CHƯƠNG 3 MARKETING ĐIỆN TỬ - 2

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Nội dung Text: CHƯƠNG 3 MARKETING ĐIỆN TỬ - 2

Churang 3 MARKETING Dim Ti) 3.1. Tinig quan ye marketing din tir 3.1.1. Ceic khai nVem co' ban ve E-marketing Marketing da hinh thank tir rat lau cling voi su phat trien cua hoat dOng thucmg mai. Tuy nhien markting dien tix thi m6i chi ph6 bien trong han 15 nam trey lai day. Hien nay có nhieu each hieu marketing dien tir, sau day la mot s6 khai ni'em dien hinh ve marketing dien tir: Marketing dien tir la qua trinh lap ke hoach ve san pham, gia, phan ph& va xfic tien d6i vOi san pham, dich vu va )", tuOng de dap ling nhu cau cua t6 chirc va ca ithan - dua tren cac phuang tien dien tir va Internet. 9 Marketing dien tir bao g6m tat ea cac hoat d6ng de thoa man nhu cau va mong muon cua khach hang thong qua Internet va cac phuang tien dien tir 10 Marketing dien tir la viec img dung mang Internet va cac phuang tien dien to (web, e-mail, co so dit lieu, multimedia, Smartpohone...) de tien hanh cac hoat dOng marketing nharn dat duac cac muc tieu cua t6 chirc va duy tri quan he khach hang thong qua viec nang cao hieu Net ve khach hang (thong tin, hanh vi, gia tri, mirc dO trung thanh... tir d6 lien hanh cac hoat dOng 'cue tien huang muc tieu va cac dich vu qua mpg huong toi thoa man nhu eau cua khach hang." Ye ca ban, marketing dien tir duac hieu la cac hoat dOng marketing dugc lien hanh qua cac phuang tien dien tir va mang vin thong. Trong do, phuang tien dien tir c6 the la may tinh, dien thoai di dOng, Smartpohone con mang vien thOng c6 the la Internet, mpg thong tin di Ong... Philip Kotler, Marketing Management, 11 Edition, 2007 9 I° Joel Reedy, Shauna Schullo, Kenneth Zimmerman, 2000 http://www.davechaffey.com/Internet-Marketing 143
3.1.2. Cdc hinh that plat trim co ban cda marketing din tir Nhin chung marketing dien tir trai qua 3 giai down phat trien: Thong tin: cac hog deng marketing dien tir nham glen thieu, quang ba hinh anh doanh nghiep, san phim dich vu cua doanh nghiep thong qua cac website, catalogue dien Giao dich: cac hoat Ong giao dich true tuyen, to &Ong hoa cac quy trinh kinh doanh, phut vu khach hang tot hcm, thuan lien, an town va hieu qua hcm trong ban le, dich vu ngan hang, thi twang chimg Twang tic: phi hgp, lien ket gift nha cung cap, nha san xuat, nha phan phii... thong qua chia se cac he thing thong tin, phii hgp cac quy trinh san xuat, kinh doanh de hoat Ong hieu qua nhat, dien hinh la cac hang san xuat 6' to, may tinh... * Nhang hoat d' ng Marketing dien t r ph6 biin O - Marketing true tie') bang e-mail. - Giri thong diep quang coo qua Internet den cac thiet bi dien tir nhu dien thoai di &Ong, fax... - Dich vu khach hang thong qua cac cong cu tren web va Internet nhu chat, voice, video conference, net meeting. - Thuc hien dieu tray kien khach hang to Ong bang bang eau hoi tren web. - Dang ky tren cac san giao dich, cong thucmg mai dien - Ti chfrc cac can dan de tim hitu y kien khach hang. - Tir 2009 xuat hien hinh dale Marketing dien tir qua mpg xa hei * So sanh marketing dien tir va marketing truyJn thing CO the khang dinh rang mix tieu cua marketing dien tir va truyen thing khong khac nhau. Jeff Bezos — nguoi sang 14 va ding th6i la chu tich cua Amazon.com , met trong nhung cong ty kinh doanh qua mang hang dau the giai voi doanh se nom 2009 khoang 29 tS, USD da phat lieu rang: "Mgi ding ty deu phai chu trong tad khach hang, huang tai nhu cau cua khach hang tnrac khi de cap tai san pham cua minh, cho dir trong thoi dai cong 144
nghe thong tin hay cac thed dai khac". Doi vori doanh nghiep, invc tieu cua marketing dien tir khong khac vOi marketing truyen thong, deu la doanh se, loci nhuan, thi phan... Jeff Bezos ding nhan xet ve Amazon.com nhu sau: "Chang ME khong phai la nha phan phoi sach bao Chang toi sung khong phai la nguoi ban bang dra nhac Chang toi cung khong phai la nhiing nha kinh doanh phim anh Va cung khong phai la ding ty chuyen ban ciciu gia, ma Chfing till la cong ty phut vu khach hang." Dieu nay cho thay, trong thed dai ding nghe thong tin hien nay, marketing dien tir hay truyen thong deu huang tai ding met dei tucmg, do la khach hang. Tuy nhien, marketing dien tir khac vai marketing truyen then 6 hai diem chinh do la: mai truimg kinh doanh va phimng tign thirc hi?n. D6i vai moi tnremg kinh doanh, marketing dien tir tap trong vao cac hog &Ong marketing trong m8i tnr6ng Internet va Web. Den nay marketing dien tir CO the ma rang m8i truong ra cac mpg vien th6ng khac nhu mang thong tin di &Ong nh6 sv hei to cua cac mang vin thong. Ve phucmg tien thvc hien: marketing dien tir sir dung Internet va cac thik bi dien tir nhu may tinh, PDA, dien thoai di &Ong va cac thiet bi dien tir khac. Ban chat cila marketing dien tir khOng khac so vai marketing truyen thong, van nhAin thoa man nhu eau dm khach hang. Tuy nhien, khach hang trong th6i dai ding ngh' thOng tin se co nhimg dac diem khac vai khach hang truyen thong; h9 co thoi quen tiep can thong tin khac vai truyen thong, h9 danh gia cac lva ch9n ve hang He dich vv dva tren cac nguen thong tin mai, hanh deng mua hang khi th%rc hien qua mang ding khac so vai truyen thong. Ban chat marketing khong thay doi, van la met qua trinh trao doi thong tin va kinh te. Marketing dien tir van bao gem tir viec xac dinh nhu eau den lap cac ke hoach marketing h6n h9p dei vai san pham, dich vv, sau do tien hanh va kiem tra de thvc hien cac mvc dich cua t6 chirc va ca than. Tuy nhien, phuong thirc tien hanh marketing dien tir khac vai marketing truyen thong: Marketing truyen thong can rat nhieu cac phuang tien khac nhau nhu tap chi, t6 roi, thu, dien thoai, fax... khien cho sv phei 145
hop gift cac bo phan kho khan han, ton nhieu thari gian hail; con marketing dien tir th6ng qua cac mang vin thong, dac biet la Internet, va cac phuang lien dien tir c6 the lien hanh tat ca cac hoat dOng khac dm marketing nhu: nghien ciru thi truamg, quang cao, thu thap 3", kien phan h6i tir phia ngueri tieu dung, mua sam, san xuk, ban hang, dich vu sau mot cach nhanh chong, hieu qua voi chi phi thAp. 3.1.3. Zhu dilm cfia marketing difn a so yeti marketing truy'dn thong Tac dQ giao dich nhanh han, vi du quang cao qua email, phan ph6i cac san phAm s6 hoa nhu am nhac, game, phAn mem, e-books, ho trg khach hang qua cac forum, netmeeting... Thai gian hogt demg lien tuc 24/7/365, to dOng hoa cac giao dich, vi du nhu mua sam ten Amazon.com , mua ye may bay qua mpg tai Priceline.com , dAu gia qua mang teen eBay.com ,... Phgm vi hogt dfing toan cAu, cac rao can tham nhap thi tnremg co the bi ha thAp, kha nang tier, can thong tin thi tnramg cua cac doanh nghiep va ngtrai tieu dung dugc nang cao. Vi du nhu cac doanh nghiep tai Viet Nam co the tim hieu thi truang Chau Au, My, Nhat thong qua cac website thong tin thi trtrOng Da dgng hda san philm do khach hang c6 the tier) can nhieu san pham, dich vu ham ding thari nha cung cap ding CO kha nang ca biet hoa (customize) san phAm phi' hop voi cac nhu cAu khac nhau cua khach hang a nha kha nang thu thap thong tin ve khach hang qua Internet clang ham, vi du de mua may tinh, khach hang co the tham khao cac san phAm cua nhieu nha san xuAt khac nhau thong qua website ho, so sanh gia ca., thong s6 ky thuat... Tang cwang quan hg khdch hang nha kha nang tuang tac, chia se thong tin gifta doanh nghiep voi khach hang cao han, dich vu tot han, thad gian hoat dgng lien tuc 24/7 thong qua cac dich vu truc tuyen, cac website can clan, FAQs... Tlf dfing hoa cac giao dick thong qua cac phAn mem thuang mai dien tit (shopping cart), doanh nghiep co the phuc vu khach hang tot han voi chk lugng dich vu on dinh han. 146
3.1.4. Tcic citing ciia thirang mgi dien tir din hogt (ging marketing Nghien cuu thi tririmg: MOt mat thucmg mai dien tir hoan thien, nang cao hieu qua cat hoat dOng nghien cuu thi truang truyen th6ng, mot mat tao ra cac hoat dOng mai giirp nghien cuu thi tnrang hieu qua han. Cac hoat dOng nhu phong van theo nhom, phong van sau dugc flux hien true tuyen thong qua Internet; hoat dOng dieu tra Wang bang cau hoi dugc thuc hien qua ding cu ten nen web tien lgi, nhanh va chinh xac han. Hanh vi khach hang: Hanh vi khach hang trong thuang mai dien tir thay d6i nhieu so voi trong thuang mai truyen th6ng do d4c thir cua moi tnramg kinh doanh mai. Cac giai down xac dinh nhu cau, tim kiem thong tin, danh gia lua ch9n, hanh dOng mua va phan img sau khi mua hang deu c6 the bi tac d'6ng bed Internet va Web. Vi du: Mo hinh AIDA ten Amazon.com + Attention: Website phai thu but Ru chir y cua nguai xem (dep, an Wang, thAm my cao). + Interest: Website cung cap cac san phArn, dich vu, thong tin phir hop nhu cau khach hang muc lieu. + Desire: Website c6 cac bien phap )(ire lien de tao mong muOn mua hang nhu giam gia, qua tang. + Action: Form mk dep, tien 19i, an toan de khach hang thuc hien giao dich de clang. a Phan doyn thi truiing va thi truing muc tieu: Cac tieu chi 11:za chon thi tnramg muc tieu dua vao tu6i tac, giai tinh, gido due, thu nh4p, vimg dugc b6 sung them bOi cac tieu chi d4c biet khac cua Thuang mai dien tir nhu mire d6 sir dung Internet, thu dien tir, cac dich vu tren web... Vi du. Cac website game online va Cars online tap trung vao cac nhom khach hang khac nhau. Dinh vi san phim: Cac tieu chi de dinh vi san phAm ding thay doi tir gia re nhAt, chAt lugng cao nhAt, dich vu tot nhAt, phan ph6i nhanh nhAt dugc b6 sung them nhcmg tieu chi cira rieng thuang mai dien tir nhu nhieu san phAm nhAt (Amazon.com ), dap img moi nhu cau cua ca nhan va doanh 147
nghiep (Dell.com ), gia thap nhat va dich vu tot nhat (Charles Schwab, website: Sehwab.com )... Cac chitin hive marketing him hqp: Ben chinh sach san pharn, gia, phan phei, xuc tien va ho trg kinh doanh ding bi tac Ong cua thuang mai dien tir. Viec thiet ke san pham mai hieu qua han, nhanh han, nhieu y tuang mai han nher su phi hop va chia se thong tin gala nha san xuat, nha phan phei, nha cung cap va khach hang. Viec dinh gia cling chiu tac Ong dm thuang mai dien tir khi doanh nghiep tiep can dugc thi truOng town cau, Ong then dei thu canh tranh va khach hang cling tier, can dugc nguen thong tin toan eau doi hei chinh sach gia town cau va nOi dia can thay d6i de c6 su thong nhat va phiz h9p Oita cac thi tnremg. Viec phan phi dei von hang hoa hau hinh va vo hinh deu chiu su the deng cua thuang mai dien tir, dei von hang hoa hau hinh qua trinh nay dugc hoan thien han, nang cao hieu qua han; d6i von hang hoa vo hinh, qua trinh nay dugc thuc hien nhanh hat han so vai thuang mai truyen thong. Dac biet hoat dung xiic lien va ho trg kinh doanh c6 su tin bo vugt bac nha tac dung cua thuang mai dien tir vai cac hoat deng mai nhu quang cao tren website, quang cao bang e-mail, dien dan cho khach hang teen mang, dich vu ht; trg khach hang 24/7/365... 3.1.5. MO't so di'du kien can di eip dung marketing dien tit thanh cong Ben canh cac dieu kien chung ve ca so vat chat, ky thuat va phap ly, de dp dung marketing dien tir can c6 met se dieu kien rieng nhu: Thj truang: D6 IA nhan th*c cua khach hang &Si vai thuang mai dien tir va ty le nguai sir dung va chap than Internet. Doi von marketing dien tit (B2C), khach hang can co dieu kien tiep can Internet cling nhu thoi quen mua sam qua mang. Doi von marketing B2B, cac to chirc can nhan thirc duet tam quan trong cua chia se thong tin, phei hqp hoat Ong san xuat va kinh doanh de nang cao hieu qua, giam chi phi va tang cuong nang luc canh tranh. Doanh nghiep: Nhan thirc cua cac to chirc ve tam quan trong va nghia song con cua viec ling dung cong nghe thong tin trong kith doanh, danh gia dugc led ich cua dau to vao marketing dien dr ding nhu danh gia dugc cac nguy ca, hiem hoa neu khong tham gia marketing dien dr. 148
Su phtit trien cat, ale ling dyng marketing tren Internet: hAu het cac hoat dOng marketing deu c6 the ling dung nhang thanh ttru cua ding nghe • thong tin nhu. nghien ciru thi trueng, )(fie tien thuong mai; phat trien san pham mot quang cao; ph6i h9p giira cac ben cung cap, san xuat va phan ph6i. 3.2. irng dung marketing din tir trong doanh nghib 3.2.1. Nghien crru thi truemg qua mgng Trong nghien ciru thi truong truyen th6ng c6 ba phuang phap ca ban la: phong van nhom khach hang, phong van cac chuyen gia (Indepth Interview), va dieu tra bang bang cau hoi. Ca ba phucmg phap nay du co the sir dung mang de trien khai hieu qua va thuan tien han. 3.2.1.1. Phong Win nhOrn khcich hang (Focus group) Theo phuang phap nay, viec phOng van nhom khach hang dugc lien hanh qua mang Internet thong qua cac forum, chat room hoac netmeeting. Hinh thirc phong van nhom khach hang qua mang khac phuc dugc cac nhugc diem cua hinh thirc phOng van nhom khach hang kieu truyen th6ng (vi nhfing nguoi tham gia kh6ng con bi phu thuOc nguoi dieu khien; tranh dugc kha nAng g4'p true tiep m41 d6i mg do do tang str tu do dua ra 3", Hinh thirc ph6ng van nay con c6 mot s6 uu diem sau: + Thai gian lien hanh: linh hoat hon vi moi nguoi tham gia qua mang Internet. + Dia diem tien hanh: linh hoat, thuan tien, nguoi tham gia khong phai di chuyen den mot dia diem nhat dinh de phOng van nhu tnr6c day. + Th6ng tin thu thap dugc: nhieu han, do cac thanh vien tham gia co the suy nglif dOc lap khi phong van. Tuy nhien, hinh thirc nay cling co mot s6 han che. nhu: + Tinh chan thuc: MI6 theo d'Oi dugc tinh chan thtrc dm thong tin dugc dua ra trong phOng van do nguiYi phOng van va nguoi dugc phong van khong true de) doi mot. + Yeu cAu kyr thuat: can c6 nhtmg phan mem img dung chuyen dung de hO trg nhu hOi thao truc tuyen (video conferencing), dien dan (forum) hoac giao tiep qua mang (message chat, voice chat). 149
+ Tien dO thuc hien phOng van: cham ham do khong c6 tac dOng va dieu khien true tiep cua ngueri phong van den cac thanh vien tham gia phong van. 3.2.1.2. PhOng van cac chuyen gia (Indepth Interview) Hinh thirc nghien ciru thi twang ca ban thin hai la phong van cac chuyen gia, hinh thirc nay cfmg ducc ap dung hieu qua han nher img dung cong nghe th8ng tin. Theo hinh thirc nay, cac chuyen gia dugc meri tham gia phong van qua mang. Nguai dugc phong van dua ra cac cau hoi qua mang cho cac chuyen gia va nhan dugc cac giai dap ciing qua mang. Han nita. cac chuyen gia c6 the tham khao y kien cua nhau de dua ra cac thong tin thiet thirc nhat. Hinh thirc nay c6 the dugc trien khai qua cac img dung nhu nhom thu dien to (e-mail group), chatroom hoac hop true tuyen (netmeeting). Vol cac 1mg dung qua mang, hinh thirc nghien ciru thi truerng nay c6 mot s6 uu diem nhu: + Tap trung dugc nhieu cau hoi to phong van vien va ngueri theo d'Oi. + CO the ket hop de phOng van dugc &Ong thoi nhieu chuyen gia. + Thong tin chi tiet do cac chuyen gia c6 thei gian suy nglif trong qua trinh phong van va dugc tham khao nhieu y kien cua cac chuyen gia lchac. 3.2.1.3. Dieu tra bang Bang cau h6i qua mang Day la hinh thim nghien cuu thi truemg de lay thOng tin dinh lugng quan trong nhat. Dieu tra bang bang cau hoi truyen th6ng thuong gap m6t s6 han the ve di lai, phan ph& bang cau hoi, nhap dit lieu. Ong dung dieu tra bang bang eau hOi qua mpg gop phan han the dugc cac nhugc diem nay. Cu the: + Viec giri bang cau hoi qua mang nhanh han, tiet kiem then gian. + Viec sir dung website thu thap du lieu giam chi phi nhap dir lieu truerc day. + Thong tin tra l07 chinh xac han do nguai dugc phong van to tra loci trirc tiep bang each dien vao bang cau h6i (questionnaire form) teen cac website. + Pham vi dieu tra rOng do ngueri dugc ph6ng van c6 the truy cap bang cau WA qua Internet. 150
Tuy nhien, cling nhu hai hinh thirc teen, viec diau tra bang bang cau heri qua mang cling có han the that dinh, da.'c Net la mix dO phan h6i thap nau khong có cac bien phap 118 trg, khuyan khich dOng vien ngu6i dugc phong van tham gia. Doanh nghiep co the trian khai mot s6 hinh thirc nghien ciru thi truing qua mang nhu sau: + Sir dung cac bang cau hoi tich hop vao cac trang web de thu thap thong tin. + Truc dap thu nhan y kien khach hang thOng qua cac mau phan h6i thong tin (feedback form) dat tren website cira doanh nghiep. + Thong qua cac phAn mem theo dai qua trinh khach hang duyet web cira doanh nghiep de tim hiau hanh vi cua khach hang trong giao dich. 3.2.2. Phdn Itch hank vi mua siim cfia khdch hang qua ming ThOng qua cac phAn mam chuyen dung tich hop teen website ban hang, doanh nghiep co the thu thap thong tin va phan tich hanh vi mua sArn cua khach hang, tir do tra 16i dugc cac cau heri nhu: Khach hang xem hang gi? Khach hang mua hang gi? Mat hang gi xem nhung khong mua? Nhimg mat hang gi dugc mua cling voi nhau? Quang cao nao dugc xem nhiau hcm? Quang cao nao dugc xem nhieu nhung kh8ng ban dugc hang? Mat hang nao it dugc xem, it dugc mua? Cac mat hang thay the? MIMI hang of) b6i rot khi có qua nhiau kra chon khong? CO san phArn nao khOng dugc xfic tien khOng? San phAin CO dugc mo to chi tit khong? Thong qua nhu ng cau tra 16i, doanh nghiep co the hoach dinh chitin lugc marketing chinh xac han. Nhang ling dung nay thuang dugc gAn trong cac phAn mam phan tich dir lieu (data mining). Viec phan tich qua trinh mua hang dm khach hang la van de dac Net 151
quan trong d6i voi marketing. Qua do, nguoi kinh doanh c6 the dua ra cac guy& Binh tac dOng hiau qua nhk den timg giai doan nh'am huOng khach hang mua san phAm, dich vu cua minh. Cu the: Giai do#n "xfic dinh nhu au ": Web va Internet c6 the truyan tai thong tin den khach hang mot cach hiau qua de tac dOng den nhu cau cua khach hang. Giai doan "tim kiem thong tin": khi khach hang c6 nhu du, can tim kiam thong tin va san pham, dich vu; Web va Internet co the nhanh chOng cung cap nhiau thong tin can thiat ve san phAm, dich vu cua nhiau nha cung cAp cho khach hang. Giai do#n "danh gia cac Iva chyn ": Web va Internet cong cung cAp nhiau ngu6n thong tin de khach hang tham khao, danh gia xem lua chon va san phAm, dich vu nao phii hop nhAt, co the dap img tot nhAt nhu cau cua minh. Giai do#n "hanh dOng mua ": thong qua Web vb. Internet nguai ban a co the tin hanh nhiau hoat dOng khuyen mai dAy nhanh hanh dOng mua hang dm khach hang. Giai do#n "phin ung sau khi mua ": thong qua Web va Internet cac dich vu ho trg khach hang ding dugc flan hanh hiau qua de tang cutmg quan he voi khach hang. 3.2.3. Phan dogn thi trwang trong marketing din tir MOi doanh nghiap thutmg khong du kha nang ve tai chinh, cong ngha cong nhu nang luc san xuAt de" dap img tat ca cac nhu cau tren thi trutmg. Ben canh do, luon c6 su canh tranh gift cac doanh nghiap trong cong mOt nganh hang. D6 dO, doanh nghiap thu?mg nham ten mOt ph&'n thi trtreng de dap img tot va hiau qua km. Trong nhang phan doan thi tn.rong, khach hang co nhang dac diem tucmg d6i gi6ng nhau nhu thu nhap, giOi tinh, trinh dO hoc van, thoi quen mua Day la diau kin de doanh nghiap co the ap dung cac chien lugc marketing tucmg d6i deng nhAt. Vic phan doan thi tnrikig giup doanh nghiap ch9n ducic doan thi truang phi' hop nhAt, co nhiau kha nang thanh cong nhat de tin hanh cac hoat dOng kinh doanh. 152
Trong marketing truyen th6ng, viec phan down thi twang thumg chra teen cac nhom tieu chi nhu: - Dia 1ST: thanh thi, nong thon, vimg mien khac nhau - Nhan khAu hoc: tu6i, gioi tinh, thu nhap, trinh dO hoc van, ton gido - Tam 1Si: ca tinh, dia vi xa hOi, phong each song - Hanh vi: thoi quen sinh hoat, mua sam, tieu dung.... Trong marketing dien tir, phan doan thi truing c6 the sir dung them tieu chi hanh vi khach hang de phan down thi truing, theo d6 c6 3 nhom khach hang chinh: . Ngtroi xem hang hem (viewers): d6i vai nh6m khach hang nay, website can that sv An Wong de thu but dugc nhimg khach hang nay, bAng tir ngit va hinh anh dac biet de to dL An. Nhang dL An nay se la bulk khoi &Au de khach hang dimg 10 ten website va tiep tuc xem san phAm, dich vu. Website ding can cung cap thong tin b6 sung ve cac san phAm dich vu ten website. Vi du nhu than xet cua khach hang, thong tin ve cong nghe, sire khoe lien quan den cac san phAm. Nhimg thong tin nay se gift chin khach hang loci nay 6. lai website lau hcm va c6 An twin sau hcm ve cong ty, khi do c6 kha nang se mua hoac ghi nha lai website de lAn sau quay lai. Ngtrai mua hang hem (shoppers): day la nhang khach hang da co dv dinh mua hang hoa va vao website de thvc hien hanh vi mua hang. D6i voi nhitng khach hang nay, website can dugc t6 chirc va thiet ke sao cho viec mua hang thuan tien nhAt. Gi6 mua hang chinh la cong cu de giup khach hang lam viec do. Nhang lgi the cua gi6 mua hang trong thucmg mai dien tir so \fed gi6 mua hang trong sieu thi truyen th6ng chinh la sv th6ng ke, goi to vAn, tinh town gia ca sao cho co 19i nhAt cho khach hang. Gio mua hang ding gulp luu tra th8ng tin ve khach hang de nhitng lan mua hang sau thuan tien hon. Amazon.com la mot vi du dien hinh ye gio mua hang thuan tien cho khach hang. Ngtriri tim hilu v'd hang hoa (seekers): Nhftng khach hang nay vao website va biet chinh xac san phAm h9 quan tam. Nhimg khach hang nay co dOng ca de mua hang nhung h9 con dang tim kiem them thong tin de ra quye't dinh D6i voi nhimg khach hang nay, website can c6 cong cu de so sanh cac san phAm, dich vu, than xet cua khach hang, ggi y, to vAn. 153
Du mo hinh phan down thi tnramg tren dugc sir dung tucmg doi ph6 bien, van con rat nhieu hanh vi cua khach hang chua dugc giai thich day dit. Theo mOt nghien ciru dm McKinsey & Company, dieu tra 50.000 nguai six dung Internet va da tach dugc thanh sau nhom voi cac dac diem khac nhau can cir vao hanh vi &la ho. Nhom 1, nhik ng ngwai thich sir tifn 10 (simplifier-convenience). Day la nhiing khach hang quan tam va bi thu but bOi nhang website c6 quy trinh kinh doanh don gian, thuan tien, nhanh va hieu qua hcm so vai cac quy trinh kinh doanh truyen th6ng. Nhom 2, nhirng ngu•Oi thick tim kiem thong tin (surfer). Nhimg khach a hang nay thich duyet cac trang web tim hieu thong tin, 3'7 Wong moi, va mua sam. Ho thich giai tri va danh nhieu then gian hcm cac nh6m con lai teen cac website. De thu hitt dugc nhom nay, website can co nhieu nOi dung hap dan, trinh bay dep va update thuamg xuyen. Nhom 3, nhirng ngwai thich m(ic ca (bargainer). Ho tim kiem nhi'mg san pham tat, va gia ca thap nhat. Mac dit chiem it hon 10% tong s6 khach hang dugc dieu tra, ho chiem 50% trong s'6 khach hang tham gia vao eBay. a Ho thich viec duyet web tim cac mirc gia thap nhat va san sang xem tat ca cac website lien quan de dat dugc ket qua nay. Nhom 4, nhti ng ngurri thick him (tang (connectors). Nhtsing khach hang nay thich quan he, giao tiep vai moi nguOi, tham gia cac chat room, thich giri va nhan tin nhan, thich sir dung cac website có card dien dr, email... Ho thuemg tre tu6i, thu nhap va kha nang chi tieu thap, thuong c6 muc dich tim hieu, tham gia cac hoat dOng tren web nhieu hon mua sam Nhom 5, nhirng khdch hang thwan xuyin (rountiners). Day IA a nhirng khach hang sir dung web thu thap thong tin, mua ban chimg khoan, thong tin thi tnrOng tai chinh... NM:mg nguai nay thich nhimg giao dien ma ho quen thuOc va thoai Nhom 6, nhfing ngwai thich thl thao, gidi tri (sporters). Tucmg to nhOm 5, nhtmg ho quan tam nhieu den the thao, giai tri ham nhilng thong tin ve tai chinh. Ho coi web la phucmg tien giai tri, do d6 cac website can phai dep, hap dAn va co tinh tucmg tac cao. 154
Kho khan d6i vai cac nha kinh doanh la xac dinh nhom khach hang nao se den tha'm website cua minh va tir do hoach dinh cac chinh sach de tao ra doanh thu tir nhung khach hang nay. Vi du, nhom khach hang thich su tien lgi va thich mac Ca co kha nang mua nhieu han va quan tam den nhang san pha'm cu the han. Nhirng nhom khach hang khac nhu thich tim kiem thong tin, khach hang thuang xuyen can dugc quang cao \Teri cac thong diep khac nhau. Co met s6 website sir dung phuong phap dm Dell, qua do khach hang se cung cap met s6 thong tin ve ban than va nhtIng moi quan tam dm ho, qua do website se to dOng dieu chinh de dua ra nhtIng san pharn, dich vu ma h9 c6 kha nang quan tam nhieu han. * Thi truirng muc tieu: la thi tnrOng tai do doanh nghiep CO kha nang thoa man nhu cau tot nhat. Doanh nghiep c6 nang luc canh tranh cao hon cac doanh nghiep khac tren thi tnremg nay, CO it d6i thit canh tranh tim tang, CO kha nang dap img cac muc tieu ve doanh s6, 19i nhuan, thi phan cua doanh nghiep. Thi truong muc tieu cila met s6 cong ty thuong mai dien tir co the gi6ng hoac khac khac veri thi truemg muc tieu cua cac ding ty truyen th6ng. McDonalds.com An chi tap trung vao thi trtremg mix tieu cua cong ty. Tuy nhien, Amazon.com tap trung vao thi tru?mg flute tieu hoan toan mai. Thi twang muc tieu cua Shwab.com lai la thi twang mu rOng ben canh thi truong khach hang giao dich chimg khoan truyen th6ng. 3.2.4. Ccic chiln luvc marketing dien ter him hQp (E marketing mix) - 3.2.4.1. Chinh sach gici trong marketing dien tit Cac chien lugc dinh gia truyen thong thuang can c* vao chi phi, gia cua d6i thit canh tranh, gia ten cac thi trtremg chinh, gia tai sa giao dich, kha nang thanh toan cua khach D6i vOi moi tnrang Internet, chinh sach gia cua cac cong ty chiu anh huong rat lon tir gia cua d6i thu canh tranh vi moi muc gia co the dugc cong b6 cong khai tren mang, khach hang c6 the tiep can nhieu ngu8n thong tin han de danh gia ye 19i ich va chi phi d6i voi cac quyet dinh mua hang dm hg. Han nira, tren Internet tai cac thi twang khac nhau, cong ty kho co the dinh cac mire gia khac nhau nhu tnrac day. Vi du, hang &mg h'ti Swatch (www.swatch.com ) kho co the dinh gia khac nhau cho cac san pha'm dien tir 155
va d6ng h6 cua minh khac nhau tai cac thi tnrang khac nhau vi khach hang hoan toan c6 the tim dugc gia tai cac thi truong. D6i yen cac san pham s6 hoa nhu am nhac, phan mem, game, to van, dao tao truc tuyen... rat khO c6 dinh gia khac nhu mac dit khach hang mix tieu tai cac khu vuc thi twang khac nhau c6 mac thu nhap binh quan khac nhau. Khi doanh nghiep tiep can dugc thi tnrang toan cau, ding thai d6i thu canh tranh va khach hang ding tiep can dugc ngu6n thong tin toan eau doi hoi chinh sach gia toan cau va nei dia can thay d6i de c6 su dieing nhat va phit hgp gift cac thi truang. Ngoai ra, quan diem marketing tnrac day cho rang hang trieu nguai tieu dimg Bang huang ve trang web de tim ra mac gia re nhat, cac nha ban le truc tuyen trong nhieu linh vuc nhan thay rang ho khong the canh tranh gia dugc ncra. Boi nhieu nha san xuat ap dat mac gia t6i thieu cho cac san pham cua ho, va trong met vai tnrang hop thi cac nha ban le ban duai mire gia do 1:4 cat giam. 3.2.4.2. Chinh sach san pham trong marketing dien tir Trong marketing, san pham chinh la tap hop nhimg Igi ich ma nguoi ban cung cap cho nguari mua, bao gom ca y6u t6 htru hinh va vo hinh nhu danh tieng, thuan tien, dich va kem theo. San pham trong marketing dien tir dugc chia lam hai loci: tit* nhat g6m cac san pham hoan toan mai, chi dugc hinh thanh khi Internet phat then va thir hai g6m cac san pham truyen th6ng dugc them cac thuOc tinh mai tir Internet. Internet taco ra cac san pham hoan tam moi + San pham cot loi: nhu cau trao d6i thong tin thuan tien, re, nhanh, toan cAu (qua thu dien tir); nhu cau quang bao toan cau; nhu cAu dam phan, giao dich, trao d6i toan eau; thong tin hang ngay cap nhat; chia se cac tai nguyen s6 hod. + San pham hien thuc: nhang san pham mai hoan toan chi co sau khi ph6 cap internet vi thu dien tir, website, catalogue dien tir, bao dien forum, chat, video chat, tr6 choi dien to tren mang, dien dan de chia se phan mem, cac mo hinh kinh doanh dien tir. 156
+ San phAm b6 sung: Dich vu sau ban hang, cac dich vu ding cua nha nuoc; thu thue tren mang; dao tao tren mang; dich vu ngan hang dien tir. Internet hif tra chinh sach san phdm truyen thong + Phat trien san phAm mai: Sir dung Internet va Web de thu thap y kien khach hang ve cac san phAm mai. Vi du www.volkswagen.com khi dua ra san phAm xe Beetle cai tien (1998) da tin hanh dieu tray kien khach hang 18 thang qua website va san phAm mai thuc sy thanh ding. + Sir dung Internet vao phat trien san phAm may mac: lien ket gifra nha thiet ke, nha cung cap nguyen lieu, nha may san xudt, cong ty phan ph6i va khach hang thong qua internet de san xudt hieu qua hon. + Xay dung va phat trien thucmg hieu tren Internet: quang ba, gioi thieu, ding c6 quan he, t4o dung su tin Wang cua khach hang. 3.2.4.3. Chinh sach phan phdi trong marketing dien tit D6i vai hang hoa s6 hod dugc, viec phan ph6i co the thyc hien hoan hao qua mang. MOt s6 san phArn c6 the dugc giri true tiep cho khach hang qua mang nhu: gixi true tier) qua mang: phan mem, am nhac, game. MOt s6 san phArn lai CO the dugc phan ph6i bang each cho khach hang ty tai ve tir tren mang (download) nhu: phan mem, am nhac, game... MOt s6 san phdm dugc phan ph6i thong qua cac dai ly a gars khach hang; khi do dai 4/ se in san phAm len dia CD/DVD roi giri tai khach hang (hinh thirc nay khAc phuc dugc cac nhugc diem nhu thong tin s6 hoa CO khi luting 16 .n, tiled gian tai ve law, khi chi phi giri dia CD cao, thei gian giri dia CD dai...). D6i vai hang hod hir'u hinh, viec phan ph6i van co the sir dung Internet va web 1111 trg de nang cao hieu qua thong qua thiet lap ca the phoi hop hieu qua gift cac ben trong he th6ng phan ph6i; kiem soat hang hoa trong qua trinh phan ph6i (FedEx, DHL...); ma rang kenh phan ph6i den cac vimg dia Vi mai (website thay cho cac phong trung bay truyen th6ng). MOt diem quan trong khi xem xet chinh sach phan ph6i trong marketing dien tir la vai tro cua cac trung gian trong he th6ng phan ph6i. Vi do, viec phat hanh san phAm am nhac co the thuc hien theo 2 kenh khac nhau: Trong phuang thirc giao dich truyen th6ng, khach hang thuang mua bang dia nhac tai cac cua hang ban le hoac cua hang chuyen doanh am nhac. 157
Trinh to phan ph6i truyen th6ng: Ca ban nhac 4 Hang phat hanh 4 Dai ly ban buon 4 Cita hang ban le Ngueri mua. D6i vat phan ph6i qua Internet, quy trinh nay da có nhcmg thay deL i nhat dinh ya nguai to thay co sr them, bat va tai lap cdc trung gian trong kenh phan phoi. Nhu vay, khi phan ph6i qua Internet khong con da hang bdn le trong kenh phan ph6i (hien tucmg loci be, hay bat trung gian), thay vao do la cfra hang do tren mang (hien tucmg tai lap trung gian duoi clang thirc mai) va xuat hien them Catalgue MP3 nhu la mot trung gian bat buOc trong kenh phan ph6i chit khong chi don thuan la mot cong cu thuan tuST (hien tucmg them trung gian). Ngodi ra, trong m8 hinh phan ph6i mat nay, quyen lua chon cua khach hang da duqc ma rOng clang ke. Khdch hang có the tai tir trang chit dm ban nhac hoac cua dm hang do hoac tir catalgue MP3 met s6 bai hdt cila ban nhac ma a minh ua thich duai d?ng tep dir lieu MP3 nghe thir, sau do có the dat mua bang dra nhac do qua catalogue MP3, hoac tit dm hang do, hoac tai trang chit cua dai ly ban buOn hoac tit trang chit dm hang phat hanh. Viec them, bat hay tai lap cac trung gian phan ph6i mai chi mang tinh chat tucmg d6i va mo hinh the kenh phan ph6i se khOng giSng nhau d6i vat cac san pham, nganh nghe vi con pity thuOc vao thoi quen mua hang va vao tucmg quan luc lucmg san xuat va phan ph6i cita mat hang cu the do. to 3.2.4.4. Chinh sach xac tien thuang mai trong marketing dien xfic tien thuong mai trong thuong mai dien tir la cach thirc dung cac a phucmg tien dien tit giai thieu, mai chao, cung cap th8ng tin ye san pham hang hod hoac dich vu can nha san xuat an nguei tieu dUng va thuyet phyc h9 ch9n no. Thong qua cac ding cu cua thuang mai dien tir nhu thu dien cac Website... doanh nghiep den hanh giai thieu, pang cdo ve san pham ding nhu uy tin, danh tieng cua doanh nghiep, dac biet la xay ch img hinh anh doanh nghiep cho nhcmg ngtreti thuang xuyen truy cap Internet va trao d6i thu tir dien tir. X& lien thucmg mai trong thuong mai dien tir thuc chat la each thirc cac doanh nghiep van dung cac kha nang dm Internet nham myc dich cu6i cung la phan ph6i duqc san pham hAng hod hay dich vy an thi twang tieu thy. Vic tien thuang mai trong marketing dien tir con lien quan tai viec xay dung, quang bd thuong hieu cho website cua doanh nghiep. Hau het cac 158
cong ty sir dung quang cao truc tuyen deu da sir dung cac cong cu quang cao truyen th8ng. De quang cao hi6u qua nen s* dung phi hop cac hinh thirc vm nhau. Vi du, trong cac quang cao tren bao, tap chi... nen dua dia chi website cua doanh nghiep vao do. Quang cao clang banner la mOt trong cac hinh thirc quang cao dien tir ph8 bien hien nay. Ngoai ra con c6 nhieu hinh thirc quang cao khac nhu pop-up, thu dien Duoi day la mOt s6 hinh thirc quang ba doanh nghi6p ding nhu san pham cua minh trong m8i truang mang: Banner Ads: la 0 quang cao hinh chit nhat dugc dal tren cac trang web, CO dung tinh hoac dOng, lien ket den mOt trang web china cac nOi dung thong tin dm quang cao. Khi nguai xem nhap chuOt vao o quang cao, trang web quang cao se dugc ma ra de nguai xem theo d'Oi cac thong tin quang cao trong do. Cac quang cao nay oft the dap img mix tieu cung cap thong tin hoac thuyet phuc khach hang mua sanpharn, dich vu. Nhitng banner quang cao ban dau dugc thiet Ice duOi clang anh GIF va dugc tai ve ding trang web va gift nguyen trang thai cho den khi nguai xem chuyan sang trang khac. Hi6'n nay, cac banner dugc thi& ka tinh to hcm, c6 the to thay ai trong khi trang web Van girt nguyen nham thu hitt su chit dm nguai xem bang nhimg hinh anh dOng. Pop-up: day la dung quang cao dugc the hien duai clang mOt cira s6 khi nguai sir dung ma mOt trang web nao do. Cira s8 nay khong co cac nOi dung va hinh thirc giong mOt trang web thong thuang ma chi chira duy nhat not dung quang cao. Cach duy that de thoat khoi cira s8 pop-up nay IA kich vao nut dong cira so nay a g6c ten, ben phai. Nhieu nguai sir dung rat khong thich kieu quang cao nay. Dac bit la khi cac cira so pop-up lien tuc xuat hi6n khi dong mOt trang web nao dO. Neu nguai sir dung khong thao tac nhanh, cac pop-up hi6n ra lien tuc co the dAn den treo may tinh MOt dung quang cao, it gay bye minh hcm cho nguai s* dung la pop up behinds, - tuc IA cira so quang cao dugc hien ra nhtmg nam a phia sau trang web ma nguai sir dung me. Nguai s* dung c6 the nhin thay cira s8 nay khi dOng trang web lien quan den pop-up. Theo nghien ciru cita hang to van phucmg tin tuong tac Anh nam 2004, quang cao dung pop-up khong chi gay buc minh d6i vai nguai dung ma con tao ra su thieu thin cam cita nguai ding doi voi ding ty clang quang cao. Bat chap kat qua nghien cua tren, nhi6u 159
doanh nghiep van tip tuc sir dung quang cao dung pop-up d6 thu hitt su chit 3", cua nguoi sir dung. Quang cao qua email: la each sir dung thu dien tir giri true tip den nhung khach hang tiem nang. Phuang phap nay n6u lam dung se tra thanh hinh thirc giri thu rac (spam). tranh bi coi la thu rac, truac khi giri nOi can dung quang cao, ngu6i giri co bien phap d6 bi6t dugc ngu6i nhan co d6ng y nhan cac thu quang cao nay hay khong. Quang cao qua cac cong cu tim kiam (search engine): la each dung ky a tren cac dog cu tim kiem nguoi sir dung khi tim ki6m cac nOi dung lien quan thi nOi dung quang can se xuAt hien. Bang kJ', vdo cac cling thong tin I/twang mgi dien ter: la each dung ky vao ca sa du lieu thanh vien trong cac cong thong tin dien tir. Kin khach hang tim nang tim ki6m tren ca sa dit lieu nay v6 cac nOi dung lien quan, kha nang tim thy cong ty se cao han so vOi viec dung kS, ten cac cong cu tim ki6m ph6 thong. Ngoai ra doanh nghiep co th6 sir dung them hai hinh thirc sau quang ba website cua minh: Quang cao Ian Ma (viral marketing): la hinh thirc giri kern theo th8ng diep quang cao nhang thong tin hAp dun d6i voi khach hang nhu bun thiep mien dien tir (e-card) hay phAn mem phi... d6 to dOng luc cho khach hang giri tip nhimg thOng diep nay cho doanh nghiep be, nguoi quen cira minh. Nhu vay, chinh nguoi nhan se la nguiyi tip Ate phut tan cac quang cao cua cong ty di rOng hai. Sr Hen true tuyin: la hinh thirc t6 chirc cac su kien nhu cuOc thi, d6 vui, ph6ng van true tuy6n tren website cua doanh nghiep d6 thu but nhi6u nguiyi tham gia va bi6t den website. Quang bei website doanh nghiep qua thu dien tir: day cong la mOt hinh thirc sir dung ph6 bin ma cac doanh nghiep thuang mai dien tir Bang lam de giai thieu doanh nghiep cua minh tai nguoi tieu dimg va doi tac. + Lru di6m: Ve nOi dung, thu dien tir co the truyen tai thong diep yeti nhieu clang thong tin nhu van ban, hinh anh, am thanh... dtn khach hang mot each nhanh chong va chi phi thdp. Han nua, viec t6 chirc giri thu dien tir l c6 th6 dugc to dOng hoa nho cac phAn mem chuyen dung. Diing that sir dung 160
thu dien tir co the ca biet hoa nig dung thong diep quang cao va chao hang nlam dung vao cac doan thi tru6ng khac nhau, tharn chi den timg ca nhan. Ve hinh thirc, thu dien tir CO the dugc trinh bay dep, thu hit si; chu y cua khach hang. Thu dien tir Bang tra thanh mOt phan khong the thieu trong viec tao lap va duy tri m6i quan he vai khach hang. Thu dien tit la cong cg him hieu, ben canh cac phucmg tien truyen thOng khac, trong viec tang cubing hoat dOng xfic tien vahii trg kinh doanh. + Nhugc diem: Khach hang ngay tang bao hoa vai email quang cao. S6 lucmg thu dien tit dugc giri di vori muc dich quang cao ngay cang nhieu, trung binh 80% thu dien tir khach hang nhan hang ngay co muc dich quang cao trvc tiep hoac gian tier). Dieu nay khong chi giam hieu qua marketing ma dm anh hikmg den uy tin, hinh anh cua doanh nghiep khi girl thu quang cao ma khong co six d6ng y cua ngueri nhan. De khac phut nhugc diem, co the lua chgn hinh thirc giri thu dien to opt-out, theo do, ngubi nhan c6 the thong bao cho ngu6i gin de tir ch6i khong nhan th6ng diep quang cao tier, theo. Qua day thay rang c6 rat nhieu hinh thirc quang ba gioi thieu san pham va doanh nghiep. Tuy nhien hieu qua chAt luting quang cao trong moi trung mpg van con la slr hoai nghi cua doanh nghiep. Quang cao ten mang co nhieu hinh thirc da clang va hap din, tir cac banner dat tren cac website lan an cac thu dien to girl trvc tiep. Theo th6ng ke, muc do thanh ding can marketing dien tir dugc the hien (Iva ten hieu qua tac dOng den cac giai down mua hang cila khach hang. Tit khi khach hang nhan biet nhu eau th8ng qua giai clop quang cao den khi khach hang ra quy6t dinh mua, ty le nay vao khoang 1 phan nghin. Ty le khach hang tier) tvc quay lai mua hang tir cac quang cao ten mpg tucmg d6i thap, do do nguai ban can trien khai nhieu bien phap hoac nhieu dcd quang ba, xuc tien de tang kha nang thanh cong. 3.3. trng dyng marketing din tir trong hoat dOng xuAt nh4p khiu 3.3.1. Khai iliac hf thiing cac Trade Points tren Internet di qudng cao Trade Point hay "Tam diem thucmg mai' la mOt sang kien cua t6 chirc Thucmg mai va Phat trien dm Lien Hop Qu6c (UNCTAD), nam trong 161
chucmg trinh Hieu qua thucmg mai (Trade Efficiency) va Thuan lqi hoa thuang mai (Trade Facilitation), sir dung nhiing tien be ve ding nghe thong tin trong hoat Ong thuang mai not chung va thucmg mai qu6c to not rieng. Met trong nhirng muc dich ca ban dm Trade Point la cung cap met website lam trung tam tai do c6 tat ca cac thong tin phut vu hog gong kinh doanh nhu thong tin ve thi trtramg, hang hoa, dich vu, van tai, bao hiem, moi giai, cac quan he von ca quan quan ly nha nu6c nhu hai quan, thue... Hcm a ma reng mang nua website nay ket n6i tai cac tam diem thucmg mai khac ltroi thong tin ten town du. Thong qua tam diem thucmg mai, cac ca quan, t6 chirc lien quan de doanh nghiep, ca nhan chi can flap can met dia diem (met cira) de c6 dugc thOng tin thuang mai town cAu. Chuang trinh Trade point c6 ba chirc nang chinh: - Cung cap cac dich vu kinh doanh, thuang mai. - Cung cap cac dich vu thong tin thi truamg, tim kiem doanh nghiep hang. - Ke not cac doanh nghiep von nhau. Doanh nghiep c6 the sir dung Trade point de Ten hanh cac hog dung truck giao dich (pre-transaction) nhu lien lac, tim kiem doanh nghiep hang, thi truang. Sau do, neu thuan lai cac doanh nghiep c6 the tien tai dam phan, ky ket va thkrc hien hap d6ng. Tam diem thuang mai dAu tien ten the gioi ducfc thanh lap nam 1992 von su tham gia dm 171 mr6c. Hien nay c6 khoang 152 trade point tai 92 nu& teen the giOi va con s6 nay dang tiep tuc tang nhanh. * Khai that cac "ca hai kinh doanh dien tic" tren Internet Ca hei kinh doanh dien tir hay ETO (Electronic Trade Opportunity) la met dich vu dugc nhieu doanh nghiep quan tam khi trien khai marketing dien tu. Nh6 dich vu nay, cac doanh nghiep co the tim kiem nguoi mua hang, nguad ban hang hay phat hien ra nhu cAu thi truamg. Dich vu ETO duqc cung cap tren cac tam diem thucmg mai, san giao dich thuang mai dien tir hoc cac c6ng thuang mai dien tir. ETO cho phep cac doanh nghiep tham gia giri cac don chao hang, WM hang len met dia diem tren website va mai doanh nghiep tren khap the giai deu c6 the tiep can dug:cc thong qua Internet. 162