hng, ngi mua l doanh nghip, v cc nhm c ng khc. Cc quan h cng
chng trong marketing (MPR) bao gm cc hot ng lin quan n thng hiu v
min ph, truyn thng ti bn th ba hi t nh hng tch cc n cc th trng
mc tiu. Do , MPR l mt b phn marketing ca PR hng ti cc khch hng
ca cng ty v nhng trin vng xy dng s nhn thc v cc thi tch cc v
cc nhn hiu ca n. Cho v d, lu lng trn mng tng t 25 n 35% l thng
thng i vi cc nh bn l trc tuyn trong sut dp mua sm vo k ngh, v
GoDaddy.com thy lng khch ca h tng 1.564% vo ngy ch nht ca gii
bng bu dc nm 2006, m h qung co .
Cc hot ng ca MPR s dng cng ngh internet bao gm ch ca chnh
trang web, cc s kin trn mng, v nhiu cch xy dng mt tin n trn mng.
Trong chng ny chng ta tho lun v MPR s dng cc k thut truyn thng, cc
blog, cng ng, v cc truyn thng x hi khc c dng to nn mt tin n
lan truyn (buzz) trn mng.
10.4.1. Website
Bt c trang web ca t chc, cng ty, cc nhn, hay mt thng hiu no u l
mt cng c MPR v n phc v nh l mt sch qung co in t, bao gm cc sn
phm hin ti v thng tin v cng ty. Trong chng 3, bn hc rng 65% ti 87%
ngi s dng internet mua hng qua mng v 81% dng internet thu thp thng tin
trc khi mua hng qua mng hay khng qua mng.

271
 Trang web 18%
Xem trong ca hng 15%
Truyn ming 14%
nh hng ca danh mc 11%
Bn hng c nhn 6%
Qung co trn TV 4%
Qung co trn web 3%
Cng c tm kim 3%
Tin tc/truyn thng 3%
Th/Danh mc 3%
Tp ch/bo 2%
Qung co qua i 1%
Qung co ngoi tri 1%
Tip th qua in thoi 0%

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Phn trm ngi c hi

Minh ha 10.11: nh hng ln nht ti nhng ngi tiu dng qua mng trong vic
thc hin quyt nh mua sm
Ngun: DoubleClick, nghin cu thng 11 nm 2006 (www.doubleclick.com).
Thc ra, trang web ca cng ty l chi phi ln nht ti nhng ngi tiu dng
qua mng trong cc quyt nh mua sm, theo nghin cu ca Double Click (Minh ha
10.11). Mi tm phn trm ni rng web nh hng n vic mua sn phm /dch
v ca h nhiu nht, so vi t hn 4% cho bt c loi qung co no.
Theo Hip hi marketing trc tip, khi cc nh marketing t c mt s
hiu bit tt hn v ROI ca h, th h bt u phn phi nhiu ngun lc hn cho
vic pht trin v tr trn mng hn l xc tin trang web ca h nh l cch tng li
nhun ca h. Vic ci thin tri nghim ca khch hng qua mng gi y l mt u
tin (xem www.the-dma.org). V d, trang web ca Butterball (www.butterball.com),
nhn mnh v cc th thut nu nng v chm khc, nhn c 550.000 ngi
xem trong mt ngy trong sut tun l t n. Mc d n tiu tn tin ca cng ty ny
to ra mt trang web nh vy, nhng n li khng c xem nh l qung co (tr
tin cho khng gian trn trang web ca mt hng khc).
Mt vi tin b ti cng vi vic s dng trang web cho vic a thng tin v
sn phm. u tin, trang web l mt la chn tn t chi ph to ra nhng quyn
sch qung co nh hoc nhng thng co bo ch c gi trong th qua m. Th
hai, thng tin sn phm thng c cp nht trong c s d liu ca cng ty, do vy
ch trang web lun mi. Cui cng, trang web c th tip cn nhng khch hng
trin vng mi m ang tm kim nhng sn phm c bit. Nhiu quyn sch tho
lun v vic lm th no to ra nhng trang web hiu qu do vy, ni dung ny
ngoi tm ca quyn sch ny. im quan trng nht l to ra mt trang web m tha

272
mn nhng khch hng mc tiu ca cng ty hn l i th cnh tranh. Trang web c
th gii tr (cc tr chi v bu thip in t), xy dng nhng cng ng (cc s kin
trn mng, cc phng tn ngu, v cc nhm tho lun th in t), cung cp mt knh
truyn thng vi khch hng ( kin phn hi ca khch hng v dch v cho khch
hng), cung cp thng tin (s la chn v mua sn phm, li khuyn v sn phm, gii
thiu cc nh bn l), v h tr theo nhiu cch khc nhau.
Trang web l cnh ca vo mt cng ty, v phi cung cp nhng ch li cun,
c t chc v thch ng. Minh ha 10.12 th hin cnh ca ca Microsoft vi mt
danh sch y ca tt c cc trang web ph ca Microsoft, sn phm chnh ca n
(Microsoft Office) v h iu hnh (ti Vista ngay by gi), v cc lin kt bi th
trng (doanh nghip, ngi tiu dng). Cui cng, n h ho v s nh hng vo
khch hng: Kt ni v chia s bt c u v Tim nng ca bn. am m ca
bn. Tht l kh lm mt trang web n gin khi c qu nhiu sn phm, thng tin
v hng chc ngn trang, v chng ti ngh Microsoft lm tt.

Minh ha 10.12: Trang web l cnh ca vo mt t chc

Ngun: www.microsoft.com. Chp mn hnh sn phm ca Microsoft c in
vi s cho php t Microsoft Corporation.
10.4.2. Nhng s kin trc tuyn
Nhng s kin trc tuyn c thit k nhm li cun khch hng v to ra nhiu
con ng n vi website. Trong ngy khai trng website Amazon, nh sng lp
Jhon Updike cho khch hng chia s nhng nguyn vng ca h. Mi nm mt
ln Land Rover ti tr mt cuc thi chy xuyn qua nhiu vng t c o trn th
gii. Land Rover cho php ngi dng ca h nhn nhng thng tin cp nht v cuc
ua trn chnh website ca mnh. C l s kin thng mi ng nh nht tng xy
ra l vo nm 1999 khi m Victoria Secret thnh lp ra mt website da trn
tng mt cuc din thi trang. Hng ny ng qung co v website ln t New

273
York Times, tp ch bng Super Bowl v nhiu phng tin truyn thng khc. S
kin ny thu ht c khong 1,2 triu ngi v lm tng 82% tng s lt truy cp
vo website, iu lm cho doanh nghip cung cp my ch cho website ny khng
th gii quyt ni tnh trng nghn mng.
Nhiu cng ty v t chc khc nhau c th t chc cc bui nghin cu, lm
vic nhm v tho lun trc tuyn. Nm 2008, quc hi M v i truyn hnh CNN
t chc mt cuc tranh lun, h tr li cc cu hi ca nhn dn thng qua h thng
video. Nhng nh xut bn c th thu ht s ch ca mi ngi khi n hnh mt tc
phm mi bng cch t chc din n i thoi gia cc c gi v tc gi. Nhiu
cng ty s dng nhng s kin chun b t chc ging nh mt l do chnh ng gi
th n cc khch hng tim nng cng nh khch hng hin hu ca h. Vic t chc
mt s kin trc tuyn khch hng c th ni chuyn vi lnh o hoc nhng
ngi ph trch s lm cho khch hng tin tng hn vo t chc. Vic lm ny s tit
kim c nhiu thi gian v chi ph so vi vic t chc mt cuc hi tho trc tip.
CVENT l mt doanh ngip hot ng trc tuyn chuyn cung cp cho khch
hng nhng giao din web thng qua khch hng c th gi th mi hoc ng
k thnh vin trong c nhng s kin trc tuyn v trc trip (www.cvent.com).
Website hot ng thc s hiu qu bi n cho php ngi ng k thanh ton trc
tuyn, sp xp cc phng tin i li, v cung cp cho cc khch hng truy cp website
nhng thng tin s kin thay i trong tng lai (v d nh s thay i t gi hi oi,
nhng s kin nng trong ngy). Khi s dng CVENT, gim c marketing ca th
trng chng khon Nasdag tng gp i c lng thng tin phn hi li cho
khch hng v ct gim ti 92% chi ph marketing. Tng t nh vy, Webex cng
cung cp khng gian cho nhng cuc hp trc tuyn, Webinars v Meetup.org phn
chia khch hng thnh tng nhm ring bit theo a phng v sau tin hnh t
chc cc cuc gp trc tip cho h.
10.4.3. Chui d liu truyn thng s Podcasts
Theo t in Wikipedia, Podcast l mt hoc mt chui d liu truyn thng s,
n c truyn ti trn mng internet ngi dng c th ti v s dng trn thit b
nghe nhc hoc my tnh c nhn. Trc y podcast ch c dng m thanh c vi
my nghe nhc Ipod hoc Mp3, tuy nhin gi y ngi dng c th ti v c
nhng video hnh nh tng thch c vi nhiu loi thit b khc nhau. Trn thc t
th khng c qu nhiu s khc nhau gia video podcast v cc loi video trc tuyn
khc. C ti 12% ngi dng l c nhn s dng podcast (theo kho st ca t chc
Pew Internet & American Life) v gn 18% cc doanh nghip t hng podcast (tham
kho s liu nghin cu ca Cscape)
Podcast dng nh vn cn rt nhiu hn ch so vi cc cng c ca IMC. c
bit l trong tnh nng ca vic s dng cc video, tuy nhin rt nhiu cc doanh
nghip s dng thnh cng. V d nh Eastman Khngdark thc hin cc cng
vic thu m v chp nh thng qua podcast trn Itunes. Kodark thy rng rt nhiu
khch hng ca h thch s dng Podcast lin lc v lm vic vi h. Nhiu doanh
nghip khc s dng Podcast qung b thng hiu, m nhc v cc sn phm cng
ngh.

274
10.4.4. Xy dng mt tin n lan truyn trn mng
y l mt trong nhng lnh vc mi m, n l vic qung b thng tin v cc
cng ty cng nh thng hiu ca n n ngi tiu dng. 50 t bo hng u ca M
thc hin chin lc ny v thu ht c 21 nghn c gi (theo nh Beal v
Strauss 2008). Tuy nhin, nm website hng u nm 2007 thu ht 131,4 triu lt
ngi (theo nh Nielsen). V l do ny m nhiu cng ty qung b thng hiu ca
mnh trn cc website v gi th in t qung b thng hiu ca mnh. Qung b
thng hiu kiu ny l kt qu ca chin lc MPR.

Minh ha 10.13: Trang v Google Google.com

Ngun: www.google.com/about.html.
i cng vi s pht trin, nhiu nh bo khng ng ti thng tin cp nht hng
ngy trn cc t bo c gi n qua hm th in t ca h na m thay vo h
tm kim thng tin ti nhiu a ch khc nhau trn mng internet. Thm ch, ngay c
nhng s kin ln nh vic gii thiu sn phm ca iPhone, th cc nh bo vn c th
tm thy nhiu thng tin chi tit ti cc website. iu ny to ra khng gian xut bn
trc tuyn v cc trang lin lc ng gp kin about us cho doanh nghip. iu
cng c ngha l cc nh bo c th tm thy c nhng thng tin, kin ny khi h
tm kim nhng thng tin c th v mt lnh vc c th no . Google l mt trang
web in hnh c th thc hin c vic ny. Minh ha 10.13 th hin about goggle
l trang web c t chc tt, n gin v cung cp nhiu thng tin khch hng cn.
Ch vi mt c bm chut, cc nh bo c th tm thy nhiu hnh nh, thng tin v d
liu lin lc nhiu hn bt c vic tm kim bng cng c no khc.
Cc phng tin truyn thng x hi c tc ng tt ti MPR trc tuyn. Nhng
nh bo nghip d nhiu ni c th ng nh v nhiu th, bao gm c nh m t v
chc nng sn phm. Nhng nh bo truyn thng x hi, v d nh nhng blogger c
nh hng ln, vit mt ch no v ng ti n ln web ch trong vng vi gi
cng vi nhiu ng dn v chuyn i n nhiu blog v Website khc. V d nh,
hng hng khng JetBlue gp phi mt rc ri trong ngy l tnh nhn nm 2007
khi thi tit hm khng thun li b bin pha ng nc M khin cho hnh
khch phi ngi ch 11 ting ng h. Nhng hnh khch ny gi video ln
275
YouTube khi s vic din ra. Ch trong vng mt ngy th mt blog ra i,
JetBlueHostage.com , vi nhng bi vit phn nn v v vic trn v hng hng khng
ny phi tr li li nhng phn nn n tn thng tm nm sau. Ban gim c
ca JetBlue ng ti mt video xin li khch hng, n c 300.000 ngi xem
v nhn c nhng bnh lun nh: cm n, ti s i bng mt m h ln sao? Hng
my bay ny ng l mt tr ci, ai m mua v ca hng ny th s nhn c nhng
th ging nh mt a con nt nhn c vy, 10 ting ng h khng thc n, nc
hay l nh v sinh! ty chay JetBlue!!. Cc cng ty v vy phi lun i tin phong
trong vic qun l thng hiu trc tuyn ca mnh a n n khch hng mt
cch chn thc v r rng nht.
C rt nhiu phng php hu hiu xy dng mt h thng lin lc in thoi
trc tuyn bng vic s dng MPR. Marketing lan truyn, cc qung co do khch
hng to ra v nhiu tng khc na trong chng ny s gip cc doanh nghip xy
dng mt tin n. Di y l mt vi tng :

a ra nhng ha hn, cp nht thng tin mi hp dn nhiu ngi truy cp mi

v sau h s gh thm nhiu ln khc na.

Xy dng h thng bn hng dn RSS cc nh bo truyn thng truyn thng

cng nh truyn thng x hi c th nghe c ni dung.

Phn mng cc thng tin trc tuyn gi n nhiu i tng khc nhau (ging nh
BusinessWire, Newswire v PRweb)

Tng cng s dng nhng phng tin truyn thng x hi mi cng c cho
nhng ci phng tin truyn thng bi v n cho php to ng ng dn d
dng hn, hnh nh v nhiu th khc na (v d nh trn trang web
www.shiftcomm.com).

Tm kim nhng blogger c nh hng ln nh chuyn gia marketing Seth Godin.

Bnh lun trn blog ca h v hc s cho bn nhng bnh lun mang tnh chuyn
gia.

276
10.5. CHO HNG KHUYN MI
Thc y doanh s l vic a ra nhng mn qu hay khuyn mi trong mt thi
gian ngn d dng a sn phm t nh sn sut n ngi tiu dng. Cc hot
ng thc y doanh s gm c: pht phiu bc thm trng thng, gim gi, chit
khu, pht sn phm dng th, t chc cuc chi may ri, phn thng (min ph hay
h gi cc tng phm). Trong nhng hot ng trn y th ch c pht hnh sn phm
dng th, gim gi, t chc cc cuc chi may ri l c t chc rng ri trn mng
internet. Hnh thc bc thm phiu trng thng trc tuyn cng l mt cch lm y
ha hn nhng tuy nhin ch c 5,7 % ngi dng internet tm kim nhng phiu trc
phiu kiu ny so vi con s 58,4 % ngi dng tm kim chng trn cc t bo v tp
ch, 4,4 % ngi in chng qua th in t (Minh ha 10.14 minh ha mt phiu bc
thm trc tuyn).

Minh ha 10.14: Coupon phn phi cc v thng trong hu ht khu vc a phng

Ngun: www.coupons.com
Nhng vic lm thc y tng doanh s trc tuyn s lm cho ngi tiu dng
thay i hnh vi tiu dng trong ngn hn (v d : gh thm website, ng k trc
tuyn, mua sm vo nhng tun tip theo). Cc nh tip th thy rng t l khch hng
hi m trc tuyn li cho doanh nghip cao hn ba n nm ln lng khch hng hi
m li bng th trc tip. Trong khi m hu ht cc mo thc y doanh s bn hng
trc tip b tc ng nh hng bi nhiu hot ng kinh doanh khc trn nhiu knh
phn phi th cc mo trc tuyn li c nh hng trc tip n ngi tiu dng.
thc y c doanh s bn l trc tip th cn phi tin hnh rt nhiu cc hot
ng qung co. Thc y doanh s c cha ng trong ni dung ca qung co v

277
n s to ra s hp dn cho mi ngi khi truy cp vo website v khch l h quay tr
li trong nhng ln sau. Mo thc y doanh s trc tuyn cng c th to nn c
thng hiu, to ra c s d liu, h tr vic tng doanh s trc tuyn v trc tip,
nhng khng ging nh thc y mt cch trc tip, thc y trc tuyn khng to ra
nhng mi quan h vi khch hng trong di hn.
10.5.1. Dng th
Mt vi website cho php ngi dng s dng th sn phm trc khi quyt nh
mua chng. Nhiu cng ty phn mm cung cp nhng phin bn dng th min ph
cho phn mm ca h (Minh ha 10.15). Bn dng th thng c thi hn 30 hoc 60
ngy, sau ngi dng c th quyt nh mua hoc khng mua chng. Nhiu kho
nhc trc tuyn cho php ngi dng nghe th nhng on nhc di khong 30 giy
trc khi h quyt nh ti c bn nhc hoc yu cu a CD. Nhng nhm nghin
cu th trng thng lp nn cc nghin cu v phn hi ca khch hng v cc sn
phm dng th. V d nh hng Comscore Media Metrix thng xuyn ng ti nhng
nghin cu nh vy ln trang web ca h mi ngi c th xem v nghin cu v
trao i, t cng ty cng c th thu thp thm c nhiu thng tin hn.

Minh ha 10.15: Cc phn mm minh ha Microsoft.com

Ngun: www.microsoft.com/downloads/.
chng li s tn cng ca virut vo my tnh, Symantec a ra mt sn
phm chng virus dng th trc tuyn. Ngi dng c th qut virus cho my tnh ca
h trc tip trn trang web Symatec. Hin nay c khong hn 20.000 website lin kt
vi website Symantic bng cng ngh IMC v n l kt qu ca s tng trng 20 %
hng nm t nm 1998 ti 2003 ( xem www.symantec.com ).

278
10.5.2. Cuc tranh lun, tr chi may ri, tr chi khc
C rt nhiu website t chc nhng cuc tranh lun v cc tr chi may ri
thu ht khch hng n v tr li website thng xuyn hn. Nhng cuc tranh lun
i hi nhiu k nng (v d nh tr li cu hi nhanh) trong khi nhng tr may ri ch
n thun l tm ra mt ngi may mn. Ch vi th gii ca hng hu hnh, nhng
hot ng xc tin doanh s qung b c c thng hiu ca mnh v li cun
c khch hng n vi nhng ngi bn l. H thuyt phc c ngi dng xem
nhiu thng tin trn website ca h, lm cho h cm thy n quen thuc. Nunhng tr
chi may ri c tin hnh thng xuyn, khch hng s thng xuyn quay li trang
web tm kim nhng c hi chin thng.
Contesthound.com, mt website c tr chi may ri v nhng cuc tranh lun
ng gp kin c thnh lp t nm 1999 lm rt tt cng vic qung co trn
nhiu website khc (Minh ha 10.16). Trang web ny c ti 200.000 khch mi
nm v 10% mong mun nhn c lng thng tin nhiu gp i t pha h. H c
ba c im chnh m n thu ht v gn kt c khch hng l nhng tr chi,
thng tin nhm khch hng v chng trnh hi vin. Contesthound s dng c thng
mi in t v cc phng tin truyn thng khc, nhng doanh thu c to ra t
chnh nhng qung co v chng trnh lin kt ca h. N ng khong 20 cuc thi
mi mi ngy. Theo ngi ng s hu Kathleen Gunther:
Lnh vc thi bao gm t nhng b m nh t lm nc u nnh v x phng
mi thng cho n t, k ngh v chuyn nhng nh ca. Nhng gii thng thc s
ph bin khc l hng in t, u DVD, th qu tng, v VIP xem ho nhc v nhng
gii thng duy nht mt ln trong i (nh nhn c Gii thng do ngi hm m
bnh chn Junos, Calgary, Canada). Chng ti c mt vi tiu chun m mt cuc thi
phi c trc khi chng ti lit k n v danh sch, l: gii thng phi c gi tr t
nht 15 la, c gii thng v a im phi thn thin vi gia nh, cc quy nh
phi c lit k y trn trang web, vic gia nhp phi min ph. Ti ngh cuc thi
in r nht m chng ta tri qua l: Dnh giy v sinh min ph. Hng thng
c mt ngi mi ginh c 24 cun giy v bn c tin hay khng, n rt ni
ting. Chng ti c chi tr bi s dn u c mt khng hai ca cuc thi ny v
c duy tr iu trong mt thi gian rt di!
Trong mt chng trnh xc tin ni ting, nh hng Wendy v mng li TV
th thao TSN ca Canada a ra cuc thi bng t c mt triu ca
Wendy nm 2006 trong ngi thng cuc c hng ht. Cc th sinh tham gia
trc tuyn v TSN chn ra nm ngi chin thng trong 200.000 lt tham gia
(phn chia ngi thng hng ht). Ngi cui cng c c hi t c mt triu
la Canada bng cch ghi c mt bn thng trong sut na thi gian ca tr chi Gii
bng Canada ca Wendy. Cuc thi bng ny thu ht 829 ngi xem trn u
bng nhng khng may ngi chin thng khng ghi c bn thng, tuy nhin anh
ta c mua sm thoi mi ti Best Buy v hng mt s tin mt (xem
Wendys.com v Cuc thi bng ni ting ca Wendy, nm 2007).
Orbitz.com gia nhp th trng i l du lch trc tuyn vo gia thng su nm
2001 sau khi cc i th Travelocity.com v Expedia.com c thnh lp. Tuy nhin
trang web t c 1,9 triu khch hng ngay trong thng u tin, c bit bi
lng ln m ngi thng s c hng ht c a tin trn qung co trn i pht

279
thanh. Mi khch tham quan ng k vo trang web c t cch nhn mt v du lch
kh hi min ph c trao hng thng, 24/7, trong su tun (Orbitz, 2001). ePrize,
mt i l qung co tng tc, bo co kt qu tt cho cc cng ty khch hng ca h
ang s dng nhng qung co trc tuyn gn y: Verizon tng mc chuyn i
800%, Kimberly Clark thy 11% khch hng chuyn sang hn 10 ln vo trang web
ca h v Pastmart tng li nhun 450.000$ bng s xc tin chuyn i t ca
hng bn l sang bn trc tuyn (Linkner, 2004).

Minh ha 10.16: ContestHound.com xc tin bn hng t nhiu trang Web

Ngun: www.contesthound.com
Nhng tr chi qung co ang pht trin ph bin trn mng trc tuyn.
Chng kt hp qung co v tr chi trc tuyn, ngi s dng xem cc sn phm
dch v ngay trong bn thn tr chi. H tng m a im bun bn v xy dng
chi nhnh c th trng B2B v B2C. V d, ngi tiu dng c li th mt chic
Toyota trc tuyn hoc chi mt s lng bt k cc tr chi th v ti trang web
Nicklelodeon, v d nh tr Tung Pizza ca SpongdeBob (www.nick.com). Tr chi
qung co l mt chin tht quan trng tha nhn quyn lc gia tng ca ngi tiu
dng bng cch thu ht ngui tiu dng vi ni dung lin quan n sn phm gii tr.
10.5.2. nh gi vic xc tin bn hng
Phn nh gi IMC c thm vo nhm kt thc chng ny, nh marketing
mun bit nhng s xc tin bn hng ca h ng gp vo mc ch truyn thng ni
chung nh th no. V d, nu mt cng ty c nhu cu tng lng giao dch web site,
th bao nhiu khch hng s tham gia cuc trin lm trng by v bao nhiu t cuc thi
trc tuyn? Nhm ngi s dng no c mc chuyn i sang mua hng trang

280
web cao hn? Hin nhin phng php nh gi c chn ph thuc mc tiu chin
dch. Symantec mun o lng s lng ngi dng th qut virus trc tuyn min
ph v bao nhiu ngi sau mua phn mm.
Mt v d khc, nm 2003, Russell kt hp vi ESPN a giao dch ln
ESPN.com v xy dng c s d liu ton cnh cho cng ty in kinh Russell
(Linkner, 2004). Cng ty trang phc in kinh thit k mt cuc thi trc tuyn da
vo s ti tr ca Chui gii v ch bng g ca trng cao ng bng (BCS).
Russell a ra TV hng bn tr tin ngay trn knh video ESPN theo yu cu, trong
khuyn khch ngi xem gh thm ESPN.com tr thnh 10 ngi chin thng ca
BCS. Nhng ngi c s im cao nht mi tun t c nhng chic o nt len
in kinh Russell v lt truy cp ng u trong mi thi gian di hn nhn c
mt chuyn i n tr chi V ch BCS. o lng thnh cng ca chin dch,
cng ty in kinh Russell v ESPN tp trung cc nh gi sau:
500.000 lt xem TV tr tin ngay ca cng ty in kinh Russell (giao dch n
mc tiu ESPN.com)
21 triu lt gh thm ESPN.com (con s n tng ca trang web).

85.000 ngi n ng nhm tui mc tiu gh thm trang web tr chi.

20.000 trong s nhm mc tiu tham gia tr chi.

34% ngi tham gia cuc thi c hi cho truyn thng ang din ra t cng ty
in kinh Russell (mc tiu c s d liu)
Hin nhin cc nh marketing phi ln k hoch thu thp nhng thng tin ny
trc khi bt u chin dch xc tin bn hng v tip tc gim st cc kt qu. Cc k
thut trc tuyn khin iu ny tr nn d dng.
10.6. MARKETING TRC TIP
Theo Hip hi Marketing trc tip, marketing trc tip l bt k hnh thc
truyn thng no n ngi tiu dng hoc doanh nghip m c thit k a ra
phn hi theo mt mu ca mt n t hng (t hng trc tip), mt yu cu v
thng tin thm (th h dn u), v/ hoc mt chuyn thm ca hng hoc mt ni
khc ca doanh nghip mua mt (hoc nhiu) sn phm (hoc dch v) c bit (th
h giao dch) (www.the-dma.org). N bao gm nhng k thut nh marketing qua
in thoi, th in t thn mt, v th bu in - marketing catalog cng chim mt
phn ln trong nhm ny. Nhng qung co trc tuyn hng mc tiu v cc hnh
mu qung co v xc tin bn hng khc thu ht mt s phn hi trc tuyn cng
c xem xt l E-Marketing. Mt cch n gin, bi v th in t l ng dng git
ngi ca Internet, chng ta tp trung vic tho lun v truyn thng E-Marketing
trn ng dng ny v a con khng dy ca n, tin nhn vn bn cng c gi l
dch v tin nhn ngn (SMS). Thm vo , chng ta lm mi cc dch v tin nhn a
phng tin (MMS) v tin nhn nhanh (IM) bi v tim nng ca chng s tr thnh
cc chin thut marketing c gi tr. Trong chng 8, chng ta s tho lun v vic xy
dng cc mu th in t to lp mi quan h c ngha vi khch hng.

281
10.6.1. Th in t
Ch vi 2,4 ngn t th in t ti M bng ng internet, n vn l ng dng
st th ca internet - c s dng bi 92% ngi s dng Internet (theo Pew Internet
& The American Life).
Th in t vn l k thut thng tin lin lc quan trng nht xy dng mi
quan h khch hng, c minh chng bng 94% u t ca cc nh marketing trong
cc chin dch th in t (theo Forrester Research). Marketing bng th in t l
cng c ng th hai chi ph marketing c s dng nghin cu th trng. Th
in t l chin thut Marketing thng xuyn nht c s dng trong th trng
B2B, c s dng bi 84% s doanh nghip c hi theo mt cuc kho st tin
hnh bi MarketingPro v Forrester Research (tm kim marketing v Hi tho
c cc chin thut k thut s khc s dng bi hn mt na s ngi c hi)
Minh ha 10.17: nh gi Th in t v Th bu chnh
Th in t Th Bu Chnh
Chi ph giao hng/ngn ci la30 la500
Chi ph sng to pht trin la1,000 la17,000
T l bm vo weblink 10% N/A
T l khch hng chuyn i 5% 3%
Thi gian thc hin 3 Tun 3 Thng
Thi gian tr li 48 Gi 3 Tun
Ngun: Truyn thng Jupiter trch dn trong Th in t v nhng hnh thc
khc ca ROL, trn website www.boldfish.com (B sung 17/11/2001)
Th in t cha c thay th bi ngun cp d liu RSS, blog v mng x hi.
Trong thc t, th in t l cch mi ngi giao tip vi nhng ngi khc qua cc
phng tin truyn thng trc tuyn trong x hi. Th in t l mt cng c
marketing lan truyn khi ngi tiu dng bn v cc sn phm vi nhau. y l cch
m cc cng ty dng cung cp qung co hay thng bo ca cng ty cho khch
hng. Th in t c s dng xy dng mt im nhn v cc sn phm. C l
iu ny s thay i khi blog v mng x hi tng 90%, nhng l iu khng chc
trong tng lai gn.
Th in t c nhiu li th hn gi th trc tip qua ng bu chnh (Minh
ha 10.17). Th nht, n khng cn c tem hoc ph in n. Chi ph trung bnh ca mt
th in t l t hn 0,01 la, so vi 0,5 la n hai la cho th trc tip.
Th hai, th in t cung cp nhiu thng tin v thun tin cho vic phn hi
trc tip, trong thc t, th in t thng hng ngi dng n cc trang web bng
cch s dng siu lin kt. Th ba, v c l quan trng nht, th in t c th c t
ng p ng nhu cu c nhn ca ngi dng c th. V d, Minh ha 10.18 hin th
mt th in t hng thng t MCI gi n hnh khch bay thng xuyn ca hng

282
hng khng M v im thng khi thc hin cc cuc gi ng di. Tng t, cc
nh marketing s dng th in t cho cc mc tiu theo hnh vi. V d, mt khch
hng Expedia nhn c mt th in t v mt im n du lch c bit sau khi c
tm kim cc chuyn bay trn trang web. Tm li l, th in t nhanh hn gi th qua
ng bu in.

Minh ha 10.18: Th in t c nhn ha gi n ch ti khon

Ngc li, th in t phi c chuyn i, m ra v thc thi theo yu cu cng
vic. Nhng bt li ca th in t bao gm nhng kh khn ca vic to ra n mc
d c b lc th rc ca ISP (trong nm 2004, AOL tr nn ni ting trong vic
chn gn 80% cc th in t n, v n vn tip tc chn ti 75% ca hai triu th
in t n cc thnh vin mi ngy). Phn mm th in t, chng hn nh Microsoft
Outlook, cng s dng b lc th rc ngay ti my tnh ca ngi s dng. Jupiter
Research c tnh rng 17% ca tt c cc th in t m ngi s dng ng nhn
b chn mt cch sai lm, v chnh iu ny gy nn tn tht cho cc hng n 230
triu la M mi nm. V khch hng cn lo ngi v th rc nhiu hn l v nhng
th bu chnh khng mong mun v h c th m c bt c th g trng ging nh
th rc.
Do , c nhng kh khn trong vic tm kim nhng danh sch th in t thch
hp. Trong khi m rt nhiu nhng danh sch th trc tip t yu cu v chnh xc
cao ang thuc v nhng a ch bu chnh, th nhng danh sch th in t li kh c
th c c v duy tr iu . Nhng danh sch th c th c xy dng t bt k
cch no trong ba cch sau y:

283
 ng k thng qua cc website, ng k thu bao, hoc qua h s mua hng (danh
sch nhng thnh vin phn hi nhiu nht).
Thu t mt nh mi gii danh sch.

Thu hoch t newgroup16 a ln hoc qua cc th mc th in t trc tuyn

mc d phng php ny ang b nghi vn bi mt s l do.
Ch 15% ca 150 triu a ch Bu chnh M c th c lin kt vi cc a ch
th in t c th nhn dng c cc c nhn c th (nh so snh vi khong 75 triu
s in thoi c kt ni ti cc a ch bu chnh). (Gi tr ca mt a ch th in
t tp on, 2001.) Do , thm ch d gn 70% dn s M c mt hoc nhiu a ch
th in t, ti thi im ny th vn kh lin h c gia danh sch cc a ch
th in t vi cc khch hng c nhn v tr thnh ngun c s d liu trin
vng ca cc hng. Ngay khi m mt danh sch tt ra i, th nhng cc nhn li
thay i a ch th in t ca h - y chnh l mt vn bi v hin khng tn ti
h thng chuyn tip cho cc a ch th in t ging nh l cho bn in thoi hay
cc a ch bu chnh.
Cc nh E-Marketing lun hiu rng th in t khng phi l cc th bu chnh
n gin vi giy v bu ph. Th in t mang li c hi cho cc cuc m thoi trc
tip vi cc khch hng c nhn, cng nh mt cch pht trin quan h khch hng
rng ln v su hn thay v vic n thun ch s dng n c c khch hng. Cc
cng ty c th s dng th in t gi i lm thng bo, gi qung co, hoc
lin lc cc vn quan trng vi i tc, v cc bn lin quan. Vo nm 2006, khi
Pendleton Mills gi th in t cho khch hng vi mt ngh gim 20% cho nhng
gi c chit khu, 33% nhp vo th a s l trong vng ba gi k t khi th
bt u c chuyn i. Khi Amazon th nghim min ph vn chuyn nhng n t
hng trn 49 la vo nm 2001 v trn 25 la trong nm 2003, CEO Jeff Bezos
gi mt thng ip ti nhng khch hng ca Amazon thng bo vi h v vic
cung cp mi. Microsoft gi th in t ti khch hng ca mnh, nhng ngi dng
ng k khi phn mm mi c sn khch hng c th ti v. Nhiu hng
gi nhng th in t tin tc (newsletter) nh k, mt cng c tuyt vi giao tip
vi khch hng; v c mt iu ngc nhin nho nh l n 80% khch hng trc tuyn
ca M thch nhn c chng. Nhng th in t bn tin kiu ny chim c
mt th trng tng i tim nng bi v chng em li nhiu li ch. l:
Thng xuyn v qung b hp php tn cng ty ti khch hng.

C nhn ho thng tin vi nhng ni dung ph hp.

nh v cng ty nh mt chuyn gia trong lnh vc ny.

Hng dn cho khch hng ti website ca cng ty.

16
Newgroup: l mt kho thng thng trong h thng Usenet, cho php tin nhn c ng ti t nhiu
ngi s dng ti cc a im khc nhau. Thut ng ny c th gy nhm ln vi mt s ni dung khc, bi v
n thng c hiu l mt nhm tho lun. Nhm tin l k thut khc bit, nhng chc nng tng t din n
tho lun v World Wide Web. Phn mm Newsreader c s dng c cc Newgroup..

284
 Gip cho khch hng c th d dng chuyn nhng thng tin ti nhng ngi
khc.
em li li nhun cho chnh h bng cch thc hin nhng qung co nh.
Trn thc t, nhng bu thip l mt gii php thay th. Cc cng ty gi th in
t n ngi dng thng bo cho h ca mt s a ch trang web v i hi mt
khon chi ph c th xem mt bu thip k thut s. Thng thng cc cng ty s
dng trang web ring ca mnh hoc lm mt trang web c bit bi v cc trang web
thng mi nh Blue Mountain Art khng cho php bu thip c gi i vi s
lng ln. IKEA gi cc bu thip dng th in t y mnh m ra h thng gian
hng San Francisco; Johnson & Johnson gi bu thip ti th trng mc tiu ca
mnh cho cc thng hiu chm sc da, nh Clean & Clear. Nhng bu thip bao gm
c m thanh, v nhng a tr thm ch c th ghi m ging ca chng v gi km
theo bu thip ti bn b, tt c vi nhng tin nhn r rng, tt nhin (v vy m
marketing pht trin).
10.6.2. S cho php marketing : opt-in, opt-on
Khi thu a ch th in t t ngi mi gii, cc nh marketing nn tm kim
nhng th in t c m bo la chn 100%. Nhng th in t m bo phi l
nhng th in t m ngi s dng ng nhn th qung co thng mi. Gim
c bu in ca NetCreation l mt nh mi gii, ng c hn 50.000 tn v a ch
th in t c chn la, 13.000 trong s l ca nhng ngi 235 quc gia khc
nhau bn ngoi nc M (www.netcreations.com). Nhng nh mi gii thch cho thu
hn l bn chng bi h mun trao i mt khon chi ph cho mi th tn. Chi ph thu
ca NetCreation khon 0,15 la/th i vi danh sch th trn th trng B2C v
0,25 la i vi th trng B2B. So snh mc gi ny vi mc gi thu bu in
i vi th trng B2C ch l 0,002 la.
Ngi s dng web c rt nhiu c hi la chn danh sch th trn mng,
thng th h kim tra mt hp th v chn mt a ch th in t. Nghin cu ch ra
rng nhng danh sch th c la chn k cng s em li hiu qu cao hn hn.
Marketing qua vic gi th ti cc a ch c la chn c th to ra mc phn
hi ti 90%,. Mc ny kh tt, nu qung co thng qua banner th mc ny ch
l 15%. V d Ticketmaster cho bit 90% s ln nhp chut thng qua th mang li
thm nhng hng ha cho nhng ngi yu thch Bruce Springteen nhng ngi m
mua v cho bui ha nhc. Danh sch c la chn c th thnh cng trong mt
vng ln, bi ngi s dng thng xuyn nhn c nhng phiu mua hng, tin
mt, hoc sn phm khi h phn hi. Vi cng ngh, cc nh marketing ang dch
chuyn nhng hot ng marketing trc tip ti khch hng bng nhng phn thng
thay v mua khng gian qung co.
Opt-out tng t nh nh opt-in, tuy nhin, ngi s dng phi khng kim tra
hp th trnh b ghi li a ch vo danh sch. Mt vi nh marketing nghi ng vic
ny, bi v ngi s dng thng khng c mt trang web mt cch k lng c
th nh gi ngha ca vic kim tra hp th v do c th cm thy ngc nhin
hay kh chu sau . Mt vi nh lm lut ti M phi t ra lnh cm nhng th in
t kiu ny.

285
 Cng ngh Opt-in chim mt phn ln hn chin lc marketing truyn thng v
c gi l s cho php marketing. Theo Seth Godin th s cho php marketing l mt
chin lc i thng ti khch hng. S chuyn i ny c to nn nh th no? Yu
cu mi ngi xem h thch iu g, yu cu s cho php gi h nhng thng tin,
v sau thc hin n trong mt cch gii tr, gio dc hoc th v. Chng ti hi vng
rng cng ngh opt-in m ra v pht trin mnh m trong nhng nm tip theo.
10.6.3. Nhng nguyn tc marketing qua th in t thnh cng
Bit cch lm th no s dng th in t ly c thng qua b lc spam,
c ngi nhn m ra, v thc hin theo, l c mt khoa hc v ngh thut. Nhm
marketing phi lin tc bo co v nhng cng ngh hiu qu nht. R rng, mi
ngnh c nhng chin thut khc nhau, nhng sau y l mt vi nhng nguyn tc
chung:
S dng opt-in xy dng danh sch ca bn bi v s ni ting ca bn c
ngi mua nh hng quan trng hn l c mt danh sch di.

Kim tra th in t ca bn ni ting ti mc no bit rng liu th in t

c i qua c b lc ISP khng. Kim tra danh sch nhng th in t b ghi vo
s en v s dng dch v nh Return Paths Sender Score Reputation Manager,
dch v ny che giu 60 s ni danh khc nhau.

S dng mt a ch th in t chuyn nghip. Ngi gi t Yahoo, Hotmail v

thm ch l Gmail c th b ngn cn nhiu hn l cc th in t gio dc hay ca
cc cng ty. V d, i ch th in t tt nht l:
Firstna.Lastname@companyname.come hoc Firstna.Lastname@university.edu.

Thc hin tht n gin ngi s dng khng phi tr tin. iu ny xy dng
lng tin.

S dng nhng phn on nh, gi nhng ngh ti cc danh sch nh hn lin

quan ti khch hng v thng tin c nhn ca h. Expedia th in t a ra mt
v d hon hov s t ng xc nhn th in t.
Mt s ci tin nh sng to trong sp t v cc phng tin khc trong th
in t c th lm tng t l ln 75%, theo MailerMailer.com. Kim tra HTML th
in t tip cn xem xem iu g thc y tt nht cc ngh khc nhau.
a cho ngi nhn rt nhiu c hi m bo bng th in t v thc hin nh
nhng yu cu a ra. Nhng th in t biu hin cao a ra trung bnh 27 ng
truyn trn mt tin nhn, theo Pepper an Roger Group.
S dng h o lng ghi li nhng tc m, tc phn hi, v ch s ROI.
Ngoi ra, xem xt chi ph ca s khng phn hi v vic lm gim gi tr thng
hiu nu th ca bn b xem nh lm spam.
Nh cp bn trc , rt nhiu t chc hc cch marketing qua th in
t hiu qu. H cung cp rt nhiu li khuyn v nhng g phi lm v xem xt mi
th t vic xy dng danh sch c chn la nh th no, xem xt nhng cch nhn
sng to v nhng dng ch , xem xt s min ph ca trang web v lm cch no

286
xy dng nn nhng mi quan h. Danh sch va ri ch l mt v d - Cn nhiu
thng tin hn na c th thc hin hot ng marketing qua th in t.
10.6.3. Marketing lan truyn
Viral marketing l mt ci tn tht t i vi mt cng ngh tuyt vi. Khi mi
c nhn gi th in t ti nhng ngi bn, ng nghip, gia nh v nhng ngi
khc trong list th in t ca h, h s dng nhng g h thch c gi word-of-
mouse. Ph bin hn l viral marketing, n tng ng nh word-of-mouth v
n th min ph. Viral marketing lm vic tt vi iu kin l bn ca ngi nhn
thng tin cng nm trong th trng mc tiu. Hotmail bt u ngn qu 50.000 la
dnh cho qung co (c th so snh vi 50-100 nghn la xm nhp vo thng
hiu ngoi tuyn). Hng ch n gin gi mt vi th in t ni cho cng chng bit
v trang web ca hng v trong vng su thng hng c 1.000 ngi ng k s
dng. 18 thng sau, hng c 12.000 ngi ng k v Microsoft t c 400.000
la trong gi tr c phiu ca Microsoft.
Tt c cc nh marketing u mun chin dch lan truyn, ch t l t c iu
. Will it Blend? Ngi tham gia Doritos Super Bowl thit lp ln thng mi qua
TV, v rt nhiu video ca Youtube t c ci trng thi ny, nhng n l kt qu
kh d on v c nhiu cnh tranh trc tuyn v gii tr v video tham gia cng vi
cc cuc thi. Thng thng, s thnh cng to ln ca video lan truyn l mt s ngc
nhin, v thng xuyn hn, n l mt s tht vng m s tuyt vi ca video l l do
m tt c mi ngi ni lm vic phi ci to ch trong lng mnh m khng th lan
truyn. Rt nhiu iu phi hc trong cc nghin cu thnh cng, nhng hy cn
thn bi v vn ho thng thc thay i rt nhanh.
Mt vi cu chuyn v marketing lan truyn thnh cng khc bao gm Dell, v
t l bn trong vng su thng t con s khng tng n 50% sn phm MP3. Hot
hnh v chnh tr gia Jibjab.com vi b phim ni bt v Tng thng Bush v Sen. John
Kerry kim c 4,5 triu khch vo thm qung co vi b phim Blair Witch Project.
Hng phim Lions Gate gi 16.000 th in t ti mi ngi trong 30 ngy ca u
nm 1999 trc i cng chiu b phim American Psycho. Nhng ci u dc coi
l marketing lan truyn.
chu u, Red Zac, mt nh bn l trc tuyn cho mi tr chi Quiz duel
trc tuyn m ngi s dng chi v cng thch thc nhng ngi bn thng qua th
in t (Valerius, 2004). C hai ngi chi sau u tham gia tr li nm cu hi bt
c khi no thun tin, nhng ci trang web gii thiu n nh l mt show quiz sng
ng ti nhng ngi tham d cui cng bng cch tnh im hai tp hp phn ng
ca ngi chi. Sut qu trnh chi, ngi tham d nhn thy qung co v my tnh
xch tay Hewlett Packard. Trong bn tun k t khi chin dch qung co bt u,
60.000 ngi chi i khng chi v sn lng bn ca Red Zac l 35%.
C th, nhng chin dch hin ti ni ting nht i n s lan truyn l Burger
Kings Subservient Chicken (Minh ha 10.19). Ti www.subservientchicken.com.
Ngi s dng nh lnh vo hp v con g, din vin chnh trong b qun o con g,
thc hin mnh lnh. Cc web ny thu ht 14 triu khch ngay trong nm u tin.

287
 Minh ha 10.19: Burger Kings Subservient Chicken lan truyn
Ngun: www.subservientchicken.com
10.6.4. Nhn tin Text
Dch v tin nhn ngn (SMS) c th gi i 160 k t dng vn bn t mt ngi
ti mt ngi khc thng qua Internet, thng thng bng in thoi di ng hoc
PDA. M, SMS c bit n nh Text messaging, v c s dng bi 35% ngi
dng internet (Theo Pew Internet & The American Life). N khc vi tin nhn tc thi
Instant messaging (IM) ch, SMS c gi n ngi nhn trc tuyn cng thi
im (c dng bi 39% ngi s dng Internet). IM c c ngi tiu dng v
ngi lao ng (nhng ngi c nhng cu hi nhanh cn c lu tr li). Hu ht
ng dng thng mi ca IM ngy nay lin quan n qung co phn pht n mn
hnh IM nh vic ngi s dng gi nhn tin n mt ngi khc (chng hn nh
phim qung co gii thiu ti 30 triu thu bao ca AOL v sn phm AIM). Cc tin
nhn a phng tin lin quan n ni dung a phng tin, nhng n cha hon ton
ng nh ng dng bi v nhiu thit b cm tay khng c kh nng nhn c tin
nhn dng MMS.
SMS khc vi th in t bi ngi s dng c th nhn tin nhn nhiu hn mt
cch d dng v nhanh, trn c in thoi di ng hoc pop up ca ngi duyt web
trn PC. SMS, ci m ang s dng cng ngh lu v chuyn tip ch gi c tin
nhn trong vng vi ngy, c bit hp dn vi ngi s dng in thoi di ng bi
v h c th lin lc nhanh v r. Khi ngi s dng gi SMS, h tr cho hng in
thoi ph tng ng vi vi pht hoc vi s lng tin nhn giao dch. Thm vo
, vic dng SMS l d dng bi v ngi s dng khng cn m phn mm th in
t hoc mt phn mm no khc gi v nhn. Thay v vy, h n gin ch g
thng tin trn bn phm in thoi. Nht Bn, h gi l vn ha ngn ci ( v h
nhn tin rt nhanh m ch s dng ngn ci).
Theo mt c tnh, trn ton th gii 200 t tin nhn ngn hng thng c
truyn i gia cc my di ng trn ton th gii vo nm 2002 (Silk, 2001). S s
dng tin nhn chu u xp x 71% (Mandel, 2004). M, da trn cc nhm: 18-24

288
(76%), 25-34 (58%), 35-44 (43%), 45-64 (28%), v trn 64 tui (19%) (theo Forrester
Research, 2006). Mc s dng ca ngi Nht thm ch cn cao hn c Chu u.
Vic s dng tin nhn cn tip tc tng ln trn khp cc nc cng nghip ha. Cc
nh marketing tn dng c hi da trn vic s dng tin nhn nh th no? Phn
ln cc chuyn gia ng rng cc nh marketing c th xy dng mi quan h bng
cch gi i cc thng tin cho php ti khch hng bt c khi no v lc no h mun
nhn n. thnh cng, thng ip nn ngn gn, mang tnh c nhn, tng tc v c
lin quan. Mt s khch hng c th mun nhn mt SMS bo v thm ha t nhin
sp ti t cc hng bo him ca h, hoc SMS thng bo v vic hon chuyn bay
sp ti, hoc l thng bo v vic vn chuyn qua m. c, khch hng quen ca
cc cu lc b a phng nhn cc tin nhn thng bo mi tun, khng nh ban nhc
chi trong sut cc tun tip theo.
Trong mt v d th v, Heineken, thng hiu bia ton cu, s dng vic xc
tin bn hng thng qua SMS c hi cc qun ru truyn thng Anh c cc bui ti
vi nhng cu . Theo truyn thng, quiz night bao gm cc khch ru trung
thnh a ra mt lot cc cu hi cho cc khch hng khc tr li trn mt mnh giy.
Nhng ngi thng cuc s nhn c chiu i n ung min ph. S dng kt hp c
bn hng trc tuyn v khng trc tuyn, Heineken t mt im bn trong qun
ru mi khch hng gi ti s in thoi t in thoi cm tay ca mnh, hoc l
cc thit b di ng khc, v n ln t play nh l mt tin nhn. p li, khch
hng s nhn mt lot cu hi ba la chn tr li. Tr li ng tt c cc cu hi s
thng c ung hoc n c giao bi ngi phc v qun, v 20% ngi chi
chin thng. Phn hi l ci hiu qu xc tin bn hng tuyt vi khch hng
cm thy rt vui v ngi bn hng tm thy n ng l mt chic mc cu, Newell
Iain (nh qun l marketing Interbrew, ni s hu thng hiu Heineken) ni.
10.6.5. Marketing da vo v tr
Mt vi nh marketing c kinh nghim vi vic marketing da vo a im:
xc tin bn hng c y ti cc thit b di ng v lm theo khch hng da trn
v tr vt l ca ngi s dng. N khc so vi vic E-Marketing c tho lun
chng mt , bao gm cc tn tui nh Classifieds, Craigslist, eBay, v cc hng
thng mi in t khc. Cc cng ngh n sau marketing da trn v tr l h
thng nh v ton cu (GPS) trong cc thit b cm tay, hoc di ng hay l h thng
in thoi di ng. Vo nm 2001, Lycos dnh 1,2 triu cho cc hng taxi New
York v Boston vo cc bng hnh nh sinh ng bng cch gi i cc qung co c
lin quan da trn v tr hin ti trn ng ca cc xe taxi. Thit b GPS gi nhng
iu phi vt l ti ti cc my ch, ci m sau s gi li cc qung co ti chnh
khi t trong trung tm ti chnh.v.v
Google dn u vi cc dch v tin nhn dng vn bn a phng hot ng
ca n. n gin l khi gi mt bn text ti Google (466453) v thm yu cu vo
, nh weather NYC, pizza san Francisco, hay l nh ngha SMS, v google
nhanh chng gi li tin nhn v thi tit, cc nh hng pizza trong khu vc, hay l nh
ngha (Minh ha 10.20). Dch v l min ph, nhng google chc chn s km thm
qung co h tr.

289
 Minh ha 10.20: Dch v nhn tin a phng ca Google
Ngun: http://www.google.com/mobile/products/sms.html#p=default
Trong mt qung co vi 3,300 ngi 11 quc gia, 88% ni rng l h s d
dng tip nhn cc phiu gim gi trn thit b in thoi v nhn c cc ca hng
gn v tr ca h (Pastore, 2002a). Hy tng tng bn nhn c mt tin nhn trn
in thoi vi mt ngh cho ung min ph khi bn ang li xe bi mt nh hng
yu thch ca bn!
10.6.6. nh gi marketing trc tip
T l phn hi p l phn quan trng nht i vi bt c chin dch marketing
trc tip no. Thm vo , nhiu hng s dng cc chin lc trc tip xy dng
c s d liu v o lng s thnh cng thng qua s gia tng ca khch hng.
Marketing qua th in t thu c s nh gi trn mi c nhp chut v cho bit
c loi qung co no s thu ht c nhiu khch hng nht, ni dung thng ip
no mang li s phn hi ln nht, thi im no tt nht gi th nhn c s
phn hi ln nht (Chng hn nh vo th hai, gia su n 10 gi sng- theo thi
gian khu vc pha ng) v v.v. Rt nhiu phng php nh gi c gii thiu trong
chng ny.
Th in t nhn c t 3% n 10% thng qua c nhp chut, ti cc trang
web nh ti tr v khong trung bnh 5% t l chuyn i (PricewaterhouseCoopers,
2002; Saunders, 2001); Tuy nhin, mt danh mc th in t c nh gi l tt khi
nhn c nhiu nhng c nhp chut. Cc cng ty bn hng qua catalog v cc nh
bn l u nhn ra rng hn 9% c nhp chut trong cc chin dch th in t hot
ng thng qua DoubleClick Ad Serving ca Google (DoubleClick Ad Serving,
2002). Cc nh marketing SMS cng nghin cu cc t l hi p (Minh ha 10.21).
Trong mt nghin cu chin dch hn 200 SMS, s p ng rt kh quan
(www.enpocket.com):
94% c ngi nhn c.

290
 23% gi chuyn tip thng tin cho bn b.

15% ti 27% ngi nhn hi p cho chin dch SMS.

Chi ph cho mt phn hi l 1,92 la, t sut ROI tt hn th bu chnh trc

tip.

Trung bnh
Tt nht

Phn hi khc 46
15
Tr li tin nhn 27
8
Thm web 19
6
17
Xem TV 6
Mua sn phm qung co 17
4
Gh thm ngi bn 15
4
Cung cp a ch Email 9
3
Gi in 4
2

0 10 20 30 40 50

Minh ha 10.21: T l phn hi t chin dch 200 SMS ca Enpocket

Ngun: www.enpocket.com
10.6.7. Spam (th rc)
By gi l v mt xu ca marketing th in t. Ngi s dng internet khng
thch cc th in t khng c cho php n s bi v n trt mt gnh nng t ngi
gi ti ngi nhn. Ngi s dng pht trin thut ng Spam nh l mt th in t
xu xa. N l bt hp php M vi gii thch trong iu khon Can-Spam trong lut
php ca M; Tuy nhin, hin ti c t kh nng ngn chn th rc. Cc nh
marketing phi cn thn bi v viral marketing cng c th lm vic trn cc my
ch. Nhng ngi nhn th in t cm nhn thy th spam c th s trt s chng
i ca h ti hng nghn ngi trong cc blog v ti bn b trong danh sch th, nh
vy s to ra ci nhn tiu cc ca cng chng i vi cc t chc. Tp on Nike rt
nhy cm vi th rc v h ban hnh chnh sch chng th rc nh sau:
Nike khng bn, giao thng, hoc khng truyn ra ngoi cng ty cc thng tin
c nhn m khch hng tnh nguyn cung cp trong cc ng k hoc khai bo cc
chng trnh d thi. Thng tin ny c dng hiu r hn v vic s dng ca
khch truy cp ca trang web ca Nike v h tr giao dch lin quan c thc hin
trn trang web.
Tuy nhin, d liu ny l mt dng tng hp c th cung cp thng tin cho cc
bn khc marketing, qung co, hoc cho nhng ngi s dng khc. V d, mt
lng ln khch hng ca Nike.com l nhng nam thanh thiu nin t tm n 18 tui.
Nike cng c th s dng cc a ch th in t v cc thng tin c nhn khc ca
khch hng ca h. V d, chng ti gi th trc tip ti khch hng, nhng ngi m

291
cung cp cho chng ti nhng a ch hm th ca h v nhng mc ch xc nh nh
l nhn th qung co hoc thng bo nu h chin thng cc cuc thi u ca chng
ti. Mi chic th qung co bao gm hng dn v vic lm th no khng tip
tc nhn th qung co. Tuy nhin, bt c lc no, nu khch hng la chn l
khng nhn nhng thng tin ny na v t chi bt k th in t no ca Nike trong
tng lai, h nn n gin l tr li th ca Nike gi ti cho h bng cch g
UNSUBSCRIBE vo ch th (subject) tr li ca h.
Nhng tn hay gi th rc thu thp a ch th in t t cc ng bi cc nhm
(v d nh Google Groups) v sau gi th rc ti tt c cc thnh vin ca nhm.
Danh sch spam cng c th c to ra t nhng sch ch dn chung c cung cp
bi nhiu trng i hc tm kim a ch th ca cc sinh vin. Cc tn spam thng
giu a ch th ca chng nhm khng nhn th ngc tr li. Cc chin dch v
lng tm khc bao gm bao gm spam thng qua my ch th in t ca cc t
chc cc thng tin s truyn n cc nhn vin ca t chc.
Spam l vn trn th trng B2B cng nh l B2C. Ban bin tp t cc
phng tin truyn thng phn nn v vic nhn th t b phn quan h cng chng
cc hng. James Fallows, mt nh bo t The Industry Standard, a ra mt v d v
ni dung in hnh m anh nhn t nhng ngi bn b m anh cha bao gi gp
cng nh nghe ti:
Subject: Hp cng ty mi.
From: Frankie@AcmePR.com
Hi Jim,
Khch hng ca ti s n vo th t ngy 12 thng 4, cu c th gp mt nhanh
c khng? Hy cho ti bit sm nht nu c th gp mt, cm n nhiu!
Thn, Frankie
Nhiu phng php c a vo hn ch th rc. Nhiu nhm kim duyt
sng lc loi b spam, v hu ht cc chng trnh th in t cho ngi s dng
la chn b i th rc. Tng t, mt con s h s thch hp m ISPs tm kim chi ph
khi phc do vic lm s lng ln th rc ca h gy nh hng. Nh mt iu rng
tt c cc th in t c gi i khng do yu cu th c coi l th rc; cng nh
vi cc th trc tip, khi th in t thch hp v hu dng i vi ngi nhn, n
c n nhn, khng theo yu cu hoc c.
Ngy cng ph bin cc danh sch opt-in nhc nh ngi s dng rng h
ang khng b gi th rc. Thng thng s t chi xut hin ngay khi bt u thng
bo Bn ang nhn c thng bo ny bi v bn yu cu c thng bo v.
Thng bo cng khuyn ngi s dng lm th no h c th d dng hu ng k
t danh sch. Thng bo ny quan trng bi v rt nhiu ngi s dng khng nhn ra
rng h la chn, c bit l nu h lm t trc cho n nay hoc trong phm vi
khng lin quan.

292
10.6.8. S bo mt
C s d liu nh hng th in t marketing. V d nh c s d liu yu cu
thu thp thng tin c nhn, c trc tuyn v ngoi tuyn, v s dng n gi th
in t thng mi, cc trang Web ty bin, hin th qung co v nhiu hn na. Cc
gim c nhy bn thy rng cc khch hng s sn sng chia s thng tin c nhn
nu h bit chc chn rng doanh nghip s s dng n mang li gi tr cho h v
khng chia s thng tin vi ngi khc nu khng c s cho php. V d,
Amazon.com c s cho php tuyt i thu thp thng tin mua bn ca khch hng
c s d liu v my ch chung ca h vi cc ngi khc ang tm kim ng k th
gii thiu. Nhng ngi s dng khng n dch v ny bi v h nhn c cc
thng tin gi tr v s bo mt ca h c bo v mc c nhn. Amazon cng
cho php gi n khch hng th in t thng bo v nhng ghi chp c th lin quan
n tng c nhn. Khi Amazon thng bo rng h s chia s d liu khch hng vi
cc i tc, h phi i mt vi mt lng ln phn hi. Mt ln na s phn ng
ny chng t chc chn rng mong mun xy dng nhng mi quan h khch hng
phi bo v tnh bo mt ca d liu khch hng. Ch ny c tho lun nhiu hn
chng tm.
10.7. BN HNG TRC TIP C NHN
Cng c truyn thng th nm, bn hng trc tip c nhn, bao gm thi gian
m thoi thc gia ngi bn v khch hng, trc tip hoc vi mt vi cng c trung
gian, v d nh in thoi hoc my tnh. H khng s dng trc tuyn nhiu bi v
khi c ngi bn hng, th n hon ton hiu qu hn s dng in thoi hoc n
thm khch hng tim nng. Tuy nhin, mt s cng ty cung cp cc nhn vin bn
hng trc tuyn. LandsEnd c ngi ni chuyn v cc im c trng. Ngi s
dng c th m n v hi cc cu hi v sn phm trong thi gian ni chuyn trc tip
vi ngi i din dch v khch hng. Ngi i din cng c th t website trc
tip cho khch hng do h c th xem sn phm v t hng trong sut cuc ni
chuyn.
Internet cng c th hiu qu trong vic a ra cc s ch dn cho ngi bn
hng. Thng thng cc cng ty yu cu th in t v cc thng tin lin h khc khi
mt ngi s dng ti mt sch trng (c bit bo co v mt ch , thng thng
trong tp PDF). Hn na, khi doanh nhn tham d hi tho thng qua web trc tuyn,
h ng k. Cc cng ty cung cp sch trng hoc ch cc hi tho thng qua web trc
tuyn thu thp thng tin lin lc v bm st lin lc vi ngi bn. C rt nhiu cch
khc a ra s ch dn trong th trng B2B s dng cc tip cn trc tuyn.
10.8. NH GI IMC V NHN T NH HNG
10.8.1. nh gi IMC
Nhng nh marketing gii t nhng mc tiu c bit cho cc chin dch IMC
ca h v sau theo di qu trnh thc hin cc mc tiu bng cc tiu chun giam
st thch hp. Minh ha 10.22 biu din rt nhiu phng php o lng theo ch s
bnh qun ca cc ngnh. Lu rng cc kt qu ring l rt rng, tuy nhin, n vn
tun th theo nhng nn tng nghin cu c bn. Nh cc bn c cc kin, hy
nh rng mc ch ca marketing l to ra cc s thay i. Nhng tiu chun quan

293
trng nht l s lng v s tin bn hng thu c, v mi bin php c yu gip ci
thin nhng con s trong c ngn hn hay di hn.
Minh ha 10.22: Cc phng php nh gi IMC v c lng k thut
Phng nh ngha/Cng thc c lng trc tuyn
php
CPM CPM = [total Cost/ 7 - 15 la cho banners 1
(impressions)]/1000 75 v 200 la cho th in t qung co2
20 v 40 la cho th in t newsletter 2
Chi ph cho Chi ph gi mt Th in t t hn 0,013 la
tin nhn
Chi ph = S Th in t /
Tng chi ph
T l % ngi la chn trong mt Khong gia 0,2% v 0,5%4
Opt-out danh sch th in t
T s = S Opt-out/Tng s
T l Trung bnh 0,5% trong qu 4 nm 2005
Opt-out
Thi gian Thi gian gia gi Th in t 85% trong vng 48 hours3
phn hi v nhp chut phn hi
Site Thi gian lu tr nh theo di Thay i 44 giy / trang 5
stickness trn trang web ng nhp
T l bm CTR = Click / Hin th % 0,3% - 0 cho cc biu ng 3,6
chut vo 2,4% cc qung co a phng tin 6
(CTR) 3,2-10% opt-in Th in t 3,7
T l click - T l click - T l mua li Trung bnh 6,23% trong qu 4 nm 2005
T l mua
li
T l click T l click - T l duy tr Bnh qun 10,46% trong qu 4 nm 2005
T l duy tr
Kt qu truy Mt/nhiu ln xem trang web Rt khc nhau
cp t nhp do mt nhp chut
chut
S lt truy cp = Hin th /
Click%
Chi ph/click Chi ph cho mi ngi truy cp Rt khc nhau
(CPC) t click qung co
Google.com khong t 0.15 n 15 cho
CPC = Tng Chi ph qung co mi nhp chut
/ Nhp chut
Chi ph cho Ch tr tin cho giao dn t 25 cent cho 2,50 la, gi B2B cao cui
mi hng cho hng c bit 1

dn (CPL) 12,97 la nh bc internet. 8

CPL = Chi ph /s hng dn
T l chuyn % ca nhng ngi mua t 5% cho Th in t7
i tng s ngi truy cp
1,8% cho cc trang web 9
T l chuyn i = n t
hng / Khch

294
Chi ph cho Chi ph ca mi n t hng Rt khc nhau
tnh n t t nhp chut qua cc chuyn
hng(CPO) thm

CPO = Tng s chi ph qung

co /n t hng
Chi ph Tng s chi ph marketing Thay i theo ngnh
khch hng thu c mt khch hng 82 la cho bn l trc tuyn;
mua (CAC)
31 cho a knh v 10 cho bn l
truyn thng
Th in t 19,27 triu, 0,5% trong qu 4 nm 2005
gi cho mi
ESP (Nh
cung cp
dch c E-
mail)
T l khch Gi hng b b ri 66% Khch 11
hng di b

Ngun:
1. Hallerman (2002);
2. D liu t www.eMarker.com;
3. Saunders (2001);
4. Gallogly and Rolls(2002);
5. D liu t www.nielsen-netratings.com;
6. "DoubleClick Ad Serving.."(2002);
7. PricewaterhouseCoopers,LLP(2002);
8."Gambling Lawsuit Filed..."(2004) (www.computerworld.com);
9. D liu t shop.org;
10. D liu t www.computerworld.com;
11. web site Traffic Analysis (www.computerworld.com).
10.8.2. Cc nhn t nh hng
Khi c xem nh mt phng tin phn hi trc tip, cc qung co trng by
(display ads) u khng c hiu qu, ch 15% trong s nhng ngi s dng la chn
h. Tuy nhin, nhng hng t nhn nhn c nhng kt qu bt ng - s c trong
chng ny.
Theo nghin cu ny, khi cc qung co trng by c xem nh phng tin
truyn thng nhn bit thng hiu, n tng nhn thc v thng hiu v s lin kt

295
truyn thng, v h xy dng thng hiu ni ting v mc ch mua bn (xem
www.iab.com). Trong nghin cu ny, qung co trc tuyn ln hn, c t khng
gii hn, hoc gm phng tin t tin pht mt tc ng ln hn. V d, nhiu
nh chc tri v cc bng qung co ln c xy dng nh hng nhiu hn cc
bng qung co tiu chun t ba n su ln tng s nhn bit v thng hiu
(Pastore, 2001). Nhng kt qu tm kim thc hin n nay, nhng qung co ln hn
v mi hn c ch thng xuyn hn.
Nguyn nhn tng ln chng minh rng qung co trc tuyn v khng trc
tuyn kt hp vi nhau rt hiu qu, v d vi cuc thi rt thm trng thng" nhp
chut thng mt triu la", rt nhiu ngi tm kim trc tuyn v mua sm
trc tip, v s ving thm cc trang web ln tng ln bi GoDaddy sau khi qung co
siu th Bowl.
Phng php IMC trc tuyn tt nht ph thuc vo cc yu t nh mc tiu, i
th cnh tranh, cng ty, cho hng, s c o th no, s kin kt v phng php
thch hp v sng to. Thng 1/2007, Marketing Sherpa Research yu cu nhng
ngi lm E-Marketing chn ra phng php thc hin tt nht v km nht da trn
s so snh vi cc phng php ca ROI. Tr tin tm kim v th in t c xp
u tin. Nhng lu rng mt vi phn ng li tm ra cc phng php khng hiu
qu nht (xem Minh ha 10.23). Tm kim mt ph v th in t c cho l c gi
tr trong nhiu nghin cu nh cc phng php hiu qu, nhng ng qun rng n
ph thuc vo s sng to v chnh xc m cc nh E-Marketing c th lm cho qung
co nhn bit thng hiu chm hn mt chin thut tt nu c thc hin kho lo.

Minh ha 10.23: Nhng cch thc hin km nht v tt nht ca cc phng php
IMC theo nghin cu ca cc nh E-Marketing M
Ngun: Marketing Sherpa Rese, thng mt nm 2007 (tm thm trn
www.marketer.com)
10.9. PHNG TIN TRUYN THNG MARKETING

296
 Microsoft v Bungie Studios s dng khoa hc v phng tin truyn thng k
thut s trong mt tch hp to ra nhng thnh cng ln. Phng tin truyn thng
l cng c ph bin thng tin, nh video trc tuyn, bo ch, v email. hoc tr tin
hoc min ph. Mua 't do' c ngha l cc nh tip th khng c cc chi ph lin quan
n sn xut phn truyn thng. Phng tin truyn thng k thut s l nhng cng
c in t dng lu tr, truyn ti, v nhn c thng tin s ha, theo
Wikipedia. y cng c th c, hoc tr tin hoc min ph, chng hn nh blog ca
ring ca mt cng ty lm PR hoc mt ngi no c web khc nm gi mt qung
co hin th thanh ton. Microsoft s dng c hai phng tin truyn thng tr tin,
chng hn nh qung co truyn hnh, v truyn thng cha thanh ton cc trang web ,
video trc tuyn, v cng khai trong cc phng tin truyn thng tuyn.
Truyn hnh tr nn hon ton k thut s vo thng 2/2009 v cc trang web
khc nh Itunes, Hulu.com, v truyn hnh cung cp Akimbo.com, xem phim trn my
tnh v chi nhc MP3, ngha ca cc din n trc tuyn s tip tc mt s khc
bit ca h. Trong th trng, my s c tch hp nhng cng c t IMC th
trng mc tiu c hiu qu. Knh truyn thng c bit quan trng v s la chn ca
ngi tiu dng, nh cp chng trc .
10.9.1. c im phng tin truyn thng
Cc nh tip th cn phi hiu c im ca cc phng tin thng tin h c
th c nhng la chn hp l khi mua khng gian qung co, cng nh Microsoft cho
Halo 3. Mua bo him l mt trong nhng tiu ch quan trng. Phng tin truyn
thng in t nh truyn hnh, pht thanh, truyn hnh cp, internet, truyn fax, v
in thoi c th c rao vt nh pht sng, narrowcast, v pointcast trn c s kh
nng ca h t c khch hng i chng, cc khn gi nh hn, hoc thm ch
c nhn vi nhng thng ip khc nhau, tng ng.
10.9.1.1. Phng tin pht thanh truyn hnh
Pht sng truyn thng (truyn hnh v i pht thanh) TV thm nhp vo 98%
h gia nh M .TV vn l phng tin trung bnh cho cc nh qung co mun tip
cn s lng ln ngi tiu dng ti mt thi gian, nhng n tn km. S thm nhp
ca Radio cng ph bin, hu ht mi gia nh v xe c mt i pht thanh. Thi gian
qung co trn radio l khng tn km v c bo him ca th trng a phng.
10.9.1.2. Phng tin in n
Phng tin truyn thng in n bao gm bo v cc tp ch . Internet thng
c so snh vi phng tin in n bi v ni dung ca n l vn bn v ha la ch
yu , v v nhiu nh xut bn truyn thng in n duy tr phin bn trc tuyn. Tuy
nhin, s gia tng s dng bng thng rng v ni dung video trc tuyn thay i
hnh nh . Khng ging nh truyn hnh v i pht thanh, ging nh Internet,
truyn thng in n cho php xem hot ng: c gi c th dng li v nhn vo
mt qung co m h quan tm, i khi tn mt cht thi gian c cc chi tit.
10.9.1.3. NARROWCAST MEDIA
Cable TV (CATV) N c gi l knh truyn hnh cp narrowcast v cha ni
dung tp trung vo in t , nhng thng hp dn cho th trng v c quan tm c

297
bit cng nh internet. CATV qung co c xu hng t tn km hn so vi qung co
truyn hnh, mc d p dng mt s trng hp ngoi l .
10.9.1.4. POINTCAST MEDIA
Pointcash phng tin truyn thng l phng tin truyn thng in t vi kh
nng truyn d liu, chng hn nh email, c nhn ho cc trang web trn internet, v
cc mng in thoi di ng. Phng tin truyn thng Pointcast c th truyn ti
thng ip c nhn hoc tiu chun ha vi s lng ln cho ton b khn gi ca
nhng ngi c cc thit b nhn chng, v c nhn c th truyn mt tin nhn n li
cho ngi gi bng cch s dng cc thit b tng t.
10.9.1.5. DIRECT POSTAL MAIL
Cui cng, ging nh th in t, bu chnh mail cho nhiu mc tiu chn lc
hn bt k phng tin i chng khc, c c nhn ho, tt cho chiu di v tnh
linh hot thi gian, v tuyt vi o lng hiu qu v phn ng theo di ca n. Tuy
nhin, th trc tip c mt hnh nh n gin v bu phm c chi ph cao
10.10. TRUYN THNG K THUT S (DIGITAL MEDIA)
T gc nhn ca mt ngi s dng phng tin truyn thng, nhng im mnh
ca Internet bao gm la chn nhm mc tiu vi ni dung email v web ca c s d
liu bng cch s dng kh nng theo di hiu qu qung co, tnh linh hot ca
di tin nhn v thi gian giao hng, kh nng tip cn th trng ton cu vi mt tin
nhn, v tng tc. Internet l phng tin in t u tin cho tng tc. Ngi dng
c th to ring ni dung truyn thng tip th upload ln Internet . Cc im yu
ca Internet bao gm :c n 30% dn s khng trc tuyn, khng c mt kt ni bng
thng rng, v cc h thng o lng khn gi c vn . Cng c IMC c th c
s dng giao tip vi th trng mc tiu thng qua nhiu loi phng tin truyn
thng k thut s. Trong chng 13, chng ti tho lun v hai phng tin truyn
thng k thut s chnh n c th gip xem li cc nh dng v chi tit ti thi
im ny:
- E-mail l mt phng tin k thut s trc tip Cc cng ty c th gi ring e-
mail nh truyn thng k thut s, hoc vn bn mua khng gian qung co hin th
trong e-mail c gi bi nhng ngi khc. E-mail c chi ph thp nhng th trng
bo him hn ch so vi bu chnh
-Website l phng tin truyn thng k thut s cho ring mt t chc PR, mt
t chc cng c th mua khng gian qung co trn cc trang web ca ngi khc.
10.10. 1. Search Engines as Reputation Aggregators
Cng c tm kim nh l Repulation Aggregators-Web xp hng cc trang
Web, cc sn phm, bn l, hoc nhng ni dung khc theo mt s h thng nh
gi. Danh ting l tinh khit nhn thc, lin quan n nhng g ngi khc ni v
thng hiu, trang web, c nhn, v vv. Mt tp hp tp hp nhng nhn thc v hin
th chng trong mt s thi gian c t chc.
Tng cng c tm kim l quan trng nht tp hp ting ni chung.Trong s
nhng ngi khng l l Google, cng c tm kim kt qu xp hng trang lin kt

298
mt phn da trn ph bin, s lng trang web cht lng, kt ni cho mi trang
web.
Tp hp danh ting khc bao gm cc trang web phng tin truyn thng x hi
thch hp vi kh nng tm kim, chng hn nh YouTube cho video v TripAdvisor
cho xp hng khch sn. Chng ti tho lun trong vic tm kim theo chiu dc v
cc b phn cng ng trc tuyn m lm theo.
Cc nh tip th ang quan tm thc hin cc k thut tip th tm kim mi
nht cho tm kim t nhin, thanh ton. Sau l mt khu vc ang ni ln lin quan
n danh ting v cc ch rt c bit, chng hn nh Amazon.com vi c s d
liu c th tm kim sch xp hng bi nhn xt ca ngi s dng .
Thit k v ni dung. To mt trang web cho ngi dng, khng phi cng c
tm kim. N s l hu ch, thng tin phong ph, v bao gm cc ni dung m t chnh
xc cc trang web. V d, nu trang web c cc giao din khong ln, nhng iu
khon s xut hin trong tiu trang (trn cng ca ca s Internet Explorer). tiu ,
v trong ni dung. iu ny lm cho n d dng cho cng c tm kim phn loi
cc trang web. Hy chc chn rng cc t c la chn l nhng ngi s dng
nhng ngi s nhp vo cng c tm kim tm cc trang web. Hy chc chn rng
khng c lin kt hng v c vn bn quan trng l khng c nhng trong hnh nh
m khng th c c bi cc cng c tm kim.
Cc yu t k thut. Hy chc chn rng cc trang web tm kim bot sn
sng. Robot tm kim, cn gi l nhn, l nhng chng trnh t ng thu thp d liu
web tm kim cc trang mi v sa i bao gm trong ch s cng c tm kim.
Nhiu tnh nng k thut m khng th c c bi ngi my s cho kt qu bng
xp hng tm kim ngho nn, chng hn, nh a thch JavaScript, cookies, Flash, v
khunghnh.Xem trin lm 6,17 cho. mt v d v vic lm th no nhn tm kim.
ng k cc trang web. Thay v nhng vic robot tm mt trang web, cc
cng ty con ng k trc tuyn ti cc cng c tm kim bn thn.
Cht lng trang web. Duy tr mt trang web c cht lng cao, ni dung
phong ph, v lin tc cp nht. Khng s dng bt k ni dung "la" cc cng c
tm kim bi v Google l rt gii nm bt v cm cc trang web khi ch mc. V d,
"che y" hoc "cc trang ca"l nhng trng hp m cc trang web to ra ni dung
khc nhau cho cc cng c tm kim, hy vng t c th hng cao hn. n lin
kt, ni dung khng lin quan, v cc n lin kt tt c cc th rc di trang web
cht lng v s c pht hin. Cui cng, mt tn cng ty, thng hiu, c nhn s
tng trong SERP Nu c nhiu hn mt trang web. Mt s kh nng bao gm (1) tn
min ph vi rt nhiu ni dung c o, cht lng, chng hn nh support.dell.com,
(2) thng xuyn cp nht blog, v (3) ni dung trn cao truy cp nh Facebook,
Youtube, Flickr, v Amazon (v d: nh gi nhiu cun sch)
Tt c cc ni dung ny, lin kt vi nhau, trnh by mt hnh nh rt chuyn gia
c lin quan v mt ch c th. y l mt trong nhng cha kha s dng cc
phng tin truyn thng x hi xy dng mt s hin din trc tuyn m c ch
bi cng c tm kim.

299
14.2.1.1. Tm kim t nhin
Tr tm kim xy ra khi mt nh qung co tr tin cho ph gi th mc, a vo
mt ch s cng c tm kim, hoc hin th qung co ca h khi ngi dng g vo t
kha c th. Mt nghin cu MarketingSherpa thy rng tr tm kim l phng php
tt nht c hiu sut ca qung co trc tuyn, theo 49 phn trm ca M tip th trc
tuyn. Ba chin thut hin ang chim u th khi ni n tip th tm kim tr tin:
qung co t kha, bao gm tr tin, v danh sch th mc.
T kho qung co ti cc trang web cng c tm kim vn bn nhc nh ti tr
hoc qung co hin th xut hin trn SERP. V d, cc nh qung co c th mua
t t, v khi ngi dng tm kim bng cch s dng t , cc nh qung co biu
ng hoc tin nhn s xut hin trn trang kt qu. Ph lc 14,7 cho thy cc nh qung
co ngi mua email marketing hn nh lin kt ti tr trn u v bn phi ca lin
kt SERP t nhin. Google.com n t hng qung co theo gi thanh ton trong qu
trnh u thu t kho, trang ch ca URL, v t l nhp qua. V vy, cc qung co
c lin quan nht ng u danh sch cc lin kt ti tr trn trang. Google cng gi
cc qung co theo ng cnh hin th trn cc trang web khc trong chng trnh
AdSense ca n (ch s hu trang web c tr tin bt c khi no ngi dng nhp
vo qung co).
Tr bao gm xy ra khi cc trang web nhn c m bo lp ch mc trong mt
cng c tm kim. V d, Yahoo cung cp "Tm kim c bn Gi", mt dch v cho
php ch s hu trang web gi cc URL ca h v c bo m ca xut hin
trong ch mc trong vng bn ngy. L ph l $ 49 mi nm. Tr tin bao gm khng
m bo v tr trong SERP, tuy nhin, yu t khc c s dng xp hng xc nh
v tr . Google khng cung cp bao gm thanh ton, thch gi kt qu tm kim t
nhin hon ton da trn thut ton ca n. Trang web c th gi URL ti Google
min ph.
Th mc tr l khi mt t chc tr tin c bao gm trong mt th mc tm
kim c. V d, Yahoo bao gm cc sn phm trong cc trang mua sm ca mnh ti
mt khon ph chi ph mi ln nhp chut v bao gm cc a phng
danh sch doanh nghip trong th mc a phng ca n ($ 299 cho
hu ht cc doanh nghip v $ 600 cho cc trang ni dung dnh cho ngi ln).
Th mc tr quan trng l tp hp nhiu danh ting khc trn th trng theo chiu
dc, chng hn nh chi ph nim yt hoc cng vic trong Craigslist danh sch doanh
nghip trong Business.com, Lu rng mt s danh sch th mc c min ph.
14.2.1.2. Tm kim tr tin
Thng c gi l pay-per-click (PPC) bi v cc nh qung co tr tin bt c
khi no ngi dng nhp vo qung co. Google thu ph t $ 0,15 n $ 15 cho mi
nhp chut, tuy nhin, ty thuc vo s ph bin ca t kha cc ha n hng thng
c th khong t $ 100 n hng triu la. Nhp qua t gi c th thay i t 0% n
50 phn trm, do , chn cc t kho tt nht l chnh nu nh qung co khng
mun th ngc nhin vi mt ha n rt ln. Google v cc cng c tm kim khc
tng ln rt nhiu doanh thu cho cc nh qung co v cc cng ty ca ring mnh
bng cch bn qung co t kho bi v ngi dng s c ci m hn vi cc th c
lin quan n bi cnh ca cc hot ng trc tuyn ca h

300
14.2.1.3. Tm kim su
Tm kim dc l sitespecific tm kim trn ch rt c bit. chng hn nh du
lch, bn l trc tuyn, hoc sch. So vi cc cng c tm kim ni chung, chng hn
nh Google v Yahoo, cc trang web theo chiu dc c desintations cho ngi dng
tm kim ni dung t hn rt c th. V d, Tripadvisor.com thu ht 25.000.000 ngi
truy cp mt thng. c nm triu thnh vin ng k. v cc tnh nng 10.000.000 nh
gi v kin v cc khch sn khc nhau trn ton th gii (Ph lc 14,8). C ngi
ang tm kim mt khch sn New York hay Bangkok c th tm kim cc trang web
TripAdvisor v c c mt danh sch cc khch sn c xp hng bng cch ph
bin, vi hng trm khch du lch nh gi v hnh nh mt s cho mi khch sn.
iu ny trang web truyn thng x hi tn dng mt thc t l ngi dn tin tng
ngi khc nh chnh mnh nhiu hn l tin tng cc trang web cng ty web.
Cc v d trang web tm kim dc bao gm Zoomlnfo v Linkedln (ngi tm
kim), Guru. com (nh cung cp tm kim trong th trng B2B), Autobytel ( t tm
kim), Hng nghip Builder (cng vic), Retrevo (in t tiu dng). You'Iube
(video). v iTunes (m nhc). Cc infomat B2B thi trang cng c cung cp truy cp
ti hn 350.000 nh thit k thi trang, phng trng by, bn l. cc nh sn xut v
nhiu hn na, v DPRWorld gip nha s tm thy mi th t cc i l ty trng gy
m. Nh mt so snh, ComScore o s lng tm kim ni chung v dc thng Ging
nm 2008:
Google (7,5 triu)
Yahoo! cc trang web (2,5 triu)
YouTube v tm kim Google khc (1,6 triu)

Microsoft trang web (1,1 triu) e, eBay (0,5 triu)

MySpace (0,4 triu)
Craigsiist (0,3 triu)
cc trang web Amazon (0,2 triu)
Facebook (0,2 triu)
Cc cng ty cn phi hc, c hoc khng c cc trang web theo chiu dc cho
cc ngnh cng nghip ca h, v sau xem h cng c lp ch mc ca cng
c tm kim ni chung. V d, MySpace v Facebook trang ny cng c lp ch mc
trn Google, c kh nng necessating ti u ha cng c tm kim (SEO) chin thut
cho c cc cng c tm kim ni chung v-cal verti. Mar mite, s ly lan thc phm
ting Anh, c mt trang Facebook vi hn 67.000 kt ni bn b-link Facebook ca n
xut hin ln th t trong mt tm kim Google.

Tm kim dc l mt khu vc ang pht trin v n gip ngi dng tm thy

nhng g h ang tm kim nhanh chng-20 phn trm ngi s dng tm kim trc
tuyn, ti cc a im dc theo iProspect. Mt ngi tiu dng tm kim mt nh
hng pizza a phng c th lm tt hn ti mt a im vng trang tm kim theo
chiu dc hn ti mt cng c tm kim ni chung, ni cc mc a phng s c
chn ct trong s hng ngn doanh nghip tng t trn ton quc. Theo iProspect
nghin cu, ngi dng tm kim trn cc trang web theo chiu dc cho c hai thng
hiu v thng mi in t l do. iu tra hi tm kim tm gii tr trn YouTube

301
(72% tm kim cc l do ny), v kt ni vi nhng ngi khc trn Facebook
(49%) v MySpace (35%). S lt truy cp tm kim nghin cu mt sn phm trn
TripAdvisor (56% tm kim cc l do ny), Yahoo Hi & p (39%), Craigslist
(39%). v iVillage (32%). Trn Amazon, 41 phn trm tm kim thng tin Sn Phm
(thng hiu) v tm kim phn trm t 46 n mua mt ci g (e-commerce)
Cc m hnh gi c trn cc trang web tm kim dc, bao gm l ph gi th mc,
chi ph mi ln lim, v gi mi hnh ng, cng nh, nh l truyn thng chi ph mi
nghn (CMP) hin th. Khi ni dung th mc l ngi dng to ra, chng hn nh vi
Tripadvisor.com, nh qung co c th tr tin cho cc qung co hin th trn trang
web hoc c th nhp kin p ng vi nh gi min ph
10.10. 2. Cng ng Online
Nhiu trang web tm kim theo chiu dc cng c cc cng ng trc tuyn,
chng hn nh "TripAdvisor cho du khch. Khi nhng trang web thu thp folks c
quyn li tng t, ngi dng s tip tc tr li xem nhng g ngi dng c
chung t tng ang tho lun v lm vic trc tuyn cng ng quan tm. Online t
cc a im khc nhau v a l l mt trong nhng li th ca Internet cho ngi s
dng v n c vit hoa khi cc nh tip th. Tip th , hoc to ra cng ng ca
mnh hoc tm nhng ngi c c im i tng ph hp vi th trng mc tiu
ca cng ty. Mt khi khn gi mc tiu c tm thy, cc nh tip th c th qung
co trn cng ng v tham gia trong cuc m thoi. N l rt quan trng theo di
cuc tr chuyn trc tuyn trong cc cng ng ny bi v y l ni m khch hng
tho lun v thng hiu, hot ng ca cng ty, Gim c iu hnh, v dch v
khch hng.Cng ng nh trc tuyn c th lm hoc ph v mt danh ting trong
vi gi.
10.10. 2.1. CC LOI TRC TUYN CNG NG
Cng ng trc tuyn tp hp cc doanh nghip v ngi tiu dng, nhng ngi
to ra ni dung trn tt c cc ch tng tng. Mt vi loi quan trng ca cc
cng ng bao gm cc Wiki, tp hp tin tc, video v chia s hnh nh
cc trang web, din n trc tuyn (text-based), cc trang web nh gi sn phm, cc
trang nh du x hi, ngi tiu dng - ti ngi tiu dng (C2C) thng mi, cc
cng ng quan tm c bit, v chi game online. Mt iu m tt c cc cng ng
chia s l, ging nh tt c cc phng tin truyn thng x hi, ni dung ch yu
usercreated.
WIKI l phn mm cho php ngi dng cng tc to, chnh sa, lin kt, v t
chc ni dung ca mt trang web, thng l cho cc ti liu tham kho, theo lnh o
Wikipedia. Wikipedia thng hiu bao gm ting Vit, T sch, Wikiversity,
Wikipedia ting Wiklspecies, Wikiquote:
Wikisource, v nhiu hn na (Ph lc 14,9).
Phn mm wiki l ng c m cc cng ng wiki a nhiu, chng hn nh
Wikihow (trn 35.000 lm th no cc bi bo v video) phn mm ting Vit c
s dng cho hp tc gia cc ng nghip v trn ti liu ca Google
(docs.google.com).

302
 Tin tc khch hng hoc tp hp s dng Web mm-ware tin tc nc mui t
nhiu ngun " mt ni c d dng. Khi ngi dng (khch hng) ci t Google
Reader, Yahoo Widgets, hay tin tc no khc tp hp phn mm, h c th mang tiu
vo my tnh bn ca h thng qua RSS ngun cung cp d liu. y l nhng
c nhn c tr s v khng da vo cng ng trc tuyn, chng hn nh khi tin tc
tp hp ngun cp d liu ni dung vo mt blog hoc trang web xem cng ng
v nhn xt. Digg.com l mt trong nhng tp hp ph bin nht chung, tiu tin tc
Web site da trn (Ph lc 14,10). Khi ngi s dng Internet xem cc cu chuyn m
h thch, h gi nhng cu chuyn Digg.com bng cch bm vo mt nt cc
trang web phng tin truyn thng ban u: ". Digg it" Cc tiu v lin kt c
truyn ti Digg.com, ni du khch c th c v biu quyt v cu chuyn. Nhng cu
chuyn trn lm cho n vo trang ch ca Digg v nhn c tho lun trong cc
podcast Diggnation hng tun ca ngi sng lp Kevin Rose v Alex Albrecht (cng
c sn ti iTunes).
Video v my ch lu tr trang web chia s hnh nh usergenerated ni dung.
YouTube v Google Video l hai phng tin truyn thng x hi ph bin cc
trang web cho video. H cng l cng ng v du khch c th ti hoc xem video,
nhn xt bi tr li, lin kt n video, v thm ch nhng chng vo cc trang web.
Flickr.com gi gn 500 triu hnh nh ngi dng ng k, khng ng ngc nhin k
t khi 37 phn trm ngi s dng Internet ti ln hnh nh. Mt s cng ty cng theo
xu hng ny, v d, nhn tin tc th cng ty Meebo.com a gn 1.500 bc nh
vn phng ca n, thng k ng nhp Web, v nhiu hn na trn Flickr nh l mt
cch tng ni dung ca n trn tt c cc Web v, do , n xp hng trn SERPs
ca Google. Xem "Let's Get k thut" hp v mt my thu hnh k thut s hnh nh
ti xung t Internet.
Trong chng trc, chng ti tho lun v tng ca hnh nh gn th -
nh km thng tin d liu video , hnh nh , hocvn bn hel ngi s dng p tm
thy ni dung mong mun . iu ny lm cho a phng tin thc hnh tm kim
cc trang web lu tr ni dung video hoc hnh nh, do , n l hu ch 28 phn
trm ngi s dng internet ni dung internet tag v ng c tm kim bi ht
Technorati.com 250.000.000 ming dn nhn truyn thng x hi. Bi v gn 60 phn
trm ngi s dng Internet xem video trc tuyn, nh qung co cung n vi nhng
cch thng minh qung co nhng. V d. Video Egg cung cp qung co bt ln
khi ngi dng di chuyn chut video.Not 0ver mnh mun ngi s dng kh chu,
qung co VideoEgg c vui v, tr chi hot hnh hay video ca mnh.
Vn bn da trn cng ng trc tuyn c rt nhiu. Nhiu trang web xy dng cng
ng thng qua cc phng chat trc tuyn v cc nhm tho lun. Din n trc tuyn,
cn c gi l cc bn tin, l nhng khu vc ni ngi dng c th gi e-mail thng
bo v cc ch c la chn cho ngi s dng khc c. Cc din n ln
nht nhm tin no l Usenet, trong c 35.000 nhm (truy cp ti groups.google.com
v c nhng cuc tho lun cng ng v nhng kinh nghim sn phm, trong s
nhng ch khc. Usenet c hn ti t tin nhn, bt u t nm 1981 (trc n nay
hn h trn Web vo nm 1993) Khi cc web bt u. Deja.com lu tr cc Usenet,
v sau Google mang n v khi Deja b kinh doanh

303
 Usenet mc d khng cn cc din n s dng nhiu nht, n chim mt v tr
c bit trong tri tim ca tt c cc chuyn vin my tnh ngi c trc tuyn
ngay t u. i vi chng ti, c v nh l internet tr li s dng r thc ca
n vi s ra i ca internet truyn thng x hi mt-cho, bi, v v ngi dng.
Google v Yahoo Groups tc truyn thng Usenet vi t nhn v cng on
da trn vn bn cho s hp tc v chia s li ch chung (Ph lc 14,11). Ngoi cc tin
nhn vn bn da trn s a ln, nhm mi ca Google bao gm cc tp tin ng,
wiki, hnh nh a ln, v kh nng khc quan trng cho s hp tc truyn thng x
hi. Listserv l mt cuc tho lun nhm e-mail vi thu bao thng xuyn-mt tui,
nhng s bn b cng ng quan tm c bit. Mi tin nhn cc thnh vin gi listserv
c chuyn tip ti tt c cc thnh vin ng k. LISTSERVs y ni dung cho cc
hp th in t ca ngi s dng thu bao, trong khi bng thng bo yu cu ngi
dng truy cp vo trang v ko ni dung. E-mail cc bn tin s dng cng ngh
listserv.
Sn phm xem xt li cc trang web, chng hn nh Amazon.com, cho php
ngi dng vit nh gi cun sch v c v t l nh gi ca ngi khc. Cc trang
khc xem xt li quan trng l Sa cha laptop (vi gn 20 triu ngi s dng mt
thng) v Epinions.com (hng triu sn phm trong 30 mc). Nhng trang web ny l
phng tin truyn thng x hi thng mi in t cng ng bi v ngi tiu dng
to ra cc sn phm v xp hng nh bn l trc tuyn.
Ngi tiu dng-n thng mi (C2C)-ngi tiu dng thng mi in t sinh
ra cc cng ng xung quanh vic mua bn hng ho. Hai trong s cc loi ni ting
nht c bn u gi (v d, eBay) v rao vt (v d, Craigslist v Oodle.com). C hai
u da vo ngi bn sn phm ngi dng khc, lm y cc trang web vi ni
dung ngi dng, v do iu kin l phng tin truyn thng x hi. u gi
eBay cng cho php thng tin phn hi trn c hai hnh ng mua v ngi bn, nh
cp chng trc. Cc giao dch gia cc ngi l gi in cho cc tnh nng
bo mt c bit v cc h thng nh gi c th tr gip c hai bn xc nh c hay
khng h c th tin tng ln nhau hon thnh giao dch tha ng.
Cc trang web khc : X hi nh du cc trang web cho php ngi dng chia
s cc trang web a thch ca h v nhn xt v chng trc tuyn, chng hn nh
StumbleUpon.com. DeL.ic.ious.com cung cp phn mm min ph nh l mt trnh
duyt Web plug-in ngi dng c th ch cn nhp chut vo mt nt nh du
mt trang Web. Sau khi thc hin, mt ca s s m ra v yu cu Del.ic.ious cho cc
th vn bn. c s dng phn loi cc trin lm nh du 14,12 hin th mt Iist
ca cc trang web v cc sn phm c dn nhn. Plaxo ng u danh sch, vi
3.108 ngi khc cng nh du trang ny.X hi nh du l mnh m bi v ngi
dng c th nhp vo ngi dng khc, nhng ngi nh du nhng vt dng
xem nhng g khc m h ang c v cng mt ch . l mt ngun lc
ln cho nghin cu c nhn hay cng tc, v mt trong chng ti s dng ch
nh danh sch c lp. N thm ch cn tt hn cho cc nh tip th mun to ra mt
buzz v mt t giy trng, vit blog, hoc bi bo trc tuyn khc.
C rt nhiu cng ng khc quan tm c bit vi rt nhiu ni dung ngi
dng to ra, nh iVillage cho ph n, RateMyProfessors cho sinh vin i hc,
RateMDs cho bnh nhn, Monster v CareerBuilder cho p phch v ngi tm vic

304
lm, v nhiu hn na. Yahoo Hi & p v tr li cc trang web khc cung cp
khng gian cho ngi s dng ng cu hi m cu tr li ca cng ng, v sau
nhng ngi khc t l hiu qu phn ng. Mt s chuyn gia xy dng c mt
kin thc thch hp lnh o bng cch tr li cu hi trong cc lnh vc chuyn mn
ca h. Ba cng ng khc ni chung l xng ng cp n: (1) Squidoo, ni ngi
dng to mt trang web min ph trn mt ci g quan tm (gi l mt "ng knh"),
(2) 43Things, ni ngi dng chia s cc mc tiu ca h, nh nhng g h ang quan
tm n vic hc tp, v sau c th kt ni h tr vi nhng cp n nhng
mc tiu , v (3) Meetup.org, ni ngi dng ng k thnh cc nhm theo s thch
c bit ti qu hng ca h v sau sp xp gp nhau trong th gii vt l
Lu rng ngay c nhng trang web tin tc nhn c vo kinh doanh
phng tin truyn thng x hi. CNN gii thiu iReport, mi cng dn n ng
video v hnh nh m t cc tin tc vi phm, n u nm 2008, hn 80.000 ngi s
dng ng ti ni dung t cc a im trn ton th gii, v t nhng 1100 c
la chn cho cc trang web iReport trong cy ng tung 200S-tt c danh d m
gi cc nh bo cng dn i.
Cui cng, chi game trc tuyn to ra cc cng ng quan tm rt ln pecial.
C rt nhiu loi tr chi trc tuyn vi s tng tc x hi, t to-chi c Massive
Multiplayer Online Rot Playing Game (MMORPG)-th thao hng ngn ngi chi di
chuyn v lm avatar cng mt lc. Mt s tr chi c ct truyn hay l
vi nhng ngi chi hon thnh mc tiu v pht trin
trong k nng v quyn lc, v nhng ngi khc l hon ton khng c cu trc, vi
thit k cc cu th hnh ng. MMORPG c c tnh c 15 triu ngi chi ton
cu to ra trn 1 t USD doanh thu trong nm 2006. World of Warcraft c th l
MMORPG ph bin nht, vi 8 triu thu bao hng thng woldwide. Nh qung co
quan tm su sc tr chi trc tuyn bi v cc cu th thc s mun thy v tr sn
phm trong tr chi bi v n lm cho h nhiu hn thc t v cng bi v cc tr chi
tip cn mt lot cc nhn khu hc.
Th gii o, nh Second Lite v webkinz (i vi tr em), c pht trin trong
popularityi. Mc d ch c 6 phn trm ngi s dng internet to ra mt avatar
chi trong mt th gii o, Tp on Gartner d on rng 80 phn trm ngi dng
hot ng trc tuyn (khong 5-60 ngi) s tham gia mt th gii o vo nm 2010.
Nhiu doanh nghip thit lp ca hng trn Second Life, IBM, Adidas, Pontiac, vv,
v do c nhiu nhc s v gio s. Google c n i l suy ngh v vic kt hp
Google Earth vi phn mm Sketch 3D ca n v to ra mt th gii o, hoc
metaverse, cho ngi dng doanh nghip. y s l im ti hn cho vic s dng
kinh doanh ca th gii o. Tuy nhin, nhiu th gii o mi i ra khi kinh doanh,
do , tng lai ca m hnh kinh doanh ny l khng chc chn.
10.10. 2.2. NGUYN TC XY DNG CNG NG
Xy dng mt cng ng trc tuyn thnh cng l khng n gin nh t mt
lin kt trn mt trang web v hy vng folks s gim. Nh vi hu ht cc chin lc
kinh doanh in t, nghin cu v lp k hoch trc thnh cng. Larry Weber (2007)
cho thy mt chng trnh by bc:

305
1. Quan st. Chi phng tin truyn thng x hi cho ngi dng Web Hangouts v
cc ch quan tm trong ngnh cng nghip ca cng ty m mun bt u mt cng
ng truyn thng x hi. V d, gim c thng hiu t Saturn s theo di cuc
hi thoi gia ngi dng v cc nh phn tch cng nghip ti cc blog v cc trang
web tm nhng cng ng ln nht v nng ng nht.
2. Tuyn dng, Tm ngi s dng internet, nhng ngi mun ni v ngnh cng
nghip v tuyn dng h tham gia phng tin truyn thng x hi mi ti sn.
3, nh gi nn tng. Quyt nh xem cc nh dng l mt blog, trang web tm kim
theo chiu dc (danh ting aggregator), cng ng trc tuyn trong sch, hoc mng
x hi.
4, Thu ht. K hoch cch c c cc thnh vin cng ng ni chuyn v ti
ln ni dung.
5. s thnh cng ca n lc ny. V d, s cc kin c a ln blog (nhiu hn
Bin php ny, Xc nh cc s liu m my o sau ny trong cc chng)
6. y mnh: K hoch cch qung b v xy dng mt buzz trong cc phng tin
truyn thng x hi v vi tp hp danh ting nh vy cng ng mi s thu ht ngi
dng.
7, Ci thin. S dng cc s liu khng ngng nng cao cng ng.
Mt cun sch ca Amy J0 Kim (2000) v ch ny cung cp cc yu t thnh cng
quan trng chn (Ph lc 14,13); lu nhiu nh th no theo cc nguyn tc tt CRM
(xem Chng 15). V d, cc thnh vin cng ng c nhiu trung thnh v nhng tri
phiu x hi c hnh thnh vi cng ty hoc nhn vin bn hng (nh blog
IdeaStorm ca Dell).
10.10.3 Blog
Blog l nht k trc tuyn, hoc cc tp ch, cp nht thng xuyn kh hn trnh
by theo th t trn cc trang web (t nht k Web hn). Trong nm 2007. 12 phn
trm ngi s dng internet to ra mt blog, v 22 phn trm c ng kin
vi mt. Technorati.com, cc blog k git ngi cng c tm kim, theo di qua 112
triu blog, c tnh rng hn 175.000 blog mi xut hin mi ngy, vi hn 1,6 triu
bi vit cho blog mt ngy. Khi blog u tin xut hin vo nm 1999, n xut hin
rng h c lin quan scribbling v cc ch linh tinh c nhn v s c th khng lm
vic theo cch ca h vo chin lc tip th, nh th lm thay i hnh nh ca
mnh? Cc nh tip th bt u ch n blog v nhiu ngi vit h c nhng
iu c gi tr ni V d, Robert Scobie trong b phn th trng-ing Microsoft
vit v quan im ca ng v vai tr ca Microsoft trong ngnh cng nghip v i th
cnh tranh chc chn c Musings ca mnh.
Blog l phng tin truyn thng x hi v tt c cc kin c thc hin bi
ngi c blog. Mt s blogcho php cc bi vit ca tc gi muluple l tt. i vi
Chng hn, Engadget, mt cng ngh, hu ht cc tc gi khc nhau. Blog ny
lun lun c lit k trong ba ngi ng u ca tt c cc blog trn Technorati v
hot ng cao v c gi ca n (vi mi bi vit, to ra rt nhiu kin), v xp hng
tn nhim cao ca ngi s dng. l hu ch c nhiu tc gi blog gi cho cc

306
bi vit thng xuyn, min l h tun theo cc mc tiu v phong cch ca blog. C
rt nhiu loi ca cc blog. ng u trong s l c nhn v cng ty, tuy nhin,
blog rt khc nhau theo ch . Nhiu CEO blog a mt gng mt c nhn i
vi cng ty ca h. Khi JetBlue c mt cuc khng hong ln trong thng 2 nm
2007 (vi 1.100 my bay ny v nhng ngi b mc kt cho n 14 gi ngy tarmacs
sn bay), Gim c iu hnh David Neelernan ca n c ng li xin li blog v
gii thiu cc cng ty mi Tuyn ngn Nhn quyn. Cc cng ty Eastman Kodak to
ra mt blog ca cng ty xut sc m l dn c ca nhng cu chuyn nhn vin v
hnh nh (1000words.kodak.com).
Nhiu chuyn gia t vn v ngh rng cc nh lnh o to blog ph bin quan
im ca h v khch hng t c, qung b sch, v nhiu hn na. Ph lc 14,14
hin th thng tin c nhn ca Andy Beal blog v mnh. Lu nh dng ngi dng
thn thin cho onlir mt. tip tc. Cng lu cc RSS, Del.ic.ious, v cc nt Othe l
mi ngi dng ng k hoc nh du sch blog. Beal c kh thnh cng vi
blog MarketingPilgrim.com ca mnh, t trn 3.000 thu bao ngi theo li bnh lun
mi ca ng v SEO, qun l danh ting, v tt c nhng th lin quan n tip th
in t. Ti sao ng blog? Bn cnh l nim vui, n gi ng hin hnh v ngnh
cng nghip ca ng v gip ng c c tr tin ni v t vn vic lm.
Tip th cng s dng blog thu ht ngi dng n cc trang web ca h. V
d, nm 2004 Tin s Pepper / Seven-Up gii thiu cc sn phm sa mi c hng v
vi mt blog c vit bi mt con b: Raging b Blog. Ghostwritten bi su thanh
thiu nin di s gim st ca nhn vin tip th, n c v ging nh mt con b tho
lun v cuc phiu lu ca c l mt c i du lch trn c nc. N c nh mt
travelogue bng vn bn vi mt thi th h Y da trn nh v sn phm: "... mt
thc ung sa da trn 'i hoang' v c thi, hp dn v Ceiva nhn nh k thut s
l mt ngy ging sinh. B khng th lm Ging sinh nm nay v c khng cm
thy tt. B gi cho c trn in thoi v c gng m t cc cnh gia nh ng yu tt
c cc xung quanh bn. Bn c mun bn c th gi cho mnh mt hnh nh nhng c
khng phi rt k thut. c hai cm thy mt cht bun l c y khng th c thm
mt phn ca hnh ng. Nu ch c bn c th t mt hnh nh mi trong khung
trn lp o ca mnh .. by gi bn c th
Hy tng tng mt mn hnh my tnh trng ging nh mt khung hnh, m
ch c chc nng l tip nhn v hin th mt trnh chiu khng c bt k s can thip
t pha ngi dng. l Cerva nhn nh k thut s . Tm li:Mt ph bin s dng
dch v ny cho ng b nontechnical. Cc tr em hoc chu c th ti ln hnh nh vi
dch v Ceiva. Khung hnh ca ng b sau ko cc bc tranh dch v mi ngy v
chy mt trnh chiu lin tc cho b. Ceiva i din cho s hi t ca ba cng ngh:
hin th mn hnh phng, modem, v cc my ch tp tin. Mn hnh hin th mn hnh
phng l nhng g gip Ceiva nh, tt, mt khung hnh. Kh nng ny cho php c
v tr d dng v khng ph trng xung quanh nh. Ceiva tch hp trong modem quay
s Internet kt ni vi my ch Ceiva v ti v nhng hnh nh hng ngy. Modem
hot ng trn b m thi gian quay trong mt ngy mt ln mt m khng c bt
k s can thip ca ngi dng.
Cc my ch c cha cc kho ca hnh nh. Hnh nh c ti ln my ch tp
tin (ni, bi cc con chu) v sau ti v bng cch khung Ceiva. Hng ngn hnh

307
nh c th c t trn my ch v nhng ngi c ti xung trong khi hng
ngy ln n 30 hnh nh.
Ceiva m hnh c kch thc khc nhau v c thm c xy dng trong cc tnh
nng. Ngi dng c th ng bng trnh chiu trn mt hnh nh c th, xa mt bc
tranh vi cc lin lc ca mt nt bm, v thm ch in n mt nt bm (in ra c
gi bng th). Khi hnh nh mi c ti v cho n v, mt "Bn c n ci" sng
ln nh sng. Mt khung trnh chiu thm ch c th c thit lp bo co thi tit
a phng.
M rng dng sn phm bao gm kh nng vt qua modem v s dng
mng Wi-Fi ca gia nh thay th. Mt phn m rng dng sn phm vi Whirlpool c
mt khung Ceiva gn trn cnh ca t lnh. iu chc chn s lm sch cc cnh
ca t lnh.
Cng ngh, Ceiva khng phi l c bit phc tp. Tuy nhin, nhng g l c
bn l rc ri min ph truy cp vo nhng k nim v cho nhiu ngi s dng l ph
thu bao hng nm l gi tr n.
y l loi chin lc c th phn tc, however.Khi Jim v Laura RV ca
h trn khp t nc v ng tri ti bi xe ca Wal-Mart, h vit mt blog v
n (bt k ch s hu RV hoc trailer c th qua m min ph ti bt k-Wal Mart ).
Cc blog c nhiu ngi c, nhng sau mt vi cu hi ti sao tt c cc bo
co ca cc tng tc vi cc nhn vin Wal-Mart rt sng-ni c nhng li ch
trch Cui cng,? Laura c th hin nh mt nh vn t do c thu vi tin Wal-
mart lm cc blog.This lm tn thng danh ting ca Wal-Mart.Trc tip, minh bch,
tnh xc thc, v nguyn tc nht qun trong ngy bi v nu cc blogger khc pht
hin ra s khng trung thc ca cng ty, ton b th gii blog s c v it.Laura v
Jim cui cng tr li tin h tr tin v thc hin mt li xin li cng chng.
The Wall Street Journal s gip cc blogger bng cch gi e-mail mi ngy
cung cp mt lin kt n mt bi vit trc tuyn min ph (so vi t l thu bao bnh
thng). N khuyn khch blooggers vit phn ng ca h vo bi vit v lin kt
cc blog vo trang web WSJ. Cc bo co bo rng s lng truy cp t cc trang blog
thng l cao so vi nhng t ng c.Ngoi tm kim, con s ny cao lm tng cc
lin kt ca bi bo "nc ct Google" (xp hng trong SERPs).
Mt xu hng mi l blog m gi ni dung rt vi bi vit nh, chng hn
nh l mt hnh nh, siu lin kt, hoc cu bnh lun.Tumblr.com cung cp min ph
ni dung vi blog: " lm mt so snh n gin: Nu blog l cc tp ch, tumblelogs l
ph liu, s sch ", theo Tumblr.Ngi dng c th hnh thnh cc nhm hoc theo
mi khc thng xuyn cp nht bi vit.Twitter l mt blog nh thm ch nh hn,
hnh thnh xung quanh cu hi:" Bn ang lm g ngay by gi "Cc thnh vin gi tin
nhn vn bn ln ti 140 charactters m ng bi Twitter ca mnh vo khng
gianTheo bn b ca nhau "tweets" hoc l trn my tnh hoc qua tin nhn vn bn
n in thoi di ng hoc PDA.
C rt nhiu iu cn xem xt khi cc cng ty mun sao vit blog, ht nh c
nn tng s dng, nhng ngi s lm cc vn bn, bao lu h s ng bi, v mc
ch ca blog.Companies nn thc hin theo hng dn cng ng trc tuyn

308
cp l nhng g quyt nh lm th no thc y cc blog, v mt-fol lowing, v
tham gia h trong conversation.For chi tit hn v vic bt u mt blog, chng ti
khuyn bn nn sch Cc blog cng ty ca Debbie Weil.
C rt nhiu iu cn xem xt khi cc cng ty mun sao vit blog, chng hn
nh c nn tng s dng, nhng ngi s lm cc vn bn, bao lu h s ng bi, v
mc ch ca blog.Nhng cng ty nn thc hin theo hng dn cng ng trc tuyn
cp l nhng g quyt nh lm th no thc y cc blog, v mt sau, v
tham gia h trong nhng cuc tr chuyn bit thm chi tit v vic bt u mt
blog, chng ti khuyn bn nn sch Cc blog cng ty ca Debbie Weil. (Trng by
14.15)
Cui cng, cc cng ty c th tham gia vo blog, m khng bt u ca ring
mnh. iu quan trng l tm thy cc blogger c nh hng ln trong ngnh cng
nghip ca mt ngi, theo bi vit ca mnh bng cch s dng RSS, v thm cc
gp thng xuyn. iu ny s gip cc cng ty tham gia vo cuc hi thoi quan
trng v cc d n h l chuyn gia trong ngnh. N cng khng km phn quan trng
bi v khi h tun theo cc blog thng qua mt s h thng gim st t ng, h s
khm ph ra tho lun kh nng gy tn hi danh ting khi n ph v v c th tham
gia vo cc cuc tho lun bng cch ni cho pha h ca cu chuyn

10.10.4. Mng x hi
Mng x hi l "c cu x hi bng cc nt (thng l c nhn hoc t chc)
c lp xe ca mt hoc nhiu loi c th ph thuc ln nhau, chng hn nh cc gi
tr, tm nhn, tng, trao i ti chnh, bn b, h hng, khng thch, xung t,
thng mi, lin kt web .... bnh ly truyn (dch), hoc hng hng khng ng ",
theo Wikipedia. Chng da trn tng ca su cp khc nhau, m mi c nhn
c kt ni vi mi c nhn khc trong mng ln n su ngi. Nh c th hin
ti Ph lc 14,16, nu bn tham gia LinkedIn, mt mng li kinh doanh, bn c th
ch c su a ch lin lc ra khi CEO ca Fortune 100 cng ty. Tt c phi mt l gii
thiu t cc c nhn gia bn v anh ta.
Hin c hn 200 triu ngi trn ton th gii trong cc mng trc tuyn, 16
phn trm ngi dng internet ni rng h s dng mt trang web mng x hi (theo
Pew Internet & Cuc sng M). Nh thy trong trng by 14,17, MySpace vn l
trang web chia s hng u, vi 65.700.000 khch truy cp mi thng ngi tr li
nhiu ln, cho tng cng 955.100.000 thm mt thng (vo thng Hai nm 2008). Mt
s trang web ang pht trin nhanh chng trong lnh vc ny thay i nhanh chng
Mng x hi gip cc c nhn kt ni su sc vi nhng ngi khc cho nhiu
mc ch khc nhau, ty thuc vo mng. Mng li chuyn nghip l lm vic cc
s lin lc c c mt cng vic, vn lin doanh, hoc tm nhn vin. Vic
tuyn dng s dng cc mng LinkedIn bng cch lm vic ca ring c nhn ca h
c c gii thiu cho ngi khc ph hp cho cc v tr
Theo Lewis PR, 33 phn trm ca cc cng ty s thc hin mt sng kin
mng x hi vo nm 2008, v 70 phn trm s bao gm cc mng x hi trong chin
lc tip th ca h. Cc nh tip th s dng mng x hi bng cch qung co trn
chng, cung cp cc ng dng cho tr chi mng ca ngi s dng- v bu thip

309
o. Quan trng hn, cc nh tip th to ra trang cho cc thng hiu ring ca h.
Aquafina thng hiu nc Pepsi-cola mt trang MySpace vi cc tr chi, nhng
th khc th v, v 10.825 "bn b" nhng ngi kt ni vi thng hiu v tho
lun v cng lao ca mnh. iu ny l tt cho vic xy dng thng hiu, hc hi v
kin ca khch hng, v n l nhiu ni dung xy dng uy tn v tm c trn Google.
Mng x hi c bit trc khi 2006 .Trong nm 2007, Bn Willis gio
dc tip th vi cc bi vit ca ng Tr Nm trong x hi Truyn thng Tip th (c
sn ti www.marketingpilgrim.com). Trong , ng ngh quan trng thnh phn
mng x hi sau y:
1.K khai nhn. iu ny ni n cc mng thng tin tiu-th cng mt cch
cn thn tp hp cc hnh nh v cc d kin gip cc thnh vin t c mc tiu
mong mun trong mng. V d, nu mt thnh vin MySpace mun mt cng vic, c
nn xy dng mt h s chuyn nghip th xa tt c cc hnh nh bn i hc v ti
liu tham kho.
2.Cn c thng qua cc hip hi: Thnh vin "ngi bn" ngi khc bng
cch to ra cc kt ni trong mng. Mt phn ca bn sc thei n t nhng ngi h
kt bn. V d, mt s ngi nhn c nhiu yu cu hn cho cc kt ni hn so vi
h chp nhn, bi v h ch mun kt ni vi nhng ngi m h bit v tin tng
(nhiu ngi l hi cho cc kt ni).
3. Ngi s dng bt u cuc tr chuyn: Mng x hi cung cp cc c hi
lng nghe v hc hi t khch hng, chng hn nh con nai Marmite v Aquafina.
Cc cuc hi thoi trong cc mng x hi xy ra trong nhiu cch, t ng tin nhn
cho cc thnh vin khc n mt bi ng blog vo cc trang bn b.
4. Nh cung cp bt u cuc tr chuyn: Mng x hi cc cng ty cung cp
c hi t cu hi cho cc khch hng kt ni vi cc thng hiu, iu hnh. iu
ny cng ging nh mt nhm tp trung rt ln vi chi ph khng c.
5. Trong tng tc ngi: Kt ni mng lan vi th gii off-line. Vic lm ra
hon v kinh doanh tng lai ch i nhng ngi mi lin h trc tuyn gp h
trong cuc sng thc. Nh cp, mt s mng x hi, chng hn nh Meetup.org,
tn ti to thun li cho cc cuc hp thnh vin off-line.
CU HI N TP
1. Truyn thng phi hp l g v ti sao n quan trng?
2. Mc tiu v chin lc truyn thng marketing tch hp?
3. H thng cp ca nh hng cho cc quyt nh mua sn phm nh hng
cao v nh hng thp
4. Cc phng php cho hng khuyn mi trong E-Marketing?
5. Cc phng php E-Marketing?
6. nh gi truyn thng E-Marketing?
7. Cc nhn t nh hng n truyn thng E-Marketing?
CU HI THO LUN
8. Nu truyn thng nh Blend, bn chn nh khng l no?

310
9. Trong cc phng tin truyn thng trc tuyn, bn chn phng tin no?
10. nh gi cc chng trnh truyn thng trc tuyn ca Vit nam hin nay?

311
 CHNG 11: QUN L MI QUAN H VI KHCH HNG
11.1. CU CHUYN V CISCO
Tp on Cisco System l mt cng ty a vo ng dng nhng phng php
m h a ra. Trc ht, Cisco cung cp nhng h thng mng li internet cho
khch hng l cc hng, chnh ph, h thng gio dc trn ton th gii, mang v 34,9
t la trong nm ti chnh 2007. Hot ng trong th trng B2B, Cisco bin 7,3 t
la thnh thu nhp rng nm 2007 bng cch gii quyt nhng vn v mng li
v chuyn nhng gii php vo sn phm cho khch hng. H a ra 10 h thng
sn phm trong vic truyn d liu, ging ni v hnh nh trong cc ta nh v trn
khp th gii. Cisco t ho rng gii php ca h lm tng thm doanh thu cho
khch hng, gim chi ph, tng nng sut, gim hao tn sc lc nhn vin, thay i
vn ha doanh nghip v phi hp cc quy trnh chnh. Vy c cch no tt hn
lm c tt c nhng iu ngoi vic xy dng cc mi quan h vi khch hng?
Cisco, Internet ng vai tr ch yu trong vic tm kim, gi chn v tng
thm khch hng kinh doanh. Vi trn ba triu ngi truy cp vo website ca Cisco
mi thng, Cisco tr nn kh thnh cng trong vic qun l mi quan h khch
hng. Nhng th cp di y s chng minh thnh cng ca Cisco khi s dng
CRM.
Minh ha 11.1: Con s thng k v Cisco nm 2007 - 2008

Nhim v o lng 2007 - 2008

n t hng tng 10%
Nhn c / tng 60% vic kinh doanh l t ngoi nc M
Khch hng 92,2% nhng n t hng qua internet
3,5 triu lt ng k ti khon website ca Cisco
81% cc vn k thut c gii quyt trc tuyn
Duy tr khch hng Trn 250 ngn vn c gii quyt trc tuyn mi thang
S tha mn khch hng truy cp M t 4,7/5
Cisco t mc tiu chuyn khch hng sang nhng knh trc tuyn, v h
t c: u nm 1996 ch c 5% l t hng online. Sau , Cisco c th tng ch
s hi lng khch hng t 3,4 (1996) n 4,3(2001) v 4,6 (2003) v 4,7 (2008).
Nhng thnh cng y s khng xy ra nu khng c s nhn xa trng rng v vic lp
k hoch c th, t trng tm v tin hnh xuyn sut c cng ty. S quan tm st sao
dnh cho vic chm sc khch hng bao gm trung tm t vn trc tuyn v bng
thng tin hp tc khch hng v nhn vin ca Cisco c th cng nhau gii quyt
nhng vn d dng nhn thy trn my tnh. Nhng nhn vin chm sc khch hng
ng thi cht trc tuyn vi nhiu khch hng gip h tm ra c th h cn trn
Website. Thm vo , khch hng c th lin h vi cng ty thng qua th in t
hoc in thoi nhn c s gip .

312
 S quan tm ca Cisco ti CRM v s gim st nhng kt qu s lin mang
li nhng hiu qu. Cng ty tit kim c 340 triu la trong nm 2001 v chi
ph dch v khch hng nh c s t ng ha. Quan trng hn, Cisco thu c
nhng thnh qu kinh doanh ng k v bn nhng sn phm ti khch hng, nhng
ngi mun theo nhng ch dn ca Cisco bng cch s dng cng ngh gip h
gii quyt nhng kh khn.
11.2. XY DNG MI QUAN H KHCH HNG 1:1
Cisco pht trin nhng mi quan h khch hng di hn cng lc (1:1), n khng
khc ci cch c p dng bi nhng quy bn l vo u nhng nm 1900s -
ngoi tr mt iu cng ngh thng tin cho php Cisco kt ni c hng triu mi
quan h thn thit mi. Mt khch hng ca Cisco u t vo phn mm vi s hi
lng cao s c s trung thnh vi thng hiu v chc chn s khng d dng b d d
bi nhng cng ty khc. Khch hng ny s chm ri tiu mt s tin ngy cng tng
vo nhng sn phm hay dch v gia tng, ng thi gii thiu iu vi nhng
ngi khc. Theo Havard Business Review - tc gi Thomas Jones v Earl Sasser
vit, vic nng cao s trung thnh ca khch hng l dn dt quan trng nht ca
nhng thnh cng lu di. Business 2.0 gi vn quan h (relationship capital) l ti
sn quan trng nht ca mt doanh nghip c c (Relationships Rule, 2000). Trong
mi trng ca vic kim sot khch hng, ni m s ch ca khch l mt th kh
nhy cm, kh nng ca mt cng ty xy dng v gn gi mi quan h vi khch
hng, nh cung cp, i tc c th quan trng hn t ai, ca ci v ti sn ti chnh
ca doanh nghip. Gi tr quan h mang n nn tng cho kinh doanh tng lai.
S tip cn ny tng trng cho mt s thay i ln trong thc tin ca
marketing: t marketing hng lot ti marketing c nhn, v t tp trung vo tm kim
nhng khch hng mi n gn gi v xy dng nhiu s kinh doanh hn trn nn tng
l nhng khch hng trung thnh mang n nhng gi tr cao. Mc d nhiu hng cng
nghip p dng CRM trong mt thi gian kh di, cho n ny cc cng ty trong th
trng dch v khch hng (chng hn nh Google.com) v thm ch c nhng nh
marketing cng ang c gng xy dng nhng mi quan h di lu vi khch hng
kiu 1:1. Nhng nh cung cp thc phm ng hp cho ch c th xy dng mi quan
h vi mi khch hng mt cch c li cho h nh th no? Cng ngh internet c th
n gin ha mi quan h th trng bng rt nhiu cch mi m, tuy nhin nhiu
nhng cng ty ang c gng theo ui v ci t cng ngh vo vic qun l mi quan
h khch hng li ang mt kh nhiu tin. Chng ny gii thch quy trnh, cc cng
c nhn dng chnh trn internet v gii thiu cc trng hp ngi tiu dng, trng
tm m vic qun l cc mi quan h thng qua chui cung cp tng qut.
11.3. NH NGHA MARKETING MI QUAN H
Nhng nh marketing t tn vic t trng tm vo khch hng l marketing
mi quan h. Theo nh ngha ban u th marketing mi quan h l vic gy dng,
gn gi, nng cao v thng mi ha mi quan h khch hng bng vic p ng c
nhng g ha hn (Gronroos,1990). Thng th nhng cng ty c gng gy dng
nhng mi quan h mang li thu nhp cho cng ty v c li cho i bn trong mt thi
gian di hn (ch khng phi ngn hn). Vic p ng nhng iu ha hn c ngha l
khi cng ty cho hng trn cc phng tin thng tin, k vng ca khch hng s sm
c p ng bng nhng kinh nghim thng hiu. V d, mt s cho hng trn

313
trang ch ca Stash Tea Web ha rng min ph mt hp nu nh bn mua ba hp
nhng trang t hng li khng xc nhn iu ny, v tng s lng trn n hng ch
l ba. Nu khng c bn hp th nhiu kh nng khch hng s cn nhc vic mua
hng ln sau chnh i th l Twings. Thm ch l khi h nhn c c bn hp sau
, chnh s ch i c th s lm gim s tin tng vo cng ty ca khch hng.
Tng t, nhng mi quan h tt p c xy dng nn khi cng ty phi p ng
c nhng ha hn ca nhng ngi bn hng hay nhng thng ip qung co ca
mnh.
Ngy nay, marketing mi quan h bao gm nhiu hn l vic p ng nhng ha
hn. iu ny c ngha l s lin lc hai chiu vi cc bn lin quan trong cng mt
thi im. Vy, mt doanh nghip phi lm th no hiu c nhng nhu cu ca
khch hng m khng phi t trc tip nhng cu hi. May mn l nhng phng
tin truyn thng x hi cho php cc cng ty lng nghe c nhiu hn t khch
hng. (Hy nh li cu chuyn v Dell).
Minh ha 11.2: Lin tc t marketing i chng n marketing mi quan h
Marketing i chng Marketing mi quan h
Giao dch ri rc Giao dch lin tc
Nhn mnh ngn hn Nhn mnh di hn
Truyn thng mt chiu Truyn thng hai chiu
Tp trung mua bn Tp trung duy tr
Chia s ca th trng Chia s v
Sn phm khc bit Khc bit ha khch hng
Mt t chc s dng mi quan h marketing tp trung vo Chia s v (Wallet
share) nhiu hn l th phn. Chia s v l s tin bn hng mt cng ty c th to ra
t mt khch hng v do phn nh s tp trung vo vic duy tr v tng trng hn
l tp trung vo mt vic mua li (th phn). V d, Amazon mun bn sch, thit b
m nhc, dn dng v nhiu hn na cho khch hng. Mi quan h marketing c
phn loi trn c s nhu cu khch hng hn l phn loi theo nhng sn phm cho
tng nhm i tng - nh kiu khch hng chn tiu thuyt theo tc gi a thch. C
th Cisco s c nhiu li nhun hn nu nhn nh c nhng nhm khch hng tt
nht, c nhng hiu bit c nhn v h, v a ra nhng sn phm thm vo ph hp
vi nhu cu ca khch hng hn l tiu tn sc lc vo vic thu ht khch hng. Nu
Cisco thnh cng, khch hng rt cc s mua tt c nhng sn phm v dch v t
cng ty. Cisco gim chi ph trong nhng chng trnh khuyn mi v h gi tiu dng
bng cch s dng thi gian vo vic gi chn khch hng ch khng phi thu ht
khch hng. Minh ha 11.2 a ra kt lun cho tng ny, so snh marketing theo s
ng vi marketing theo mi quan h.
Vi cng ty ri vo hai u ca chui lin tc nhng thay vo h s dng cc
chin lc khc nhau cho cc sn phm v th trng khc nhau. V d Procter v
Gamble phi phn bit r gi c ca thng hiu bt git dnh cho s ng mi

314
ngi, tuy nhin h c gng xy dng mi quan h vi nhng b m - nhng ngi s
tng mua sn phm ca P&G theo tng nm, t bt git Ivory git cho tr v t
giy Pampers, ti thuc nh rng cho gia nh v m phm Olays dnh cho chnh h.
11.4. CC BN LIN QUAN
Phn ln cc cng ty p dng k thut Marketing mi quan h xy dng mi
quan h rng buc ln nhau vi cc bn lin quan hn l vi ngi tiu dng, v d
nh vi nhn vin hay nh cung cp. Cc t chc c th thit lp v gn gi nhng mi
quan h vi nhiu bn lin quan. Bn i tng chu nh hng nhiu nht bi
Internet l:
11.4.1. Nhn vin
Tht kh khn mt cng ty thuyt phc khch hng khi nhng nhn vin ca
h khng t ra vui v. Khi Yahoo gii thiu v tr mi ca mnh mang tn Life
Engine, h a phn thng l mt xe my Haley Davidson cho mt trong 800
nhn vin ca h a ra l do xc ng nht v Yahoo! l ngun nng lng ca
cuc sng ca h. Chnh gii thng to ra s thch th cho cc nhn vin vi
chin lc mi . V nhn vin c th c coi l cu ni trong xy dng mi quan h
vi khch hng nn vic c c nhng s o to, s tip cn ti d liu v nhng h
thng s dng trong qun l mi quan h khch hng l rt quan trng vi h. Trn
thc t nhiu nh gim nh ni rng c nhng chng trnh qun l mi quan h
khch hng tht bi v thiu s o to cho nhn vin.
11.4.2. Khch hng l doanh nghip trong chui cung cp
Cc cng ty xy dng v duy tr mi quan h vi cc doanh nghip khc vi mc
ch mua bn c hai pha. Th nht l khch hng kinh doanh: Th trng B2B.
Procter & Gamble lm vic vi s lng ln nhng ngi trung gian l ngi bn
bun v bn l, s dng Internet n gin ha nhng mi quan h . Th hai l
nhng nh cung cp cho cng ty. General Electric s dng internet nhn u thu
t nhng nh cung cp, h thng y khng ch lm gim chi ph giao dch m cn nng
cao tnh cnh tranh v y nhanh vic hon thnh n t hng.
11.4.3. i tc
Nhng doanh nghip khc, nhng t chc phi li nhun hay chnh ph tham gia
vo cc cng ty v mt s mc ch thng thng ch khng phi l v thng mi.
Cng ng vn ti Cargonet, mt cng ng gm 200.000 nh bun bng tu, x l
200 triu vn bn lin quan n thng mi mt nm vi cc ch hng cng Hng
Kng, ni bn rn nht th gii. Internet lin kt vic theo di ti liu v dch v khch
hng cho nh sn xut, ngi chuyn ch bng ng bin, ng st, ng b bng
xe ti, hay hng khng, cng nh nhng ngn hng hay cng ty bo him cng vi
nhng t chc gn kt vi Cargonet.
11.4.4. Ngi tiu th
Nhng c nhn l ngi s dng cui cng ca sn phmv dch v. Nhng
nh marketing phi phn bit gia khch hng l doanh nghip v ngi tiu dng

315
cui cng bi nhng chin thut khc nhau c s dng trong th trng B2C v
B2B.
11.5. QUN L QUAN H KHCH HNG (CRM)
CRM l qu trnh bao gm thit lp mc tiu, n lc thc hin, phc v, duy tr
v xy dng quan h lu di vi khch hng. Cch hiu CRM nh vic nhiu cng ty
s dng phn mm v cng ngh khc thit lp cc gii php qun l quan h khch
hng l cch hiu khng chnh xc. C th nhn thy CRM bao gm nhiu hn th,
l mt h thng, mt chin lc, mt qu trnh. N bao gm tt c cc nguyn l v
quan h th trng, da trn d liu khch hng v n gin ha bng cng ngh. Cng
ngy, cc t chc cng nhn ra rng nu h khng lm khch hng ca mnh hi lng
th ngi khc s lm iu .
11.5.1. Li ch ca CRM
Li ch ca CRM bao gm vic tng ngun thu t nhng mc tiu tim nng
hn, tng vic san s ti tin vi cc khch hng hin ti v duy tr lng khch hng
di lu. Nhng li ch c th hin qua cc c s d liu gip cc hng am
hiu hn v khch hng ca mnh v s dng cc kin thc xy dng s gn b v
gi tr cuc sng tt p hn. Nhng chin lc CRM cng c th lm gim schi ph
ng thi em li kt qu vi kh nng li nhun tuyt vi hn nhiu.
Theo hai nghin cu ti 45 cng ty, 68% s dng d liu khch hng v thm
d kin xy dng cc m hnh ton hc gip h phn loi khch hng hiu qu
hn (Management Customer Data, 2003). Vic phn loi ph hp cho php h xc
nh chnh xc c im khch hng v cc tim nng trong tng lai, tnh cp thit
trong vic p ng cc yu cu qung b c bit hoc ch n gin xc nh cc
loi khch hng tim nng cho cc sn phm hin ti v sn phm mi.
Phn ln cc cng ty u t tin bc hng ti nhng khch hng mi hn l
nhng khch hng hin ti - tuy nhin, thng l cch tip cn sai lm. Chi ph
thit lp quan h vi mt khch hng mi thng cao gp nm ln chi ph b ra duy
tr quan h vi mt khch hng hin c, c th thy r trong Minh ha 11.3. Trong v
d ny, nu mt hng d tr b ra 3.000 USD c c su khch hng mi, chi ph
cho mi khch hng l 500 USD. Bi v chi ph duy tr mt khch hng ch bng 1/5
chi ph u t cho khch hng mi (trung bnh) nn cng 500 USD c th thu ht
c nm khch hng vi mc gi 100 USD cho mi ngi. Nu thay v s dng
3.000 USD c su khch hng, mt hng s dnh 1.500 USD cho ba khch hng
mi v 1.500 USD gi khch hng c, vy chng ta s c 12 khch hng.

Minh ha 11.3: Ti a ha s lng khch hng

Nhn mnh vic mua li Nhn mnh vic duy tr
C c 6 khch hng mi $3,000 C c 3 khch hng $1,500
($ 500) mi ($ 500)
Gi li 5 khch hng hin ti $ 500 Gi li 20 khch hng $2,000

316
($ 100) hin ti ($ 100)
Tng chi ph $3,500 Tng chi ph $3,500
Tng s khch hng 11 Tng s khch hng 23
Ngun: chuyn t Peppers v Rogers (1996)
Mt l do khin duy tr mi quan h khch hng t tn km hn tm ngun khch
mi l vic gim chi ph xc tin thng mi, c v qung co ln gim gi thnh.
Thm vo t l phn hi cao hn i vi nhng c gng trong xc tin thng mi
em li li nhun cao hn. i ng bn hng c th hot ng hiu qu hn khi h
bit r v tng khch hng ca mnh.
Mt l do khc khin CRM c ngha l thc t, nhng khch hng trung thnh
l nhng khch hng c kinh nghim. H bit r v sn phm, v h cng bit cn gi
cho ai khi c thc mc. V th hng s khng mt nhiu chi ph phc v nhng khch
hng trung thnh.
C nhiu khch hng hn ng ngha vi bn nhiu sn phm hn. Tuy nhin,
vic duy tr khch hng t cc mi quan h vi khch hng ch l mt v ca phng
trnh, hng phi ng thi n lc lm tng sc mua ca tng khch hng. V d, hng
Southwest Airlines v cc i l du lch trc tuyn gi th in t ti khch hng khi
v my bay ti a im a thch ca h c gim gi.
Cng vi vic mua nhiu hn, cc khch hng cm thy hi lng s khen nhng
a ch web, cc ca hng v cc sn phm vi bn b h, S truyn ming c th thu
ht nhiu khch hng mi, nhng v mt tiu cc, truyn ming c th lm mi th i
theo hng khc. Mt nghin cu cho thy mt khch hng khng hi lng s k iu
cho 10 ngi v tri nghim khng my d chu ca h; 13% trong s h, mi
ngi li k cho 20 ngi khc v vic cng ty v sn phm ca h ti t nh th
no. Mng Internet khng cp nht c cc thng k thc t bi khch hng khng
hi lng c th k cho hng ngn ngi to nn mt c nh quyt nh. V d
MSN.com c bit n vi dng ch trc tuyn Nh cung cp phn bit i x vi
khch mua hng. Mt ngy tng t, 14.000 c gi gp kin vo cu chuyn trc
hoc gi th in t chia s cu chuyn phc v ny cho nhng khch khng
thin ch khc. Vic truyn ming rng ri ny c thc hin qua th in t, chm
tin tc, blog, mng x hi v cc trang web c nhn.
Mt li ch then cht ca CRM l chi ph ca n c th em li nhiu li th, c
th thy trong v d Cisco. Theo di s liu sau:

Mt nghin cu c tnh cc doanh nghip M tit kim 155 t USD trong

khong thi gian 1998 - 2000 nh s dng cng ngh internet cho c CRM v qun
l h thng cung ng.

C tng 5% trong vic duy tr khch hng th tng ng vi t 25% 125% kh

nng li nhun trong th trng B2B.

317
11.5.2. Cc kha cnh ca CRM
Nhiu thng nhn trc tuyn c bit nhng ngi ch trng ti kh nng qun
l quan h khch hng bng phn mm, gi rng CRM c c ba kha cnh, t ng
kim sot vic bn hng, t ng qun l th trng v chm sc khch hng. Kha
cnh u tin din ra ch yu trn th trng B2B, trong khi kha cnh th hai v ba li
quan trng trn mi th trng
a. Qun l lc lng bn hng t ng (SFA)
Tng lng bn ch khng tng lc lng bn hng ca bn, phn mm SFA
(Sale Force Automation) khng nh iu . c s dng ch yu trn th trng
B2B, SFA cho php ngi bn xy dng, duy tr v truy cp cc h s khch hng,
qun l cng tc lnh o v ti chnh, qun l bng phn cng cng vic v nhiu hn
th. Trong mi quan h vi E-Marketing, SFA gip ngi bn kim sot c vic tm
kim, duy tr v xy dng mi quan h vi khch hng thng qua d liu v sn phm
v khch hng t ngn hng d liu ca cng ty ngay trong vn phng hay trn ng
ph. Ngi bn c th gi kt qu bn hng v bo co cc hot ng ti ngn hng
d liu cho nhng ngi truy cp khc. Cc thng tin khch hng v thm d kin
c cp nht gip ch rt nhiu cho nhng nhn vin chm sc khch hng v cho
nhng ngi lm cng vic xy dng cc mi quan h khch hng. V d, phn mm
qun l SFA ca salesforce.com rt t tin vi cc li ch sau:

Bn hng: Qun l bn hng t ng cho php cc cng ty iu chnh hiu sut

bn hng, tng kh nng d on v u t cho dch v kh thi, d trin khai khc
m em li thnh cng cho cc cng ty mi quy m.

Dch v v h tr: Gii php qun l Salesforce cho dch v khch hng gip cc
cng ty hot ng trong hng tun vi ng dng tng i c cc i l a chng
v mt ng dng t phc v khch hng chy bng web 2.0 - to nn nhng mc
mi trong s trung thnh i vi khch hng.

Qun l quan h i tc: Salesforce Partners khin cc i tc d dng qun l,

cng tc trn c s hp ng v c c cc thng tin cn thit tin ti thnh
cng. Salesforce Partners l mt th thng nht vi SFA a ra tm nhn tuyt
vi cho dng phn phi cc knh trc tip v gin tip ca cng ty.

Marketing: Salesforce marrketing cho php marketing thnh mt chu trnh khp
kn thc hin, qun l, v phn tch kt qu cc chin dch a knh phn phi.
Ban iu hnh cng tc th trng c th xc nh ch s ROI trong ngn sch ca
h, tht cht doanh thu tr li i vi cc chng trnh marketing c bit v a
cc iu chnh trong thi gian thc.

Ni dung: Ssalesforce Content em kh nng ng dng web2.0 n vi cc ni

dung kinh doanh ca bn, v vy, bn c th chia s n hiu qu hn v tng cng
s hp tc vi t chc ca bn. N cn trao quyn cho nhng nhn vin h tm
kim cc vn bn chnh xc m h cn mt cch chnh xc t ng dng doanh
nghip m h s dng hng ngy.

Phn tch: Salesforce Analysis cho php nhng ngi s dng mi cp trong
doanh nghip c c cc nh gi v phn tch chnh xc. Vi bo co, tnh ton,

318
 cng c iu khin trong thi gian thc, cc doanh nghip c th ti u ha cc
cch th hin, ra quyt nh v phn phi ngun lc. (Ngun:
www.salesforce.com)
b. Marketing t ng
Hot ng qun l th trng t ng h tr cc nh marketing tip cn vi
nhng mc tiu hiu qu, truyn thng marketing hiu qu, kim sot khch hng v
xu hng th trng trong thi gian thc. l cch tip cn ng n i vi vic
nm bt, thng k v phn tch d liu khch hng cn thit k xc nh v phn
loi cc mi quan h khch hng v cc c hi trn vn cho h, Khng gian mi ni
c gi l h thng marketing t ng, to nn phn ct li ca cng ngh tri
thc, th iu chnh cng tc quan l quan h khch hng (Distefano, 2000). Phn
mm qun l th trng t ng thng ly d liu t cc trang web v h thng d
liu v chuyn chng thnh cc bo co, to nn nhng kt qu CRM thng nht. Cc
gii php phn mm bao gm qun l chin dch th in t, c s d liu marketing,
cc phn on th trng, phn tch lng truy cp cc trang web v nhiu th khc.
Nm 2008, h thng marketing t ng khng vt tri hn nhng vn l mt
gii php th trng hiu qu cho CRM. SAS, nh phn phi phn mm thng minh
vi nhng phn tch mang tnh d on cao, a ra nhng li ch ca phn mm
qun l th trng t ng (www.sas.com):

SAS em li ci nhn tng quan v khch hng: thng qua hot ng kinh
doanh ca bn, lin kt thng tin t mi im tip cn v cc knh chc chn
rng thng tin khch hng khng mu thun, bo mt chnh xc v y cho
ngi s dng.

Qun l vng i khch hng: Phn loi v xem xt tim lc khch hng s lm
thng nht cch nhn nhn v tng mc khch hng t xy dng v gim
st vic phn loi chin lc ti mi thi im.

Tng tnh hiu qu thng qua cc mc tiu, tiu chun v nh gi tt hn:

Thng qua cc k thut phn tch cao cp nh khai thc d liu, phn tch th
trng, phn tch cc mi quan h, d on v ti u ha, cng nh cc chin lc,
h thng v phn tch cc hnh vi, h thng t ng qun l th trng SAS gip
bn hiu hn hnh vi trong qu kh ca khch hng v d on nhng c hi trong
tng lai.

Chin lc truyn thng phc hp: Thng qua mt giao din trc quan v hnh
nh trong chc nng qun l chiu su chin dch, ngi dng doanh nghip c th
d dng trin khai cc kt qu phn tch tin tin v qun l a knh, truyn thng
a tng, s dng tr thng minh ng tin cy ca khch hng.
Am hiu kt qu ca hot ng th trng: h thng qun l th trng t ng
SAS cho php ngi dng c cch hiu y v nhng phn hi c lin quan
n tng tc trc tip hoc thay i tinh t trong hnh vi. Bo co tnh hiu qu
ca ca chin lc tng hp phn tch phn hi ny vi hy vng cho c bc tranh
ti chnh c th t c nh hot ng th trng.

319
 Phn phi h tr thng nht cho cc n v doanh nghip: H thng qun l th
trng t ng SAS h tr ton b cc hot ng ca cc thnh vin chin dch th
trng trng im ca bn, bao gm nhn s ca doanh nghip, c s d liu ca
cc doanh nhn, lng chuyn gia v cng ngh.

Qun l c s h tng cng ngh thng tin: Cho php cc cng ty tn dng c
li th t cc c s h tng cng ngh hin c, h thng qun l marketing t ng
c SAS lp trnh ngay trong h thng k thut, c th c trin khai, thc hin
hot ng kinh doanh trong kin trc c ci to phong ph hn.
c. Dch v khch hng
Dch v khch hng cho php thm thu tt c cc trng thi ca khch hng khi
h mua, t b v thc hnh pht trin thng qua hu ht cc dch v xy ra sau khi
mua khi khch hng c nhng cu hi v phn nn. Cng c chnh bao gm th in
t, chat trc tip v web t phc v thng qua tn sut t cu hi v hn th na.
Mercedes_Benz mang cc dch v khch hng vi cc mc mi bng cng ngh
teleweb. Ngi tiu dng v ngi i din c th tho lun sau cc cu hi trong
khi xem cc trang web tng t. Trong thc t, phn mm hin nay cho php i din
dch v bn hng thc hin trn in thoi vi khch hng vi vic kim sot chut
ca ngi dng v hng dn khch hng xung quanh trang web ca cng ty. Th
in t, web ty bin, chat web trc tip v theo di gi hng bng PDA l mt vi k
thut cho dch v khch hng c m t trong chng ny. Vic xem xt cc k
thut, trc tuyn hoc ngoi tuyn ca dch v khch hng l im quan trng xy
dng ln mi quan h khch hng di hn.
11.6. XY DNG CC KHI CRM
Mc d cc cng ty hiu c li ch CRM v ang u t mnh vo phn mm
CRM, chim ti 70 % kinh ph u t, nhng cc doanh nghip ang c gng xc nh
nhng cng vic cn lm v nhng g khng, c th s dng chng thnh cng.
Trng tm ca phn ny nhn mnh v tm thnh phn quan trng ca CRM s dng
cho e-marketig, da trn mt m hnh Gartner Group CRM (xem minh ha 11.4).

320
 Minh ha 11.4: Tm khi cho CRM thnh cng
11.6.1. K vng CRM
Nhiu t chc, doanh nghip mua nhng phn mm CRM t tin ch v n ang
tr thnh mt yu t cn thit c th cnh tranh thnh cng trn th trng. V
khng qu ngc nhin khi thy rng kh nhiu d n tht bi. Minh ha 11.5 cho
thy mt s khc bit gia nhng n lc p dng CRM thnh cng v khng thnh
cng trong ngnh bo him. N ch ra rng cc cng ty thnh cng vi chin lc
CRM s dng thi gian lm vic vi nhn vin trc v trong khi thc hin h
thng CRM gp i s cng ty tht bi.

Minh ha 11.5: Cc hng bo him: CRM thnh cng hn l mt phn mm

Vic qun l phi bt u vi mt tm nhn ph hp vi vn ha cng ty v to
linh hn cho thng hiu ca cng ty v gi tr ct li. Mt s ngi ni rng cc d
n CRM tht bi l do chnh l v cc doanh nghip khng nhn ra phi lm th no

321
truyn thng, ph bin n v nh gi thp chi ph. V d, khi mt cng ty ci t phn
mm CRM tch hp d liu t cc trang web vi hot ng bn l ca cc ca hng
truyn thng, cc nhn vin h tr khch hng cn c o to v phi c thc
hnh. Mt s nhn vin h tr khch hng b qua phn mm CRM bi v lm theo
cch c d dng hn. thnh cng, tm nhn CRM phi bt u t ban gim c v
trong c cng ty lun lun hng v khch hng. Cc chnh sch bo mt cng cn
mt tm nhn c h tr bi nh iu hnh ch cht. Cc nhn vin marketing c th
truy cp rt nhiu thng tin v mi khch hng v vin cnh, v cc thng tin ny c
lu gi trong c s d liu v s dng cho hot ng marketing trc tip. Mt kha
cnh quan trng l lm th no bo v s ring t ca khch hng.
a. Bo v s ring t ca khch hng
D liu v khch hng l rt quan trng thc hin marketing, nhng s cm
d khi lm dng n phi c cn bng vi vic p ng cc khch hng v khng
lm khch hng tc gin. Gnh nng ca cc nh marketing l s dng thng tin v
khch hng v khch hng tim nng mt cch c trch nhim, cho c hnh nh ca
doanh nghip v ca ngnh ngh. Trong mt nghin cu ca 1.000 ngi s dng
Internet trng thnh, 92% ni rng h lo lng v s ring t ca mnh trn mi
trng internet, v mi quan tm ny vn cao trong danh sch ngi tiu dng ngy
nay. (Theo "Ngi tiu dng thn trng" 1999). Hai phn ba cho bit h rt quan tm
v s lm dng thng tin c nhn v khng mun n c chia s vi ngi khc tr
khi h cho php. Ngi tiu dng khng nhn thc c mc m cc k thut sao
chp thi gian thc v k thut gim st hnh vi trc tuyn ca h - v nh marketing
phi ch ra iu ny trc khi cc nh chnh sch thit lp iu chnh chng). V d,
Facebook thc hin mt li rt ln vo cui nm 2007 khi n c cng b hnh vi
tiu dng ca khch hng trn cc trang profile. Mt khi ngi s dng Facebook mua
mt mt hng ti overstock.com s dng a ch e-mail ca mnh, v sau nhn thy
nhng iu sau y trn Facebook: "Charlene mua mt chu vung v mt mt
hng khc ti Overstock.com" (xem Blog ca Charlene ti blog. Forrester.com)
CRM l da trn s tin tng. Khch hng phi tin rng nhng thng tin h cung
cp cho cc cng ty khi h mua hng trc tuyn, trong e-mail, hoc bng cch khc s
c s dng mt cch c trch nhim. N c ngha l s dng thng tin ci thin
mi quan h bng thit k hng ha, dch v tt, v thc hin truyn thng p ng
nhu cu c nhn. N c ngha l cho php ngi tiu dng yu cu xa b thng tin
ca h t c s d liu, la chn ra khi danh sch e-mail, v khng chia s thng
tin vi cc cng ty khc tr khi c cp php.
Mt chnh sch bo mt quan trng khc lin quan ti s xm nhp vo cuc
sng ca ngi dn. "Th rc" v cc cc cuc gi in thoi lp i lp li gi
chuyn i cc nh cung cp l tt c cc v d v cch thc marketing qua tin nhn,
c th lm ngi tiu dng kh chu. Ngay c cng ng nhn qung co ca t bo
pht trc ca nh vo mi tun l mt cuc tn cng vo s ring t ca mt s c
dn.
Vy nhng ngi lm marketing s lm g? Cu tr li l: xy dng mi quan h
thng qua tng tc, lng nghe khch hng v cung cp cho h ci h mun. Nu mt
ngi tiu dng mun nhn c e-mail t American Airlines, tuyt vi. Nu khng
phi th, cng ty nn loi b khch hng ra khi danh sch. Kim tra mi nm mt

322
ln xem liu tnh trng thay i g cha. Ti sao? Doanh nghip bit rng vic
duy tr v pht trin quan h khch hng mang li nhiu li nhun hn mt ln giao
dch vi khch hng v mi quan h l mt trong nhng ti sn c gi tr nht ca cng
ty. Th hai, cc nh marketing c th s dng thng tin ngi tiu dng xy dng
cc cc mc tiu chnh xc hn. Thay v gi mt khi lng e-mail cho tt c mi
ngi gh thm trang web, ta c th gi theo nhm c nhn, cho nhng ngi thc s
c th cn mt chic xe cho chuyn bay h ng k ti trang web? Ngi s dng
s khng cm thy kh chu vi cc cng ty gi thng tin rt c gi tr v kp thi
cho h.
b. TRUSTe
gip trang web to c s tin tng ca ngi dng, TRUSTe mt sng kin
v bo mt, c lp, phi li nhun. TRUSTe cung cp con du, biu tng cho bt k
trang web no (Minh ha 11.6). Cc lu v cc thng tin sau yu cu ph hp vi
thng l ca CRM:

Thng qua v thc hin chnh sch bo mt cc yu t chnh trong cc mc tiu

trn web c nhn ca bn cng nh s lo lng ca ngi s dng trn mng v vic
chia s thng tin c nhn.
Cng b cc lu v hng dn thc hnh s dng lin quan n thng tin c nhn
(d liu c s dng nhn dng, lin lc, hoc xc nh v tr mt ngi) thng
qua mt chnh sch ring t.

Cho ngi s dng t la chn v ng v cch cc thng tin c nhn ca h

c s dng v chia s.

a cc d liu v bo mt v cht lng, o lng vic truy cp trn website

bo v, cp nht , v m bo cc thng tin nhn dng c nhn hon ton chnh
xc.
Thm vo , trang web phi cng b thng tin sau y trn trang web ca h
t c du chng nhn ca TRUSTe (www.truste.org):
Thng tin c nhn phi ang c thu thp bi chnh trang web ca bn.

Ai ang thu thp cc thng tin

Cc thng tin c s dng nh th no

Thng tin s c chia s vi ai

Cung cp cho ngi dng s la chn v cc thng tin h s cung cp, cch s
dng v phn phi cc thng tin nh th no (bn phi cung cp cho ngi dng
mt c hi chn opt-out s dng th cp bn trong cng nh s phn phi ca
bn th ba cho s dng th cp).

Cc chng trnh an ninh bo v cc thng tin thu thp c t ngi s dng

phng trnh vic mt mt, lm dng hoc thay i cc thng tin . (Nu trang web
ca bn thu thp, s dng, hoc phn phi thng tin c nhn nh th tn dng hoc

323
 m s an sinh x hi, chp nhn cc giao thc truyn dn, bao gm m ha, phi
c t ng ch).

Lm th no ngi dng c th cp nht hoc sa cc im khng chnh xc trong

thng tin c nhn ca h (cc bin php thch hp s c thc hin m bo
rng thng tin c nhn thu thp c trn mi trng trc tuyn l chnh xc, y
v kp thi, v ngi dng c th s dng d dng, cc c ch c a ra cho
ngi dng xc minh rng cc im khng chnh xc c sa cha.)

Minh ha 11.6: TRUSTe xy nim tin ca ngi dng

Mt s t chc khc cng cung cp cc hng dn cho vic bo mt trn internet.
Cc Hip hi Marketing M c mt quy tc o c thc hin marketing trn
internet, giao dch ch yu vi s ring t v s hu tr tu.
11.6.2. Chin lc CRM
Nh E-Marketing phi xc nh mc tiu v chin lc ca h trc khi mua
cng ngh CRM. Nhng mc tiu ny c th hng ti bt k cc bn lin quan (nhn
vin, khch hng doanh nghip, i tc hoc khch hng) v c kh nng s ko theo
nhng mc tiu khc, mua li, gi li, v pht trin mi quan h xc nh. Th trng
B2B l khc th trng B2C do mc tiu CRM ca n trn vic dn dt cc vn
chung v theo di cho nhn vin bn hng (thng s dng phn mm t ng ha lc
lng bn hng tho lun trc ).
Nhiu ngi trong s cc mc tiu CRM hng n lng trung thnh ca khch
hng. Hu ht cc cng ty s c vui mng nu h c nhng khch hng t ho
c mang thng hiu ca h trn qun o v c gng ni chuyn vi nhng

324
ngi khc vo mua cng thng hiu ging nh khch hng ca Harley Davidson
v my tnh Apple. Chng 4 tho lun v nm cp cng ca mi quan h (nhn
thc cao, nhn dng, kt ni, cng ng, v vn ng). Nh vy, mt chin lc CRM
quan trng ang c gng di chuyn khch hng tr ln trong Kim t thp ny.
Mt mc tiu khc ca CRM bao gm vic xy dng cc hnh thi rng buc vi
khch hng vt qua nhng kinh nghim bn thn v sn phm. Mt s chuyn gia
cho rng mi quan h marketing c thc hin trn ba cp (xem Minh ha 11.7).
Cc mi quan h mnh c hnh thnh nu tt c ba cp c s dng v nu bn
thn sn phm thc s p ng c ngi mua. cp mt, cc nh marketing cn
bit xy dng mt tri phiu vi khch hng bng cch s dng chin lc gi c. Ti
mc thp nht ca mi quan h ny, chng trnh khuyn mi gi l d dng bt
chc. Southwest Airlines gi nh k thu in t thng bo v gim gi cho ngi
dng c nhn. Nhng gim gi c th c hn gi v gi xy dng trn chia s v.
Minh ha 11.7: Ba mc ca mi quan h Marketing

cp hai, cc nh marketing kch thch tng tc x hi gia khch hng v

cng ty, v gia cc khch hng ca mnh. Theo eMarketer, chn trong s mi tng
tc vi khch hng l truyn thng khng giao dch, do n th hin chin lc ny.
Xy dng cng ng l mt cch quan trng c c mi quan h cp hai v tng
cng lng trung thnh (xem chng trc).
cp ba, mi quan h marketing da vo vic to ra cc gii php c cu trc
cho cc vn ca khch hng. Kt cu hnh thc tri phiu khi cc cng ty gia tng
gi tr bng cch lm thay i c cu cc hnh thi rng buc to iu kin cho mi
quan h. V d, thanh cng c Google cho trnh duyt m bo s dng tm kim ca
Google c khch hng ci t n (Minh ha 11.8). Tt c cc cng web ln lm vic
to ra nhng kt cu rng buc vi ngi dng ca h. Dch v nh yahoo ca ti!
Cho php ngi tiu dng ty chnh giao din ca mnh Yahoo V vy, n s lit
k thi tit a phng v phim nh, danh mc u t chng khon c nhn, v tin tc
quan tm n h. Mt khi ngi tiu dng u t thi gian v n lc hp tc tu chnh
giao din ny, h s min cng chuyn sang cng khc.

325
 Minh ha 11.8: Google Download Toolbar
Mng x hi kt hp cp hai v ba: h to ra cng ng, c cu rng buc.
Khi khch hng to h s trn mySpace hoc LinkedIn, h dnh nhiu thi gian hc
cch s dng cc trang web v h u t bng cch ti ni dung ln. Nh vy, khch
hng c kh nng dnh vi cc trang web mng x hi m h s dng. Ngay c
Tripadvisor cng c cu trc rng buc bi v khch hng phi ng k ng nhp
vo v cc khch sn c nh gi (rate).
11.6.3. Kinh nghim c gi tr ca khch hng
Hu ht khch hng mun thng hiu trung thnh nhiu nh cc cng ty mun.
L mt ngi tiu dng c th rt kh khn v b ca truyn thng marketing cng kch
lin tc v la chn khng gii hn v sn phm. Jagdish Sheth (1995) vit rng t
quan im ca ngi tiu dng, cc nguyn l c bn ca CRM l s la chn gim
dn. Khi nim ny cho thy rng ngi tiu dng mun c h tr cng mt trang
web, mng x hi, v nh bn sch trc tuyn bi v lm nh vy l hiu qu. l,
ngi tiu dng khng mun chi tiu c ngy ca h la chn thng hiu kem
nh rng mua hoc lm th no tm thy mt cng c tm kim tt. Nhiu ngi
tiu dng "d trung thnh", tm kim mt sn phm hay dch v v sau gn b vi
n nh l min l nhng li ha hon thnh c nhiu hay t. V d, nhiu khch
hng mua t amazon.com v nhng kinh nghim tt trc , s tin li ca vic c s
thch c nhn trong h s, nhp chut t hng, v giao din quen thuc, bt k gi c.
Khch hng thng mun bo tr cc ca hng, dch v, v cc trang web m
chng c x l nh c nhn vi cc nhu cu quan trng v ni h bit nhu cu s
c p ng, m bo s hi lng". Ngi dng tin rng cng ty quan tm khi h
nhn c mt th in t v nng cp thit b PDA ca h , gi n bng tn m
dng ch chnh xc sn phm mua. H cm thy lng trung thnh thng hiu
nhiu hn khi Amazon gi th in t thng bo mt cun sch mi ca tc gi h
thch. Tt nhin, cc cng ty phi tm hiu tr li cc th in t c gi t khch

326
hng mt cch tt nht. Nghe hng trm ngn khch hng cng mt lc c th kh
khn v tn km, nhng n tha mn khch hng.
Minh ha 11.9: Mi quan h trn nhiu knh truyn thng
T ng Con ngi
ng b Web t phc v 1:1 in thoi
Cc giao dch trc tuyn Online chat
nh tuyn bng in thoi Cng c hp tc
Khng ng b E-mail t ng Phn hi bng th in t
Dch v tin nhn ngn (SMS) Th bu chnh
Web form
Fax theo yu cu
Khch hng thch truyn thng vi mi cng ty khc nhau ty theo tng c nhn
cng nh tnh hnh v loi sn phm. Khch hng c th mun gi v ni chuyn vi
mt ngi i din trc tip v mt vn ti khon, hay vo mt trang web xem
thng tin sn phm nghin cu, s dng th in t khiu ni v mt vn dch
v, v vv. Minh ha 11.9 hin th cc ty chn ny bao gm nhiu cng ngh s dng
c hai phng tin t ng ha v con ngi can thip ng b v truyn thng khng
ng b. Bng nycng c cc vn quan trng ca internet trong kinh nghim ca
khch hng to ra gi tr v tng v cc cng ty phi c chuyn nghip vi nhiu
cng ngh v cc qu trnh khc nhau, t trng tm vo khch hng v s thch ca
h, ch khng phi kh nng ca cng ty.
11.6.4. S cng tc gia cc t chc
S cng tc marketing thc hin c trong v ngoi t chc. Trong thi hn cng
ty, cc i lin chc nng tham gia lc lng tp trung s hi lng vo khch hng
to ra mt nn vn ha CRM. Bn ngoi cng ty, khi hai hoc nhiu cng ty tham
gia lc lng, kt qu thng ni tri vi nhng g mi cng ty c th thc hin
mt mnh cho d l trong cc knh phn phi hoc mt hp tc kiu khng giao
dch. Trong thc t, mt s nh marketing tin rng th trng ngy hm nay bao gm
c chui cung ng ca i th cnh tranh, ch khng phi l nhng cnh tranh n l.
V d, Amazon v Toys "R" Us hp nht mt mu in BabiesRUs trc tuyn trn
trang web bn l (ti www.toysrus.corn). Bn l trc tuyn Amazon kt hp gim nh
vi cc chuyn gia bn hng chi ca ToysR v li ch c hai i tc cng nh site
ca khch hng. Trong phn sau y, chng ti tho lun v s hp tc hai k thut
quan trng l tp trung ha thuc tnh ca internet: Phi hp v m rng quan h
CRM - SCM.
a. Phi hp CRM v SCM
CRM thng cp n cc hot ng trc cho n sau, c ngha l cc cng ty
lm vic to ra nhng kinh nghim p ng tt c cc im tip xc khch hng:
cc cuc gi in thoi phn hi dch v khch hng, thng mi in t mua bn ti
327
cc ca hng trc tuyn, th in t lin lc, v vv. Nhng thch thc ny l ng k
bi v cc nhn vin khc nhau v h thng my tnh thu thp thng tin khc nhau, m
bng cch no li phi c tch hp vo h s khch hng thch hp. Trong mt
nghin cu c ti tr bi Jupiter Communications, ba cuc gi in thoi c
thc hin cho tp ch Forbes hi ti sao hai i mi c cung cp khc nhau. Ngi
phng vn khng c ba gii thch khc nhau. May mn thay, mt s cng ty hin
nay cung cp phn mm ch ra vn ny. V d, Aspect Relationship Portal h tr
nhn vin CRM bng cch tch hp tt c cc phng tin truyn thng lin lc vi
khch hng - in thoi, fax, e-mail, v Web - vi cc hot ng trc v sau khi bn
(www.aspect.com).
Mi trng trc tuyn l do khch hng kim sot, thm ch dch v khch hng
tt cng l khng . Vi tin b, i mi lin tc v kh nng tng tc ca cng
ngh, cc nh bn l trc tuyn c th lin kt h thng CRM "back-end" vi SCM
tng th. Ton b chui cung ng c th lm vic cng nhau tp trung vo nhu cu
ca ngi tiu dng v to ta li nhun cao hn trong quy trnh. Tt c trong mt
trung tm, tt nhin, da vo thng tin (Minh ha 11.10).
Hy tng tng rng mt khch hng t hng mt chic o c bit t trang
web ca mt nh bn l qun o. Trong qu kh, nu o s mi c ra khi kho,
khch hng c th nhn thy mn hnh Web vi thng ip rng: nhiu kh nng c s
nhn c mt bu thip hay mt e-mail sau mt thi gian. Vi mt h thng CRM-
SCM tch hp, h thng ngay lp tc c th kim tra hng tn kho ti cc nh bn l v
thng bo cho khch hng khi khng c sn, thng thng tin ny xut hin ngay trn
trang sn phm. Cc th h tip theo ca CRM - SCM tch hp s cho php kim tra
hng tn kho bn bun ngay ti nh sn xut xc nh sn c. Sau , h thng c
th thng bo cho khch hng rng n khng c sn - thng l nhng thng tin ny
xut hin ngay trn trang sn phm. Cc th h tip theo ca CRM, SCM tch hp s
cho php inventorychecking ngay lp tc ti bn bun hoc nh sn xut xc nh
sn c. Sau , h thng c th thng bo cho khch hng trong qu trnh t hng v
cung cp cc ty chn: Ch i hai tun giao hng t nh sn xut hoc xem xt
mt chic o tng t hin ang trong kho, v d. Thng ip ny thm ch c th la
chn c thc hin vi mt ca s pop-up gm c mt dch v phn hi ngay gip
khch hng. Lands 'End, Toyota, v Intuit l ba trong s nhiu trang web bng cch s
dng phn mm LivePerson, trong cung cp tch hp trang web vi dch v phan
hi trc tip ca khch hng trong thi gian thc (www.liveperson.com).

328
 Minh ha 11.10: Phi hp SCM v CRM
Kt ni khch hng vi cc doanh nghip cung cp dy chuyn cung cp c mt
s li th. Trc tin, tt c cc cng ty s chia s d liu giao dch hng tn kho c
th c gi mc thp. Nu nh sn xut v nh bn bun lin tc nhn c d liu
v n t hng tiu dng, h c th sn xut hng ho mt cch kp thi. Th hai, cc
cng ty u chui cung cp c th s dng d liu thit k sn phm tt hn cho
nhu cu ca ngi tiu dng (xem tho lun v ng thit k trong Chng bn). Th
ba, nu phn hi dch v khch hng c thng tin ngay lp tc v hng tn kho sn
phm, h s c th gip ngi tiu dng tt hn. Cc cng ty bn hng theo catalogs
hon thnh nhim v ny kh tt nhng quy trnh suy thoi khi cc cng ty cung
cp a ra nhiu cp t ngi bn l.
Khi tch hp thm hot ng CRM v SCM ca cc cng ty, h s p ng nhu
cu khch hng c nhan tt hn. V d, chng trnh PersonalPair Levi's s dng my
qut in t o chnh xc gi trc tip cho nh my sn xut jeans c nhn, v Del1
sn xut v vn chuyn ty bin cc my tnh trong ngy. Ngc li, loi hnh ny hi
nhp l kh kh khn khi mt cng ty c nhiu knh khc nhau cho thng hiu ca
mnh v khi mi cng ty s dng phn mm v phn cng khc nhau qun l cc h
thng ni b ca n. Tuy nhin, cc h thng hi nhp hin ang c sn v ang
gip cc cng ty tr thnh ngi chin thng th trng.
b. Extranet
Extranet l hai hay nhiu mng ni b c tham gia vo mng li nhm mc
ch chia s thng tin. Nu hai cng ty lin kt mng ni b ca h, h s c mt
extranet. Theo nh ngha, Extranet l c quyn trong cc t chc c lin quan. Cng
ty tham gia vo mt extranet hnh thnh mt lin kt cu trc, th ba v mc

329
mnh ca cc mi quan h tip th. Vic s dng extranet cho php phi hp CRM-
SCM.
Electronic Data Systems (EDS) l h thng c cung cp bi cng ty Dallas,
mt hng ln cung cp dch v my tnh bn bao gm t mua sm qun l mng
cho khch hng ln. T Doanh nghip c ngha l EDS tp trung vo tt c cc my
tnh bn trong ton b cng ty, a chng li vi nhau trong mt mng. Nm 1998,
cng ty qun l hn 736.000 my tnh bn, c trong ln ngoi, trong 19 quc gia.
EDS to ra mt extranet sng to c gi l Renascence Channel lin kt my tnh
bn ca cc nh cung cp, khch hng, v nhn vin vo mt th trng in t. Bn
mi nh cung cp bn c hn 2.000 sn phm phn mm h tr cho mng ring,
tr 25,000 n 100,000 la hin th cc sn phm v dchv ca h trong mt
nh dng kiu catalog. Cc nh cung cp c li bi v h c tip cn v c th
xy dng mi quan h vi rt nhiu ngi mua tim nng.
Nhng ngi mua tin tng nh cung cp v EDS chn gip h v h phi tr gi
thp hn v cc nh cung cp c chi ph thp trong knh ny: mt bo co cng b ca
ngi bn rng h gim c chi ph t 150 xung 25 la cho mt mt hng.
Ngi mua hng c hng li bng cch truy cp thng tin sn phm my tnh
bn thun tin, kch chut, mua, theo di chuyn pht sn phm, o to trc tuyn, v
giao hng nhanh. Cc Renascence Channel va thit lp mt ro cn chn cc nh
cung cp khng phi l l thnh vin ca mng thm nhp v gii thiu chi ph chuyn
i cho cc cng ty s dng dch v ca knh. Renascence Channel l mt v d tt v
xy dng mi quan h bng cng ngh internet trn th trng B2B.
11.6.5. Quy trnh CRM
CRM bao gm c s hiu bit v vng i chm sc khch hng, c gii thiu
Minh ha 11.6. Cc hng kim sot v quyn r khch hng bng c hai cch trc
tuyn v ngoi tuyn nh tin thng qua cc giai on: hng mc tiu, cho hng,
giao dch, dch v, duy tr v tng trng. Quy trnh ny bt u vi k hoch E-
Marketing khi cc cng ty lc chn cc mc tiu th trng. Tuy nhin, cc c hi
thng pht sinh khi nhm cc mc tiu mi xut hin trn website, chng hn nh khi
BrooksBrothers lu mt s lng ln ngi s dng ting Nht ti trang web. Nh
vy, chu trnh c khp kn mt cch t nhin: v d, trong khi khch hng c
phc v mt mc tiu mi c th xut hin. Chu k ny quan trng l v da trn mt
trong nhng nguyn l trung tm ca CRM - thu ht, gi chn, v pht trin khch
hng tt hn l ch vic mua ca khch hng.

330
 Minh ha 11.11: Vng i chm sc khch hng
Tt nhin, khng phi tt c cc khch hng i qua qu trnh ny, mt s t lm
kinh doanh vi cng ty hoc giao dch vi i th cnh tranh. i khi cng ty c gng
y mnh vic quay tr li mua hng ca cc khch hng, nh khi AOL gi a CD
cho nhng khch hng lng qun h, vi dng "Chng ti mun bn tr li" v
cho hng cung cp dch v trong mt thi gian nht nh. o su hn vo cc k
thut CRM cho thy cc cng ty s dng quy trnh dch chuyn th hin trong Minh
ha 11.11 tp trung vo khch hng c nhn c th thng qua chu k sng ca vic
chm sc khch hng.

Minh ha 11.12: Quy trnh CRM

a. Nhn din khch hng
Cc cng ty c bit thng tin v trin vng, khch hng doanh nghip, ngi
tiu dng cui v thng qua cng b c nhn, theo di t ng thng qua cc lc
lng bn hng, dch v khch hng, my qut m vch ti cc nh bn l, v cc hot
ng Website. Tt c cc phn thng tin ngi dng i vo mt c s d liu gip
cng ty xc nh c khch hng tt nht. Tt nht l m t trong nhiu cch khc

331
nhau, chng hn nh gi tr cao nht, lng trung thnh lu nht, tn s mua hng cao
nht,v.v, nh c m t tip theo.
b. Phn on khch hng
Khch hng c nhu cu khc nhau. Internet cho php cc cng ty thu thp thng
tin xc nh cc nhn khu hc, a l, tm l hc, hoc s dng cc phn on
cng nh tng ng v khc bit c nhn, v s dng thng tin ny tng li nhun.
Mt trong nhng cch thc quan trng khc bit ha l thng qua gi tr khch
hng: Khng phi tt c cc khch hng c gi tr bng nhau i vi mt cng ty. Mt
quy tc c bn l 20 phn trm ca khch hng cung cp 80 phn trm li nhun ca
doanh nghip (gi li nhng nguyn tc kim t thp Pareto trnh by t Chng 7).
Mc d t l ny rt khc nhau gia cc ngnh v cng ty, CRM cho php cc nh tip
th tn dng ngun lc ca h bng cch u t nhiu hn trong cc khch hng
sinh li nht. tng ny khng mi nhng nhng g l mi l cng ngh cho php
cc cng ty xc nh gi tr cao cho khch hng v p ng vi cung cp trong thi
gian thc qua internet. Gi tr to nn s khc bit: Khi mt cng ty nha tp trung vo
khch hng c li nhun nht, n ct gim s lng khch hng ca mnh t 800
xung cn 90 v tng doanh thu ca mnh ln 400 phn trm (Renner, 2000). Tuy
nhin, khng phi tt c cc cng ty c cao v thp gi tr khch hng. Theo Rogers v
Peppers Group, s khc bit ha bng cch xc nh gi tr khng c li, tr khi mt
cng ty c th ni rng t nht mt na li nhun ca n n t 20 phn trm hay t
hn cc khch hng ca mnh (khch hng A v A + trong Chng nm).
Lm th no c th t chc xc nh mt khch hng c gi tr cao? Bng cch
khai thc v lp c s d liu khch hng v s dng thi gian thc v k thut thc t
khng gian thu thp d liu. Nhiu cng ty s dng phn tch RFM (thi gian, tn s,
v gi tr tin t) khai thc c s d liu v khch hng chi tiu nhiu tin nht v
mua thng xuyn v gn y nht. H cng nh gi s tng trng doanh thu cho
mi khch hng theo thi gian v xc nh chi ph dch v cho khch hng c nhn.
Mt s khch hng gi in thng xuyn hn vi cc cu hi v thc mc, mt
s sn phm c phn hi thng xuyn hn. Mt s khch hng r rng khng c
li ch g v, do , nn c b qua cc cng ty c th phn b ngun lc c li.
V d, Continental Airlines xc nh 350.000 khch hng A+ v 400.000 khch hng
mc A. Nhng khch hng nhn c dch v gia tng, chng hn nh t c mt
chuyn bay ca i th cnh tranh ngay lp tc khi chuyn bay Continental ca khch
hng b hy b (Kupper, 2004). iu ny dn n s tp trung thm 200 la
trong doanh thu hng nm t mi khch hng A v 800 la t mi khch hng A +.
Continental khng hon ton b qua khch hng gi tr thp, nhng ch n gin l
khng cho h cng cp dch v nh vi nhng khch hng gi tr cao. Sng bc hot
ng theo cch tng t - nhng ngi chi ln nhn c bt c iu g h mun, v
chi tr thp ch c th nhn c gim gi buffet. H bit s khc bit ha v khch
hng s dng th chi trong khe my c ni mng v lun lun thu thp d liu trn
cc mu chi tiu.
Tripadvisor.com c 5 triu ngi dng ng k ti trang web du lch ca mnh.
Trong nm 2007, h gi phn thng c bit cho nhng ngi c ng nhn xt

332
khch sn, do khc bit v khen thng cho cc khch hng tham gia bng cch ti
ln ni dung (Minh ha 11.13).

Minh ha 11.13: Gii thng Tripadvisor.com cho ngi ng bi ln website

Ngun: http://www.tripadvisor.com/
c. Ty bin marketing hn hp
Mt khi mt cng ty xc nh trin vng v s khc bit gia khch hng theo
c im, hnh vi, nhu cu, hoc gi tr, h c th xem xt ty bin cc dch v
phn on khc nhau hoc theo tng c nhn. Ty bin xy ra khi cc cng ty thit k
hn hp marketing ca h p ng nhu cu ca phn on mc tiu nh, thm ch
n mc c nhn, s dng cng c tip th trc tuyn. Sn phm, cc thng ip
truyn thng marketing v gi c linh hot, tt c c th c thay i cho tng c
nhn v gi qua internet mt cch kp thi. Nhng phng php tip cn khng th
thc hin trc khi c internet, ngoi tr vi cc sn phm gi rt cao nh thit b
trong sn xut. Thng qua vic ty bin ha, cc cng ty c th hiu chnh xc nhu cu
ca tng khch hng tim nng v khch hng hin ti v xy dn, mi quan h c li
bn lu. Tuyn b nhim v ca Matchlogic, Inc v mc tiu truyn thng tu bin
kh ngn gn:
Cung cp nhng thng ip marketing chnh xc, ti ng ngi, vi quyn cung
cp, vo ng thi im, v bit rng trong vng vi giy nu tin nhn t hiu qu.
Mt vi tc gi s dng thut ng Personalize khi cp ty bin.
Personalization bao gm cc cch m nh marketing c nhn ha mi trng mng
my tnh cng cng. V d, website c th cho mi ngi s dng bng cch t tn
hoc t ng gi th in t ti tng c nhn vi thng tin ti khon ca h (Xem
Minh ha 11.14). Chng ti s dng thut ng customization bi v n cp n
vn ln hn vic t ng ha c nhn ha.

333
 Minh ha 11.14: Amazon.com ty bin ti web c nhn
Ngun: www.amazon.com
d. Tng tc
Ngm nh trong tuyn b MatchLogic l mt vng phn hi. Tng tc vi
khch hng l nhng g cho php cng ty thu thp cc d liu cn thit cho vic nhn
dng v s khc bit ha v nh gi hiu qu tu bin trn c s lin tc.
Peppersand Rogers (1997, p.15) gi y l s tng tc mt "mi quan h hc tp.
Mt mi quan h hc tp gia mt khch hng v doanh nghip s thng minh
hn v thng minh hn s tng tc ca mi c nhn, xc nh c th hn bao gi ht
ci nhu cu c nhn v th hiu ring ca khch hng.
tng y l c cng ty v khch hng tm hiu t mi kinh nghim v tng
tc. Trong mt mi quan h hon ho, kinh nghim ny lin tc tng tng ng vi
s tin tng, lng trung thnh, v chia s s gia tng ca kinh doanh cho cng ty, vi
s an tm cho khch hng. Internet l v tr ring bit cung cp li ha ny. Khi mt
cng ty thng qua trit l ny, n l mt t chc hc tp.
11.6.6. Thng tin CRM
Thng tin l cht bi trn ca CRM. Cc thng tin thm m mt cng ty cso
c thm, s em li gi tr tt hn m n c th cung cp vi tng khch hng v
trin vng tng thm v chnh xc, kp thi, v cc dch v c lin quan. Nhiu
cng ty li ko khch hng cung cp thm thng tin theo thi gian bng cch mi
h tham gia trong blog, nh gi sn phm, hoc thng qua cc giao dch thng mi
in t. V d, Orbitz.com yu cu u tin mt a ch th in t n gin t nhng
ngi mun bit thng tin v cung cp gim gi v sau hi v s thch k ngh
cung cp nhiu th in t c lin quan. Khch hng ngy cng cung cp thm thng
tin c nhn b quyt trong cng ty tin tng u t vo cc mi quan h.
i khi cc cng ty thu thp loi thng tin ny di dng gii tr. V d, Mini
Coooer tng gi tr thng tin v t cho cc s thch ca khch truy cp trang web

334
bng cch cho php h cu hnh cc dng xe hon ho, bng cch s dng 10 triu
kt hp ty chn c th (www.miniu.sa.com).
Cc cng ty thu c nhiu thng tin t khch hng t ln xn hn bi theo di
hnh vi ca h qua phng tin in t. Cng ngh thng tin cho php cc cng ty di
chuyn vt ra ngoi truyn thng: h s (v d, th h X) cu thnh chi tit ca cc
c nhn. V d, khi qut m vch sn xut, d liu la chn lc kim tra kt hp vi
mt gi bn l trc tuyn, cng ty nhn dng khch hng c nhn theo thi gian. Trn
internet, phn mm theo di chuyn ng ca ngi dng t trang ny sang trang, ch
ra bao nhiu thi gian c chi tiu trn mi trang, cho d ngi dng thc hin
mt s mua hng, loi my tnh v h thng hot ng, v nhiu hn na. Cng ty c
th theo di cc trang web ngi dng truy cp trc v sau ca h, v s dng thng
tin ny on c sn phm cnh tranh ang c xem xt v tm hiu v li ch
ca ngi dng. Theo di hnh vi ngi dng c gi tr cho c ngi dng v cc cng
ty nhng n b ch trch v cn nhc, nh cp.
Cc nh bn l phi i mt vi nhim v kh khn ca vic thu thp thng tin t
mi knh v lc n thnh mt c s d liu chung. The Sharper Image thc hin
nhim v ny thnh cng rc r. By gi, mt khch hng c th gi in thoi cho
i din dch v khch hng tho lun v mt sn phm mua ti cc ca hng
truyn thng tun trc, v ch gi n mt e-mail gi ngy hm qua, v tt c cc d
liu ny s c lu li trong c s d liu theo mt bn ghi khch hng. Cch tip
cn ny c gi l c mt ci nhn 360 v khch hng, hoc xem nh l mt trong
cc knh. Trong cun sch ca mnh, Customers.corn, PatriciaSeybold (1998) xc nh
c tm yu t thnh cng quan trng xy dng thnh cng thng mi in t
lin quan n mi quan h vi khch hng. Ngay c mt thp k sau , cc yu t ny
vn l mt bn p tt hiu E-Marketing:

Tip cn ng khch hng: Xc nh nhng trin vng tt nht v khch hng v

tm hiu cng nhiu cng tt v h.

S hu tng th kinh nghim ring ca khch hng: iu ny cp n yu t

chia s ca khch hng nh chia s v, chia s t duy tho lun trc .
Dng quy trnh kinh doanh c nh hng n khch hng: Nhim v ny c th
c thc hin thng qua hi nhp CRM - SCM v tp trung vo khch hng t
duy c lp.

Cung cp mt ci nhn 360 v mi quan h khch hng: Mi ngi trong cng

ty u tip xc khch hng, v v vy nn hiu r tt c cc kha cnh ca mi quan
h ca khch hng vi cng ty. V d, dch v phn hi khch hng nn hiu bit
tt c cc hot ng ca khch hng theo thi gian v hiu c cc sn phm,
dch v c th em li li ch vi tng khch hng c th.

Hy khch hng t gip mnh: Cung cp cc trang web v cc phng tin in

t khc cho khch hng h tm nhng th cn thit cho mnh mt cch nhanh
chng v 24 / 7.

Gip khch hng gii quyt cng vic ca h: c bit trong th trng B2B, nu
mt cng ty cung cp sn phm v dch v gip khch hng thc hin tt trong

335
 kinh doanh ca h, h s trung thnh v thanh ton tt c gip ny. Nhiu
chui cung ng c qun l trc tuyn to iu kin cho yu t ny.

Cung cp cc dch v c nhn: h s khch hng, bo mt an ton lu gi, v tu

bin marketing hn hp, tt c cc tr gip trong vic cung cp dch v c nhn
in t.

Sc mnh cng ng: li ko khch hng tham gia vo cng ng, lu lin kt
vi mt sn phm ca cng ty s l mt trong nhng cch thc quan trng xy
dng lng trung thnh.
11.6.7. Cng ngh CRM
Cng ngh gip tng cng ng k qu trnh CRM. S in thoi n min ph,
cc kiosk in t, fax theo yu cu, hp th thoi, v in thoi t ng nh tuyn l
nhng v d ca cng ngh h tr cho vic di chuyn khch hng qua cc chu k
sng. Internet, tuy nhin, l mi trng u tin tng tc y vi a ch ring, chi
ph thp, knh a phng tin, n to thnh cc mnh trung tm v kh nng CRM ca
cng ty. Cookies, trang web ng nhp, my qut m vch, gim st t ng Web (nh
GoogleAlerts), v cc cng c khc gip thu thp thng tin v hnh vi tiu dng
v c tnh. C s d liu v vic lu tr d liu, phn phi cc d liu vi cc im
lin lc ngoi tuyn t trc tuyn, do cho php nhn vin pht trin tip th hn
hp p ng tt hn nhu cu c nhn.
Chng ti m t gi phn mm CRM ti mt mc tip theo, y, chng ti
tho lun v cc cng c bn hy t lm n bi n gip t chc ty bin ha sn
phm cho cc nhm khch hng c nhn: bao gm chin lc y trn Web ca
cng ty v e-mail my ch, v cc chin lc ko c khi xng bi ngi s
dng internet khc bit l rt quan trng, bi v cng ty kim sot nhiu hn k
thut y.
a. Cng c Company-side
Minh ha 11.15 hin th cc cng c quan trng c s dng Push ty
bin thng tin cho ngi dng. S lt truy cp khng h bit rng cc nh tip th
thu thp d liu v s dng cc cng ngh ny ty chnh cc dch v.
Cookies
Cc tp tin cookie l l do m khch hng quay tr li Amazon.com nhn c
mt li cho chnh xc tn mnh, v rng ngi dng khng phi nh mt khu truy
cp vo mi trang web m h c ng k. Cc tp tin cookie cho php my ch
qung co ca cc cng ty xem ng dn ca ngi s dng i t trang web ny vo
trang web khc v do phc v qung co hin th c lin quan n li ch ca ngi
dng. Cui cng, cookies theo di gi mua sm v cc nhim v khc ngi dng
c th thot ra gia chng v tr v vi nhim v sau .
Minh ha 11.15: La chn nhng cng c thc hin E-Marketing "Push" theo yu cu
khch hng
Company-Side M t

336
 Tools (push)
Cookies Cookies l cc tp tin vn bn nh a vo cng ca ngi
dng sau khi thm mt trang Web. Khi ngi s dng tr v
trang web, my ch ca cng ty tm kim cc tp tin cookie v s
dng n c nhn ho cc trang web.
Web log analysis Mi khi ngi dng truy cp mt trang web, truy cp c ghi
li trong tp tin nht k my ch Web ca. Tp ny theo di
nhng trang m cc ngi dng vo, bao lu, cho d anh ta mua
hng hay khng.
Data mining Khai thc d liu lin quan n vic khai thc thng tin d on
n trong c s d liu ln thng qua phn tch thng k.
Real-time profiling H s thi gian thc c bit xy ra khi phn mm theo di
chuyn ng ca ngi dng thng qua mt trang web, sau
bin dch v bo co v cc d liu thng bo ca mt thi im.
Collaborative Hp tc lc phn mm thu thp kin ca ngi s dng nh t
filtering duy v tr v nhng kin cho c nhn trong thi gian thc.
Outgoing e-mail/ Cc nh marketing s dng e-mail c s d liu xy dng mi
Distributed e-mail quan h bng cch gi lin lc vi cc thng tin hu ch v kp
thi. E-mail c th c gi cho c nhn hoc gi hng lot bng
cch s dng mt danh sch e-mail c phn phi.
Chats Bulletin Mt cng ty c th lng nghe ngi dng v xy dng cng ng
Boards bng cch cung cp mt khng gian cho cuc tr chuyn ngi
s dng trn trang Web
iPOS terminals Interactive im ca thit b u cui bn c t trn mt ca
hng bn l ca truy cp, v c s dng nm bt d liu v
truyn thng nhm mc tiu hin ti.
Web analytics
Bng cch thc hin phn tch web, cc cng ty c th lm c nhiu iu,
khng t trong s l cc trang Web ty chnh da trn hnh vi ngi truy cp. Phn
tch web l cng c thu thp v hin th thng tin v hnh vi ngi dng trn mt trang
Web. Phn mm nh WebTrends cng cho bit cc trang web m ngi dng truy
cp ngay lp tc trc khi n, nhng g h g vo t kha ti cng c tm kim
tm cc trang web, lnh vc ngi s dng, v nhiu hn na.
AutoTrader.com s dng phn tch web hnh chuyn dch 25 triu dng d
liu ng nhp hng ngy vo web tri thc marketing. y l mt sn giao dch t
cho hng hn 2 triu t mi v cc phng tin c s dng vi gi so snh,
nh gi hiu sut, cc h tr v cc ngun lc m bo. Hn 6 triu khch xem hng
thng vi hn 200 triu trang web, bao gm cc trang m cc nh qung co bn xe
hi. phc v tt c, AutoTrader to ra Bng iu khin qun l, mt cng c tip

337
th c h tr bi phn mm SAS thng k phn tch d liu. Cc bng iu khin
bo co sau y:

Lt truy cp theo nhn khu hc v hnh vi ca khch hng trc tuyn - phn tch
theo khu vc ca M.
Phn tch v cc qung co phc v trn cc trang web.

nh gi cc trang web chnh nh s lng khch truy cp v cc xe t, cc m

hnh c xem.
V d, phn mm SAS nh gi 30 triu tm kim chic xe hng thng, phn loi
chng theo thnh ph, tiu bang v m zip, cng nh cch thc thc hin, m hnh
nm , v gi c. Vic lc lng bn theo khu vc sau c th nhanh chng tr li
yu cu v lu lng truy cp web ti cc a phng khc nhau. Cng ty cng s
dng mt c s d liu Oracle, gii nn e-mail, dn, v tng hp cc thng tin khc
to ra hn 100 bo co hng thng cho cc nh qun l marketing. AutoTrader hc
c nhiu iu t cc phn tch ny. Trc tin, n bit xe no ang c nhu cu cc
vng khc nhau, gip cc i l tham gia v ngi bn xe hi c nhn. Th hai, n c
th tinh chnh cc trang Web da trn cc mu lu lng truy cp. Th ba, v quan
trng nht, AutoTrader c th chng minh gi tr qung co trn trang web ca mnh.
Cc nh qung co nhn c cc bo co t ng v bao nhiu ln chic xe ca mnh
c xem, c bao nhiu khch truy cp yu cu bn ch dn n showroom bn
hng trc tip v bao nhiu e-mail nhn c yu cu v xe hi. Cui cng, cc bo
co ny gip AutoTrader gi ha n ti cc i tc thng mi in t.
Data Mining
Cc nh tip th khng cn phi c gi thuyt tin nghim tm gi tr trong c
s d liu nhng s dng phn mm tm m hnh quan tm. V d, Nissan s dng
phn mm E.piphany tng tinh t ca h vi bn up-selling 17 v cross-selling - bn
cho. Trc khi s dng phn mm, Nissan bao hm s c gng bn cng mt m
hnh ca t nh trc y thuc s hu vi mt khch hng c. S dng phn mm
E.piphany khai thc d liu, Nissan xc nh c mt nhm nhng ngi kh gi,
khch hng trung thnh vi thanh nin la tui 19-24 sng nh mua cc mu
Sentra. Nissan s dng thng tin ny bn cho Sentras cho cc khch hng khc
ph hp cng h s. Mc d Nissan khng s dng web, n l mt ng dng tuyt
vi v e-marketing.
Tip cn hnh vi

17
Upselling: l mt k thut bn hng, theo mt ngi bn hng thc y cc khch hng mua cc sn
phm t tin hn, nng cp, hoc cc dch v gia tng khc trong mt n lc thc hin mt hot ng bn c
li hn. Upselling thng bao gm vic tip th dch v hoc sn phm c li hn, nhng upselling cng c th
ch n gin l gii thiu vi cc khch hng la chn v c th trc h cha bit ti.
Mt k thut khc (cross-selling) bn cho trong ngi bn c gng bn ci g khc.
Trong thc t, cc doanh nghip ln thng kt hp c hai k thut nng cao gi tr m khch hng
c hng t t chc. Bng cch , cc t chc m bo rng cc mi quan h vi khch hng khng b gin
on.

338
 Tip cn hnh vi c phn tch bi vic s dng phn mm theo di chuyn
ng ca ngi dng thng qua mt trang web, sau gi ni dung Web thng bo
thch hp ti mt thi im. Amazon s dng n khi n gii thiu cc sn phm c
xem gn y trn trang ch ca h khi khch hng tr li thm web. DoubleClick s
dng n khi gi qung co cho ngi dng bm vo cc trang web khc nhau. iu
ny nhm mc tiu s dng thng tin d liu lu tr gip cc nh tip th hiu c
c im v hnh vi ca nhm i tng c th.
American Express s dng hng tip cn theo hnh vi hng nm: H s gi
ha n n cc nhm khch hng da trn hnh vi mua trc . iu mi l loi
hnh nhm mc tiu ny c th c thc hin trc tuyn khng tn km thng qua e-
mail v cc trang Web ty chnh. V d, phn mm ny c th c thit lp s
dng cc nguyn tc sau y: Nu mt n t hng CD ca ban nhc Dave Matthews
ca khch hng, ngay lp tc hin th mt trang Web cung cp mt o phong mc cho
bui ha nhc. TokyoPop.com, mt trang web nhm vo th h Y, thc hin hnh vi
nhm mc tiu trn tt c cc trang web lin kt ca n. Mi khi TokyoPop c thm
thnh vin ng k thm mt trang web lin kt, cc trang web lin kt phc v ni
dung da trn nguyn tc qung co hoc cung cp. iu ny nhm mc tiu xy dng
mi quan h bi v cc web thnh vin ca TokyoPop.com c gii thiu v cung cp
thng tin lin quan, kp thi, lm tng kinh doanh ca h thng qua TokyoPop.
Ngi tiu dng tham quan Greatcoffee.com s c cho mi ni dung Web c
nhn trong chuyn thm u tin ca h! Cc trang web s khng bit ngi dng l ai
bi v khch ca h cha bao gi nhp thng tin ti trang web cng khng c a ra
mt tp tin cookie t GreatCofFee (Peppers, 2000). Vy n lm th no? Cc trang
web s dng h s hnh vi t mt c s d liu ca cc tp tin cookie n danh t
Angara. Cc cng ty thng mi in t nhm mc tiu dch v mua vo hn 20 triu
tp tin cookie n danh v nhan khu v d liu a l t cc cng ty chng hn nh
Dell (tt c cc thng tin c nhn c lc b trc). Khi ngi s dng lt web
cc h thng khch ca Angara, chng hn nh GreatCofFee.com, c s d liu c
truy cp v phc v mt ni dung web thch hp. V d, nu Angara tnh ton, xem xt
mt a ch IP ca khch hng v cc thng tin khc, c s d liu c th ch ra rng
khch hng sng California, web c th hin th cho mi: Ung c ph v chin
thng vi v n Francisco Giants Ci qung co trc tip ny xut hin trong vng
na giy v tng s lng khch xem sang khch mua hng gp hai ln s lng thng
thng trong phn on ny. Thm vo , cc t l cc t hng tip theo trn
GreatCofFee.com l 60%, con s ny trc khi s dng dch v ca Angara l 5%.
Lc kt hp
Trong th gii off-line, c nhn thng tm nhng li khuyn ca ngi khc
trc khi quyt nh. Tng t nh vy, phn mm lc kt hp a ra cc khuyn ngh
ca mt nhm ton b ngi dn v trnh by cc kt qu li nh th suy ngh ca mt
c nhn.
BOL.corn, mt phng tin truyn thng quc t v ca hng gii tr (thuc s
hu ca Bertelsmann DirectGroup ca c), s dng phn mm lc cng tc Net
Perceptions quan st cch ngi dng duyt v mua nhc, phn mm, tr chi, v
nhiu hn na ti trang web ca mnh. Nhng ngi dng s dng nhiu thi gian hn
vo trang web, cc BOL.com s tm hiu v s thch, hnh vi ca h nhiu hn, v

339
hn na n c th gii thiu cc sn phm c lin quan ("hc cc mi quan h).
BOL.com lu rng n nhn ra doanh thu tng bng cch s dng phn mm ny, v
t c mt ROI tch cc trong thng. Trong cun sch nh ca h n, Net
Perceptions cho cc tuyn b sau y v ng c khuyn ngh "ca mnh":
Khai thc kin thc tp th ca tt c cc khch hng ca bn a ra d on
cho mt c nhn. N da trn cng ngh lc cng tc, trong t ng truyn ming
cc khuyn ngh...
ng c ngh cho php bn to ra cc khuyn ngh trc tuyn trong thi gian
thc, v t ng chnh ni dung v qung co [ngi s dng] them kho. Vi mi
truy cp, hc tp c nhiu t khuyn ngh ca khch hng v ng c mua, nhiu
hn v thng minh hn.
Outgoing E-Mail
Nh c tho lun trong chng trc , gi e-mail i t cng ty n khch
hng l "ng dng st th ca internet." E-mail c s dng giao tip vi c nhn,
danh sch cc c nhn trong mt n lc gia tng mua hng, s hi lng ca h, v
lng trung thnh. E-mail gi n danh sch phn phi l phn phi li cho ton b
danh sch ng k. Nhiu cng ty duy tr danh sch phn phi e-mail cho khch hng
v cc bn lin quan khc.

Minh ha 11.16: MyPoints thng thnh vin cho thi gian trc tuyn
Ngun: www.mypoints.com
Marketing cho php khch hng s hi lng nhn e-mail m h chn n.
MyPoints thng ngi tiu dng vi im v giy chng nhn qu tng, tt c cho
cc qung co nhm mc tiu c e-mail v mua sm ti cc a im c la chn
(Minh ha 11.16). Mypoints nhn tin khch hng, c ngha l ngi tiu dng ng
nhn tin nhn thng mi trong e-mail ca h. Ngc li, th rc khng xy dng cc
mi quan h, nhng thay v vy, n tp trung vo vic mua li khch hng. Internet
cung cp cng ngh cho cc nh tip th gi 500.000 hoc nhiu e-mail m ch bm
340
mt ln chut, v chi ph t hn mt con tem bu chnh. Xy dng mi quan h qua e-
mail i hi phi gi e-mail c gi tr cho ngi dng, gi cho h thng xuyn nh
ngi dng yu cu, v ngi s dng c hi cung cp c a ra khi danh sch
bt k lc no. N c ngha l ni chuyn v lng nghe ngi tiu dng nh c
coi l bn b.
Bng Chat and Bulletin
Cc cng ty xy dng cng ng v tm hiu v khch hng v sn phm thng
qua tr chuyn thi gian thc v bng thng bo/nhm tin, e-mail ng ti trang web
ca mnh (ly v d v web ca chnh ph, xem Minh ha 11.17). Phn tch ca nhng
trao i ny c s dng tng hp thit k tip th hn hp, p ng nhu cu
ngi dng. V d, nu nhiu ngi tiu dng ng nhp vo mt Chat Caribbean ti
Expedia, h s nhn chng trnh c bit v tour du lch ti hn o Caribbean trong
tun tip theo (www.expedia.com). Expedia cng c th gi e-mail lu cho nhng
ngi dng tham gia vo cc cuc tr chuyn vi cung cp cc tour du lch c bit.
Bng thng bo v Chat sng ng v hu ch, n lm tng s thm li trang web v
thi gian trn trang web.

341
 Minh ha 11.17: C hi tr chuyn vi Chnh ph M v cng dn
iPOS Terminals
Thit b u cui iPOS l nhng c my nh phc v khch hng cc ca hng
truyn thng, c s dng ghi li mt du n ca ngi mua cho mt giao dch th
tn dng. Chng l quan trng bi v c th thu thp kho st v d liu khc nhau
cng nh c nhn hin nay nhm mc tiu qung co v khuyn mi. Federated
Department Stores n 34.000 ca hng M ci t cc my vo nm 2001. Cc
nh bn l c s dng xem d liu v ngi ph n ang mua qun o ca ring
mnh, cng nh qun o cho cc thnh vin gia nh ca nam gii, v k hoch s
dng cc thit b u cui gi hnh nh v c nhn ho cc tin nhn, tt c to ra t
mt c s d liu v gi qua internet.
b. Cng c Client-side
Cng c Client-side th hin vai tr ca mnh da trn hnh ng ca ngi dng
ti mt my tnh hoc thit b cm tay. Mc d cc cng c thng c tr trn mt
my ch Web, l ko khch hng m a ra s phn ng ty chnh. Xem Minh ha
11.18.
Agent
Cc Agent phn mm nh cc i l mua sm v u vo cng c tm kim
ph hp vi ngi s dng c s d liu v gi tr li thng tin ho. Agent phn
mm, chng hn nh vi sn phm ca Inference K-Commerce, thng da vo nhiu
tng tc. V d, mt ngi s dng c th g "my tnh" trn trang web ca Dell v
sau c th hin vi mt trong hai my tnh xch tay hoc ty chn my tnh

342
bn. Qu trnh ny tip tc cho n khi tm kim c thu hp. Tng t nh vy, khi
khch truy cp vo Yahoo!, h s dng mt t kha tm kim, h thng xuyn nhn
c mt biu ng hay qung co khc da trn ci t h ng nhp vo mt trang
web ty bin cc trang web lin kt. V d, nu mt ngi s dng g ch " t" vo
tm kim, mt qung co ca Toyota c th c tr li cng vi danh sch c lin
quan v cc trang web. Agent l c s ca tt c cc trang web so snh mua sm,
chng hn nh BizRate.com.
Minh ha 11.18: La chn nhng cng c thc hin E-Marketing "Pull" theo yu cu
khch hng
Client-Side Tools M t
(pull)
Agents i l cc chng trnh thc hin chc nng i din cho ngi
s dng, chng hn nh cng c tm kim v i l mua sm.
Experiential Kinh nghim marketing c ngi tiu dng tham gia vo sn
marketing phm to ra mt kinh nghim ng nh, offline hoc online.
Individualized C nhn ho trang web ngi dng d dng cu hnh nhng
Web portals trang web nh MyYahoo! v nhiu ngi khc.
Wireless data Cng Web khng dy gi d liu n in thoi di ng ca
services khch hng, my nhn tin, v PDA, chng hn nh PalmPilot.
Web forms Web mu (hoc HTML mu) l thut ng k thut cho mt biu
mu trn mt trang web m ch nh a im cho ngi s
dng nhng thng tin trnh
FAX-on-demand Vi FAX theo yu cu, khch hng ca mt cng ty in thoi,
lng nghe mt menu bng ging ni t ng, v cc ty chn la
chn yu cu mt FAX c gi v mt ch c th.
Incoming e-mail E-mail thc mc, khiu ni, hoc khen ngi khi xng bi
khch hng hoc khch hng tim nng bao gm cc e-mail, v
l mc ca dch v khch hng.
RSS feeds RSS feeds Thc s n gin, n l mt nh dng XML c
thit k cho vic chia s cc tiu v ni dung web khc.
Cc cng web c nhn ha
n bn trc tuyn The Wall Street Journal cho php khch hng c nhn c th
to ra mt trang Web c nhn ho da trn cc t kha quan tm. Kh nng ny c
bit hu ch cho c gi kinh doanh, nhng ngi mun theo di nhng cu chuyn v
i th cnh tranh ca h. Tp ch Wall Street to ra mt cu trc lin kt vi khch
hng c nhn, qua thc y s trung thnh, nhn ci m khng c bit n trc
khi c internet.
Ring cc cng web c xy dng mi quan h thng xuyn vi ngi s
dng trong th trng B2B nhiu hn th trng B2C. N thng qua cc cng thng tin

343
chui cung ng hng tn kho v ti khon truy cp thng tin v theo di cc hot ng
khc nhau. Webridge cung cp phn mm qun l i tc v qun l quan h khch
hng (PRM/CRM), cho php cc doanh nghip truy cp vo tt c cc d liu cn thit
theo yu cu. Ngun lc ny i din cho mt ci tin ln so vi cc phng php
trc , ni ngi mua tm kim thng qua cc ng t ri, catalog, v danh sch gi
trong bao gm nhiu sn phm khng c kim sot bi cc knh i tc v ht
hn lin tc. InFocus Systems s dng phn mm Webridge gi cc cung cp m
khch quan tm thng qua e-mail cho cc i tc v sau cc trang web ty chnh
hin th nhng sn phm c trng v gi c khi cc i tc truy cp trang web phc
v. Primedia, mt cng ty o to chm sc sc khe, s dng phn mm Webridge
to ra mt trang web cho cc bnh vin, bc s v cc i tc khc bng cch s dng
dch v ca mnh. Phn bit cc khch hng, n cung cp bn lp truy nhp vo trang
web: khch truy cp, ng k ngi s dng, thnh vin v i tc hng u. Web
B2B s dng cng thng tin truy cp thng tin mng extranet ca i tc.
Dch v d liu khng dy
Cc dch v d liu khng dy bao gm nh mt cng c ring bit v s tng
trng nhanh chng ca h v cc tnh nng khc bit. Nhng cng ny l ng ch
bi v ngi dng khng dy ch mun d liu vn bn do kch thc mn hnh ca
thit b khng dy v ti v thi gian cho ha. Cc dch v nh cung cp ngi
dng AvantGo.com qung co ti tr u dng, kt qu th thao, bo gi c phiu, thi
tit cc thnh ph c la chn, v nhiu hn na ngi dng trn my nhn tin.
Dch v khng dy ca Microsoft thm ch cn thng bo cho ngi dng khi h
nhn c mt e-mail mi trong ti khon Hotmail mobile.msn.com (ca h). Khi
ngi dng ty chnh thng tin ny, h cung cp cho cc cng ty l mt tng tt
hn v lm th no phc v tt hn cho h v, do , xy dng mi quan h. Trong
tng lai, xem cho tp hp d liu di ng. Cc cng ty nh Yodlee.com cho php
truy cp di ng hoc my tnh bn n nhng trang web, cc ti khon trc tuyn,
v d liu ngi dng bt c u, bt c lc no.
Web Forms
Nhiu doanh nghip s dng trang web vo v s mc ch t ng k trang
web, truyn thng, v nghin cu kho st mua sn phm. Trong thc t, nhiu
trang web c gng xy dng s lng ng k ngi s dng nh mt m u
giao dch. V d, y ban Thng mi Lin bang M (FTC) cho php ngi tiu dng
khiu ni v thc tin kinh doanh v qung co thng qua mu trang web ca hng.
Bt k mc ch g, thng tin thu thp c u phc v cc cng ty xy dng mi
quan h v ngi dng ang trong cc chu k sng ca khch hng.
Fax-on-Demand
Trong th trng B2B, cc doanh nghip i khi mun thng tin c gi qua
fax. Cc dch v nh cho php ngi dng eFax.com internet gi v nhn fax c
truyn i ti Web eFax site. Ti sao mt ngi dng s s dng dch v ny nh tri
ngc vi tp tin nh km e-mail? Dch v ny thch hp khi giy t khng phi
dng k thut s, mt ch k l cn thit, hoc truy cp internet khng c sn v vy
ti liu khng th c gi nh mt nh km e-mail. Ngoi ra, eFax rt thun tin cho
nhng ngi dng khngt mun ri khi my ca h fax trc tuyn lin tc. eFax s

344
thng bo cho ngi dng bng e-mail nu eFax l ch i v h c th ti v n khi
thun tin. Adobe Acrobat tr nn rt phc tp vi kh nng ch k s, c l bo
hiu s sp cui cng ca my fax.
E-Mail n
ng dch v giao dch ca khch hng l mt phn quan trng ca khch hng
chm sc chu k sng. Hot ng e-mail t ng xc nhn mua, vn chuyn v khch
hng yn tm rng cng ty ang chm sc h. Thng thng, cc trang Web bao gm
mt nt thng tin phn hi hoc hnh thc m cung cp mt thng bo e-mail cho
doanh nghip. Thng mt chng trnh khch hng dch v t ng xc nhn cc tin
nhn qua e-mail v cho bit rng mt i din s c p ng ngay. Nghin cu cho
thy cc cng ty ang nhn c nhiu p ng tt hn ti th n in t. Trong mt
nghin cu, 100 phn trm ca cc ngnh dch v khch hng tr li e-mail yu cu
trong vng mt tun 26% tr li trong vng mt ngy, v 51% tr li cng ngy hm
("("Vast Improvements," 2001). Cc cng ty nn bao gm cc ty chn thng tin
phn hi trc tuyn ch khi h c nhn vin ti ch tr li: a ch E-mail trn mt
trang web bao hm mt li ha tr li. Mt s cng ty, nh Apple Computer, quyt
nh khng cung cp e-mail phn hi t trang web ca h, la chn thay cho in
thoi t ng nh tuyn.
RSS Feeds
Really Simple Syndication cho php ngi dng ng k vo cc blog v cc
trang web. Thu bao s nhn c thng bo ngay khi c thng tin mi c ng.
Cng ngh ny to ra mt cu trc lin kt buc ngi s dng khi to ni dung mt
cch tng cng mi quan h. V d, thu bao s nhn c ngun cp d liu CNN
vi cc tiu tin tc, lm tng lng trung thnh ca h vi CNN.
c. Phn mm CRM
Nh cp, CRM thnh cng ph thuc vo tt c tm khi xy dng, khng
phi ch n gin l cng ngh. Tuy nhin, cng ngh v phn mm l du m cho
bnh xe CRM, cho php cc cng ty thu thp, gii thch, v khi lng s dng d
liu v khch hng v khch hng tim nng. Cc doanh nghip phn mm hng u
trong th trng B2B ln doanh nghip c hin th trong Hnh 11.19. c xp
hng l mt ngi dn u, mt cng ty phi p ng cc yu cu sau y b (t
Gartner Group):

Phn mm phi thit lp tc cho th trng, to iu kin cho mt li th cnh

tranh cho khch hng.

Phn mm phi cung cp chc nng CRM cho tt c cc m hnh kinh doanh (B2B,
B2C, v v.v.).
Cc gii php ca phn mm phi h tr cc quy trnh ng dng kinh doanh cho.

Phn mm phi c h s theo di c kim chng ca vic trin khai thnh

cng, minh chng bi s hi lng khch hng, nhng ngi bo co ROI thc s.
Cc gii php ca phn mm phi c nh gi cao kh nng m rng.

345
 Phn mm phi l mt h thng kinh t ca cc i tc thc hin.

Minh ha 11.19: Phn mm CRM to v tr vng chc cho B2B

Ngun: Bi pht biu Jeff Pulver, Ph Tng gim c, Gim c marketing ton
cu, phn mm Siebel (d liu t Gartner Group, 2004)
Chnh xc cc cng ty cung cp phn mm CRM lm g? Cng nh bt k
th trng no, cc cng ty phn bit sn phm ca mnh h tr vi ba kha cnh
tho lun trc (t ng ha lc lng bn hng, t ng ha tip th, v dch v
khch hng). Cch tt nht hiu lm th no phn mm c th h tr cc cng ty l
n thm cng ty trang web v c v cc sn phm v gii php khch hng thnh
cng. Trong bn tm tt v ly trc tip t cc trang web:

"Siebel Systems l nh cung cp hng u th gii h thng qun l quan h khch

hng (CRM) v l nh cung cp gii php hng u ca cc ng dng cho kinh
doanh thng minh v hi nhp da trn tiu chun (www.siebel.com). Thng qua
CRM, i vi chin lc ca tt c mi ngi, Siebel CRM cung cp gii php cho
bt c t chc, mi loi ngi dng, v ngn sch no.

"Sap l ln nht th gii cng ty phn mm lin doanh nghip v nh cung cp

phn mm c lp ln th ba ca th gii www.sap.com. mySAP CRM cho php
kim tra kh nng hin th y , sn c trong thi gian thc, qun l hp ng,
qun l thanh ton, v theo di trt t, n s cho bn cc tnh nng v chc nng
cn thit cho cc k hoch tip th, qun l chin dch, marketing t xa, dn dt cc
th h, v phn khc khch hng. Thm vo , mySAP. CRM cho php bn cung
cp chm sc khch hng ang din ra cho tt c cc knh, vi mt trung tm
tng tc khch hng, Web da trn kh nng t phc v khch hng, dch v v
qun l khiu ni, lnh vc dch v v cng vn, v qun l ci t

346
 "Vi Oracle: vi CRM bn bit thm v khch hng ca bn, sn phm v kt qu
s dng thi gian thc thng tin gia doanh nghip ca bn (www.oracle.com). T
chc ca bn c th lm nhiu hn na bi v Oracle CRM tp trung vo vic iu
khin quan h khch hng c li nhun, khng ch t ng ha hot ng. Ch
Oracle cung cp ph v c hi cho cc khon tit kim v vic trin khai phn
mm v bo tr m bo rng bn tiu pha t hn v cho kt qu tt hn.

"Vi Onyx: Doanh nghip CRM bn c th qun l s phc tp ca khch hng v

cc mi quan h i tc thng qua mt b duy nht CRM thng nht
(www.onyx.com). Onyx Enterprise CRM cung cp cc gii php da trn web cho
cc t chc quyn lc chin lc CRM trn doanh s bn hng, tip th v t chc
dch v. Bng cch kt hp d liu khch hng quan trng vi cc thng tin t cc
h thng kinh doanh khc v internet, Onyx Enterprise CRM c hiu qu qun l
khch hng tim nng quan trng, khch hng v cc mi quan h i tc, gip bn
xy dng mng li v kinh doanh phn phi li nhun nhiu hn gi tr thc."
Sn sng mua phn mm CRM trong m t? Trc khi bn lm, nhn vo cc
nh cung cp phn mm quan trng CRM khc nhau: SAS (www.sas.com), Infor
(go.infor.com), Salesforce (www.sales force.com), v nhiu nh cung cp khc. y l
mt nhm phc tp ca sn phm, m l mt l do m cc nh tip th phi tun th
nhng khi xy dng tm, thit lp mc tiu v chin lc u tin, v c m bo
rng CRM l mt trit l qun l t trn xung. Hy nh rng ci t phn mm CRM
nht tht bi v cng ty khng thc hin cc bc t c mua vo v phn hi
t nhn vin mi bc.
11.6.8. nh gi CRM
Cc nh E-Marketing s dng nhiu s liu nh gi gi tr ca internet trong
vic cung cp hiu nng CRM, trong c thu nhp ban u, tit kim chi ph, doanh
thu, khch hng hi lng, v c bit l hnh thnh chin thut CRM thnh cc bin
php ny. Xem xt tt c cc bin php thc hin chin thut E-Marketing vi nh
gi c th t quan im khc nhau, v cc s liu ca s la chn ph thuc vo mc
tiu v chin lc ca cng ty. Tham kho th im cn bng v lu nhng o lng
quan trng c to ra cho khch hng ca Salesforce (Minh ha 11.20). y, chng
ti gii thiu mt vi cng c nh gi thng thng c s dng theo di hot
ng ca khch hng thng qua vng i khch hng trong Minh ha 11.21. Mt
nghin cu hin ti cho bit ba vn quan trng nht l t l khch hng c duy
tr (89%), ROI (89%, v khch hng tng ln, tng phn hi v giao dch (93%).

347
 Minh ha 11.20: nh gi bng phn mm Salesforce.com
Ngun:www.Salesforce.com
S gip vi cc thng tin khc nhau v nhng g lm cho khch hng gi tr
sn phm ca cng ty, cc cng ty c gng tng t l chuyn i v lu gi, gim t
l ri b, v xy dng AOV v li nhun cho mi khch hng theo thi gian (c c,
duy tr, pht trin). V d, FTD.com, nhng ngi bn hoa, lm vic chm ch trong
nm 2001 ci thin s liu CRM ca mnh i vi nhng ngi trong nm 2000.
Trong qu th hai, h thnh cng vi vic tng n t hng hng nm t 514,000 n
624.000, tng AOV t 57,00 la ti 58,93 la, v chi ph tip th gim 8%, t 8,30
la n 7,67 la (Cox, 2002).

Ngoi vic ci tin hiu sut, nhiu cng ty s dng mt s nhng phng php
ny xc nh cc khch hng t nht c li nhun v gim thiu cc tng tc vi
h. Vn l khng th qu quan tm mt s khch hng km hiu qu, nhng cng
c gng gim thiu thi gian u t vo phc v khch hng thp li nhun.

Mt trong nhng thc o quan trng CRM xng ng gi tr hn c cuc i

tho lun, khch hng (LTV), th hin trong hnh 11.22, l mt s thch nghi ca mt
LTV tnh ton t Peppers v Rogers Group.

Minh ha 11.21: o lng CRM theo giai on vng i khch hng

Mc tiu
Thi gia, tn s, phn tch tin t (RFM), xc nh khch hng gi tr cao.

348
 T l gia thu nhp v chi tiu ca khch hng gi tr cao so vi khch hng gi tr
thp
Mua
Chi ph c khch hng mi (CAC).
S lng khch hng mi gi t cc trang web i tc.
Chin dch phn hi qua bm chut, chuyn i, v nhiu hn na t chng 7.
nh gi ca khch hng
T l khch hng quay tr li - khch hng b gi hng m cng ty c th thu ht
tr li bng cch s dng cung cp khc nhau.
Giao dch
Trin vng chuyn i t l phn trm, ca khch truy cp vo trang web mua.
T l khch hng xem trc tuyn mua ngoi tuyn, v ngc li.
Dch v bn bun cho i tc.
Bn cc sn phm ca mt cng ty trn cc trang web i tc Web.
Gi tr t hng trung bnh (AOV) s tin bn chia cho s lng n t hng
cho bt k thi gian no.
Thu nhp do gii thiu bn hng s tin c c t cc khch hng gii thiu n
cng ty ca khch hng hin ti.
T l ng ca ca cc ca hng trn Internet
Dch v
Khch hng nh gi s hi lng theo thi gian (xem cu chuyn m Cisco).
S khiu ni.
Thi gian tr li e-mail ca khch hng.
Duy tr
T l phn trm t l khch hng, gi khch hng, ngi mua li.
T l mt khch hng - t l ngi khng mua li trong mt khong thi gian nht
nh.
Tng trng
Gi tr vng i (LTV), gi tr hin ti thun ca dng thu nhp cho bt k khch
hng no trong mt s nm.
AOV qua thi gian tng hoc gim.
Doanh s bn hng tng trng trung bnh hng nm cho cc khch hng lp li
theo thi gian.
Hiu qu chng trnh bn hng trung thnh tng theo thi gian.
S lng khch hng gi tr thp chuyn ti gi tr cao.
Tnh gi nh rng cng ty c 1.000 khch hng trong nm u tin, mi chi tiu
trung bnh l 35,90 la. Trong nm th hai, 60% ca cc khch hng c gi li,
v do thng minh, h tng chi tiu 75,90 la trong nm v nm tip theo. Ct th
hai n cui bao gm gi tr hin ti thun ca li nhun rng ca mi nm, tnh l
15%. Cui cng, LTV 10 nm ca mi khch hng c hin th. Nhng con s c th
trng nh hn so vi d kin v tnh thc t gim gi ny thu li gi tr hin ti ca
n. Lu rng cc LTV tng sau nm th nm do mt t l cao hn trong nm sau .
Ngay c vi gi nh ny, duy tr t l cao (60-80%), thng bo s khch hng nh th
no cn li trong nm 10. Tnh ton ny minh chng cho li ch ca vic gi chn
khch hng qua thi gian v s cn thit cho vic xy dng chia s v tin. N cng

349
cho thy khng c vn nh th no tt mt cng ty l lc gi chn khch hng, mua
li khch hng mi vn cn l mt hot ng quan trng.
Minh ha 11.22: Gi tr vng i khch hng

Tng s T l Tng Li nhun NPV at 10 nm

Nm Khch hng B Thu nhp rng 15% LTV

1 1.000 60% $35.900 $ 5.900 $ 5.900 $ 66,94

2 600 65% 45.540 27.540 23.948 118,12

3 390 70% 29.601 17.901 13.536 129,15

4 273 75% 20.721 12.531 8.239 138,35

5 205 78% 15.541 9.398 5.373 143,45

6 160 79% 12.122 7.330 3.645 145,55

7 126 80% 9.576 5.791 2.504 146,81

8 101 80% 7.661 4.633 1.742 146,81

9 81 80% 6.129 3.706 1.212 146,81

10 65 80% 4.903 2.965 843 146,81

Ngun: Trch t Peppers v Rogers Group ti www.1to1.com
11.7. MI QUY TC THNH CNG VI CRM
Rt nhiu t chc mt tin vi h thng CRM ca h. Chris Selland, Tng
gim c ca Reservoir Partners vit ra 10 quy lut thnh cng vi cc ng dng
CRM trong E-Marketing. Cc quy tc ny c trnh by trong phn ny v xem thm
www.frontrange.com)
11.7.1. Nhn bit vai tr ca khch hng
Hng tt c vo khch hng, c minh chng bng s gia tng phng tin
truyn thng x hi v cn bng kim sot bng vic chuyn t cng ty ti khch
hng. Qun l mi quan h vi khch hng c th b hiu sai bi v cc doanh nghip
thnh cng khng qun l khch hng nhng cung cp cng ngh khch hng c
th qun l mi quan h ca h vi cng ty.
11.7.2. Xy dng cc trng hp kinh doanh
Trc khi u t vo cng ngh hoc quy trnh CRM, iu quan trng l kim tra
chi ph i km vi d bo v li ch. ng qun, chi ph chng hn nh o to nhn
vin c nh hng ln. o lng v tho lun theo tm vn ca CRM.

350
11.7.3. c s dng t ngi tiu dng cui cng ti v ch tch cng ty
Nhiu ci t CRM tht bi v khng ai trong t chc s dng chng. SFA t cc
cng ty, chng hn nh Salesforce.com cung cp li ch to ln nhng ch c lc lng
bn hng s dng chng mt cch thc s.
11.7.4. Thit lp mi lin lc
CRM c ngha l phi hp d liu t cc im tip xc vi khch hng v n nh
l rt nhiu d liu thc s tn ti trong c s d liu. Trc khi bt u, cng ty nn
xc nh r n c th phi hp d liu v tt c cc khch hng hoc i tc nh th
no trong h thng.
11.7.5. nh hng hiu qu bn hng
Nu ng dng ca CRM bao gm c lc lng bn, cc cng ty nn chc chn
rng h thng c th gip ngi bn hng trong giao dch ch khng n gin l
s dng qun l, o lng chi ph v hiu qu.
11.7.6. o lng v qun l vic phn hi marketing
Marketing l khc vi bn hng, v thng chu trch nhim bn c hng.
Gii php CRM tt s kim sot chi tiu marketing v vai tr ca n trong doanh thu.
nhng iu ny chng hn nh qun l danh mc th v lm th no dn dt cc
lung trong mt t chc.
11.7.7. Tc ng ca n by trung thnh.
Dch v khch hng l mt trong ba mt ca CRM v mc d hu ht cc cng ty
xem xt n v mt chi ph, n vn l mt phn ln trong vic duy tr khch hng v
xy dng v chia s. Cc ci tin v CRM c th kim sot nh hng ca dch v
khch hng v nhn thy lng trung thnh ca khch hng ca h tng trng nh
th no, v do , li nhun c tng thm.
11.7.8. Chn cng c ng v hng ti
Phn no bao ph rt nhiu kiu gii php cng ngh cho CRM t cc cng c
ca cc hng ln ti vic tp trung vo cc phng php nh hn trong kha cnh c
nhn ca CRM. Quan trng l cc nh marketing nh gi cc cng c ny v khng
ri b n cho ngi lm cng ngh thng tin thc hin mt mnh. Cng vy, cc nngs
dng ca CRM c th c mua bn v ci t trong my ch ca cc cng ty hoc
c thu theo hp ng, chng hn nh vi gii php ca Salesforce.com. Ci g ph
hp vi vn mt cch y nht?
11.7.9. Xy dng mt i
Mc d hiu qu gii php CRM bt u vi tm nhn t ngi ng u t
chc, nhng rt quan trng xy dng mt i ph hp trc khi mua phn mm v
bt u u to. i ny c th bao gm cc thnh vin t phng marketing, IT, bn
hng v ti chnh.
11.7.10. Tm kim s gip t bn ngoi
Thu t vn rt c gi tr, c bit nu cng ty t kinh nghim v CRM.

CU HI N TP

351
 1. Gii thch ti sao ti sn quan h li to lp v l tng li ca doanh nghip?
2. nh ngha mi quan h marketing v marketing i chng?
3. Li ch chnh ca CRM?
4. Ti sao cng ty s dng lc lng bn t ng v marketing t ng ha?
5. M t tm khi ca CRM?
6. Nm cng ca quan h? Ti sao ngi lm E-Marketing lun mun chuyn
khch hng vo mc cao?
7. Li ch g ca vic phi hp CRM v SCM?
CU HI THO LUN
8. Gii thch s khc nhau gia chia s v v chia s th trng?
9. Gii thch li ch ca khch hng khi phi hp CRM v SCM?
10. Di gc khch hng, bn c thch mua sn phm t s hin th trn
website ca TRUSTe hn i th khc khng lin kt vi TRUSTe? Gii thch.
11. Bn c ng vi tuyn b rng mc tiu ca khch hng trong marketing mi
quan h l gim la chn? C phi ngi tiu dng thc s c thi quen nh
vy? Ti sao hoc ti sao khng?

352
 TI LIU THAM KHO
[1] Dave Chaffey, PR Smith, eMarketing eXcellence: Planning and optimising
your digital marketing (Emarketing Essentials), Prentice Hall, 2007.
[2] Judy Strauss, Raymond Frost, E-Marketing, Prentice Hall, 2010.

353