Giáo trình Marketing du lịch: Phần 2 - NXB Tổng Hợp TP.HCM

MUC<br /> <br /> PHAN II<br /> MARKETING MIX DU<br /> <br /> LICH<br /> <br /> Chircng 6<br /> M A R K E T I N G MIX TRONG DU L I C H<br /> •<br /> T I E U CHLTONG<br /> <br /> 1. Binh luan marketing mix 4Ps truyen thong.<br /> 2. Hieu biet cac thanh phan marketing mix truyen thong.<br /> 3. Ban luan cac van de chi phi va doanh so trong marketing mix.<br /> 4. Hieu biet marketing mix trong boi canh he thong marketing.<br /> 5. Binh luan cac thanh phan ciia marketing du lich ma rgng: Con<br /> nguoi, quy trinh va minh chung vat chat.<br /> 6. Ban luan ve cac quan niem marketing mix khac.<br /> NOI D U N G<br /> <br /> •<br /> •<br /> •<br /> <br /> CHirOfNG<br /> <br /> Marketing mix truyen thong<br /> Marketing mix ma rong cho dich vu: Con nguai, quy trinh va<br /> minh chung vat chat<br /> Cac quan niem khac ve marketing mix du lich<br /> <br /> 136<br /> <br /> CHUONG 6. MARKETING MIX TRONG DU LICH<br /> Chucrng nay gioi thieu bon bien ca ban- dirge biet den nhu la<br /> bon P- ma nhung nha marketing phai thirc hien lien tiic cac quyet<br /> dinh trong no lire ciia hg de quan ly nhu cau tieu dung. Dugc ggi<br /> chung la phirc hgp marketing (tir day ggi la marketing mix), bon<br /> yeu to cot loi phan anh va the hien trong thirc te cac quyet dinh cua<br /> nha san xuat lien quan den san xuat hang hoa va dich vu de ban.<br /> trong boi canh cua moi trirong kinh doanh va muc tieu chien luge<br /> dai han.<br /> Chirong nay la c6 hai phan. Phan dau giai thich y nghTa cua<br /> moi yeu to cot loi trong marketing mix, chung da dirge khai quat hoa<br /> Ian dau tien trong nhijng nam 1960 cho viec marketing san pham<br /> (hang hoa vat chat). M o t so v i du dien hinh cua quyet dinh<br /> marketing du lich dugc cung cap trong hinh 6.1, no dugc giai thich<br /> lam sao de cac quyet dinh marketing mix phu hgp v a i he thong<br /> marketing cua cac to chirc du lich va l u hanh, dugc mo ta khai quat<br /> trong hinh 6.2. Phan thu hai giai thich lam the nao ma bon yeu to<br /> ban dau da dugc ma rgng trong hai thap ky qua de bao gom con<br /> ngirai, quy trinh va minh chimg vat chat hoac thiet ke. Trong<br /> marketing dich vu noi chung, da c6 xem xet ma rgng ve y nghia cua<br /> 'san pham' va lam the nao khai niem nay nen dugc phat trien de<br /> phan anh boi canh, hien dai, hau cong nghiep cua nganh cong<br /> nghiep dich vu.<br /> Viec xem xet marketing mix la trung tam cua sir hieu biet<br /> marketing du lich hien dai va cac yeu to quan trong dugc thao luan<br /> trong chuong nay. sau do dugc phat trien va dirge de cap den trong<br /> suot cuon sach nay. Phan tiep theo, c6 the ke den viec giai thieu mot<br /> so quan niem ma rgng marketing du Ijch khac, chua dugc de cap<br /> den a 2 phan tren.<br /> I. PHlTC HOP M A R K E T I N G T R U Y E N THONG<br /> 1. Dinh nghia marketing mix<br /> Marketing mix c6 the dugc djnh nghia la "phirc hgp cua cac<br /> yeu to marketing c6 the dieu khien dugc ma cong ty sir dung de thirc<br /> thi ban hang trong thi trirong miic tieu" (Kotler, 1984: 68). Khai<br /> niem nay ngu y mot tap hgp cac bien tirang tir nhu don bay hoac<br /> kiem soat c6 the dugc dieu hanh boi nha marketing de dat dugc mot<br /> muc tieu xac dinh. Viec kiem soat c6 the dugc so sanh vai nhirng c6<br /> 137<br /> <br /> P H A N II. P H U C H O P M A R K E T I N G D U L I C H<br /> <br /> may tu dong, trong do c6 bon dieu khien chinh. Mot van tiet luu<br /> hoac may gia toe de kiem soat toe do dong ca, mot phanh dk giam<br /> toe do hoac diing lai, mot can so de phu hop voi toe do dong co vai<br /> toe do ducmg yeu eau, hoac de lui, va mot banh lai dg d6i huang.<br /> Nhir mpi lai xe deu biet, sir chuyen dong cua eae ki6m soat phai<br /> dugc dong bo de dap ung v a i dieu kien dirong lien tuc thay doi va<br /> nhung hanh dong cua yeu to khac. Hieu qua tien bo doi hoi thao tac<br /> lien tuc trong bon kiem soat ca ban.<br /> Cac nha marketing cung 'lai" san pham cua ho tai nhirng<br /> diem den da dugc lira chpn. Bon bo dieu khien la sdn phdm (product<br /> formulation), la mot phuang tien thich ung cho cac nhu cau thay doi<br /> cua cac khach hang muc tieu, gid ca (price), ma trong thirc te c6 xu<br /> huong dugc sir dung nhu van tiet luu de tang hoac lam cham khoi<br /> lugng ban hang theo dieu kien thi truong; xuc tien (promotion),<br /> dugc sir dimg de tang so lugng nhung nguofi tren thi truong, nhung<br /> nguai dugc nhan thuc ve san pham va thuan Igi doi vai viec mua no;<br /> dia diem (place), cai quyet dinh so lugng khach hang tiem nang<br /> nhiing nguai c6 the tim thay dia diem thuan Igi va each thuc de c6<br /> dugc thong tin va chuyen doi y dinh mua ciia hg sang mua hang.<br /> Bon bg kiem soat dugc dieu khien kheo leo theo cac dieu kien thi<br /> truong hien hanh mot each lien tuc, dac biet la doi vai cac hanh<br /> dong cua doi thu canh tranh. Cac dia diem hay muc tieu, doi vai<br /> nhung san pham dang dugc 'dinh huong' boi bon bg kiem soat, dugc<br /> thiet lap boi cac quyet dinh chien luge boi cac to chirc ve nhiJng<br /> dieu hg mong muon trong tuong lai.<br /> Khai niem trung tam nang dong cua viec dieu chinh va dong<br /> bg hoa mot each lien tuc bon bg kiem soat chinh theo d i k i kien thj<br /> truong thay doi mot each deu dan la diem quan trgng de nam bat ve<br /> cac quyet dinh marketing mix. Lien tuc trong boi canh nay c6 nghla<br /> la quyet dinh hang gio, dac biet la gia ca, nhung trong thuc t l c6<br /> nghTa la dieu chinh hang tuan theo thong tin thi truong ve sir tien bg<br /> da dat dugc.<br /> 2, Cac thanh phan ciia marketing mix<br /> La diem tap trung cua hau het cac quyet dinh quan tri<br /> marketing trong thuc te, moi P. sdn phdm, gid, khuyen mai va dia<br /> diem se dugc phan tich trong cac chuong khac nhau. d day, doi<br /> tugng la gioi thieu va giai thich chung mot each tich hgp, ciang la<br /> mot each giai thieu ve nghien ciru thi truong va hoach dinh chi^n<br /> 138<br /> <br /> C H i r O N G 6. M A R K E T I N G M I X T R O N G D U L I C H<br /> <br /> lirgc va chien thuat marketing. Can luu y rang bon yeu to bat dau<br /> bang chtj cai 'P', vi the ma c6 ten trong bon chu P ban dau dugc sur<br /> dung de mo ta marketing mix vao nam 1960 bofi McCarthy (1981:<br /> 42). Nhan thuc tir nhQ-ng nguyen tac goc cua McCarthy theo dinh<br /> huong san xuat, Kotler trinh bay lai 4C thanh 4P de phan anh dinh<br /> Huong nguoi tieu dung, la trung tam cua tu duy marketing nhung<br /> dich vu hien dai trong thai dai tinh canh tranh ngay cang cao.(Kotler<br /> va Armstrong, 1999: 111):<br /> - San pham c6 nghla la gid tri khdch hang (nhung Igi ich c6<br /> the cam nhan dugc da cung cap de dap ung nhu cau va<br /> mong muon cua khach hang, chat lugng dich vu nhan<br /> dugc va gia tri tra bang tien da chuyen giao dugc danh gia<br /> so v6i canh tranh).<br /> Gia CO nghia la chi phi (gia la mot quyet dinh phia cung,<br /> chi phi la sir tuong duong vai tap trung nguoi tieu dimg<br /> (consumer-focus), va cOng dugc danh gia so vai canh<br /> tranh).<br /> - Khuyen mai c6 nghia la truyen thong (gom tat ca cac hinh<br /> thuc nhu doi thoai nha san xuat/ khach hang bao gom ca<br /> thong tin va marketing quan he tuong tac hai chieu, khong<br /> chi la thuyet phuc ban hang).<br /> Dia diem c6 nghia la sir tien lai (ve mat nguoi tieu dung<br /> tiep can voi cac san pham hg mua).<br /> a. San pham - gid tri khdch hang (customer value)<br /> San pham bao gom cac hinh dang hoac hinh thuc cua nhung<br /> gi dugc cung cap cho khach hang tiem nang, noi each khac, cac dac<br /> tinh cua san pham dugc thiet ke boi cac quyet dinh quan tri chien<br /> luge nham dap ung vofi kien thuc ciia nha marketing ve nhflng mong<br /> muon, nhu cau va Igi ich tim kiem cua nguoi tieu dung. Doi vai du<br /> lich, cac thanh phan san pham bao gom:<br /> - Thiet ke ca ban cua tat ca cac thanh phan dugc dat chung<br /> nhau nham cung cap cho khach hang, vi du mot goi nghi<br /> ngan ngay do mot nhom khach san cung cap.<br /> - Phong each va moi truong cua goi dich vu. Doi voi cac<br /> san pham dich vu giao dich vai khach hang tren ca sa cua<br /> minh, noi ma cac san pham dugc phan phoi, day la mot<br /> chuc nang chu yeu ciia cac quyet djnh thiet ke tao ra moi<br /> truong vat chat, va khong khi (con goi la 'minh chung vat<br /> 139<br /> <br /> P H A N II. P H U C H O P M A R K E T I N G D U L I C H<br /> <br /> chat (physical evedence)") dirge danh gia phu hop vai<br /> hinh anh ciia san pham va gia ca.<br /> - Cac phan tu dich vu, bao gom nhiJng so lieu, dao tao, thai<br /> do va be ngoai ciia tat ca cac nhan vien tham gia vao cac<br /> quy trinh "chuyen giao' cac san pham cho ngudi tieu diang<br /> - dac biet la nhan vien le tan.<br /> - Xay dung thuong hieu. tap trung cho truyen thong, trong<br /> do xac djnh san pham cii the vai mot tap hop cac gia tri,<br /> ten. hinh anh va ky vong duy nhat ciia kinh nghiem se<br /> dugc chmen giao.<br /> Trong thuc te marketing hien nay, san pham du lich va liJ<br /> hanh dugc thiet ke va lien tuc dieu chinh de phu hgp v 6 i nhu cau va<br /> mong dgi ciia nguai tieu dung muc tieu. va kha nang thanh toan cua<br /> hg. Hau het cac to chuc c6 san xuat va dua ra thi truong khong chi<br /> mot ma mot so san pham de phu hgp v o i yeu cau dat ra cua mot so<br /> phan khuc. V i du. cong ty l u hanh cung cap mot loat cac san pham<br /> trong tai lieu quang cao ciia hg va cac khach san Ion c6 the c6 den<br /> hang chuc san pham rieng biet khac nhau, tir hoi nghi, cugc hgp kinh<br /> doanh de boat dgng le va cac goi nghi ngan.<br /> <br /> b. Gid - chi phi cho ngirifi tieu diing<br /> Gia bieu thi cac dieu khoan giao djch trao doi dugc cong bo<br /> hay thoa thuan ve mot san pham giira mot nha san xuat nham dat<br /> dugc doanh so ban dugc xac dinh truac va muc tieu doanh thu. va<br /> khach hang tiem nang c6 gang toi da hoa nhan thuc cua hg ve gia tri<br /> dong tien trong nhung lira chgn hg lam cho giira cac san pham khac<br /> nhau. Hau nhu khong thay doi trong nganh du lich, nai c6 mot muc<br /> gia cong bo/ thuong xuyen cho mot san pham va mot hoac nhieu gia<br /> giam gia hoac khuyen mai. Gia khuyen mai dap ung cac yeu cau ciia<br /> phan khuc thi tmong cu the hoac can thiet phai thao tac theo yeu cau<br /> de truy cap nhung anh huong cua mua vu hoac canh tranh thu dugc<br /> tir du thira.<br /> <br /> c. Xuc tien - truyen thong<br /> De thay nhat trong bon P, xuc tien bao gom quang cao, gui<br /> thu true tiep. khuyen mai ban hang, trung bay hang, cac hoat dgng<br /> ciia lire lugng ban hang, san xuat to rai, truyen thong Internet va cac<br /> hoat dgng quan he cong chiing. Cac ky thuat khuyen mai dugc su<br /> dung de lam cho kliach hang tiem nang nhan thuc cac san pham, de<br /> kich thich khau v i ciia hg, kich thich nhu cau va thuong cung cap<br /> 140<br /> <br />