Giải pháp Marketting Nganh du lich

8/14/2019 Gii php Marketting Nganh du lich

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LI MU

Sn nh v chnh tr, vi chnh sch mca u i thu ht c rt

nhiu nh u t t nc ngoi vo th trng Vit Nam v du lch, to iu kin

cho ngnh du lch pht trin mnh m v bc sang mt giai on mi.Nm 2004 c th ni ngnh du lch nc ta t c nhiu thnh tu, tuy

u nm c nh hng ca dch cm gia cm, gy mt phn tn tht. Nhng y li

l nm din ra nhiu s kin c ngha ln ca c nc nh hi ngh ASEM 5,

din n thng ngh s chu - Thi Bnh Dng ti Qung Ninh,. V y

cng l nm m du lch th gii c mc tng trng cao nht, vi 660 triu lt

ngi i du lch nc ngoi, cao hn nm 2003 ti 69 triu lt ( theo t chc du

lch th gii WTO). Ho vo nhp iu chung ca th gii th nm 2004 nc

ta n c 2,93 triu lt khch du lch quc t, tng 20,3% so vi nm 2003

v 14,5 triu lt khch du lch ni a. Doanh thu t du lch t 26 nghn tng,

tng 18,1%. C c nhng kt qu trn l nhvo nhng n lc ca cc chin

lc Marketing trong c ngnh du lch ni chung v cc cskinh doanh du lch

ni ring.

Cc hot ng Marketing trong khch sn khng nhng tm kim khch hng

cho khch sn, m cn y mnh vic tiu th cc sn phm v dch v, m bo

cho s tn ti v pht trin ca doanh nghip trong mi trng cnh tranh gy gt

hin nay. c bit, vi mt khch sn ln th cc hot ng Marketing ny cng tr

nn v cng quan trng. Tuy nhin Marketing ch mang li hiu qu tht s khi n

c tin hnh da trn nhng nghin cu thc t v s quan tm ng mc ca

doanh nghip.Trong qu trnh thc tp ti khch sn quc t ASEAN, em nhn thy r mi

quan tm ca khch sn trong vic tm kim ngun khch cho nn em mnh dn

chn ti: Mt s gii php Marketing nhm thu ht khch du lch quc t

n vi khch sn quc t ASEAN .


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*Mc ch nghin cu.

y l ti nghin cu l thuyt nhm tm hiu hot ng thu ht khch quc t

ca khch sn quc t ASEAN trong thi gian qua. ng thi a ra mt s gii php Marketing ca hot ng trn nhm gp mt phn kin nh ca c nhn

cho s pht trin ca khch sn.

* Phng php nghin cu.

Lun vn s dng phng php duy vt bin chng, s dng cc phng php c

th nh: thng k, phn tch, d bo,

* Kt cu bao gm.

Tn lun vn: Mt s gii php Marketing nhm thu ht khch du lch quc

tn vi khch sn quc t ASEAN.

Ngoi phn mu, kt lun, ph lc v danh mc ti liu tham kho th

lun vn gm 3 chng:

Chng 1: L lun chung v gii php Marketing.

Chng 2: Tnh hnh kinh doanh v gii php Marketing ca khch sn quc

t ASEAN.

Chng 3: Gii php nhm thu ht khch du lch quc tn vi ASEAN.


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CHNG I: C S L LUN CHUNG V GII PHP MARKETING.1.1Cc khi nim cbn.1.1.1. Du lch v khch du lch.

1.1.1.1. Du lch.

Hot ng du lch trn th gii hnh thnh t rt sm, t thi k ci n

thi k phong kin, ri n cn i v hin i. Hot ng kinh doanh du lch cng

dn c pht trin v ngy cng c nng cao ln c v csvt cht k thut

n cc iu kin vn, , i li, vui chi, gii tr,Ngy nay, hot ng du lch

mang tnh ton cu, du lch tr thnh mt nhu cu thit yu ca ngi dn cc

nc kinh t pht trin. Du lch cng l mt tiu chun nh gi ng mc sng

ca dn c nc . V v vy c rt nhiu cch hiu khc nhau v du lch.

Theo WTO: Du lch l tt c nhng hot ng ca con ngi ngoi ni c tr

thng xuyn ca h khng qu 12 thng vi mc ch ngh ngi, gii tr, cng v

v nhiu mc ch khc.

Theo tng cc du lch ( php lnh du lch) : Du lch l hot ng ca con

ngi ngoi ni thng xuyn ca mnh nhm tho mn cc nhu cu tham quan,

gii tr, ngh dng trong mt khong thi gian nht nh.

Du lch c th hiu mt cch tng qut l tng hp cc quan h, hin tng

v hot ng kinh t bt ngun t cuc hnh trnh v lu tr tm thi ca mt du

khch nhm tho mn cc nhu cu khc nhau vi mc ch ho bnh hu ngh.1.1.1.2. Khch du lch.

C nhiu cch hiu khc nhau v khch du lch ng trn cc gc khc

nhau.


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Lin on quc t cc t chc du lch ( tin thn ca t chc du lch th

gii): Khch du lch l ngi li ni tham quan t nht 24h qua m v l do gii

tr, ngh ngi hay cng vic nh: thm thn, tn gio, hc tp, cng tc.

n nm 1968, t chc ny li nh ngha khc: Khch du lch l bt k ai

ng qua m.

U ban xem xt ti nguyn Quc gia ca M: Du khch l ngi i ra khi

nh t nht 50 dm v cng vic gii tr, vic ring tr vic i li hng ngy, khng

k c qua m hay khng.

a l du lch Vit Nam nh ngha: Du khch t bn ngoi n a im

du lch ch yu nhm mc ch nng cao nhn thc vi mi trng xung quanh,tham gia vo cc hot ng th gin, gii tr, th thao, vn ho km theo vic tiu

th nhng gi tr t nhin, kinh t, dch v v qua m ti cslu tr ca ngnh

du lch.

1.1.2. Doanh nghip kinh doanh du lch.

Kinh doanh l cc hot ng nhm mc ch sinh li ca cc ch th kinh

doanh trn th trng. Ngoi ra, theo iu 3 lut doanh nghip th Kinh doanh lvic thc hin mt hoc mt s cng on ca qu trnh u t t sn xut n tiu

dng sn phm hoc cung ng dch v trn th trng nhm mc ch sinh li.

Du lch: Theo iu 10 mc 1 php lnh du lch th Du lch l mt hot ng

ca con ngi ngoi ni c tr thng xuyn ca mnh nhm tho mn nhu cu

tham quan, gii tr, ngh dng trong mt khong thi gian nht nh.

Kinh doanh du lch l vic thc hin mt, mt s hoc tt c cc cng on

ca qu trnh hot ng du lch hoc thc hin dch v du lch trn th trng nhm

mc ch sinh li ( iu 10 mc 7 php lnh du lch).

Doanh nghi p du lch l mt h thng m c quan h cht ch vi mi

trng kinh doanh. Mi doanh nghip l mt t bo trong h thng phn cng lao


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ng x hi ni chung v ngnh du lch ni ring. Doanh nghip du lch l mt n

v cung ng trn th trng du lch, ng thi l mt n v tiu th.

Cng ty l hnh l mt loi hnh doanh nghip kinh doanh du lch trn gi

cho khch du lch. Ngoi ra, cng ty l hnh cn c th tin hnh cc hot ngtrung gian, bn cc sn phm ca cc nh cung cp du lch hoc thc hin cc hot

ng kinh doanh tng hp khc, m bo phc v cc nhu cu du lch ca khch t

khu u n khu cui cng.

Khch sn: p ng nhu cu v lu tr cc doanh nghip tn ti di

nhiu hnh thc, tn gi khc nhau: khch sn, motel, lng du lch, lu tri, bit

th,ng vi mi mt tn gi l hnh thc kinh doanh khc nhau v khch sn

c nh ngha nh sau:

Khch sn l cscung cp dch v lu tr ( vi y tin nghi, dch v

n ung, dch v vui chi gii tr v cc dch v cn thit khc cho khch lu li

tm thi qua m ti cc im du lch).

Nh vy, qua y ta c th thy c hot ng kinh doanh khch sn l

hot ng kinh doanh cc dch v cho thu bung ng, n ung v cc dch v khc

ca khch sn nhm tho mn cc nhu cu v lu tr tm thi ca khch ti cc

im du lch vi mc ch thu li nhun.

1.1.3. Marketing Mix, chin lc Marketing Mix.

Theo Philip Kotler: Marketing l mt qu trnh qun l mang tnh x hi nh

m cc c nhn v tp th c c nhng g m h cn v mong mun thng

qua vic to ra, cho hng v trao i nhng sn phm c gi tr vi ngi khc.

Marketing mix l tp hp nhng cng c marketing m cng ty s dng theo ui nhng mc tiu marketing ca mnh trn th trng mc tiu.

Theo Morrison: Marketing l hnh v khch sn l qu trnh lin tc ni tip

nhau qua cc cquan qun l trong ngnh l hnh v khch sn lp k hoch

nghin cu thc hin, kim sot v nh gi cc hot ng nhm tho mn cc nhu


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cu v mong mun ca khch hng v nhng mc tiu ca cng ty, ca cc cquan

qun l.

Marketing mix l vic kt hp cc cng c trong Marketing c mt

bin php Marketing tt nht, ph hp nht bn c nhiu hng ho - dch v.

Bao gm nhng yu t c th kim sot c nh: sn phm, gi c, a im, xc

tin, lp chng trnh v to sn phm trn gi, con ngi v quan hi tc.

Chin lc Marketing l mt chui nhng hot ng hp nht dn n mt

u th cnh tranh vng chc ( John Scully).

Chin lc Marketing l vic la chn hng hnh ng lin quan n

nhng nhm khch hng c th ( th trng mc tiu), phng php lin lc, knhphn phi v ccu gi.

Chin lc Marketing mix l nhng yu t c th kim sot c m

doanh nghip a ra thch ng vi th trng mc tiu.

1.1.4. nh hng Marketing trong kinh doanh khch sn du lch.

* nh hng Marketing theo hng sn xut v bn hng.

Theo nh hng ny, cc cng ty c tm l hng ni rt mnh, ton b thgii ca h ch xoay quanh bn trong bc tng kinh doanh ca mnh. Doanh

nghip ch ch trng vo cc loi hnh v s lng sn phm s cung cp cho khch

hng m khng cn bit liu sn phm c ph hp vi khch hng ca mnh

khng. Cc n v cung ng nhn nh khch hng ch yu quan tm ti nhng sn

phm bn vi gi h, do vy nguyn vng v nhu cu ca khch hng tim nng b

b qua. Trn l thuyt c th p dng phng php ny khi cu vt cung nhng

trn thc t n khng p dng c v cch tip cn ny lm cho doanh nghip m

tt v nhng thay i ca th trng, m yu t ny c tnh cht sng cn i vi s

tn ti ca doanh nghip.

* Marketing theo hng khch hng.


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Phng php ny nhm vo mc tiu ngoi, tc l ch n nhu cu v

nguyn vng ca khch hng. N tm hiu nhng i hi, nhng iu kin g s

tho mn du khch v c gng p ng n. Theo phng php ny, nhu cu ca

khch hng c t ln v tr hng u v l cn c ch yu xy dng chnh schkinh doanh. c bit trong lnh vc kinh doanh khch sn du lch, nhu cu ca du

khch rt phong ph v a dng lun thay i theo ma, theo la tui, li sng v

kh nng thu nhp. Do , chnh sch Marketing cng thay i theo nhu cu trn,

dn n hot ng kinh doanh sem li kt qu cao v dch v sn xut ra p

ng c ti a nhu cu khch hng khi chnh sch Marketing iu tra nghin cu

p ng c s mong mun ca du khch.

Tuy vy, n cng cong bc l mt s nhc im nh sau: Nu ch ch ti

khch hng m khng quan tm n cc yu t khc nh ti nguyn thin nhin,

nn vn ho ca cc a phng, c im phn b dn c,th chc chn s dn

ti tht bi v ko theo nhng hu qu nhim trng v mi trng, vn ho, phong

tc, tp qun,V khc phc nhng nhc im ny th phng php tip cn

theo hng x hi ra i.

* Marketing theo hng x hi.

y l phng php kt hp c nhng u im ca c hai phng hng

trn. N va quan tm n nhu cu, nguyn vng ca khch, va quan tm n ti

nguyn thin nhin, ngun thc phm, vn ho, tp tc dn c m li khng qun

li ch kinh t. Ni tm li y l mt phng hng Marketing hin i c y

nhng u im tuyt vi nht v hn chc cc nhc im mt cch hiu qu

nht. N va ch trng tho mn nhu cu ca khch hng li va ch trng phttrin, bo v v gi gn di sn ca t nc.

Tt c phng hng trn to bc cscho cc doanh nghip khch sn

du lch thit lp nn chnh sch Marketing t tn dng c ti a kh nng

ni lc ca mnh, kt hp vi cc li th t bn ngoi sao cho hiu qu sn xut


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kinh doanh t c l cao nht, ng thi ph hp v p ng c ti a nhu cu

ca khch hng mong mun.

1.1.5. Nhng khc bit ca Maketing khch sn.

C rt nhiu nh ngha v Marketing khch sn du lch, nhng tu chung li

trng tm ca hot ng Marketing hiu qu l hng v ngi tiu dng. Cc

doanh nghip khch sn du lch nghin cu tm hiu nhng g m khch cn sau

cung cp cc sn phm hoc dch v c th tho mn nhu cu ny.

Theo WTO ( t chc du lch th gii) : Marketing khch sn du lch l mt

lot phng php v k thut c h trbng mt tinh thn c bit v c phng

php nhm tho mn cc nhu cu khng ni ra ca khch hng, c th l mc chtiu khin hoc nhng mc ch khc.

* Bn cht v hnh ca dch v.

Kinh doanh khch sn du lch l hng vo dch v. Do cc sn phm

dch v l v hnh. Nu nh l mt sn phm hng ho th ta c th xem xt, kim

tra, thnh gi cht lng c tt hay khng, nhng i vi dch v th

chng ta khng th lm vy, ch tr khi chng ta trc tip tri qua mi nh gic.

Mt sn phm hu hnh c tho lng v nhng chi tit thit k v vt liu

m c thc a ra cho ngi tiu dng. Tuy nhin cc dch vc cung cp

bi mt khu ngh mt tru tng hn. S cm nhn v vn phong hoc s khng

thn thin ca nhn vin khng thc xem xt v nh gi k trc mt chuyn

i, do phi da vo kinh nghim ca nhng ngui s dng dch v ny. Khi

n mt ni ngh mt, ngi ta khng bn ni lu tr m bn nhng tri nghim:

cc hot ng, cc k c, cc chi hc hi, giao tip x hi hay c mt

mnh. y l tnh cbn cn tp trung trong qung co du lch.

* Phng thc sn xut.


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Kinh doanh khch sn cng c coi l n v sn xut hng ho, l

nhng sn phm dch v. Sn phm hng ho c sn xut v ch to mt ni,

sau c vn chuyn n cc a im khc nhau v tiu th thng qua cc knh

phn phi. Ngi tiu dng c thbt cu cng c th tiu dng sn phm .Nhng i vi dch v th khng th nh vy, hu ht chng c sn xut v tiu

th cng mt ni. Khch cn phi n khch sn v mi ngi phi n nh hng

mi c hng dch vtrong .

* Tnh khng ng nht.

iu ny c th hin rt r, l khch hng c tnh cht quyt nh vo

vic to ra sn phm dch v. Nu c khch hng th sn phm dch v mi c

to ra. Do vy cc doanh nghip du lch thng c gng tiu chun ho cc dch v.

Nhng iu khng tht d v dch v b c nhn ho. Chng hn, hai khch hng

cng nghcng mt khch sn, hng phng nh nhau, tiu chun phc v nh

nhau, nhng h c kin nh gi hon tonh khc nhau v dch v, n hon ton

ph thuc vo kinh nghim ca bn thn v tm l ca khch du lch. M nguyn

nhn c th do thi phc v ca nhn vin hoc do mi trng khch quan,

lm nh hng n mc tiu Marketing ca khch sn.

* Tnh d h hng v khng ct gic.

V tnh ng thi va sn xut v va tiu dng dch v cho nn c khng

ging nh hng ho c them ct, lu kho khi cha bn c m n s mt i

ngay sau . Trong kinh doanh khch sn cng vy, phng khch sn khi b b ph

mt m n khng th bn li c, v hng lot cc chi ph khc cng mt. Tng

t nh vy, thi gian ca cc nhn vin phc v du lch khng th dnh lc caoim, phng khch sn cng khng th dnh phc v lc ng khch.

* Thi gian tip cn vi cc dch v ngn hn.

Khi ta mua mt loi hng ho, ta c th dng n hng tun, hng thng, hoc

lu bn nh t, t lnh,Nhng i vi dch v khch sn th ngn hn, khch


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chn nh hng hay khch sn n ung, d hi ngh, tic, lu tr,V khch

khng hi lng th khch cng khng th tr li hoc i li dch v khc.

* a dng v nhiu loi knh phn phi hn.

Trong kinh doanh khch sn du lch thay v h thng phn phi dy c nhhng ho: T sn xut -> cc i l cp mt -> i l cp hai -> ca hng bn l.

Ngnh khch sn du lch c mt h thng c trng cc trung gian mi gii v l

hnh gm cc i l l hnh v cc cng ty cng a ra cc chng trnh ngh trn

gi, tc ng ln nhng g khch s mua. Khch hng nhn h nh nhng chuyn

gia v tip thu nhng khuyn d ca h mt cch nghim tc.

* S ph thuc nhiu hn vo dch v b tr.

Mt dch v du lch c th bt u t khi khch hng nhn thy qung co v

mt im du lch c th. Khi khch hng c thn cng ty l hnh c thm

thng tin chi tit v li khuyn. Trong chuyn i, khch khng chn thun l n,

ung, lu tr m h cn tham gia vo rt nhiu cc dch v khc nhau lm cho

chuyn i hp dn hn, th v hn. V vy buc phi c s h trln nhau gia cc

csdch v khc nhau p ng nhu cu a dng ca khch nh dc v : mua

v my bay, i mua sm, n thmt vi ca hng, thu t,

* Vic sao chp cc dch v d dng hn.

Hu ht cc dch v l hnh v khch sn u d b sao chp, chng hn nh

cng thc mt mn n, phong cch phc v, hay mt sn phm dch v mi, v

khng th cm khch hng, cc i th cnh tranh vo ni m c dch vc tiu

dng ging nh ni sn xut hng ho ca n v sn xut, v ti ni sn xut

gic b mt sn xut, cc i th cnh tranh c th khng c vo nh my,cc x nghip.

1.2. Chin lc Marketing mix.1.2.1. Xc nh th trng mc tiu v nh v hng ho dch v trn th

trng .


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1.2.1.1. Phn on th trng.

a ra c mt nh hng pht trin kinh doanh, doanh nghip khch

sn du lch phi c c tp khch hng m mnh c kh nng cung ng v tho

mn nhu cu ca h. Mt khc khch hng l rt ln, va phn tn li va c skhc bit nhau trong nhu cu mua sm. Do vy, nu Marketing i tr th chc chn

s b cnh tranh rt d dng trn bt c th trng no v s bnh bi. Do vy

phn on th trng l nhm phn chia th trng thnh cc nhm c c trng

chung . T tm ra im mnh ca mnh tp trung n lc Marketing vo mt

on th trng nht nh. C nh vy mi em li hiu qu nht nh.

Bn cnh , phn on th trng cng mang li nhng li ch rt st thc:

- S dng hiu qu hn ngn qu Marketing. Ngn qu Marketing l tt c

chi ph t p trung chin lc ng thi phi ti u ho ngun kinh ph nh:

qung co bao nhiu? In tp g p bao nhiu? Sn phm ra sao? Nghin cu th

trng nh th no? Tham gia hi chg ?,.

- Hiu bit mt cch thu o hn cc nhu cu, c mun ca khch hng

mc tiu.

- Xc nh v th hiu qu hn. Thng qua cc con snh v m khch hng

nhn bit v doanh nghip. Do vy chng ta c th xc inh c u th ca chng

ta hp dn khch hng so vi i th cnh tranh v c hiu qu nht.

- Nng cao chnh xc trong vic la chn cng c v phng tin qung

co nh: qung co, quan h cng chng, bn hng trc tip,

Tuy nhin vic phn on th trng cng khin cho doanh nghip gp phi

nhiu rc ri, kh khn:- i vi cc doanh nghip mi on th trng khch hng th phi c chin

lc Marketing mix ring, sn phm ring, gi ring, xc tin v knh phn phi

cng khc nhau, Do vy nu doanh nghip cng chia nh th trng th chi ph s

rt tn km.


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- Doanh nghip cng rt kh chn c cc phn on ti u v kh chn

c tiu thc phn on.

- Kh bit c nn chia nh th trng n mc no l hp l. Nhng nu

chia cng nh th trng tng rng rt tt nhng n li khng hin thc v d bli cun vo nhng on th trng khng kh thi. Do vy m bo phn on

th trng c hiu qu th phi m bo cc yu cu sau:

+ Phi mang tnh xc ng.

+ Phi mang tnh kh thi thc hnh.

Vic phn on th trng c chia lm 3 giai on:

- Giai on kho st tp hp d liu.

- Giai on phn tch.

- Giai on phc ho nhm vc thi , nhu cu, dn s, ca cng

chng.

Bn cnh , cc doanh nghip khch sn du lch c th ly mt s tiu thc

sau y lm cscho vic phn on th trng:

- Phn theo a l.

- Phn theo dn s hc.

- Phn theo mc ch chuyn i.

- Phn theo tm l.

- Phn theo hnh vi.

- Phn theo sn phm.

- Phn theo knh phn phi.

Khi c cc tiu thc v hnh thi phn on th trng th ta c ccphng php phn on th trng nh sau:

- Phn on mt giai on : ch chn mt tiu thc duy nht.

- Phn on hai giai on: sau khi chn mt tiu thc phn on li tip tc

chia nh th trng theo tiu thc th hai.


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- Phn on nhiu giai on: dng ba tiu thc phn on trln.

1.2.1.2. Xc nh th trng mc tiu.

Th trng mc tiu l th trng bao gm cc khch hng c cng mt nhucu v mong mun m cng ty c kh nng p ng, ng thi c th to ra u th

hn so vi i th cnh tranh v t c cc mc tiu Marketing nh.

Trn c s nghin cu th trng, xc l p nhu cu th trng, cc doanh

nghip tin hnh vic phn on th trng. Sau xc nh nhng phn khc th

trng hp dn nht, ph hp vi s trng v ngun lc doanh nghip. Vic la

chn th trng ny chnh l vic la chn th trng mc tiu ca mnh. i vimi phn khc th trng ph hp, doanh nghip a ra c nhng sn phm,

dch v v s phi hp cc hot ng tip th khc nhau. Vic la chn ny c

th hin di s sau:


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Qu trnh nh v th trng mc tiu gm 2 bc:

- Dng tiu thc phn on theo c tnh chung .

- La chn th trng mc tiu m m bo doanh nghip cnh tranh

tt nht v kinh doanh c hiu qu nht.

1.2.1.3.nh v.

Do qu trnh nhn thc ca con ngi l khng c g c bit th h khng

nh, do s cnh tranh ngy cng gia tng trong kinh doanh khch sn du lch th

phi lm th no khch hng nhn mnh. ng thi do cc dung lng thng

ip thng mi: nh v tc l chng ta s to dng cc yu t Marketing mix

nhm chim c mt v tr no trong tm tr ca khch hng th trng mc

tiu. Qu trnh nh v trnn ht sc cn thit v phi lm sao cho vic nh v c

hiu qu nht. Nh nh v phi bit cc thng tin v nhu cu ca khch hng ti th

trng mc tiu v nhng li ch m h mong i. ng thi phi hiu bit v

nhng th mnh v im yu trong cnh tranh ca doanh nghi p. Cng ty cng

phi thng tho v th mnh v im yu ca i th cnh tranh trnh vic i

u, tn cng sc thng tin v s nhn thc ca khch hng i vi doanh nghipso vi i th cnh tranh.

Yu cu cunh v l to ra c hnh nh, truyn ti c cc li ch n

khch hng v phi khc bit ho tn nhn hiu dch v ca mnh so vi i th

cnh tranh. C 5 bc tin hnh nh v:

Phn on thtrng

1. Xc nh cscho vic phn

on th trng.2. Khi qut vcc phn on.

La chn th trngmc tiu

1. Vch r mc hp dn ca mt s

phn on thtrng.2. Chn mt hocvi phn on mc

nh v th trng.

1. nh v tng thtrng mc tiu.

2. a ra Marketing mix cho tng phnon th trng.


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- Bc 1 : Chun b ti liu: C th l xc nh nhng li ch quan trng nht

em li cho khch hng khi mua dch v.

- Bc 2: L bc quyt nh: Quyt nh v hnh nh m bn mong mun

to ra trong tm tr ca khch hng ti th trng mc tiu chn.- Bc 3: L khc bit ho nhm c th vo cc i th cnh tranh m bn

mun to ra s khc bit v nhng th m lm cho bn khc bit.

- Bc 4: Thit ka ra nhng khc bit ca sn phm hoc ca dch v v

truyn ti nhng khc bit vo nhng tuyn b vnh v v cc yu t khc ca

Marketing mix .

- Bc 5: Thc hin tt nhng g m chng ta ha.

Sau khi xc nh chin lc nh v, doanh nghip bt tay vo son tho h

thng Marketing mix. H thng Marketing mix phi c s nht qun trong vic

khc ho hnh nh v cng ty v nhn hiu ng tm vi v tr m cng ty chn.

1.2.2. Cc chin lc Marketing tip cn vi th trng mc tiu.

1.2.2.1. Chnh sch sn phm.

Sn phm c hiu l tt c mi hng ho v dch v c them ra cho

bn v c kh nng tho mn mt nhu cu hay mong mun ca con ngi, gy s

ch , kch thch s mua sm v tiu dng ca h.

Sn phm du lch va l mt hng c th va l mt mt hng khng c th.

Ni cch khc, sn phm du lch l tng hp cc thnh t khc nhau nhm cung cp

cho khch kinh nghim du lch trn vn v s hi lng.

Chnh sch sn phm c hiu l mt ch trng ca doanh nghip v vic

hn ch, duy tr, pht trin, m rng i mi ccu mt hng nhm p ng kpthi nhu cu ca th trng vi hiu qu ph hp vi cc giai on chu k sng ca

sn phm.

Sn phm du lch l cc chng trnh du lch, cc dch v lu tr, n

ung,Do vy c trng ca sn phm du lch l phi s dng th mi bit. Sn


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Khi thc hin chin lc sn phm du lch ca mnh cc doanh nghp cn

phi quyt nh hng lot cc vn c lin quan:

- Quyt nh dch v cbn: l nhng dch v cung cp nhng li ch cbn

cho khch hng. chnh l ng c ngi mua tm n tiu dng mt loi dchv ny ch khng phi l dch v khc. V cn c vo th trng mc tiu m

ngi lm Marketing quyt nh dch v cbn v li ch cbn m khch hng

tm kim. T doanh nghip c th cung cp cc chng trnh du lch: du lch

vn ho, du lch l hi,

- Quyt nh v dch v ngoi vi: c 2 loi dch v ngoi vi.

Mt l dch v nhm tng thm gi tr cung cp cho khch hng c th cng

nm trong h thng dch v cbn v tng thm li ch cbn.

Hai l cc dch vc lp mang li li ch ph thm cho khch hng. Thng

qua hai loi dch v ny th dch v cbn t thay i v dch v ngoi vi th t

thng xuyn thay i. V khch hng thng nhn bit khch sn ny vi khch

sn kia hoc hng ny vi hng kia thng qua dch v ngoi vi. Nguyn tc hnh

thnh dch v cbn v dch v ngoi vi xut pht t nhu cu ca khch hng v

tnh th cnh tranh trn th trng.

- Quyt nh dch v sng: Doanh nghip cn phi quyt nh cung ng

cho khch hng cu trc dch v cbn hoc dch v ngoi vi t ti chnh xc

no . Mc li ch nht nh m khch hng nhn c tng ng vi cc chi ph

thanh ton.

- Quyt nh v dch v tng th: L h thng dch v bao gm : dch v c

bn, dch v ngoi vi v dch v sng m doanh nghip cung ng cho khchhng.

Dch v tng th s mang li li ch tng th khi khch hng tiu dng dch

v. Khi quyt nh cung cp mt dch v tng th cn cn c vo li ch tng th h

thng dch v ca cng ty mang li v so snh chng vi dch v tng th ca i


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18

th cnh tranh. Mi mt dch v s c mt h thng to ra dch v khc nhau. Vi

mi khch hng s c mt dch v tng th khc nhau ph thuc vo kh nng

thanh ton v nhu cu,

Sa dng ho ca dch vc nh gi thng qua chiu di, chiu rng,chiu su v tnh ng nht ca danh mc sn phm. Danh mc sn phm l tp

hp cc nhm chng loi sn phm dch v m cc n v hng ho do mi ngi

bn c them ra cho bn cho ngi mua. Chng loi sn phm dch v c lin

quan cht ch vi nhau do ging nhau v chc nng hay do bn chung cho cng

mt nhm khch hng, hay thng qua cng mt kiu t chc thng mi hay trong

khun kh ca mt dy gi. B rng danh mc sn phm dch v l tng s cc

nhm chng loi hng ho do cng ty sn xut. Mc phong ph ca danh mc

sn phm dch v ( chiu di) l tng s nhng mt hng, thnh phn ca n. B

su ca danh mc sn phm dch v l tng s cc hng ho c thc cho bn

trong tng mt hng ring ca nhm chng loi. Tnh ng nht ca n phn nh

mc gn gi, hi ho ca hng ho thuc cc nhm chng loi khc nhau xt

theo gc mc ch s dng cui cng hoc nhng yu cu v t chc sn xut,

cc knh phn phi hay mt tiu chun no .

Danh mc sn phm dch v ban u s tho mn th trng mc tiu nhng

v lu di s c sn phm cn ph hp hn v lc sn phm ca doanh nghip

tr ln li thi. Do cn c nh hng chin lc m rng ( pht trin ) danh

mc sn phm dch v. i mi ny s da trn csnghin cu th trng v th

trng mc tiu ca doanh nghip. Vic hoch nh chnh sch pht trin v tng

trng sn phm dch vc tin hnh thng qua vic phn tch hai thng schnh: sn phm v th trng. T, doanh nghip tu vo tnh hnh c th m c

4 chnh sch khc nhau:

+ Chnh sch xm nhp th trng: Tc l phi khai thc sn phm hin c

trong th trng hin c.


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+ Chnh sch pht trin sn phm mi: Tc l trn cscc nhu cu khch

hng v cnh tranh trn th trng m chng ta quyt nh to sn phm mi thu

ht thm khch hng v tho mn nhu cu ca khch.

+ Chnh sch pht trin th trng: Tc l thu ht thm tp khch mi trongsn phm hin c ca doanh nghip.

+ Chnh sch a dng ho: Tc l chng ta to sn phm mi thu ht thm

tp khch mi.

1.2.2.2. Chnh sch gi.

Gi c mang nhiu tn gi khc nhau. ng sau ca nhng tn gi , cc

hin tng gi c lun mang mt ngha chung l: li ch kinh tc xc nh

bng tin. Trong cc cng c Marketing- mix ch c bin s gi c l trc tip to

doanh thu v li nhun thc t. Cn i vi ngi mua, gi c l phi b ra s

hu v tiu dng hng ha. V vy nhng quyt nh v gi lun lun gi vai tr

quan trng v phc tp nht m mt doanh nghip phi i mt khi son tho cc

hot ng Marketing ca mnh.

Chin lc gi c l vic xc nh mc tiu ca chin lc gi, la chn

phng php nh gi, cc chin lc gi ca cng ty. Trong kinh doanh sn phm

hng ho th chnh sch gi khc vi dch v:

Chnh sch gi ca dch v lm tng bng chng vt cht khch hng

cm nhn c cht lng dch v m mnh mua t c th tn to c hnh

nh ca dch v. Nu sn phm cht lng tt th gi phi t cao tn vinh hnh

nh ca chng ta. Nu gi khng ng th vic truyn thng s c tc dng ngc

li. Gi nh hng n tt c cc phn ca knh phn phi, nhng ngi bn, ngicung cp, i th cnh tranh, khch hng,tt cu chu tc ng ca chnh sch

gi. nh gi h p l s to dng mt knh phn phi hot ng tt, nh nhn

thng hiu cho cc dch v cng c th cho php chng ta thc hin chnh sch

gi cao. i vi hng ho bnh thng th nh gi da trn chi ph, cn i vi


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hng ho dch v th nh gi da trn gi tr cm nhn ca khch hng, da vo

tnh hnh cnh tranh cn chi ph ch l nn ca gi. Trong dch v gi bao gm gi

trn gi ton phn hoc gi tng phn.

i vi mi doanh nghip th vic nh gi cho sn phm dch v ca mnhu phi ph hp vi mc tiu ca doanh nghip. Mc tiu nh gi phi xut pht

t mc tiu ca doanh nghip v cht lng nh v sn phm m cng ty la

chn.

- Trong iu kin th trng y ry nhng bt li th mc tiu nh gi c

th lin quan n mc li nhun trong tng lai m bo duy tr s tn ti.

Li nhun l trong tng lai cn trc mt l phi tn ti, b p chi ph thm ch

gi bn nh hn gi thnh.

- Mc tiu nh gi c th l ti a ho li nhun trong mt thi k nht

nh.

- Mc tiu nh gi c th lm ti a ho doanh s: da trn nguyn tc nh

gi to ra th phn, gi thp hn th c th to ra nhiu th phn hn xm nhp

vo th trng mi.

- Mc tiu nh gi c th l khng nh v th ca mnh ging nh l mt

sc quyn ( nh gi uy tn).

- Mc tiu nh gi trn csmong mun thu hi u t trong mt thi gian

no y.

Qu trnh nh gi ca mt sn phm dch v gm 5 bc cbn:

+ Bc 1: La chn mc tiu nh gi.

+ Bc 2: Xc nh nhu cu: xc nh lng cu ca th trng, tt nht ltm c ng cu ca th trng bng thng k kinh nghim. T xc nh

c co gin ca ng cu v xc nh c s ph thuc ca gi vo ng

cu.

+ Bc 3: Xc nh cu trc chi ph:


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Tng chi ph = Chi ph cnh + Chi ph bin i.

Cn c vo chi ph xc nh im ho vn. Ngoi ra nu nm c cu trc

chi ph th s hiu c chi ph trong vic cung cp dch v nh th no theo thi

gian v mc nhu cu.+ Bc 4: Phn tch gi ca i th cnh tranh: Trong qu trnh phn tch

ny cn phi nm c nguyn tc, cu trc chi ph v hnh vi nh gi ca i th

cnh tranh. ng thi phi nm c cu trc chi ph, yu t thi gian i vi s

cnh tranh v gi trong dch v. V n lm cho doanh nghip c chi tng thu

nhp, tn ti hay b ph sn.

+Bc 5: La chn cc phng php nh gi thch hp:

. C thnh gi theo cch li v chi ph ( chnh l chi ph cng thm).

Gi bn = Gi thnh +% gi thnh.

. C thnh gi theo mc tiu thu hi vn.

. C thnh gi kim sot cu: S dng chnh sch gi iu chnh

thi k cao im v thp im (thi v du lch). Trong thi k vng khch th gim

gi, chit khu gi hoc cho khch hng s dng mt s dch v min ph. Vi cch

ny cng vi dch v trn gi thu ht khch lc vng khch. Chnh sch gi

phn bit i vi cc nhm khch hng khc nhau, i vi cc dng sn phm

khc. Hoc nh gi theo a im, v tr, thi gian,

. C thnh gi cn c vo gi ca i th cnh tranh .

.C thnh gi theo mi quan h. Nhcc mi quan h sa li lng

khch n nh cho doanh nghip. Nh vy li nhun tim nng trong tng lai ca

doanh nghip l rt ln.. C thnh gi trn csgi tr:

Chnh sch gi ng n l vic xc nh gi thch hp cho tng sn phm,

tng giai on, tng th trng v c xc nh da trn mi quan h gia cung v

cu c tnh n cc i th cnh tranh.


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+ Chnh sch phn phi theo hnh thc bn l.

+ Chnh sch theo hnh thc bn bun.

- Cn c vo mi quan h gia ngi sn xut vi ngi tiu dng:

+ Chnh sch phn phi c lp.+ Chnh sch phn phi dc.

+ Chnh sch phn phi ngang.

Trong kinh doanh khch sn du lch c 2 loi knh phn phi chnh l:

+ Knh phn phi trc tip:

Ngi sn xut Ngi tiu dng.

+ Knh phn phi gin tip.Ngi sn xut cc trung gian ngi tiu dng.

Ngoi ra cc doanh nghip cn c th bn hng qua catalog, qua th, in

thoi, fax, qua mng internet,

1.2.2.4. Chnh sch xc tin.

Cu sn phm dch v bao gicng mang tnh thi v v tht thng. Thng

thng khi mua sn phm dch v ni chung khch hng rt cn cc li khuyn ca

cc chuyn gia nht l ca cc i l du lch. Do vy xc tin khng nhng cho cc

knh phn phi m cn phi xc tin cho bo ch, cng lun, khch hng, Xc

tin khng ch c qung co m phi thng qua cc knh thng mi, knh x hi,

knh sn xut, Nhng ch bit rng knh truyn thng knh con ngi l rt hiu

qu. Cu v sn phm du lch rt nhy bn v gi c v bin ng v tnh hnh kinh

t. S trung thnh ca khch hng vi cc nhn hiu khng su sc. Do vy mc

ch ca xc tin l thuyt phc, nhc nhkhch hng mua sn phm ca mnhd sn phm c hay mi, thm ch l thay i cc quan nim, cc hnh nh, ng

thi xc tin thng bo cho khch hng cc chng trnh du lch, cc sn phm

dch v mi trong kinh doanh l hnh khch sn v c tnh ca n. Hoc c th

thuyt phc khch hng mua cc chng trnh du lch. Trong kinh doanh du lch th


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truyn thng thuyt phc sc quan tm nhiu nht v n c th sa i thi ,

thi quen v cng c nim tin ca khch hng c trc v sau khi mua.

Xc tin hn hp l thc hin vic xc tin bng cch kt hp cc cng c

xc tin t hiu qu tt nht. Cc cng c bao gm: Qung co, xc tinbn( khuyn mi ), bn trc tip, quan h cng chng v truyn thng.

Trch nhim ca ngi lm qung co l thu ht s ch ca khch hng

tim nng, lm cho hn v tiu dng cc sn phm dch v ca mnh. Tuy nhin,

thu ht phi bit r mc ch qung co l g. Qung co l rt tn tin v vy

phi bit c bin php khc phc. Qung co phi lin quan n cc nhim v,

mc tiu v o lng c hiu qu qung co, hiu qu khng th tnh trong thi

gian vi thng m phi sau mt thi gian no th n mi c tc dng. Mt

chng trnh sn xut, nidungqung co phi c truyn thng nhiu ln mi hy

vng s phn hi ca th trng, tuy nhin mt qung co lp i lp li qu nhiu

ln th khch hng s cm thy c k, mt gi tr. Do phi chn thi im qung

co, tn sut qung co nh th no cho c hiu qu. Lu n kha cnh php l

ca qung co: phi trung thc, khng to hiu lm, ng vi thc t, khng c

dng khu hiu, nhn hiu ca ngi khc qung co cho sn phm mnh. Nu

dng hnh nh ca ngi d nhn dng, tn v nhng tuyn b ca h th phi xin

php h trc.

- Nu qung co hng cho sn phm: sn phm phi chng tc hp dn

sn phm ca i th cnh tranh.

- Qung co hng v khch hng: t ni v sn phm m ch ch trng n

nhu cu, thi , quyn li ca khch hng.- Qung co hng v chiu hiu ( nh v) dng nhiu cu chiu hiu, nh

vc o thu ht khch hng.

- Qung co hng v hnh tng: nhn mnh cht lng ca c s nh

khung cnh thanh lch, ni bn sc c o.


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Bn trc tip: y l phng php lu i nht, hiu qu nht, ph bin nht.

Ngi ta phi la chn tng khch hng mc tiu gim thiu thi gian lng ph.

Nhn vin bn hng trc tip c th sp xp cch trnh by vi tng khch hng

mt khi ti p xc vi khch hng. Nu r li ch tng sn phm theo quan imngi tiu dng, p ng tng nhu cu, thc mc ca khch hng, gii thch cc

thc mc v kt thc vic bn hng bng vic ha hn mua sn phm ca khch

hng. Ngoi ra hin nay ngi ta c th dng phng php Marketing t xa,

Marketing trc ti p, cc thng tin s c trao i trc ti p trn cc trang

Website,

Quan h cng chng: l to dng lng tin, hnh nh i vi cng chng mc

tiu. Hai ch tiu doanh nghip phi quan tm l quan h cng chng i ni v i

ngoi:

- Quan h cng chng i ni l vic quan h vi khch hng v nhn vin

ca mnh: Vi khch hng th phi chm sc, quan tm, i i nhit tnh. Vi nhn

vin phi o to hun luyn, tr lng thong v phi cho h bit v cc thng

tin cn thit trong qu trnh giao tip.

- Quan h cng chng i ngoi bao gm cc cng ng c quan h, k c

dn v chnh quyn a phng n nhng ngi v tr cao hn nh : v, vin,

tng cc du lch, nhng ngi c lin quan n hot ng kinh doanh du lch sao

cho to n tng tt di con mt ca cng chng ni chung.

Tuyn truyn: L vic mun cho cng chng bit v nhng vic doanh nghp

ang lm bng vic s dng cc thng tin, hnh nh cung c p cho bo ch pht

thanh, truyn hnh. y l knh rt quan trng lm cho ngi nghe d tin v khngb p t.

i vi doanh nghip kinh doanh khch sn th c l thng thng s dng

ba cng c: bn trc tip, quan h cng chng v tuyn truyn. Sau mi qung

co v xc tin. Tuy nhin vic la chon cng c xc tin cn tu thuc vo: chu


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k sng sn phm, thi khch hng, i th cnh tranh, ngn sch, v tr a l

ca khch hng,

lp k hoch cho xc tin th gm 4 bc:

+ Xc nh cc th trng mc tiu.+ Thit lp cc mi quan h truyn thng.

+ Xt duyt v tuyn chn cc phng n xc tin.

+ n nh thi gian xc tin.

Xc tin phi kp thi v ph hp. Sau khi n nh th thit k in n v la

chn cng c kt h p khc, Chng ta cn phi bit kt qu truyn thng ca

chng ta c hiu qu hay khng. Mun bit c iu ny th nn so snh vi h

trng mc tiu.

1.2.2.5. Chnh sch con ngi.

L hnh v khch sn l mt ngnh lin quan n con ngi. l cng

vic ca con ngi ( nhn vin) cung cp dich v cho con ngi ( khch hng).

Nhng ngi ny li chia s dch v vi nhng ngi khc ( nhng khch hng

khc ).

Sn phm du lch khch sn vi c im sn xut cng l sn phm thuc

loi hnh dch v. Do vy thi im tiu th l sn phm sn xut ra u th tiu

th ngay ti nn yu t con ngi l khng th tch ri v c ngha v cng

quan trng, n quyt nh s thnh cng ca sn phm, uy tn ca sn phm, mc

tho mn ca sn phm i vi khch hng hay ni cch khc n quyt nh li

nhun ca doanh nghip. Vi tm quan trng nh vy chnh sch con ngi hm

nay l mt trong nhng yu t lun c cc doanh nghip u t v pht trin.Nhn vin tip xc c x hi cng nhn v coi l yu t hng u trong s thnh

cng ca sn phm du lch. V vy Marketing mix cn gii quyt c hi ho 2

vn cbn.

+ o to hun luyn nhn s.


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+ Qun l, iu hnh nhn vin.

Nhim v k theo ca chnh sch con ngi l phi gii quyt c vn .

+ Vi chi ph thp v hp l nht cng tc o to t c hiu qu cao

v nng sut khch sn ca nhn vin c pht huy ti a.

+ Qun l kim sot c cht lng phc v, cht lng cng vic ca

nhn vin sao cho n m bo tnh n nh v c cht lng cao trong lao ng.

Bi y l cc yu t quyt nh li nhun v v th ca doanh nghi p trn th

trng kinh doanh khch sn.

Tuy nhin vic o to phi c din ra thng xuyn lin tc ph hp vi

s pht trin ca th trng v x hi.1.2.2.6. Chnh sch lp chng trnh v tan phm trn gi.

Cc chng trnh chn gi l chun mc cho nh hng Marketing. Cc

chng trnh ny sdc c l do pht hin cc nhu cu, mong mun ca mi

ngi v sau kt hp nhiu loi dch v v phng tin khc nhau cho ph hp

vi cc nhu cu .

K hoch Marketing cn nu chi tit cho vic duy tr cc chng trnh hinc v lp cc chng trnh mi cho 12 thng hay ngn hn. K hoch Marketing

cn phi c k hoch ti chnh cho mi chng trnh v chuyn du lch chn gi

sao cho ph hp vi cc hot ng xc tin v cc mc tiu nh gi v doanh thu.

Vic lp chng trnh v to sn phm trn gi c hai ngha rt quan trng:

Th nht l n tho mn tt nht nhu cu ca khch hng.

Th hai : y l chi khai thc mt cch tt nht cc dch v ca doanh

nghip c bit vo nhng lc tri v.

S sng to trong Marketing c tm quan trng c bit trong ngnh chng

ta do bn cht t tiu hao ca cc dch v.

1.2.2.7. Quan hi tc.


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Trn c sxy dng chng trnh trn gi trong ngnh kinh doanh khch

sn du lch th quan hi tc v lin minh chin lc ng vai tr ht sc quan

trng. V quan hi tc ny c th l quan h vi khch hng, hng cung ng,

cc hng l hnh v c th thm ch ci th cnh tranh,Quan hi tc tt thmi m bo hot ng kinh doanh c lu di v n nh. Cc quan h ny

thng c lin minh k kt vi nhau thng qua cc hp ng lin kt du lch.

Cc hp ng ny nhm h tr, b sung cho nhau khc phc c nhng yu km

theo nguyn tc hai bn cng c li.

1.2.3. Lp ngn sch Marketing.

Mi k hoch Marketing cn c mt bn ngn sch chi tit vch r l s chi

bao nhiu tin cho mi yu t Marketing Mix. y chnh l mt trong nhng

quyt inh kh khn nht i vi mt doanh nghip. Chng ta c t nht 4 phng

php lp ngn sch Marketing.

- Lp ngn sch kiu c hay tu tin.- Lp ngn sch kiu truyn thng.- Lp ngn sch cnh tranh.- Lp ngn sch theo dch v v mc tiu.

* Lp ngn sch kiu c hay tu tin: y l phng php n gin v may

mc. Mt khon tin hay mt t l % nht nh c cng thm vo ngn sch

Marketing ca nm trc. Mc tng ny c n nh gn st vi mc lm pht

ca nn kinh t.

+ u im: D lm, khng tn thi gian v cng sc.

+ Nhc im: Ngi s dng phng php ny thng c khuynh hngduy tr cc hot ng Marketing thiu hiu qu v khng thi ph vi nhng k

thc s thng h.

* Lp ngn sch theo kiu truyn thng : Phng php ny d tr theo t l

% lng hng ho bn ra.


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+ u im: D lm, d s dng, khng tn nhiu thi gian v cng sc.

+ Nhc im: Mc chi ngn sch t bn c th gy nhiu lm ln to thi

quen li thi, cu thi vi ngi lm Marketing.

* Lp ngn sch cnh tranh: Chng ta s xem xt cc chin lc dnh cho nhng cng ty theo sau bt chc cng ty hnh u l c gng lm cho ngn sch

ca mnh ph hp vi hot ng Marketing.

+ u im: D s dng v cng khng tn nhiu thi gian, cng sc ca

ngi lm Marketing.

+ Nhc im: Vic b qua cc tp hp duy nht ca th trng mc tiu,

cc Marketing- mix nhng mc tiu, nhn lc v v th trn th trng ca mi

cng ty.

* Phng php hiu qu nht gi l d tr ngn sch theo nhim v v mc

tiu hay l phng php quan st thc nghim. Phng php ny d tr ngn sch

trn c sbng khng. C ngha l ngn sch mi nm bt u trn c sbng

khng v sau ngy cng ln thm sau tng hot ng.

Phng php ny c tin hnh ng nh tn gi ca n. Vic lm trc

tin l n nh cc mc tiu Marketing, ri n cc bc ( nhim v ) v tip theo

l tng bc c th nh l: i vi nghin cu th trng x hi, th trng mc

tiu, nh v phn on cho sn phm, xc tin qung co,

Mi phng php u c u nhc im ring nhng t c cc mc

tiu cho tng th trng mc tiu th lp ngn sch theo nhim v v mc tiu l

p ng c, tuy c tn km v thi gian v ti chnh.

1.3 c im tiu dng ca mt s tp khch quc t.1.3.1 c im tiu dng ca tp khch du lch Trung Quc.

Ngi Trung Quc c i sng tnh cm kn o, nng tnh, nh l, tin vo

s tng, c thc dn tc v cng ng cao, cn c chu kh trong lao ng.

Trong cuc sng gia nh h lun gic nn np gia gio. Mi quan h gia cc


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nhng vn gy cn gy tranh lun. H thch tin nghi n ung phi hin i,

sch s, bi tr p v khng kh bn n m cng.

Ngi Php rt t ho v tp qun n ung ca mnh bi h c tp qun n

ung phong ph, lu i, cc mn n c o sng lc nhng tinh hoa nht v cph bin hu ht cc nc u , . Khng nhng th cch ch bin v n ung ca

h cng rt cu k. Php l nc u tin c tin vn ung. Ngi Php thch

n cc loi xp trong, cc mn nng, rn cn ti t tht b, thch mn pat c ti,

bnh m trng vi bv pho mt, h thch n rau ti v xalt tng hp. H rt ch

tng loi xt ph h p cho tng mn n, xt in hnh ca h l mayonnaise.

Ngi Php thch ung vang v cognac.

1.3.3 c im tiu dng ca khch du lch Nht.

Ngi Nht thng minh, cn c, im tnh, n ho, thch c th, bn sc cng

ng cao hn c nhn, tnh k lut cao, trung thnh vi nhn vt c uy quyn v

nhm. H yu thin nhin, thch hoa anh o, trng truyn thng gia gio, k s 7

v hoa sen, hi hi cht lng dch v cao v phi c p ng nhanh chng.

Ngi Nht i du lch thch mua sm v h cng thch i du lch vi mc

ch ngh dng ti cc vng ni cao. H c sc chi tr rt cao.

Vn ung: nhng ngi gi thch n cc mn n truyn thng ch bin t

hi sn, c bit l h thch mn gi c, gi tm ung vi ru Sak hm nng v

c bt tr hoa cc ra tay. Mn ni ting ca h l Sushi ( cm) v Shasimi ( gi

c). Gii tr thch cc mn n nhanh kiu M v thch ung ru vang Php. Ngi

Nht ni ting vi Tr o, h thch ung tr xanh nng bng.

1.3.4 c im tiu dng ca khch du lch Hn Quc.Cng nh ngi Trung Quc, ngi Hn c i sng tnh cm kn o, nh

nhng v c nhiu cc l nghi. Ph n thng nh nui dy con ci v chm sc

gia nh. Vi ngi Hn Quc trang im khi ra ng l mt iu bt buc th

hin s lch s. Ngi Hn thch i du lch theo kiu trn gi.


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Vn ung: ngi Hn ni ting vi mn kim chi dng phng php ln

men. H c ti 170 loi kim chi. Cm ca ngi Hn Quc thng c trn ln 2

th go np v t nu, h khng thch sa v cc mn t sa, h t dng c, xc

xch, dm bng. H coi trng v tr x hi ca gia nh v khch trong ba n. H

quan nim n l mt nghi l cng ng nn c thn chung mt mn, ung chung

mt cc ru.

1.3.5 c im tiu dng ca khch du lch M.

M l t nc a dn tc, ngi M sng to, nng ng lm vic tc ,

h thch phiu lu, kt qu v thnh cng, h thc dng, thch giao tip, quan h

rng, t do v tr trung.

Khch du lch M thng thch nhng chuyn i du lch mo him, khm

ph nhng ci mi l. H thch i l, t i theo on. H ch trng n cc sn

phm t tiu chun quc t, h c yu cu kht khe trong v sinh an ton thc

phm, khch M l tp khch c sc chi tr cao.

Ngi M khng cu k trong n ung, thch mn n nhanh, thch mn sn

rn, bnh m kp tht g. H ung nhiu v snh iu v ung, h thch

champagne, nc tinh khit v c ph,


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L khch sn nm gn trung tm thnh ph H Ni trung tm kinh t,chnh tr, x hi ca c nc cho nn hot ng ca khch sn chu tc ng t

nhiu trong vic thu ht khch, n khch. Vi thit k kin trc p, khch sn

c xp hng khch sn t tiu chun 4 sao vo nm 2004. Tnh n nay khch

sn i vo hot ng c gn 9 nm, ho chung vi s pht trin ca nn kinh

t c nc khch sn cng tng bc pht trin m rng quy m ca mnh, tuy

nhin khng th trnh khi nhng bc thng trm nht nh l: chu nh hng

ca cuc khng hong ti chnh khu vc, s kin 11 thng 9. c bit l ngi iu

hnh v qun l c nhiu thay i, c nm l ngi nc ngoi, c nm l ngi

Vit Nam. Do , vic kinh doanh, cht lng v k lut lao ng cng b nh

hng theo. Song vi s n lc ht mnh ca tp th cn b cng nhn vin khch

sn v s cho lin tc kp thi ng n ca ban gim c khch sn m khch

sn khng ngng ci tin, b sung v csvt cht k tay ngh nghip v cho h

nhm ngy cng nng cao hn na cht lng phc vp ng nhu cu ngy cng

cao ca khch hng. T nhng yu t trn m trong nhng nm gn y khch sn

to dng c v th ca mnh trn th trng dch v khch sn du lch ca

H Ni; khng ngng nng cao cht lng dch v, csvt cht k thut, ch

ng n khch quc t, khch ni a nng cao hiu qu kinh doanh.

2.1.2 M hnh qun l v ccu t chc ca khch sn quc t ASEAN.

M hnh qun l v ccu t chc.Hin nay khch sn bao gm cc b phn nh sau:


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- Ban gim c.

- B phn Marketing.

- B phn l tn.

- B phn nh hng.

- B phn cu lc b.

- Phng iu hnh du lch.

- B phn bung.- B phn bo v.

- B phn k ton.

- B phn k hoch.

- B phn nhn s.

- B phn bp.

M hnh ccu t chc khch sn quc t ASEAN.

Gim c

G kinh doanh

Bp

Mar

G b phn

Phngdulch

Bphnnhhng

Bphnbp

Culcb

Bpltn

Bpbung

Bpkton

Bpkhoch

BnhS


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- B phn nh hng: m nhn tt c cc cng vic t phc v khch n

ung hng ngy cho n cc ba tic ln nh. Thc hin chc nng tiu th v bn

hng, a ra thc n gii thiu cc mn n v thuyt phc khch s dng. Nghin

cu nhu cu n ung ca khch, t chc ch bin phc v cc loi thc n ph

hp vi cc loi khch. Qung co, khuch trng cc dch vn ung trong khch

sn. m bo cht lng v sinh an ton thc phm m bo v uy tn cht

lng ca khch sn v tho mn mi nhu cu ca khch vn ung.

- B phn cu lc b: B phn ny cung cp cc dch v b sung ca khch

sn nhm tho mn nhu cu ngy cng a dng ca khch. Trong b phn ny cung

cp cho khch dich v chm sc thm m, massage, phng tp th hnh, tennis vb bi.

- Phng iu hnh du lch: Tham mu cho gim c v th trng du lch. T

chc ng k visa, lin kt vi cc i l bn v my bay, t chc cc tour du lch

v k kt cc hp ng a n, hng dn khch tham quan cc tuyn im du

lch. Phng iu hnh cn t chc cc mi lin h tm kim khch hng mua cc

tour du lch ca khch sn v t chc thc hin cc tour.- B phn bung: y l b phn to ra doanh thu chnh cho khch sn. L

b phn chm lo s ngh ngi ca khch trong thi gian lu tr ti khch sn v

m bo an ton tnh mng, ti sn cho khch. Bung phi hp vi b phn l tn

theo di v qun l khch thu phng ngh ti khch sn. Bo qun cc trang thit

b ni tht v v sinh hng ngy cho khch sn. Nhn chuyn cc yu cu ca

khch nh git l, massage v cc dch v b sung khc. Thng bo chi cho b

phn lp ho n cc ti khon tiu dng ca khch thuc phm vi qun l. Tip

nhn cc vt t t b phn hnh chnh nhn s, cc vt t phc v cho qu trnh v

sinh phng. Lm nhim v v sinh lm sch ton b khch sn c trong v ngoi.

Chm sc ton b h thng cy xanh trong khch sn.


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2.2. Kt qu hot ng kinh doanh ca khch sn.

So snh 2004/2003Cc ch tiu n v Nm thchin 2003

Nm thchin 2004 ST T l %

Tng dthu Tng 18,293 20,5407 2,2477 12,3

Dthu lu tr Tng 6,4915 8,202 1,7105 26,35

T trng % 35,48 40 4,52

Dthu nung Tng 8,053 8,391 0,338 4,2

T trng % 44,02 40,8 - 3,22

Dthu khc Tng 3,7485 3,9477 0,1992 5,314T trng % 20,5 19,2 - 1,3

Tng chi ph Tng 12,0186 13,2593 1,2404 10,32

T sut chi

ph% 65,7 64,5 -1,2

Csut bung % 63 67 4

Tng lao

ngNgi 130 140 10 7,7

Lng gin

tipNgi 15 17 2 13,3

T trng % 11,54 12,14 0,6

Lng trc

tipNgi 115 123 8 6,95

T trng % 88,46 87,86 -0,6

Tng qu

lng Tng 2,4359 2,9578 0,5219 21,42

Tin lng

bqunTriu ng 1,25 1,5 0,25 20

Ln trc

thuTng 6,4812 7,3095 0,8283 12,78


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Ngoi ra, khi nghin cu th trng khch sn cn tin hnh s dng phng

php nghin cu ti ch. Thc cht l vic thu th p cc thng tin v th trng

thng qua cc ti liu khc nhau nh:

- Thng qua cc bo, n phm du lch. Cc thng tin m khch sn quan tm

l: xu thi du lch ca khch quc t, lng khch quc tn Vit Nam cng

nhn H Ni. Nhng quy nh mi vn khch du lch quc t,nhm nm

bt c tnh hnh chung v kinh doanh l hnh v khch sn hin ti.

- Thng tin t cc bn hng, cc i th cnh tranh nh : cc tp qung co

ca cc cng ty l hnh, cc khch sn bn, cc chng trnh khuyn mi, vn

gi c, la chn cho mnh cc gii php, chin lc kinh doanh v chin lccnh tranh thch hp.

- Cc quy nh, quyt nh, thng k ca cc ban ngnh hu quan.

- Thng tin t cc bo co ca cc b phn trong khch sn chuyn ln nh

cc bo co ca b phn nh hng, l tn, bung, cu lc b,Nhn vin ca cc

b phn trn thng xuyn tip xc trc tip vi khch hng do h c chi tm

kim, nm bt c nhu cu ca khch mt cch thun li. H s h trc lccho cng tc nghin cu th trng ca cc cn b Marketing.

- Ngoi ra, khch sn cn thng xuyn pht cc phiu iu tra cho khch

hng, nm bt c th nhu cu thc t ca khch du lch.

Sau khi thu thp c cc thng tin cn thit, khch sn tin hnh phn

loi, x l, xem xt, nh gi,cc vn bc xc v cn thit nht. T khch

sn c th b sung, sa i cho ph hp vi nhu cu ca khch du lch lm sao

phc v khch c cht lng tt nht c th.

2.3.2 Xc nh th trng mc tiu.

Vi nhng li th ring ca mnh, khch sn quc t ASEAN xc nh

c cc tp khch hng mc tiu ca mnh mt cch r rng.


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Ngoi ba tp khch quc t trn th mt tp khch na khch sn ang c

gng tp trung khai thc, l khch Nht. Nhng vi tp khch ny khch sn

cha thc s khai thc ht c tim nng ca n.

Cn khch ni a ca khch sn, khch sn tp trung phc v tt tp khchthng gia t Thnh Ph H Ch Minh, Vng Tu,ra cng tc ti H Ni. Ngun

khch ny cng tiu dng kh nhiu dch v ti khch sn v em li mc li

nhun nht nh cho khch. Trong tng lai, khch sn s c gng tng th phn

ca tp khch ni a cng v ca mnh ln.

2.3.3 Cc gii php Marketing mix ca khch sn quc t ASEAN.

2.3.3.1 Chnh sch sn phm.

L mt khch sn nn ASEAN cng cung cp sn phm chnh ca mnh l

lu tr v n ung. Tuy nhin, bn cnh y khch sn cn kinh doanh rt nhiu

cc dch v b sung khc nh: t chc cc tour du lch trong v ngoi nc, dch v

git l, b bi, sn tennis, quy hng lu nim, t chc cc loi tic, hi tho hi

ngh,Cc dch v ny l b sung lm phong ph thm cho cc dch v ca

khch sn. thc hin c cc dch v ny, khch sn xy dng mt chnh

sch sn phm phong ph, a dng v lun i st vi thc t, vi nhng nhu cu

ca khch to iu kin cho khch hng rng ng la chn v c th cung cp

nhiu mc dch v cho cc i tng khch khc nhau.

* Sn phm dch v lu tr: Khch sn c 4 loi phng: 24 phng ngh hng

Superior, 36 phng hng Deluxe, 3 phng hng Junior Suite v 3 phng hng Royal

Suite cng viy cc trang thit b theo tiu chun quc t v c bit l din

tch vkhng gian thong ng vo bc nht ca H Ni. Cc phng vi nhiu mcgi v cht lng dch v khc nhau. Vic a dng ho sn phm ny to cho khch

rtnhiu la chn ph hp vi kh nng thanh ton ca mnh, cc trang thit b

trong phng ng b v tng i hin i nh: trong tt c cc phng u c mt

ti vi Daewoo 21 inch, 3 my in thoi, tranh nh,nhm mc ch ng nht cht


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lng dch v mt cch ti a. Khch s dng dch v lu tr y c hng

mt ba sng min ph, ngoi ra cn c thm tr c ph, hoa qu, cc loi bo ( H

Ni mi, VietNam News, bo ting Php), th dc th hnh min ph.

Cc phng lun c dn dp sch s n khch n. Khi khch rikhch sn th phng sc dn dp li hon ton nh ht bi phng, thay ga

gi, c bn tm, toa lt, lavab, gng c nh ra sch s v lau kh, Cc

phng c dn dp lau chi, nh ra mt ngy mt ln v c thay hoa qu

mi mt ngy mt ln.

Nhn vin nh bung c ng phc ring gon gng, lch s v thun tin cho

vic lau dn phng khch. Trn ng phc c gn ph hiu tn nhn vin v

log ca khch sn.

* V sn phm n ung: Khch sn c mt chui cc nh hng, quy bar v

phng tic vi quy m t 30 300 khch, vi y cc thc n gm nhng mn

n thng hng ca Chu , Chu u ni chung v ca cc quc gia giu truyn

thng m thc nh Vit Nam, Trung Quc, Nht Bn, Hn Quc hay Php, ,

phc v tt nht cho nhu cu vm thc, hi ngh hay hi tho ca khch hng.

+ Nh hng: Nh hng ng ca khch sn phc v c khch ang lu tr

ti khch sn v khch vng lai, khch a phng. Nh hng c thng vi bp

bng mt cu thang b ln xung v nh hng c th phc vc khong 200

khch cng mt lc. Nh hng c phc v cc ba n sng, n tra ( c c dch v

cm tra vn phng cho cn b cng nhn vin), ba ti. Ba n sng phc vn

theo kiu buffet( n t phcv). Ba tra th phc v c theo kiu buffet v n la

card ( n theo thc n) v ba ti ch phc vn theo la card. Nh hng c ccmn u, c trng v c khu vc khng ht thuc ring. Nhn vin ca nh hng

mc ng phc vy en v o trng rt n tng, lch s. Trong nh hng c nhiu

tranh tnh vt hoa qu v lun c nhng bn nhc khng li du dng to cho

khch s th gin. ngoi ra trong nh hng cn t nhiu cy xanh to khng kh


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v thc hin. Khch sn lin kt vi cc cng ty l hnh bn trong thnh ph H

Ni cng nh ti cc a phng nh Qung Ninh, Hi Phng, cng ty H Ni

Toserco, t chc cc tour du lch cho khch. Khch sn lun c nhng tour du

lch trong nc t chc hng ngy cho khch nh tour : H Ni Cha Hng.

H Ni H Long.

H Ni Tam Cc Bch ng.

Ngoi ra cn c nhng tour quc t nh:

H Ni Nam Ninh, Trung Quc

H Ni Thi Lan.

H Ni Sinhgapo.Bn cnh nhng dch v chnh ca khch sn th ASEAN cn kinh doanh

rt nhiu cc dch v b sung: Cui thng11/2003, khch sn quc t ASEAN

khai trng trung tm th dc th thao vi cc dch v nh th dc th hnh, chm

sc sc p, tm hi, massage, sn chi tennis, theo tiu chun quc t trn din

tch 3000m2 vi tng vn t trn 10 tng. Ngoi khu dch v h trny th

khach sn cn c mt s dch v khc nhi tin, in thoi, fax, git l, internet,quy lu nim vi nhng mt hng truyn thng ca ngi Vit Nam.

2.3.3.2 Chnh sch gi.

Ngy nay cc khch sn c xu hng cnh tranh nhau bng cht lng sn

phm dch v, s bit d ho sn phm nhng chnh sch gi vn cn ng vai tr

rt quan trng i vi nhng th trng rt nhy cm v gi. Cho nn ngoi vic thu

ht khch bng nng cao cht lng sn phm, tng cng hot ng qung co th

khch sn cn s dng gi nh mt cng cc lc cnh tranh v tng cng

thu ht khch.

Qua tm hiu em c bit hin nay khch sn ang s dng chnh sch gi

a dng ho cho tng loi th trng mc tiu, tng giai on, tng chng trnh


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cc cng ty gii thiu khch c mi quan h lu nm gii thiu. Nhng b li cng

tc nhn t bung trc c b phn thc hin rt tt v t xy ra sai st gy

kh chu cho khch.

Ta c s knh phn phi ca khch sn quc t ASEAN.

Knh trc ti p (60%) knh gin tip (40%)

Cc vn phng i din, Cc i l du lch,

i s, hng du lch,

Khch hng

2.3.3.4 Chnh sch xc tin.Trong mi trng cnh tranh gay gt hin nay th cng tc xc tin l rt

quan trng, nhm mc ch cho khch hng bit n sn phm ca mnh, gy n

tng vi h v thuyt phc h mua sn phm ca mnh. Cng tc xc tin

khuych trng sn phm ny phi gn vi cht lng sn phm. Qung co ch c

sc mnh khi sn phm dch v c cht lng cao, ph hp vi nhu cu ca khch

hng. Nu khng vic qung co ch l s la di khch hng v chc chn khch

hng khng d b la di ln th 2. Ngc li, sn phm dch v ca khch sn c

cht lng cao m khch hng khng bit n sn phm ca khch sn th vic kinh

doanh ca khch sn cng khng c hiu qu. Do nhn thc c iu ny nn

khch sn quc t ASEAN rt coi trng cng tc xc tin ca mnh.

Khch sn quc tASEAN


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Cc hot ng xc tin, khuych trng ca khch sn rt phong ph v a

dng nh:

+ Khch sn c gng to hnh nh cho sn phm ca mnh thng qua nhiu

cch thc: Hu ht cc sn phm ca khch sn u c tn v biu tng (logo) cakhch sn t bao dim, khn tm, x phng cho n ng phc, t ca khch sn;

tt c cc giy tgiao dch trong khch sn u c logo ca khch sn, a ch, s

in thoi, s fax, E-mail v c trang Website ca khch sn rt thun tin cho vic

lin h vi khch sn; di snh lun c cc tri in tn, biu tng khch sn,

gii thiu mt s dch v cbn trong khch sn v c ch dn ng ti khch

sn.

+ Khch sn thng xuyn in tp g p, t ri (ting Vit, Anh, Trung,

Php,) trong cung cp mt s thng tin v cc sn phm dch v thng qua

cc hnh nh v csvt cht k thut, trang thit b ca khch sn. Ngoi ra, trong

cc tp gp, tri cn cung cp nhng thng tin v cc hot ng ang din ra

ti khch sn.

+ Khch sn cn tin hnh cc chng trnh qung co trn bo ch, t gii

thiu v mnh.

+ Khch sn c cc tp san, bo s, in lch,gi ti khch hng, cc i tc

thng qua cc hi ngh khch hng, cc cuc trin lm, hi tho, hi ch,

+ Khch sn thng xuyn tham gia cc cuc trin lm, hi chv du lch

trong nc, gii thiu, qung co cc sn phm ca mnh ng thi hc hi kinh

nghim, tm kim i tc v k kt cc hp ng v du lch.

+ Vo cc dp l, tt, ngh,khch sn cng c khuyn mi nhng chi phcho khuyn mi cng rt t. V th so vi cc i th cnh tranh th vn khuyn

mi ca khch sn cn rt hn ch.

Tuy khch sn c tin hnh qung co nhng vic qung cc trn cc phng

tin thng tin i chng cn rt t, ch qung co trn mt s bo, tp ch ting Anh


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52

nh The Guide, VietnamNews nhng cng khng thng xuyn v mt s sch

hng dn du lch ca cc cng ty du lch nh: SaiGontourist hay cng ty du lch

Vit Nam.

2.3.3.5 Chnh sch con ngi.

Con ngi l nhn t rt quan trng trong vic hon thnh nn sn phm dch

v trong khch sn. chnh v th cho nn khch sn c s phn b chc nng v

nhim v chnh n tng b phn mt cch r rng. Tuy nhin mi ngi trong

khch sn u phi hiu bit v cng vic ca khch sn c th tr li khch

hng v bt c vn g m khch hng cn bit. Cng tc iu hnh c cc

nhn vin thc hin tng i cht ch, chnh xc v theo st chng trnh.Khch sn lun to iu kin cho nhn vin khch sn nng cao nghip v

ca mnh nh mi cc ging vin v ging dy ngoi ng cho nhn vin, gi nhn

vin ca mnh sang khch sn bn hc hi, cc nhn vin c kinh nghim lun

km cp i ng nhn vin mi vo ngh.

Thi ca nhn vin l mt trong nhng yu t to nn vn minh phc v.

Mun nng cao vn minh phc v th iu u tin l phi nng cao nghip v phcv, thi ca nhn vin i vi khch hng. Trc khi vo lm vic nhn vin

ca khch sn cng c o to rt chu o c v nghip v cng nh v thi

phc v nh : phi lun ti ci nim nkhi phc v, khng c ni to trong

khch sn, phi i ng nh nhng v khng c chy trong khch sn, bt c cn

b hay nhn vin no khi gp khch u phi cho hi, nhn vin khng c i

cu thang ca khch tr trng hp c p bch,Tuy nhin c mt hn ch ca

khch sn l hu ht cc nhn vin lao ng trc tip ca khch sn l t nh my

bnh m Cha Bc chuyn sang v chc o to ngn hn do trnh cng

nh thao tc cn km v cha nhn thc c tm quan trng ca vic phc v.

Ngoi ra i ng lao ng trc tip c tui tng i cao nh b phn bung c 8


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ngi trn 35, iu ny nh hng n qu trnh phc v khch v ngnh dch v

lun yu cu s nhanh nhn, giao tip tt v hiu bit rng.

T ch khng c o to v chuyn mn nghip v, ngoi ng ko theo

thi phc v ca nhn vin cn yu nh mt s b phn: nh hng, bung,

cha chng n khch, cha to c khng kh thn mt gia nh do ngi tip

xc vi khch.

Khch sn c i ng nhn vin gim st rt nng ng, lun gim st mi

hot ng ca nhn vin mt cch cht ch. i ng ny lun i kim tra v pht

hin nhng sai st ca nhn vin chn chnh kp thi. Khch sn thi hnh ch

k lut rt nghim khc, khng nhn nhng bt c mt hnh ng vi phm k lutca nhn vin no. Khi vi phm nhn vin u b pht tin, nng c th bui

vic..

Do quy m ca khch sn tng i nh nn khch sn khuyn khch cc

nhn vin hc thuc tn ca khchhng cho h c cm gic mnh l nhnvt

quan trng y, v h rt vui mng khi c c cm gic ny. i vi mt s

khch quan trng ( khch VIP) v khch quen th nhn vin buc phi thuc tnkhch.

Khch sn xy dng bu khng kh gia cc nhn vin trong khch sn rt

tt: khuyn khch mi ngi tham gia t chc cng on; quan tm n i sng

cn b cng nhn vin th hin qua ba n ca nhn vin trong khch sn, trong

canteen c t tivi,Nhng vo dp l tt khch sn cha c ch tin thng

ph hp.

Khch sn c gng to nn s lin kt gia cc b phn trong khch sn, khi

cn thit th b phn ny c th gip b phn khc mt s cng vic c th lm

c.

2.3.3.6 Chnh sch lp chng trnh v to sn phm trn gi.


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+ dch v du lch, tham quan cui tun hoc cui cc t hi ngh, hi tho

theo yu cu.

2.3.3.7 Quan hi tc.

Trong hot ng kinh doanh dch v, quan hi tc l mt vn m ccdoanh nghip cn ch trng. Khch sn ASEAN c mi quan h tng i tt vi

cc bn hng. Chnh nhvo u th l khch sn thuc Ngn hng thng mi c

phn qun i nn khch sn c nhiu i tc quan h trong ngn hng cng nh

bn qun i. Cc i tc lu nm ny hin vn ang cung cp mt s lng khch

tng i cho khch sn. i vi khch sn bn, khch sn thit lp mi quan h

lu di cng phi hp phc v khch hng v khch sn khng c y tt c

cc dch v b sung hoc hai bn s trao i gii thiu khch cho nhau nu bn kia

ht kh nng phc v.

Marketing quan h v lin minh chin lc c thit lp v ngy cng m

rng cho nn vi khch sn th cc cng ty du lch l cc i tc ht sc quan trng.

Khch du lch n H Ni hu ht thng qua cc cng ty du lch. Vic lu tr trong

khch sn l iu hin nhin. Khch sn phi lin h vi cng ty du lch v nhh

gii thiu cho khch du lch bit n sn phm ca khch sn mnh v lc ny

ng nhin khch sn phi tr mt lng tin hoa hng nht nh cho cng ty du

lch khi h dn khch n. Cn khi khch trong khch sn c nhu cu i du lch th

khch sn li gii thiu li cho cc cng ty du lch m khch sn c quan h t

trc.

Ngoi mi quan h vi cc i l du lch th khch sn cn c quan h vi

cc vn phng i din cng ty nc ngoi, cc i s qun, cc hng xe taxi, cchng hng khng,

Thnh thong khch sn c mcc hi ngh khch hng, thnh phn tham d

thng l nhng ngi i din cho cc cng ty ny. Khch sn mi h tham quan

v gii thiu cc sn phm dch v ca khch sn, i khi cn mi h s dng th


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mt vi dch v min ph v a ra quyn li hc hng khi dn khch v vi

khch sn.

Vi hng trm hp ng lin kt du lch vi cc cng ty l hnh, du lch, cc

khch sn trong v ngoi nc, khch sn ang c c mi quan h tung i ttp vi cc bn hng. Trong thi gian ti khch sn ang c chin lc hp tc

quc t l la chn v hp tc cht ch vi 20 i l du lch c uy tn trn ton cu

trong vic qung co v xc tin bn cc dch v ca khch sn.

2.3.4 Tm tt nh gi v gii php Marketing ca khch sn.

2.3.4.1 Nhng mt lm c.

Qua bng s liu v tnh hnh hot ng kinh doanh ca khch sn trong 2

nm 2003-2004 v qua cc hot ng Marketing ca khch sn ta c th thy rng

chin lc Marketing ca khch sn c rt nhiu im lm c. C th nh:

Trong cng tc nghin cu th trng:

Khch sn c nhng u t thch ng cho cng tc ny v n mang li

nhng hiu qu nht nh. Qua cng tc ny m khch sn nm bt, pht hin v

gi mc nhu cu ca khch du lch.

T cng tc ny, khch sn c nhng c s thc ta ra cc chin

lc kinh doanh ca mnh mt cch c th, kp thi cho tng giai on, tng thi

im.

Khch sn tn dng v khai thc trit c phng php nghin cu

th trng ti ch, mt phng php tng i n gin v khng my tn km.

Trong cng tc xc nh th trng mc tiu:

Khch sn bit tn dng c nhng u th ca mnh nh : c cc miquan h lu nm vi bn ngn hng qun i; v tr kin trc ca khch sn; con

ngi ca khch sn,cho nn khch sn to c cho mnh nhng t p th

trng mc tiu rt c th v hiu qu cng nh xc nh r c th phn cho

tng th trng. T vic lm tt cng tc ny m s to iu kin cho khch sn c


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th to ra c nhng sn phm thch hp, p ng tt nhu cu ca tng khch

hng c th.

Vi chin lc Marketing mix:+ V sn phm: khch sn c c mt chnh sch sn phm a dng ho

theo m hnh khch sn vi c cc dch v b sung. Cc sn phm ca khch

sn tng i hp dn vi gi c phi chng. Trong 2 nm gn y, khch sn

to ra c nhiu dch v b sung hp dn nh : b bi, tennis, dch v chm sc

sc p,ph hp vi sthch ca nhiu tp khch du lch. Bn cnh khch sn

cn c quan h vi cc csdch v bn ngoi khch sn lin tc kp thi cung

cp y cc dch v cho khch, tho mn tt nht mi nhu cu ca h. iu

to cho khch nhng n tng tt p khi khch n cng nh khi li ko khch

quay li khch sn.

+ V gi: gi thnh ca cc sn phm dch v trong khch sn rt ph hp

vi iu kin thanh ton ca tng tp khch du lch. Nhn chung th gi thnh cc

sn phm dch v ca khch sn l tng i r so vi cc khch sn cng mt cp

hng vi ASEAN cho nn y cng l mt yu t khch n vi khch sn

ASEAN ngy cng nhiu.

+ V cng tc xc tin: khch sn gii thiu, qung b c hnh nh ca

khch sn v cc sn phm dch v s cung cp ti cc khch hng mc tiu. Mt

khc khch sn xy dng c cho mnh mt i ng cng tc vin ng o

to mt ngun khch cho khch sn.

+ Trong mi quan hi tc: khch sn bit tn dng tt cc mi quan hlu nm ca khch sn vi cc cng ty du lch gii thiu khch, cc hng l hnh

c uy tn. Khch sn vn duy tr c cc mi quan h truyn thng ng thi vn

c gng khai thc c nhiu mi quan h mi khi mrng th trng ca mnh.


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Ngoi ra khch sn cng xy dng c cho mnh mt csvt cht y ,

hin i v mt i ng lao ng tr trung, nng ng, c trnh , y nhit tnh v

nhanh chng nm bt kinh nghim.

2.3.4.2 Nhng mt cha lm c.

Bn cnh nhng ci lm c th s cn nhng ci thiu st cha lm c

v iu i hi ton b cn b cng nhn trong khch sn phi c gng khc

phc v cng chnh nhng thiu st s lun thc gic khch sn phi lun hon

thin mnh hn na.

Trong cng tc nghin cu th trng:

Khch sn ch ch yu da vo phung php nghin cu ti ch m t sdng phng php i kho st thc t ( c th cn ph thuc vo kinh ph). iu

ny lm cho khch sn khng nm bt c nhu cu thc s ca khch du lch, t

s khng p ng c ng nhu cu ca khch. Nu ch da vo cc thng tin

ly qua cc phng tin truyn thng th i khi thng tin b sai lch v khch sn

s ri vo nhiu tnh hung lng tng.

Trong cng tc xc nh th trng mc tiu:Tuy khch sn phn on th trng mc tiu rt r rng nhng theo em

cn cha tht sy . Khch sn mi ch phn ra tp th trng khch du lch

Chu u hay Chu cao cp, m cha c th l tp trung vo nhng quc gia

no. Ta nhn thy r rng th trng khch Nht Bn l mt th trng tim nng

ht sc di do bi y l mt trong 3 th trng c khch du lch ln nht Vit

Nam( sau Trung Quc v M) v khch sn hon ton c th phc v tp khch

ny mt cch tt nht. Nhng ng tic l khch sn cha tht tp trung c nhng

chnh sch c th thu ht khch ny. Ngoi ra, khch sn cng khng cp

nhiu n cc nc trong khi ASEAN mt th trng v cng tim nng bi

trong tng lai chnh ph ca cc nc ASEAN s c nhng chnh sch ring cho


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khi nhm tng cng mi quan h giao lu, on kt v thc y nhau pht trin,

tt nhin l du lch s l im m cc nh lnh o mun t nhiu hy vng..

Cc chin lc Marketing mix.

+ Sn phm: sn phm dch v ca khch sn tuy c sa dng phongph nhng khng c g khc bit so vi cc sn phm dch v ca cc i th cnh

tranh. Sn phm khng c nhiu sc o, m chn thun l cung cp ng

dch v khch yu cu, khng c g tht sn tng m lu trong tm tr khch lu.

c bit l trong kinh doanh n ung: nh hng ng ca khch sn cha

to ra c mt hnh nh c thng vi tn gi ca n. Cc sn phm n ung

cn ngho v cha th hin c nhiu nhng nt c o ca cc nc ng.

Cc sn phm ca nh hng ch phc vc mt s lng khch du lch ngh ti

khch sn m cha thu ht c khch bn ngoi vo khch sn.

+ V phn phi: cng tc bn trc tip cho cc cng ty, i l l hnh trong

v ngoi nc ca khch sn cn km. Khch sn cha tham gia vo cc h thng

t phng quc t, cha tham gia k kt hp ng vi cc Website t phng quc

t.

+ V xc tin: cng tc qung b sn phm dch v ca khch sn c tin

hnh nhng hnh nh m khch sn xy dng khng c nhiu c o, khng gy

c s ch mnh m ca khch hng. Cc cng c xc tin khch sn s

dng khng linh hot, khng phong ph, khng chuyn su cho nn hiu qu khng

cao. Ngoi ra ni dung v hnh thc qung co cn nhiu hn ch. Hin ti khch

sn mi ch s dng qung co qua cc vt dng, qung co in, qung co qua th

trc tip, qung co qua mng Internet, qung co hp tc, cn cc loi hnh qungco khc nh qung co ngoi tri, vt trng by, qung co qua truyn hnh,

truyn thanh,.. vn cha c khch sn khai thc.

Mt iu na l khi qung co, gii thiu hnh nh khch sn ti vi cng

chng dng nh khch sn ch s l khch hng s khng bit n s tin nghi


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sang trng ca khch sn mnh nn c gng a y trang qung co hnh nh v

khch sn, lm cho trang qung co ri ln. Trong khi li qun mc ch ca

qung co l gy s ch ca ngi c, phi lm cho h quan tm ti sn phm

ca mnh v dn ti hnh ng mua.Cn mt im na khch sn quc t ASEAN lm cha tt l quan h

cng chng: khch sn cn cha c nhiu hot ng, cng tc x hi nhm xy

dng mt hnh nh khch sn p trong lng cng chng. Cng tc ny t em li

hiu qu tc th m n c tc dng v lu di. Ngoi ra khch sn cng t tham gia

vo cc hi tr trin lm du lch ngoi nc, y cng l mt im yu m khch

sn ang c gng khc phc.

+ V con ngi: khch sn cn thiu i ng nhn vin Marketing dy dn

kinh nghim v b phn ny lin tc thay i nhn vin. B phn Marketing cha

thc s to ra c ngun khch cho khch sn. Ngoi ra cn phi tha nhn rng

cch qun l Nh nc trong cc doanh nghip Nh nc ni chung lm mt

phn gim i tnh nng ng, nhit tnh, sng to trong mi nhn vin ca khch

sn. iu ny khng ch ca ring khch sn quc t ASEAN m l thc trng

chung ca cc doanh nghip Nh nc v n i hi s cho, quan tm ca cc

cp trn trong vic a ra cc chnh sch, cc quyt nh nhm pht trin nn kinh

t ca t nc.

+ V quan hi tc: tuy khch sn c mi quan h tt vi cc i tc lu

nm nhng vic mrng quan h, hp tc mi cn cha lm tt.

+ V ngn sch cho Marketing: khch sn dnh nhiu s quan tm cho

cc hot ng Marketing nhng vn cn t v cha xng tm cho cc hot ngMarketing ca mt khch sn 4 sao trn th trng y cnh tranh nh H Ni.


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c o mang bn sc vn ho Vit Nam, to lp Vit Nam trthnh mt im n

hp dn vi du khch trn khp th gii.

+ m bo cho s tng trng n nh ca ngnh du lch Vit Nam, phn

u tng lng khch quc t mi nm t 10-15% vt mc tng trng ra

trong chin lc pht trin du lch ca Vit Nam giai on 2000- 2010 l n nm

2005 t t 3,0- 3,5 triu lt khch quc t, khch ni a tng trung bnh 5,0%

t 15 n 16 triu lt ngi vo nm 2005.

+To dng mt s sn phm, loi hnh du lch c sc, a dng, c trng

mang m bn sc dn tc Vit Nam, c tnh cnh tranh v hp dn khch du

lch. Tng mc chi tiu v thi gian lu tr ca khch trn csnng cp v u tcc khu du lch mi, cc khu vui chi gii tr cht lng cao v khai thc tt cc

tim nng du lch sinh thi vn l th mnh ca du lch Vit Nam.

+ Ngnh du lch Vit Nam ra phng hng, chin lc pht trin

qung b tuyn truyn du lch, du lch vn ho gn lin vi cc l hi, pht trin

nng cp cc khu im du lch, to iu kin khuyn khch hot ng du lch, chn

chnh nng cao hiu qu qun l Nh nc v du lch, khai thc th mnh ca tngvng.

+ Nng cao hnh nh ca Vit Nam ni chung v xc nh v tr xng ng

ca du lch Vit Nam ni ring trn th trng quc t trn csy mnh xc tin

qung b du lch v nng cao nhn thc x hi v du lch.

3.1.2 Phng hng pht trin ca khch sn quc t ASEAN.

Vi nh hng pht trin chung ca ngnh khch sn trong nhng nm ti

(giai on 2005- 2010), vi s n lc chung ca ton ngnh du lch thc s l c

hi to ra hng pht trin v kinh doanh cho cc doanh nghip kinh doanh khch

sn ni chung v khch sn quc t ASEAN ni ring. Mc tiu chung ca khch

sn quc t ASEAN giai on 2005- 2010 l:


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ng thi qua khch sn cng tm hiu c nhu cu, s thch v nhng nhn

xt nh gi v cht lng sn phm dch v ca mnh, t a ra nhng sn

phm hon thin hn.

+ Tng gi bnh qun phng ln khong 1,5USD so vi nm 2004.+ Tip tc duy tr mi quan h vi cc i s qun, chnh ph .

+ i vi khch hng Nht Bn, khch sn phi quan tm nhiu hn n

khch hng hin c v ch trng n khch hng tim nng.

Trong dch vn ung:

+ Vi nh hng ng: xy dng mt h thng thc n mi, hp dn v

phong ph lm sao th hin c nhng nt c trng ca mt nh hng ng

ng thi c th phc vc cc khch hng c mc thu nhp khc nhau. C k

hoch thay i thc n vo th 6, 7 v ch nht hng tun thu ht thm khch

hng l ngi a phng.

B phn tic: tip tc duy tr cht lng sn phm v phc v chu o. t

mc tiu tng doanh thu v tic ci trong nm nay.

+ Vi quy bar ca cu lc b: mmt st khuyn mi cho khch hng

lu tr ti khch sn khi n ung ti quy bar nhm tng lng khch tiu dng

sn phm ca quy bar.

3.2. Hon thin gii php Marketing ca khch sn thu ht khch du

lch quc t.

3.2.1. Trong cng tc nghin cu th trng v la chn th trng mc tiu.

Cng tc nghin cu th trng l khu u tin ca cng tc Marketing

trong cc doanh nghip, chnh v vy y l mt khu ht sc quan trng, n gpphn lm cho hot ng kinh doanh ca doanh nghip c hiu qu hay khng. c

bit l trong mt doanh nghip kinh doanh lnh vc khch sn th khu ny li cng

trnn cp thit. C nghin cu th trng, c tm hiu c nhu cu thc s ca

khch hng th khch sn mi a ra c cc sn phm tht s ph hp vi khch


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hng, tho mn c nhu cu khch. iu ny khng ch gic chn cc khch

hng hin ti ca khch sn m cn l cs thu ht khch hng tin nng trong

tng lai. Nghin cu th trng mt cch t m k lng v ng n th mi to

c csvng chc cho cc khu sau c thc hin mt cch chn vn v chiu qu. Nu nh khu ny lm khng tt th chc chn cc khu tip theo s b

lc hng v nh vy hiu qu kinh doanh ca khch sn khng tt.

Trong nm 2005 l nm c nhiu cc s kin du lch ln v c th s thu ht

c nhiu khch du lch trong v ngoi nc nh : Nm du lch Ngh An, l hi

n Hng, 10 nm H Long l di sn thin nhin th gii, festival bin Nha Trang,

l hi tri cy Nam B,tt c v ang din ra rm r chun b cho k hoch

n 3,2 triu lt khch du lch quc tn Vit Nam. Tt c nhng thng tin trn

u phi c b phn Marketing nghin cu don lng khch ca khch

sn. Vy nu khch sn khng lm tt cng tc nghin cu th trng th lm sao

cp nht c thng tin mt cch nhanh chng.

T nhng phn tch trong chng 2, cng tc nghin cu th trng khch

sn c nhng mt lm c v cn nhng mt cha lm c cho nn em xin hon

thin hn cho cng tc ny bng mt s bin php:

Khch sn nn thit k mt phiu iu tra khch hng nhm nm bt hn na

v mc tho mn ca khch hng vi cc sn phm dch v ca khch sn. T

cc phiu thu c khch sn s tng hp v tm ra cc thiu st ca sn phm

dch v, ng thi nhanh chng a ra cc bin php khc phc hoc iu chnh

cht lng sn phm dch vp ng tt nht nhu cu khch.

Phiu iu tra ny khch sn nn ngay trn bn lm vic trong phng cakhch v ln ngay trc hm khch tr phng. Cng vic t phiu s do cc

nhn vin bung tin hnh. Phiu ny khch sn nn pht cho nhng khch thng

gia, khch lu ngy trong khch sn, v nhng khch ny mi tiu dng nhiu

dch v trong khch sn v h thng c i hi cao hn trong cc sn phm dch


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v ca khch sn. Khch c th li phiu trong phng trc khi ri i hoc c

th mang xung quy l tn. Sau mt ngy th nhn vin bung, nhn vin l tn

tp hp cc phiu ny li v nhanh chng chuyn ln b phn Marketing.

Phiu iu tra sc thit k c hai tvi trang u tin vit li mo ubng ting Anh v trang sau l ni dung ca phiu. Ttip theo th vit bng ting

Vit. Di y em c mu phiu iu tra v bng ting Vit.

Trang trc:

ASEAN INTERNATIONAL HOTEL

HA NOI VIET NAM

CHO MNG QU KHCH N VI KHCH SN QUC T

ASEAN H NI- VIT NAM.

Knh cho qu khch !

Chng ti rt vui mng cho n qu khch n vi khch sn chng ti v

mong qu khch c mt ni nghngi thoi mi nht, th v nht.

Tht tuyt vi nu qu khch dnh mt vi phtin vo mu phiu ny. S

nh gi ca qu khch vphng tin v sphc v sgip chng ti duy tr

mc cht lng cao ph hp vi khch sn quc tASEAN .

Qu khch c thli phiu ny trn bn lm vic ca qu khch hay quy

ltn.

Mi kin ca qu khch sc nghin cu mt cch c th.

Xin chn thnh cm n qu khch n vi chng ti.

Gim c


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Xin chn thnh cm n qu khch!

Sau mt ngy th nhng phiu ny c gi ln phng Marketing. Cc nhn

vin ca phng phi c nhim v l phn tch, nh gi cc phiu, nhng vn g

cn gii quyt ngay v cn phi khc phc ngay th b phn c kin xut vi

cc b phn dch v trong khch sn. Ngoi ra cn c nhng thng tin khc, phng

Marketing phi tp h p v nh gi c th a ra c cc chin lc

Marketing trong tng lai. Thng nhng khch lu tr di ngy ti khch sn l

khch quc t cho nn cc phiu ny mt phn phn nh c nhng nhu cu thc

s ca khch. T cc phiu ny phng Marketing s c thm c nhiu thng tin

v th trng khch ca mnh v c nhng chnh sch thu ht khch quc t ngy

cng hiu qu hn.

Hin nay khch sn cha c phiu iu tra kiu nh ny cho nn em a ra

kin xut ca mnh, mong l n s ph hp vi khch sn v mt phn no

gip cng tc nghin cu th trng ca phng Marketing s thun li hn.Cng tc xc nh th trng mc tiu.

Sau khi cng tc nghin cu th trng c tin hnh th xc nh th trng

mcc tiu l cng vic cng quan trng khng km. C xc nh c th trng

mc tiu ca khch sn l g th khch sn mi tp trung c mi ngun lc ca

mnh lm sao c th tho mn tt nht tp khch y.

Phi ni rng cng tc xc nh th trng mc tiu c khch sn lm

tng i tt. Cc th trng m khch sn la chn u hon ton thuc kh nng

phc v ca khch sn. Vi nhng li th c ring ca mnh v vi nhng n lc

khng mt mi ca cc cn b cng nhn trong khch sn th khch sn v ang

ngy cc c nhng tp khch hng m bo cho s pht trin ca khch sn.


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Nh trong chng 2 em phn tch thc trng hot ng Marketing ca

khch sn th chng ta thy r rng khch sn a ra nhng con s v th trng

mc tiu rt c th v trong nm 2005 ny khch sn quyt tm t c nhng con

sy. Tuy vy theo em thy cng tc ny ca khch sn vn cha hon thin v

cn lm:

Khch sn nn t p trung nhiu hn na vo t p khch hng Nht Bn c

khch thng gia cng nh khch du lch. Qua thi gian thc tp ti khch sn

ASEAN v qua s quan st ca mnh th s lng khch Nht n khch sn ang

tng ln nhng mc tng khng ng k. Mt phn l do khch sn cha thc s

tp trung vo khai thc ngun khch tim nng ny.Theo nh s liu thng k, Nht c khong 16 triu ngi i ra nc ngoi

mi nm, trong khong 65% di du lch. Nht Bn l mt trong ba th trng

khch du lch trng im i vi Vit Nam. Ngnh du lch Vit Nam c nhng

n lc ng k trong vic thu ht khch Nht nh: min visa cho khch Nht; t

chc chng trnh hnh ng v cc chnh sch qung b ti nhiu im Nht;

lp vn phng i din du lch- u t- thng mi ti Tokyo,.. t chc cc hotng nh l hi giao lu vn ho Vit Nam- Nht Bn;Khng nhng th ta

bit l thnh ph H Ch Minh v H Ni c 3 ng bay thng n 3 thnh ph

ln ca Nht l Tokyo, Osaka v Fukuoka. Sp ti, Vietnam Airlines s mng

bay thng t thnh ph H Ch Minh n Nagoya.

Tt c nhng n lc trn ca ngnh du lch Vit nam c n p l s

lng khch Nht n v bit n Vit nam ngy cng tng, nhng khch ny

khng chn Vit nam vi mc ch du lch m cn n vi mc ch thng mi

u t. Theo vin nghin cu du lch th trong khong mt chc nm trli y c

khong 81% khch Nht tng i du lch Vit nam, trong c 19% l khch n

ln u. S lng khch Nht n Vit nam ngy cng tng v s lng khch


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cht ch vi 20 i l du lch c uy tn trn ton cu. Nhng chin lc ny c

khch sn a ra trc ri nhng em thy khch sn cn nhanh chng tin hnh

cc chin lc ny ngay trong nm nay.

3.2.2.4. Chnh sch xc tin.Tuy khch sn ch trng n chnh sch xc tin nhng n vn cn bc l

mt s y km nh em phn tch chng trc. Chnh v vy em xin mnh

dn a thm ra mt s kin nhm hon thin hn na chnh sch xc tin ca

khch sn.

* Quan h cng chng.

Hin nay cc doanh nghip kinh doanh ni chung v cc doanh nghip khch

sn- du lch ni ring ang hng mnh v hot ng quan h cng chng. Quan

h cng chng khng phi v yu t gi c m thc s gip khch sn xy dng

mt hnh nh p. Cng tc quan h cng chng thng thng t mang li hiu qu

tc th m n c tc dng v lu di. Phi nhn thy rng, trong cng tc ny khch

sn quc t ASEAN cn km cho nn trong thi gian ti y khch sn phi tin

hnh nhiu hot ng quan h vi cng chng hn nhm thu ht khch hng nhng

ch trong phm vi ngun lc ca mnh m thi bi quy m hot ng ca khch sn

khng phi l ln.

Khch sn nn tham gia vo cc hi ch trim lm du lch quc t gii

thiu, qung b mnh vi th trng quc t. Bn cnh khch sn cng nn tham

gia vo ti trmt s chng trnh nh cc cuc thi u th thao ca thnh ph, cc

m nhc t thin, ng gp cho cc t chc t thin,Ngoi ra th khch sn

cng c th t chc cc cc ba tic m thc ca mt quc gia no nh tm hiuvn ho m thc Hn Quc,..

Cc chng trnh m khch sn ti trphi c chn lc v cn nhc n chi

ph ti tr, mc nh hng ca n ti cc khch hng lm sao hng mnh

c vo th trng mc tiu, lm cho khch hng ch n khch sn mnh.


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* Qung co.

Bn cnh cng tc quan h cng chng th khch sn cn u t hn na cho

cc hot ng qung co. y l mt hot ng quan trng nht ca chnh sch xc

tin. Hot ng qung co ca khch sn t c nhng kt qu nht nh song

vn cn b sung:

+ Trc ht khch sn phi thit kc thng ip qung co mt cch c

o, gy n tng v mang sc thi ring. Trong thng ip cn c mt vn phong,

mt ngiu v s trnh by hp l thc hin thng ip qung co.

Ta c th ly thng ip cho khch sn quc t ASEAN.

Khch sn quc t ASEAN ni ca nhng n ci thnthin

+ Qung co qua mng Internet. y chnh l cng tc Marketing trc tip.

Ta phi nhn nhn c li ch ca qung co trn mng khi m s lng ngi s

dng mng Internet ngy mt gia tng v c th ni mng truy cp trn ton cu

vi mt chi ph thit k v lu tr th p (khong 250.000 cho mt thit k v

40.000 cho mt trang lu tr mi thng). Internet ng vai tr nh mt knh phnphi c th gim bt chi ph phn phi. Hin nay khch sn ASEAN c 2 a ch

trn mng l:http:// www.aseanhotel.com. v www.Vietnamtourism.com. a

ch th nht do khch sn lp ra, a ch th 2, khch sn hp tc cng tng cc du

lch Vit nam. Bng cch ny chi ph trn mng c chia s bt nhng uy tn c

nng cao. y l mt phng tin qung co v t phng hiu qu, ngy cng pht

trin trong tng lai, khch trong cng nh ngoi nc c th ngi nh lt qua

nhng trang qung co trn mng sau khch hng la chn cho mnh loi phng

ph hp m khng cn qua khu trung gian. Khch sn ASEAN c trang ring ca

khch sn nhng thng tin c t v thit k khng p, cha khai thc ht tc dng

thc s ca mng.


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Vi khch sn quc t ASEAN cng vy, cc nh lnh o ca khch sn

u nhn thy r con ngi trong khch sn c vai tr nh th no v nng cao

c cht lng con ngi, m bo quyn li cho h l nhng cng vic khng

phi n gin. Nhn vin ca khch sn ASEAN ni nn mt yu im l trnh

ngoi ng rt km. Ch c mt s b phn nh l tn, phng Marketing th trnh

ngoi ng (ch yu l ting Anh) cn kh v giao tip vi khch c. S bt ng

ngn ng khin vic p ng yu cu ca khch quc t khng nhanh chng v i

khi cn c nhng rc ri lm cho khch rt kh chu. Ngi nhn vin khng c

trnh ngoi ng th ngi giao tip vi khch nc ngoi lm cho khch hng n

tng v nhn vin l khng nng ng, nhit tnh, hiu khch. Khc phc tnhtrng ny th khch sn phi mi gio vin ging dy ngoi ng cho nhn vin hoc

c nhn vin i hc ti cc trung tm cc th ting m khch sn cn tp trung l

ting Anh, Php, Trung. Vi nhng nhn vin khng giao tip nhiu vi khch nh

nhn vin bung, nhn vin ca cu lc b th cng phi giao tip c nhng cu

n gin v khch sn phi quy nh vic hc tp, kim tra trnh ngoi ng nh

hon thnh mt cng vic c th, phi kim tra thng xuyn nhn vin khngqun v tp trung vo hc tp.

Khch sn cn tng cng s phi hp gia lnh o v nhn vin thng qua

vic s dng cc hm th gp ca nhn vin i vi lnh o v tnh hnh khch

sn, v cch iu hnh ca lnh o. Nu lnh o sai th phi tip thu gii quyt

cc mu thun vi nhn vin v cc vn trong hot ng kinh doanh ca khch

sn. Nu nhn vin sai th lnh o phi gp , gii thch h hiu v sa cha

nhng li lm ca h. i khi b phn ny cn da vic cho b phn kia do s

qun l thiu cht ch ca khch sn. Khch sn nn tng cng cng tc qun l

lm sao cho ngi lao ng t thc c cng vic ca mnh v t gic hon

thnh cng vic ca mnh. Theo em khch sn nn thit k mt s my Camera t


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phc v khch mt cch tt nht. Khch sn nn cho nhn vin i hc cc lp nng

cao nghip v do cc chuyn gia trong v ngoi nc ging dy hay cho nhn vin

i tham quan cc khch sn ln hc hi kinh nghim. Khch sn cng c th

mi nhn vin t cc khch sn ln, c uy tn n ging dy cho nhn vin khch

sn ca mnh.

Tt c nhng bin php trn u nhm mc ch lm cho cht lng con

ngi trong khch sn ngy cng c nng cao hn. Vi xu hng cnh tranh

hin nay th ch c con ngi mi to ra c s khc bit trong cc sn phm dch

v ca khch sn, bi tnh v hnh trong sn phm khch sn th mi khch sn li

to ra c mt sc thi ring . Nhng phn hu hnh th khch sn no cng c thbt chc c nhng duy ch c con ngi l khng th.

3.2.2.6. Quan h i tc trong vic thu ht khch ti khch sn quc t

ASEAN.

C ly l chnh sch m khch sn thc hin thnh cng nht trong hot

ng Marketing ca mnh. Khch sn s dng cc quan h ngang (khch sn-

khch sn) v quan h dc (cng ty du lch- khch sn; cc cquan, vn phng idin, t chc nc ngoi,..- khch sn) rt c hiu qu. l vic phi hp vi cc

khch sn khc cung cp dch v b sung cho khch sn, quan h vi cc cng

ty du lch, cc vn phng i din, i s qun, thu ht khch cho khch sn.

Trong tng lai khch sn nn mrng hn na cc quan h ca mnh vi

cc i tc nc ngoi bng nhng hp ng tht thng thong v hp dn h. c

bit l khch sn mrng quan h vi cc i tc kinh doanh thuc khi cc nc

ASEAN v y l mt th trng tim nng rt ln ca nc ta trong nhng thi

gian ti.

3.2.2.7. Vn to sn phm trn gi v lp chng trnh trong vic thu ht

khch quc tn khch sn ASEAN.


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Cc khch sn ngy cng c xu hng to ra cc sn phm trn gi cho

khch hng. V do yu cu ca khch hng, khch hng khng mun phi suy ngh

nhiu v cc dch v trong thi gian lu tr khch sn. H mun tham gia vo cc

chng trnh chn gi v dch vng nht, m bo v tn km.Khch sn quc t ASEAN cng rt thnh cng trong vic tham gia vo

mt cng on ca sn phm trn gi do cc cng ty du lch lp chng trnh v t

to ra sn phm trn gi ring trong phm vi khch sn ca mnh.

Khch sn nn tch cc hn na trong vic to ra cc sn phm trn gi ca

ring mnh (ch trong phm vi khch sn) nhm p ng tt nhu cu ca khch v

gim thiu chi ph cc sn phm trn gi c ngha hn i vi khch.

3.2.3. La chn ngn sch Marketing.

Khch sn quc t ASEAN thit lp c mt b phn Marketing ring

bit, b phn ny i vo hot ng v gp nhiu cng sc vo s pht trin

chung ca khch sn. Hiu qu trong hot ng ca b phn phn ln l do s n

lc ca cc nhn vin trong b phn, l lng nhit tnh cng vic, tnh nng

ng v sng to ca i ng nhn vin tr. Tuy nhin vn c nhng nhc im

lm hn chi tnh hiu qu ca b phn m khch sn cn nhanh chng khc phc

sao cho b phn Marketing ngy cng pht huy c vai tr to ln ca n.

Nhc im l: nhn vin ca b phn ny thng xuyn b thay i, mt phn

l do yu cu cng vic lun i hi nhng nhn vin c khng nhng ch c trnh

v Marketing m cn phi l nhng ngi nng ng, nhit tnh cng vic v c

tm huyt vi khch sn. Chnh nhng i hi trn lm cho nhiu lao ng khi

c tuyn vo b phn khng p ng c yu cu. Em thit ngh, khch snnn to chi cho nhng nhn vin tr h ngy cng khng

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Giải pháp Marketting Nganh du lich