Thương mại điện tử - 5

Bi 5: Marketing in t

BI 5: MARKETING IN TMarketing l mt khu thit yu v tiu tn nhiu ngn sch trong mt cng ty, tuy nhin, n cng mang li rt nhiu hiu qu nu c thc hin ng n. Kinh doanh qua mng cng vy, cng i hi ng dng marketing qua mng hiu qu.

Mc tiu

Ni dung Tng quan v marketing in t Cc hng ha, dch v c th kinh

Sau khi kt thc bi ny, bn c th: Khi qut marketing in t, c im v li ch ca marketing in t Tm hiu cc sn phm v dch v c kinh doanh qua mng Phn tch cc chin lc marketing in t: 4P trn Internet Tm hiu quy trnh xy dng website nh gi website thng mi in tThi lng hc 7 tit

doanh qua mng Chin lc marketing in t Marketing B2B Khai thc h thng thng tin th trng trn Internet Quy trnh xy dng webstie v ng dng thng mi in t trong doanh nghip

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TNH HUNG KHI NG BI

Tnh hung: Lulu.com Lulu l website xut bn trc tuyn cho php ngi c ti v cc cun sch ca nhiu nh vn khc nhau. im c bit ca nhng cun sch ny l chng cha h c mt nh xut bn no pht hnh m do chnh Lulu thay mt tc gi xut bn trn mng. Thnh cng ca Lulu.com c em ra so snh vi Amazon v eBay. Mt mt, website Lulu.com ging nh Amazon bi v n kinh doanh cc sn phm xut bn trc tuyn, mt khc, website Lulu.com ging eBay bi v n i ngc li cc nhng cch thc truyn thng m mi ngi vn thng lm. Dng nh trang web Lulu.com v ang l ngi nh mi cho rt nhiu nh vn. Mt trong s l Richard Brown vi cun sch Replica Watch Report. Cun sch ca ng vit v nhng th thut kinh doanh ca hng ng h Rolex tng b rt nhiu nh xut bn t chi. Ch n khi cng tc vi Lulu.com, cun sch ca ng mi ti c c gi trn ton th gii. C l Richard cng s rt hnh phc khi bn c 1.000 bn mi nm nhng b li ng s rt cht vt khi k kt cc hp ng pht hnh sch vi cc nh xut bn, - Young ni, - Nhng khi n vi chng ti, cun sch ca Richard nu cng bn c 1.000 bn vi gi 49,95 USD/cun, th chc chn ng s thu v s tin ln hn rt nhiu m khng mt cng mt sc k kt cc hp ng xut bn.

Cu hi tng kinh doanh in t trn Lulu.com c im g c bit? Ti sao li so snh Lulu.com vi Amazon v eBay?

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5.1. 5.1.1.

Tng quan v Marketing in t Khi nim v marketing in t

ng dng Internet trong hot ng kinh doanh, doanh nghip to ra c mt knh Marketing hon ton mi m, l knh Marketing in t. Theo Philip Kotler th Marketing in t l qu trnh lp k hoch v 4P Sn phm (products), Gi (price), Phn phi (place), Xc tin i vi sn phm v dch v (promotion), v tng p ng nhu cu ca t chc v c nhn da trn phng tin in t v Internet V c bn, Marketing in t c hiu l cc hot ng marketing c tin hnh qua cc phng tin in t v mng vin thng. Trong , phng tin in t c th l my tnh, in thoi di ng, PDA cn mng vin thng c th l Internet, mng thng tin di ng5.1.2. So snh marketing in t v marketing truyn thng

Mc tiu ca Marketing in t v Marketing truyn thng C th khng nh rng mc tiu ca marketing in t v truyn thng khng khc nhau. Jeff Bezos ngi sng lp v ng thi l ch tch ca Amazon.com, mt trong nhng cng ty kinh doanh qua mng hng u th gii vi doanh s nm 2005 khong 7 t USD pht biu rng: Mi cng ty u phi ch trng ti khch hng, hng ti nhu cu ca khch hng trc khi cp ti sn phm ca mnh, cho d trong thi i cng ngh thng tin hay cc thi i khc. iu ny cho thy, trong thi i cng ngh thng tin hin nay, marketing in t hay truyn thng u hng ti cng mt i tng, l khch hng. Tuy nhin, marketing in t khc vi marketing truyn thng hai im chnh l: mi trng kinh doanh v phng tin thc hin. i vi mi trng kinh doanh, marketing in t tp trung vo cc hot ng marketing trong mi trng Internet v web. n nay marketing in t c th m rng mi trng ra cc mng vin thng khc nh mng thng tin di ng nh s hi t ca cc mng vin thng. V phng tin thc hin: marketing in t s dng Internet v cc thit b in t nh my tnh, PDA, in thoi di ng v cc thit b in t khc. Bn cht ca marketing in t khng khc so vi marketing truyn Tuy nhin khch hng trong thi i cng ngh thng tin s c nhng c im khc vi khch hng truyn thng; h c thi quen tip cn thng tin khc vi truyn thng, h nh gi cc la chn v hng ha dch v da trn cc ngun thng tin mi, hnh ng mua hng khi thc hin qua mng cng khc so vi truyn thng. Phng thc tin hnh marketing in t khc vi marketing truyn thng: Marketing truyn thng cn rt nhiu cc phng tin khc nhau nh tp ch, t ri, th t, in thoi, fax... khin cho s phi hp gia cc b phn kh khn hn, tn nhiu thi gian hn; cn marketing in t thng qua cc mng vin thng,

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c bit l Internet, v cc phng tin in t c th tin hnh tt c cc hot ng khc ca marketing nh: nghin cu th trng, qung co, thu thp kin phn hi t pha ngi tiu dng, mua sm, sn xut, bn hng, dch v sau bn... mt cch nhanh chng, hiu qu vi chi ph thp.

u im ca marketing in t so vi marketing truyn thng Tc giao dch nhanh hn, v d qung co qua email, phn phi cc sn phm s ha nh m nhc, game, phn mm, e-books, h tr khch hng qua cc forum, netmeeting... Thi gian hot ng lin tc 24/7/365, t ng ha cc giao dch, v d nh mua sm trn Amazon.com, mua v my bay qua mng ti Priceline.com, u gi qua mng trn eBay.com, Phm vi hot ng ton cu, cc ro cn thm nhp th trng c th b h thp, kh nng tip cn thng tin th trng ca cc doanh nghip v ngi tiu dng c nng cao. V d nh cc doanh nghip ti Vit Nam c th tm hiu th trng Chu u, M, Nht thng qua cc website thng tin th trng. a dng ha sn phm do khch hng c th tip cn nhiu sn phm, dch v hn. ng thi nh cung cp cng c kh nng c bit ha (customize) sn phm ph hp vi cc nhu cu khc nhau ca khch hng nh kh nng thu thp thng tin v khch hng qua Internet d dng hn. Tng cng quan h khch hng nh kh nng tng tc, chia s thng tin gia doanh nghip vi khch hng cao hn, dch v tt hn, thi gian hot ng lin tc 24/7 thng qua cc dch v trc tuyn, cc website din n, FAQs T ng ha cc giao dch thng qua cc phn mm thng mi in t (shopping cart), doanh nghip c th phc v khch hng tt hn vi cht lng dch v n nh hn.5.1.3. Lch s pht trin ca Marketing in t

Cng vi s pht trin ca thng mi in t, nhn chung marketing in t tri qua 3 giai on pht trin: Thng tin: Cc hot ng marketing in t nhm gii thiu, qung b hnh nh doanh nghip, sn phm dch v ca doanh nghip thng qua cc website, catalogue in t. Mt trong nhng thay i so vi marketing truyn thng l kh nng ca cc cng ty a mu98


sn phm ln mng. l tt c cc sn phm cho php khch hng nhn thy, tm kim thng tin v tnh nng s dng, cht liu, kch thc... Thm vo , nhng phiu thng trc tuyn v nhng chng trnh xc tin bn hng khc tit kim c chi ph cho cc nh marketing trc tuyn khi gii thiu sn phm n ngi tiu dng. Giao dch: Cc hot ng giao dch trc tuyn, t ng ha cc quy trnh kinh doanh, phc v khch hng tt hn, thun tin, an ton v hiu qu hn trong bn l, dch v ngn hng, th trng chng khon... Tng tc: Phi hp, lin kt gia nh cung cp, nh sn xut, nh phn phi... thng qua chia s cc h thng thng tin, phi hp cc quy trnh sn xut, kinh doanh hot ng hiu qu nht, in hnh l cc hng sn xut t, my tnh...5.1.4. Mt s iu kin cn p dng marketing in t thnh cng

Bn cnh cc iu kin chung v c s vt cht, k thut v php l, p dng marketing in t cn c mt s iu kin ring nh: Th trng: l nhn thc ca khch hng i vi thng mi in t v t l ngi s dng v chp nhn Internet. i vi marketing in t (B2C), khch hng cn c iu kin tip cn Internet cng nh thi quen mua sm qua mng. i vi marketing B2B, cc t chc cn nhn thc c tm quan trng ca chia s thng tin, phi hp hot ng sn xut v kinh doanh nng cao hiu qu, gim chi ph v tng cng nng lc cnh tranh. Doanh nghip: Nhn thc ca cc t chc v tm quan trng v ngha sng cn ca vic ng dng cng ngh thng tin trong kinh doanh, nh gi c li ch ca u t vo marketing in t cng nh nh gi c cc nguy c, him ha nu khng tham gia marketing in t. S pht trin ca cc ng dng marketing trn Internet: Hu ht cc hot ng marketing u c th ng dng nhng thnh tu ca cng ngh thng tin nh: nghin cu th trng, xc tin thng mi; pht trin sn phm mi; qung co; phi hp gia cc bn cung cp, sn xut v phn phi.5.2. Cc hng ha, dch v c th kinh doanh qua mng

Khng phi tt c cc sn phm u c th bn c trn Internet. Sn phm ny c th thc s ph hp vi vic kinh doanh trn mng hn hn cc sn phm khc, nhng cng c sn phm khng ph hp vi vic kinh doanh trn th trng y mi m ny. Theo kt lun t nhng nghin cu ca Ernst & Ernst &Young th cc sn phm c lin quan n my tnh l ph hp nht vi vic giao bn qua mng (t l l 40%). Tip l sch (20%), du lch (16%), qun o (10%), nhc (6%), dch v c thu ph (6%), qu tng (5%) v u t (4%). Ni chung, loi sn phm hay dch v ph hp cho vic kinh doanh trn mng Internet nht thng l cc sn phm tn dng c u im ca mi trng mng.99


S ra pht trin ca thng mi in t khin vic nh v sn phm xy dng nt ring ca sn phm trn Internet cng c nhng im c bit.Bng 5.1: Mt s thng hiu ni ting trong lnh vc thng mi in t Nt ring c to ra t marketing truyn thng Sony Volvo Singapore Airlines, British Airlines Mercedes, Lexus, Omega, Rolex Swatch Cht lng cao nht An ton nht Dch v tt nht Nt ring c to ra t Internet v cng ngh thng tin Amazon.com eBay Alibaba Ca hng trc tuyn ln nht th gii Sn u gi trc tuyn ln nht Sn giao dch B2B ln nht

Sang trng nht

Dell.com

Gii php tin hc tt nht cho khch hng Sn xut xe theo n t hng trong vng 2 tun thay v 15 tun Cng c tm kim ph bin nht

Thi trang nht

Ford

Toyota

Tit kim nguyn liu nht

Google

Ngun: Internet

5.2.1.

Nhng sn phm ph hp vi kinh doanh trc tuyn

Mc ph hp ca sn phm, dch v i vi mi trng Internet ph thuc vo mt s yu t nh: (i) - Gi: so vi gi hng ha tiu dng thng thng (ii) - Mc mua sm thng xuyn so vi vic mua hng tiu dng, mt hng c tn s tiu dng cao nh rau qu, thuc. (iii) - Kh nng gii thiu y ln mng v sn phm, dch v: hnh nh, m thanh, chuyn ng... (iv) - Khi lng thng tin cn thit ra quyt nh: so vi hng tiu dng thng thng (v) - Kh nng c bit ha sn phm, dch v: ph hp vi cc nhu cu khc nhau (vi) - Tm quan trng ca dch v i vi vic mua v s dng hng ha, dch v i vi mi yu t ny, thang im c tnh nh sau: 1: thp, 2: tng i thp; 3: trung bnh; 4: tng i cao; 5: cao. Mc ph hp ca sn phm, dch v trn Internet c nh gi bng cng thc: Mc ph hp = (Gi / Tn sut) ((iii)+(iv)+(v)+(vi)) Cho ti nay, c nhiu iu kin mt ca hng thng mi in t bn l (B2C) thnh cng, tuy nhin, cc iu kin c bn thng l: Thng hiu mnh, d nhn bit, hoc c nh cung cp ng tin cy ng ra bo lnh: Dell, Sony, eBay, Cisco... Uy tn c m bo: Ford, Charles Shwab, Amazon... Kh nng s ha: phn mm, m nhc, phim...

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Gi cao: thit b in t, vn phng... Hng ho c quy cch phm cht c tiu chun ho nh sch, a CD, v my bay khin vic kim tra thc t khng cn cn thit. Nhng mt hng ng gi khng th m ra thm ch c trong cc ca hng truyn thng nh thc phm, vitamin, hoa, qu tng...5.2.1.1. Nhng sn phm c tiu chun ha cao

Sn phm cn c tiu chun ho do vic mua bn hng ho qua mng Internet c hn ch bi tnh o ca hng ho khi la chn. Nu sn phm khng c tiu chun ho v khng c s qun l cht lng, s khng c g m bo khch hng chc chn mua c sn phm c tiu chun cht lng nh m t trn mn hnh my tnh. Gii quyt tt vn ny chnh l gim tnh o ca hng ho khi la chn, ng thi khuyn khch ngi tiu dng yn tm mua hng ho theo phng thc ny. Mt v d in hnh v sn phm c tiu chun ha cao v ngy cng c mua qua mng nhiu hn l v my bay in t. Khi mt khch hng mua v qua mng internet (hoc qua in thoi), tt c cng vic h cn lm l khi n sn bay a th tn dng ca mnh vo kiosk in t v h s nhn c v ln my bay. Hay khch hng c th ly v ti mt my bn v.5.2.1.2. Vn ha phm

Mt vi sn phm c bin bn chy cc ca hng trc tuyn. Trong phi k n a CD v DVD lun nhn c s quan tm c bit trn Internet. Sch cng l mt sn phm bn chy trn Internet do n d dng xy dng tnh cng ng cho khch hng nhng ngi s bnh lun v cun sch ca h va mua c, ng thi cng c nhng li bnh lun ca ngi khc. Trong c hai trng hp, cc trang web u c th tho mn cc s thch khc nhau ca khch hng v a ra nhiu ngh vi c hi mua sm mi. V cc khch hng cng hon ton yn tm v tin tng rng cc cun sch hay a CD h mua trc tuyn s ging ht vi nhng cun sch v a CD h mua cc ca hng ngoi tuyn. Khch hng trn Internet gi qu quen thuc vi ca hng bn sch trc tuyn Amazon, tuy nhin, gn y mt tn tui na trong ngnh vn ha phm trn mng hay c nhc ti, chnh l trang web vn hc mng Lulu.com ca mt doanh nhn Canada Bob Young.5.2.1.3. Nhng sn phm s ha

Khc vi Marketing thng thng, khch th trong Marketing Internet c th l hng ho v dch v s ho. Chng thng c phn phi di cc hnh thc nh: cc ti liu (vn bn, sch bo), cc d liu (s liu thng k), hoc cc thng tin tham kho hay cc phn mm my tnh.101


Tuy cn hn ch nhng cc ngnh khc nh dch v t vn, gii tr, ngn hng, bo him, gio dc v y t... cng ang s dng Internet lm thay i phng thc kinh doanh ca h. Cng ngh Internet ang thay th cc phng thc cung cp sn phm v dch v truyn thng cng nh trong vic nm bt cc thng tin v nhu cu ca khch hng. Ngi ta d dng thy c kh nng tit kim chi ph trong vic cung cp cc sn phm v dch v di dng s ha (v d nh m nhc, n phm, thit k ha), trong , chi ph sn xut v vn chuyn b loi ra khi gi thnh sn phm. Nh vy, i vi cc sn phm s ha Internet c th cho php gim thiu chi ph vn hnh v qun l ng thi cung cp cc gi tr tt hn cho khch hng.5.2.2. Nhng dch v ph hp vi kinh doanh trc tuyn

5.2.2.1. Dch v du lch

Internet l mt ni l tng lp k hoch, khm ph v sp xp cho hu ht cc chuyn i. S thun tin v kh nng tit kim l c th thc hin c v khng cn cc i l l hnh v c th mua trc tip t cc nh cung cp dch v. Mt s Webiste du lch ln l expedia.com, orbitz.com, travelocity.com, asiatravel.com, hotwire.com, travelweb.com v.v Dch v du lch trn mng cng c cc hng hng khng, cc cng ty du lch, cc i l l hnh, tu ha (v d amtrak.com), cc trung tm cho thu t, khch sn, cc knh thng mi v cc cng ty du lch cung cp. Hnh thc doanh thu ca nhng dch v du lch trn mng bao gm c doanh thu trc tip (hoa hng), doanh thu t qung co, ph t vn, miu t hay ph thnh vin, thu nhp t vic chia ph v cc khon khc na. Cc vn quan trng cn xem xt cho s pht trin ca dch v du lch trn mng l nhng khng nh c gi tr nh lng tin ca khch hng, s trung thnh, v hnh nh ca thng hiu ngy cng vng chc. Nhng li ch v hn ch ca dch v du lch trn mng Li ch Lng thng tin min ph cc k nhiu, khch hng c th tip cn mi ni, mi lc. Khch hng c th c hng chit khu ng k, c bit i vi nhng ngi c thi gian v kin tr tm kim nhng tour du lch gim gi. Cc nh cung cp dch v cng c hng li: cc hng hng khng, cc khch sn v nhng hng tu bin lun bn ch trng cho cc cng ty du lch. Tng t, bn hng trc tip tit kim chi ph v thi gian, gip cc nh cung cp hng c nhiu hoa hng hn.102


Hn ch Th nht, rt nhiu ngi khng s dng Internet. Th hai, khi lng thi gian v s kh khn khi s dng nhng dch v ca nhng i l o kh ln, c bit l i vi nhng ngi c t kinh nghim khi s dng Internet. Cui cng, cc chuyn i kt hp hoc nhng chuyn i chia lm nhiu chng c th khng c trn mng bi v phi c mt trnh hiu bit nht nh v t chc tt th mi c th lm c.5.2.2.2. Thng tin vic lm

Mng Internet ang l mt ngun cung cp thng tin di do cho c nhng ngi tm vic v nhng ngi tuyn nhn s. c bit, th trng vic lm trc tuyn ny cng hu dng hn i vi nhng cng vic v cc cng ty lin quan n lnh vc cng ngh v cc cng ty cng nh nhn vin ca h thng xuyn lm vic vi my tnh v mng Internet. Tuy vy, cng c hng nghn cc cng ty khng thuc lnh vc ny cng qung co nhng v tr tuyn ngi, nhn n xin vic v h s thng qua mng Internet.Bng 5.2: So snh th trng vic lm truyn thng v th trng vic lm trc tuyn Tiu ch Th trng truyn thng Rt tn km (c bit nhng bo hng nht) Ngn Thng ch trong mt khu vc v b gii hn Phc tp v tn km Hn ch Kh khn, c bit vi nhng ngi ni khc Rt kh khn, nht l vi nhng ngi ni khc Kh khn Thng tin c th b tht lc khi gi th C th chm Th trng trc tuyn

Chi ph Vng i (thi hn) a im cp nht chi tit Mc d dng tm kim i vi ngi tm vic Kh nng tm ng vin thch hp S ph hp gia cung v cu Tnh tin cy Tc giao tip gia 2 bn Kh nng so snh cc cng vic khc nhau ca ngi tm vic

C th rt r Di Trn ton cu Nhanh chng, n gin v t tn km Khng hn ch D dng v nhanh chng D dng D dng tin cy cao Nhanh

Hn ch

Nhanh chng v d dng

Ngun: Ecommerce, Turban, 2006

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Nhng i tng s dng th trng vic lm trn mng gm: Ngi tm vic. Nhng ngi tm kim nhn vin. Cc cng ty mi gii vic lm. Cc c quan v t chc ca chnh ph. Hn ch Hn ch ln nht ca th trng lao ng trc tuyn l cn kh nhiu ngi khng c thi quen truy cp Internet. An ninh v bo mt. Th trng lao ng in t cng c th gy tn km v chi ph tuyn nhn s i vi nhng ngi ch lao ng bng cch thc y nhn vin i tm nhng cng vic tt hn. Cui cng l vic tm kim ng vin qua mng phc tp hn rt nhiu so vi suy ngh ca mi ngi, phn ln l do s lng n xin vic v s yu l lch c sn trn Internet qu ln. Mt s trang web tin hnh nghin cu v thm tra l lch cc ng vin trc khi a cho cc nh tuyn dng (nh jobtrak.com), iu ny c th khc phc phn no vn ny.5.2.2.3. Thng tin v mi gii bt ng sn

Cc giao dch bt ng sn l mt lnh vc l tng i vi thng mi in t v mt s l do sau. Trc ht, nhng khch hng tim nng c th xem nhiu ngi nh trn mng, vo bt c lc no v bt c u, tit kim thi gian cho ngi mua v nh mi gii. L do th hai l nhng khch hng tim nng c th phn loi v sp xp cc bt ng sn theo nhng tiu ch nht nh v xem c thit k bn ngoi v bn trong ca ngi nh, rt ngn quy trnh tm kim. Cui cng, khch hng c th tm thng tin chi tit v ngi nh v thng danh sch nhng bt ng sn h tm s nhiu hn so vi cc nh mi gii cung cp.5.2.2.4. Bo him

Ngy cng c nhiu cc cng ty s dng Internet a ra cc chnh sch bo him chun, nh t ng, gia nh, nhn th, hay sc khe, vi mc chit khu ng k. Mc d nhiu ngi khng tin tng vo cc cng ty bo him o ny nhng nhng ngi khc vn n nhn nhng li ch ca vic c gim ph bo him. V d, trang insurerate.com c rt nhiu chnh sch khc nhau. Ti trang order.com, khch hng v cc cng ty c th so snh cc dch v bo him t v sau mua qua mng. Ging nh cc nh mi gii bt ng sn, cc nh mi gii bo him cng gi th in t n hng triu ngi.5.2.2.5. Thng tin u t

Trn mng c v s thng tin lin quan n hot ng u t v hu ht l min ph (thng phi ng k). Sau y l mt s v d:104


Tin tc ti chnh c cung cp ti CNN Financial (money.cnn.com). Gi tri phiu ca a phng c ti bloomberg.com. C rt nhiu cng c h tr cc nh u t trong th trng tri phiu. V d, lm th no t u t, cc bn bo co nghin cu min ph, cc biu v bng biu v ngoi t, tt c u c trn mng. Mt ngun thng tin v tng quan th trng, vi rt nhiu ng ni n cc trang ti chnh khc c cung cp ti trang investorguide.com. Li khuyn min ph ca cc chuyn gia c trang thestreet.com. Th trng c phiu v cc cng c nh gi c ti trang ca MultexInvestor (marketguide.com) v money.cnn.com. Cc dch v lin quan ti u t ton cu, theo di danh mc vn u t v hng dn cc nh u t. Cc th trng ti chnh lin quan: mua bn chng khon.5.2.2.6. Ngn hng v ti chnh trn mng

Dch v ngn hng qua internet Internet Banking cp n vic thc hin cc dch v ngn hng thng qua internet, cho c i tng l doanh nghip v c nhn. Cc dch v ngn hng bao gm: chuyn tin, thanh ton v b tr cng n, nh thu v tn dng chng t, cho vay kinh doanh v cho vay tiu dng, kinh doanh th, v mt s dch v khc. Thanh ton qua internet Hnh thc thanh ton ch yu vn l qua th tn dng v th ghi n thng qua h thng v cc quy trnh thanh ton hin thi ca 2 loi th ny (hn 90% cc giao dch mua bn trc tuyn). H thng thanh ton qua th ang t ra cha p ng c nhng yu cu ca cc giao dch TMT, Chnh v vy, cc nh cung cp dch v thanh ton qua th cho ra i nhng dch v mi, m bo an ton hn nh VbyV ca VISA (Verified by Visa), v in t (Yahoo Inc, Microsoft Passport), th o v th thng minh (Visa, American Express, Mastercard),5.2.2.7. Dch v cng trc tuyn

Chnh ph ca hu ht cc quc gia hin nay, vi s pht trin mnh m ca thng mi in t, cng ang c nhng bc i tch cc tin ti xy dng mt Chnh ph in t, trong cc dch v cng ca chnh ph v cc giao dch vi chnh ph c thc hin qua mng, thng mi hoc phi thng mi. Cc dch v phi thng mi ca chnh ph thng bao gm: thng tin cng cng (xut bn cc kt qu nghin cu khoa hc, thng tin y t trc tuyn, o to cng trc tuyn), thun li ha vic thanh ton (np t khai thu in t, np pht,) hoc cc dch v khc. Cc dch v thng mi ca chnh ph bao gm: nhng hot ng xc nhn danh tnh (h chiu, chng minh th,), bng cp (bng li xe, ng k t xe my), cng nh ng k thu thu in t.105


5.2.2.8. Dch v gio dc v o to trc tuyn

Vi s pht trin ca cng ngh in t v c bit l s ra i v pht trin ca internet, ngnh gio dc cung cp nhng hnh thc o to mi: ngoi o to trc tip trn ging ng hay o to t xa truyn thng cn c hnh thc o to in t (e-learning). o to in t c th l o to trc tuyn (online education) hoc hn hp (blended learning). Li ch o to trc tuyn: Nng cao nng lc cung cp dch v o to: Internet cho php tip cn c vi nhiu i tng hc hn nhng vng a l xa hn, kh c iu kin s dng dch v o to truyn thng. Nng cao cht lng hc: Hc trc tuyn cho php tng cng kh nng c bit ha vi tng ngi hc, mm do hn v tng s la chn cho ngi hc, t nng cao cht lng hc. Tng cng kh nng tip cn: o to in t c th cung cp cc gii php hu hiu i vi nhng vn v tip cn gio vin. Hiu qu v chi ph: o to in t c kh nng lm tng nng lc cung cp dch v v tng kh nng tip cn ca sinh vin, do c kh nng tit kim chi ph thng qua vic gim chi ph i vi tng hc vin, t nng cao v th ti chnh ca t chc o to. Tuy nhin, tnh kinh t quy m ca o to trc tuyn trn thc t cn cha th hin r v u t ban u vo c s h tng kh cao, v bc khi u cn nhiu thi gian. Tng cng kh nng nm gi cc k nng v c s h tng v cng ngh thng tin, t y mnh vic tip cn n nn kinh t tri thc. Chin lc marketing v cnh tranh: V o to trc tuyn chnh l thuc v tng lai, nn cc t chc cung cp dch v o to phi u t vo h tng cho o to trc tuyn c th cnh tranh v tn ti c.5.3. 5.3.1. Chin lc marketing in t Chin lc sn phm

Sn phm l tp hp nhng li ch m ngi bn cung cp cho ngi mua, bao gm c yu t hu hnh v v hnh nh danh ting, s thun tin, dch v km theo. Sn phm trong marketing in t c chia lm hai loi: th nht gm cc sn phm hon ton mi, ch c hnh thnh khi Internet pht trin v th hai gm cc sn phm truyn thng c thm cc thuc tnh mi t Internet. Internet to ra cc sn phm hon ton mi Sn phm ct li: nhu cu trao i thng tin thun tin, r, nhanh, ton cu (qua th in t); nhu cu qung b ton cu; nhu cu m phn, giao dch, trao i ton cu; thng tin hng ngy cp nht; chia s cc ti nguyn s ho106


Sn phm hin thc: nhng sn phm mi hon ton ch c sau khi ph cp internet v d: th in t, website, catalogue in t, bo in t, din n, chat, video chat, tr chi in t trn mng, cc m hnh kinh doanh in t. Sn phm b sung: Dch v sau bn hng, cc dch v cng ca nh nc; thu thu trn mng; o to trn mng; dch v ngn hng in t. Internet h tr chnh sch sn phm truyn thng Pht trin sn phm mi: S dng Internet v Web thu thp kin khch hng v cc sn phm mi. V d www.volkswagen.com khi a ra sn phm xe Beetle ci tin (1998) tin hnh iu tra kin khch hng 18 thng qua website v sn phm mi thc s thnh cng. S dng Internet vo pht trin sn phm may mc: lin kt gia nh thit k, nh cung cp nguyn liu, nh my sn xut, cng ty phn phi v khch hng thng qua internet sn xut hiu qu hn. Xy dng v pht trin thng hiu trn Internet: qung b, gii thiu, cng c quan h, to dng s tin tng ca khch hng.5.3.2. Chin lc gi

Chin lc v gi l chin lc nh hng trc tip ti doanh thu v li nhun ca doanh nghip, chnh v th, doanh nghip cn ch n gi ca i th cnh tranh v mi mc gi c th c cng b cng khai trn mng, khch hng c th tip cn nhiu ngun thng tin hn nh gi v li ch v chi ph i vi cc quyt nh mua hng ca h. Hn na, trn Internet ti cc th trng khc nhau, cng ty kh c th nh cc mc gi khc nhau nh trc y. V d, hng ng h Swatch (www.swatch.com) kh c th nh gi khc nhau cho cc sn phm in t v ng h ca mnh khc nhau ti cc th trng khc nhau v khch hng hon ton c th tm c gi ti tt c cc th trng. i vi cc sn phm s ho nh m nhc, phn mm, game, t vn, o to trc tuyn... rt kh c nh gi khc nhau mc d khch hng mc tiu ti cc khu vc th trng khc nhau c mc thu nhp bnh qun khc nhau. Khi doanh nghip tip cn c th trng ton cu, ng thi i th cnh tranh v khch hng cng tip cn c ngun thng tin ton cu i hi chnh sch gi ton cu v ni a cn thay i c s thng nht v ph hp gia cc th trng. Ngoi ra, quan im marketing trc y cho rng hng triu ngi tiu dng ang hng v trang web tm ra mc gi r nht, cc nh bn l trc tuyn trong nhiu lnh vc nhn thy rng h khng th cnh tranh gi c na. Bi nhiu nh sn xut p t mc gi ti thiu cho cc sn phm ca h, v trong mt vi trng hp th cc nh bn l bn di mc gi b ct gim.5.3.3. Chin lc phn phi

Vic phn phi sn phm t doanh nghip ti khch hng nh hng trc tip ti uy tn v kh nng cnh tranh ca doanh nghip. M c bit l trong mi trng mng107


xut hin thm hng ha th 3 l hng ha s ha, nn vic phn phi cng tr nn kh khn hn i vi doanh nghip mi tham gia vo thng mi in t

Trong thng mi in t c hai hnh thc phn phi: Th nht, i vi hng ho s ho c, vic phn phi c th thc hin hon ho qua mng. o Gi trc tip qua mng: phn mm, m nhc, game ... o Download: phn mm, m nhc, game... hoc c cc i l in ra CD ri gi ti khch hng (khi khng th download c, khi chi ph gi CD cao, thi gian gi CD lu...) Th hai, phn phi hng ho hu hnh Internet h tr nng cao hiu qu. o C ch phi hp hiu qu: Nh kinh doanh v Nh phn phi (bi hc kinh nghim t cc cng ty thnh cng v kh nng p dng Vit Nam) o Kim sot hng ho trong qu trnh phn phi (FedEx, DHL...) o M rng knh phn phi n cc vng a l mi (website thay cho cc phng trng by truyn thng) (Ch : Trnh xung t vi cc knh phn phi truyn thng) Mt im quan trng khi xem xt chnh sch phn phi trong marketing in t l vai tr ca cc trung gian trong h thng phn phi. So snh vic pht hnh sn phm m nhc dc hai knh khc nhau: Th nht, theo truyn thng: Khch hng bun Hng pht hnh Ca s, ban nhc. Ca hng bn l Ca hng bn

Th hai, phn phi qua mng: Khch hng Mp3 Website & Ca hng o i l bn bun Hng pht hnh Ca s, ban nhc. Trong phng thc giao dch truyn thng, khch hng thng mua bng a nhc ti cc ca hng bn l hoc ca hng chuyn doanh m nhc. Vi Internet, quy trnh ny c nhng thay i nht nh v ngi ta thy c s thm, bt v ti lp cc trung gian trong knh phn phi. Trong trng hp trn y, ta thy khng cn ca hng bn l trong knh phn phi (hin tng loi b, hay bt trung gian), thay vo l ca hng o trn mng (hin tng ti lp trung gian di dng thc mi) v xut hin thm Catalog MP3 nh l mt trung gian bt buc trong knh phn phi ch khng ch n thun l mt cng c thun tu (hin tng thm trung gian).5.3.4. Chin lc xc tin bn hng trn Internet

Xc tin thng mi trong thng mi in t l cch thc dng cc phng tin in t gii thiu, mi cho, cung cp thng tin v sn phm hng ho hoc dch v ca108


nh sn xut n ngi tiu dng v thuyt phc h chn n. Thng qua cc cng c ca thng mi in t nh th in t, cc website...doanh nghip tin hnh gii thiu, qung co v sn phm cng nh uy tn, danh ting ca doanh nghip, c bit l xy dng hnh nh doanh nghip cho nhng ngi thng xuyn truy cp Internet v trao i th t in t Xc tin thng mi trong thng mi in t thc cht l cch thc cc doanh nghip vn dng cc tnh nng ca Internet nhm mc ch cui cng l phn phi c sn phm hng ho hay dch v n th trng tiu th. Mt s hot ng xc tin thng mi in t in hnh: cc chng trnh gii thng, phiu gim gi, hng mu v dng th min ph, cc cuc thi v tr chi.Chin lc Marketing hn hp (Makerting mix) ca cng ty http://www. Golmar.vn/

Mt trong nhng chin lc Marketing hn hp c coi l kh tiu biu v thnh cng l chin lc ca GolMart - mt doanh nghip kinh doanh loi hnh siu th in t ti Thnh ph H Ch Minh (http://www.golmart.vn). Chin lc sn phm: GolMart c hng ngn sn phm phong ph, chng loi c bn vi gi thp hn hoc tng ng gi th trng. Hng ha trng by c m t r rng vi hnh nh y gip khch hng d dng la chn nh ang do quanh siu th. Cc sn phm mi thng xuyn c siu th cp nht v by bn nhng v tr thu ht c s ch nhiu nht ca khch hng trn trang ch. Ngoi ra, GolMart cn p dng chin lc lin kt bn hng trn mng vi mt s n v khc. V d, ngi tiu dng truy cp vo a ch website ca Golmart, khng nhng c th chn mua nhng hng ho c sn m cn c th t thit k, may o qua mng vi mt s nh thit k c tn tui Khc vi Marketing thng thng, chin lc sn phm trong Marketing Internet ca GolMart cn ch trng n dch v h tr khch hng. Trong trang ch ca GolMart, ngi tiu dng c th c ch dn cn k cc bc trong quy trnh mua hng, thanh ton... ti mc Hng dn khch hng. Ngoi ra, GolMart cng cung cp cho khch hng cng c tm kim, gip ngi tiu dng tm c hng ho mong mun mt cch nhanh chng m khng cn d tm trong danh mc catalog sn phm. Chin lc gi c: Ging nh cc doanh nghip Vit Nam khc, GolMart p dng chin lc gi bn (tc l doanh nghip nh gi sn). Gi bn ca GolMart c quy nh tng ng vi gi bn trn th trng ( bao gm thu VAT) bng VND hoc USD. i vi mt s mt hng c bn bng USD, ngi tiu dng c th thanh ton bng tin Vit vi mc quy i theo t gi ca Ngn hng Ngoi thng vo thi im t hng. GolMart cng thng xuyn p dng cc chng trnh gi khuyn mi nh chng trnh Co-shopping (cng nhau mua sm c gim gi). Trong chng trnh ny, GolMart s gip tp hp nhiu khch hng mua l c cng nhu cu li vi nhau phi hp ng k mua hng. Bng cch ny, ngi tiu dng s c li v c hng gi bn bun, gi r hoc gi khuyn mi m nu mua l s khng c c. Cn nh cung cp s c li do thu ht c nhiu khch hng tham gia hn. ph hp vi iu kin thng mi Internet Vit Nam, GolMart p dng rt nhiu phng thc thanh ton khc nhau nh: thanh ton bng tin mt cho ngi giao hng,

109


thanh ton bng chuyn khon, bng th tn dng (VISA, Master hoc American Express), thanh ton qua h thng Western Union hay thanh ton qua in thoi di ng bng cch son tin nhn M-Banking... Chin luc phn phi GolMart ng vai tr nh mt nh trung gian phn phi gia cc nh cung cp v ngi tiu dng. Cc doanh nghip c nhu cu bn hng trn mng tm n GolMart nh mt a ch i l phn phi, gim st v qun l bn hng... Cn ngi tiu dng tm n GolMart nh mt u mi cung cp hng ho loi. Hin ti, GolMart ang p dng hnh thc phn phi, giao hng t rc tip v min ph n tn tay ngi tiu dng trong mt s qun ni thnh ca Thnh ph H Ch Minh. Khch hng cc ni khc, ngoi cc a im ny, nu c nhu cu s c chuyn hng qua ng bu in vi chi ph hp l. Trong thi gian ti, GolMart d nh s m cc i l phn phi cc thnh ph khc nh H Ni, Hi Phng, Nng... Chin lc ym tr (xc tin v h tr kinh doanh): tng doanh thu v m rng mng li khch hng, GolMart ang s dng kt hp cc chin lc h tr, xc tin kinh doanh khc nhau. Ngoi vic lu tr thng tin website cung cp cho ngi tiu dng khi h truy cp vo a ch ny, GolMart cn s dng th in t nh mt cng c Marketing c hiu qu. Siu th ch ng truyn thng tin ti ngi tiu dng bng cch gi th ng thu ht, khuyn khch h tr thnh khch hng thnh vin ca siu th. Mt khc, GolMart cng ng k a ch website ca mnh trn cc cng c tm kim nh Vinaseek hay Google... thc c rng cc cng c Marketing thng thng cng c th gip ch cho cng vic kinh doanh trn mng, GolMart cn t chc cc cuc hi tho, din n nhm thu ht s ch ca khch hng. V d nh, vo thng 4/2003, GolMart t chc mt cuc hi tho vi ch : Co-shopping pht trin thng hiu bng thng mi in t. Cuc hi tho nhm gii thiu hnh thc kinh doanh mi Co-shopping ln u tin c mt ti Vit Nam, thu ht c s quan tm ca nhiu gii v gp phn qung b hnh nh ca siu th mt cch rt c hiu qu. Vi chin lc Marketing Mix phi hp c hiu qu 4 yu t: sn phm, gi c, phn phi v ym tr, siu th in t GolMart xy dng c mt v th vng chc trong thng mi in t Vit Nam. GolMart l mt m hnh doanh nghip thnh cng nh xy dng chin lc Marketing Mix thch hp trong thng mi in t Vit Nam. Cu hi tho lun: 1. Chin lc marketing mix c thc hin nh th no trn trang web GolMart.vn 2. Chin lc gi ca GolMart liu c im g c bit so vi i th cnh tranh? 5.4. 5.4.1. Marketing B2B Khai thc h thng thng tin th trng trn Internet Khai thc h thng cc Trade Points trn Internet qung co

Trade Point hay tm im thng mi l mt sng kin ca t chc Thng mi v Pht trin ca Lin Hp Quc (UNCTAD), nm trong chng trnh Hiu qu thng mi (Trade Efficiency) v Thun li ho thng mi (Trade Facilitation), s dng nhng tin b v cng ngh thng tin trong hot ng thng mi ni chung v thng mi quc t ni ring.110


Mt trong nhng mc ch c bn ca Trade Point l cung cp mt website lm trung tm ti c tt c cc thng tin phc v hot ng kinh doanh nh thng tin v th trng, hng ho, dch v, vn ti, bo him, mi gii, cc quan h vi c quan qun l nh nc nh hi quan, thu... Chng trnh Trade point c ba chc nng chnh: Cung cp cc dch v kinh doanh, thng mi. Cung cp cc dch v thng tin th trng, tm kim bn hng. Kt ni cc doanh nghip vi nhau. Doanh nghip c th s dng Trade point tin hnh cc hot ng trc giao dch (pre-transaction) nh lin lc, tm kim bn hng, th trng. Sau , nu thun li cc doanh nghip c th tin ti m phn, k kt v thc hin hp ng. Website http://www.wtpfed.org l mt trong nhng tm im thng mi, cho php cc tm im thng mi khc trn khp th gii c lin kt vi nhau ti y.5.4.2. Khai thc cc c hi kinh doanh in t trn Internet

C hi kinh doanh in t hay ETO (Electronic Trade Opportunity) l mt dch v c nhiu doanh nghip quan tm khi trin khai marketing in t. Nh dch v ny, cc doanh nghip c th tm kim ngi mua hng, ngi bn hng hay pht hin ra nhu cu th trng. Dch v ETO c cung cp trn cc tm im thng mi, sn giao dch thng mi in t hoc cc cng thng mi in t. ETO cho php cc doanh nghip tham gia gi cc n cho hng, n t hng ln mt a im trn website v mi doanh nghip trn khp th gii u c th tip cn c thng qua Internet. ETO l mt hot ng kh tiu biu ca hu ht cc tm im thng mi (Trade point).5.4.3. Khai thc cc sn giao dch thng mi in t B2B

Sn giao dch in t (Electronic Market Place) l mt website, ti ngi mua v ngi bn gp nhau, trao i v giao dch. Trong giai on ny, c th thy cc e-market place cha c pht trin rng c hiu l th trng in t vi y cc ngha ca th trng, nhng vi ngha l mt a im cc nhu cu c th c p ng, ch in t c nhng u th to ln hn nhiu so vi ch truyn thng. Doanh nghip c th s dng e-market place tin hnh: Gii thiu, qung b sn phm dch v, tin hnh cc giao dch in t vi cc c nhn, t chc v chnh ph... Danh sch mt s e-market place (cng B2B) c th tham kho trn Yahoo ti a ch: http://dir.yahoo.com/business_and_economy/business_to_business111


5.4.4.

Tm hiu thng tin th trng qua S giao dch hng ho trn Internet

S giao dch hng ho l mt trong nhng t chc giao dch mua bn hng ho c truyn nht trong thng mi vi nhiu tn gi: commodity exchange, commodity market, corn exchange... y l ni ngi ta tin hnh cc giao dch mua v bn hng ho vi khi lng ln, nhng loi hng ho c phm cp r rng. Vic mua bn y tin hnh theo nhng quy ch cht ch thng qua nhng ngi mi gii do s giao dch hng ho ch nh. Vi s pht trin ca Internet, cc s giao dch hng ho c ng dng cng ngh thng tin v Internet thc s tr nn d tip cn hn i vi cc doanh nghip trn khp th gii. Cc doanh nghip ln nh, mi ni, mi lc u c th tip cn cc s giao dch hng ho khai thc, theo di cc thng tin th trng, gi c, khi lng giao dch, xu hng v kh nng bin ng v.v Doanh nghip c th tham kho cc thng tin th trng ti cc website ca nhng s giao dch hng ha ln trn th gii nh: S giao dch hng ho Chicago: http://www.cme.com. S giao dch hng ho Chu u: http://www.euronext.com. S giao dch hng ho Tokyo: www.tocom.or.jp. S giao dch hng ho New York: www.nymex.com.5.4.5. Tm kim th trng v bn hng trn Internet

Mt mc tiu ca cc t chc hin nay l lm sao ng dng cng ngh thng tin khuych trng v bn c sn phm. Lm th no khuych trng website ca cng ty trn mng Internet? a tn website vo cc cng c tm kim, ng k vo cc trade point, cc e-market place, cc danh b doanh nghip, trang vng, trang trng in t gii thiu sn phm dch v ca mnh, gii thiu trn cc trang web v hi ch, trin lm l mt s cc bin php c bn, hiu qu, nhanh v tit kim chi ph t mc tiu ny. Mc tiu tip theo l lm sao c th tm ngi mua hoc cung cp thng qua Internet ti cc th trng c th theo khu vc a l hoc theo cc ngnh hng, mt hng m doanh nghip quan tm. Ngy nay, Internet v web gp phn gii quyt vn ny mt cch hiu qu thng qua cc danh b trn web. C ba loi danh b kinh doanh trn web, loi mt cha danh mc cc danh b kinh doanh trn th gii, loi hai l cc danh b kinh doanh ton cu hay quc t v loi ba l danh b kinh doanh ca tng nc. Loi 1: Danh b ca Trung tm thng mi th gii: http://www.intracen.org. Ti y c danh b cc cng ty v cho php ng k cc c hi kinh doanh, c chia theo c ngnh hng v khu vc a l, ng thi c nhng lin kt n cc danh b khc. Loi 2: Danh b cc doanh nghip Chu u, cung cp thng tin ca hn 500.000 cng ty ti 36 nc, a ch: www.europages.com. World Trade Association,112


a ch http://world.wtca.org/ gm 300 thnh vin 180 nc, cung cp danh b gm 140.000 nh xut nhp khu v cc doanh nghip lin quan. Loi 3: Danh b cc doanh nghip ca cc nc c th, v d danh b cc cng ty ca Nht http://english.itp.ne.jp.5.4.6. H thng thng tin xc tin thng mi trn Internet

Hot ng h tr thng mi, xc tin thng mi, pht trin thng mi l mt cng vic m cc t chc quc t, cc quc gia, cc phng thng mi v doanh nghip, hip hi ngnh ngh... v ang tin hnh t nhiu nm nay. Cc dch v chnh c th bao gm: Thng k v hot ng sn xut, ngoi thng ca cc nc. Thng tin v cc quy nh thng mi quc t ca cc nc, cc khu vc. Thng tin v cc quy tc y t, an ton, cht lng lin quan n ngoi thng. Thng tin v u thu. Thng tin v danh mc cc nh xut khu, nh nhp khu, cc t chc lin quan n thng mi. Cung cp cc ti liu gii thiu v kinh t v thng mi cc nc, hng dn kinh doanh vi tng th trng c th. Thng tin v gi c hng ho. Thng tin h tr thit lp quan h bn hng, tr gip cc cng ty nc ngoi tip cn vi doanh nghip trong nc. Thng tin v cc hi ch, trin lm quc t, s kin kinh t trn th gii. Gii thiu cc cho hng, hi hng, cc c hi kinh doanh. Thng tin v vn ti hng ho. Thng tin v cc k thut marketing quc t, tp qun thng mi quc t. Hng dn k thut nghip v ngoi thng. Cc vn v php l, trng ti lin quan n thng mi quc t.5.4.7. Cc website thng tin xc tin thng mi in hnh

Website ca cc t chc xc tin thng mi ca Chnh ph. V d, ti M, c th tm hiu ti website ca B Thng mi M: www.usatrade.gov. Ti Singapore, c th tham kho cc thng tin h tr thng mi ti B cng nghip v thng mi Singapore: http://www.mti.gov.sg. Ti Vit Nam, c th tham kho ti website Cc xc tin thng mi Vit Nam http:// www.gov.vn. Website ca Lin on cc t chc thng mi quc t (Federation of International Trade Associations) ti website http://fita.org. Ti y c thng tin v tt c cc website xc tin thng mi ca tt c cc nc, khu vc v c phn chia theo tng ngnh hng. Website ca cc Phng thng mi trn th gii. H thng cc t chc khuyn khch nhp khu Mt s nc pht trin c chng trnh xc tin nhp khu t cc nc ang pht trin. V d nh: Thy S c chng trnh khuyn khch nhp khu SIPPO, a ch ti http://www.sippo.ch113


Cc t chc h tr doanh nghip va v nh trn th gii H thng cc t chc ny c pht trin h tr cc doanh nghip va v nh nghin cu th trng, thm nhp th trng, pht trin sn xut v xut khu. Hip hi cc doanh nghip va v nh th gii, WASME, ti: http://www.wasmeinfo.org. Vit Nam c website ca trung tm h tr doanh nghip va nh pha Bc: http:// www hotrodoanhnghiep.gov.vn. Cc hip hi ngnh ngh T chc cc Hip hi ngnh ngh hot ng trn th gii t nhiu nm nay, ti y cc doanh nghip lin kt vi nhau theo ngnh ngh, hp tc h tr nhau trong vic tm kim thng tin, m rng, bo v th trng v bo v li ch ca cc thnh vin. y l hnh thc kh ph bin ca cc nc, khng c nc no khng c cc hip hi ngnh ngh. C th tham kho website ca mt s hip hi ngnh ngh ti Vit Nam: Hip hi doanh nghip in t: http:// Viea.org.vn; Hip hi giy da Vit Nam: http:// lefaso.org.vn; Hip hi caf, cacao Vit Nam: http:// www. Vicofa.org.vn Cc t chc quc t v khu vc Khi mu dch t do Bc M: http://www.nafta-sec-alena.org; http://www.mercosur.org.uv Hip hi cng nghip v thng mi Carribe: http://www.comesa.int Hip hi cc nc ng Nam : http://www.aseansec.org U ban kinh t x hi Chu - Thi Bnh Dng: http://unescap.org U ban kinh t x hi Chu u: http://europa.eu.int Khu vc th Trung ng v Nam Phi: http://www.comesa.int Cc t chc quc t khc nh: FAO, WTO, IMF, WB...5.5. Cc bc thit lp mt trang web hiu qu

Bc 1: Phn tch ngi dng v t nh gi chnh mnh Nu khng bit ngi dng d nh l ai, th tt c vic thit k, cho d c c thc hin k lng n u cng ch dn n tht bi. Ngi thit k cn phi bit cc thng tin v ngi dng nh trnh , s thch, cc lnh vc quan tm, cu hnh trang thit b, phn mm trnh a ra mt trang web v tch s. Sau y l mt s k thut gip cho bc ny: M t mc tiu: Hy xc nh chnh xc mc tiu ca trang ny mt cch ngn gn. Mc tiu cn c m t mt cch sc tch, r rng, khng qu rm r, chi tit. Xc nh vn gii quyt: T m t mc tiu bc trn, nu ra cc vn cn gii quyt t c mc tiu, tm tt phng php gii quyt, ... Xc nh ngi dng: Lit k cc c im ca khch hng nh tui tc, ngh nghip, gii tnh, thu nhp, trnh , vng c tr, cu hnh trang thit b, phn mm, vo mt danh sch phn tch v x l sau ny.114


Lit k cc ngun ti nguyn: c sn hon thnh cng vic c v mt trang thit b, cng c phn mm, trnh chuyn mn. Xy dng bng tin thc hin: Xc nh thi gian cn hon thnh sn phm vi cc ti nguyn sn c, thi gian cn thc hin tng bc ca qu trnh, Bc 2: Thit k cc chc nng v cu trc trang Dnh thi gian cho vic thit k cc chc nng v cu trc ca cc trang chnh, l bc quan trng nht trong qu trnh thit k. Sau y l mt s hng dn thc hin bc ny: Chn cch lm vic sao cho c th phc tho thit k mt cch thoi mi: C th dng bt v s trn giy, hay c th dng cc chng trnh my tnh phc tho. Tuy nhin vic s dng cc chng trnh my tnh c th s lm hn ch nng sut lm vic v cc cng c c sn thng b gii hn. Vic thit k nn i t tru tng n c th: Vic a ra cc chi tit ngay t u c th s lm mt i tng quan ca vn . Phi xc nh khung ca chc nng trc ri sau mi la chn ni dung in vo. Bc 3: Tm cch trnh by n tng v hiu qu Ngay c mt cu trc tt nht cng s tht bi nu vic trnh by thng tin khng trc quan v n tng. Mt cch trnh by c n tng v hiu qu c nh gi khng ch bng cch trng n nh th no m cn xem n ng gp nh th no vo qu trnh t mc tiu ban u. Sau y l mt s cch tm ra ngun cung cp cho cc trnh by tt: a ra cng nhiu cch trnh by t kh nng ca chnh ngi thit k. Lun quan st v su tp cc trnh by tt ot gii, c nhiu ngi cng nhn, hay cc trnh by theo s thch,... Lun cp nht cc thay i v cng ngh web. Ngi thit k website cn phi cp nht cc ti liu mi nht v HTML, cng nh cc thng tin v cc dng tp tin v cc thit b mi c h tr bi cc nh sn xut. Lun ghi nh: i tng nh gi cch trnh by l ngi dng ch khng phi ngi thit k. Th cng nhiu gii php cng tt v hy ghi nhn cc nhn xt, phn hi ca nhng ngi cng tc hon chnh thit k. Bc 4: Xy dng ni dung. Ngi thit k trang web c th c hoc khng chu trch nhim to ni dung (nh vn bn, hnh nh, m thanh, video). V vic to ni dung thng khng th i n lc thit k hnh thnh, c th tin hnh cc bc sau m bo rng ni dung v thit k tng thch vi nhau:115


Sa i, hiu chnh cc ni dung c hoc cc ni dung m ngi thit k c quyn sa. Xin h tr v c vn ca nhng chuyn gia i vi cc ch ngoi lnh vc chuyn mn ca mnh. Thit lp ng dy lin lc gia ngi thit k v nhng ngi to ni dung. a ra cc quy c, cc c t cho ni dung nh mi trng h tr, nh dng tp tin, cch nn, quy c t tn tp tin, m bo cng nhiu thng tin cng tt. Cn phi c s kt hp cht ch gia vn bn v ha, hnh nh, m thanh trong ni dung. To mt cu trc cy th mc hp l cho ni dung v thng xuyn sao lu m bo an ton. Bc 5: Thit k v kim tra khung trang web Trong khi ang tin hnh xy dng ni dung, y l lc kim tra cc chc nng v cu trc c xy dng trong bc 2 xem n hot ng nh th no. y l bc m ngi thit k chuyn cc m t v chc nng, v thit k ban u sang mt th hin l cc trang web c th. Sau y l mt s hng dn thc hin bc ny: Lin lc vi ngi qun tr server xem vic t chc cc tp tin nh th no v cc c t no c sn. Cho ngi qun tr bit cc loi tp tin no ang s dng cha c h tr. S dng cc lin kt trong cc trang ti cc cu trc th mc tng t nh cu trc th mc trn server. Ghi nhn cc nh thng c dng trong vic truy xut cc trang thng thng a vo cache. Bng cch ny c th tng tc truy xut cc trang. Th nghim trn server kim tra xem website hot ng ng nh thit k hay khng. Bc 6: a ni dung vo vic a ni dung vo tht s n gin, n khp, cn phi gi mi lin lc tt gia cc thnh vin lin quan nh ngi thit k, ngi minh ha, ngi vit ni dung, ngi bin tp, v ngi qun tr server, Sau y l mt s hng dn cho vic thc hin tt bc ny: Trc tin hy cho cc trang hot ng cc b, ring l d kim tra, hiu chnh, nh gi,... Lm vic theo module, ngha l cho nhm cc trang lin quan nhau hot ng tri chy trc khi m rng ra. ng ngi thay i mt quyt nh thit k trc . C th gi nh sai, hoc l cng ngh thay i vo lc a ni dung vo, Bc 7: Kim tra v nh gi Cc trang hiu qu nht l kt qu ca vic thit k v nh gi cn thn. Mt web site tr gi na triu la c th c n 70% tng chi ph dnh cho vic thit k v nh gi. Sau y l mt s bc thc hin vic ny:116


Kim tra hot ng ca cc lin kt ni b v cc ngun ti nguyn. Kim tra chnh xc ca cc lin kt ngoi. Khng c g t hn l cc lin kt vi cc trang bn ngoi khng cn tn ti na, hoc l c chuyn n ni khc, hoc l khng cn ph hp na. Th cc trang vi nhiu trnh duyt khc nhau. Thc hin iu ny kim tra tnh tng thch ca trang vi cc trnh duyt, xem th thit k trang tn dng ht cc h tr ca trnh duyt cha, Th cc trang bng nhiu cch kt ni khc nhau. Th xem vic hin th cc trang c nh hng nh th no nu kt ni bng mng cc b, ng kt ni tc cao, ng in thoi. Th cc trang tnh trng mc truy cp cao. Nu server chy tt trong cc gi cao im th nhng gi khc c th chp nhn c. Th cc trang vi nhiu dng ngi dng khc nhau. Nu trang web cp v cc mi quan tm chung th nn tranh th th trang web vi nhng ng s, bn b, Hy ghi ch v quan st. C th s khng cn thay i phin bn ca trang web nhng s cn cc thng tin v trang lin tc c cp nht ha. Sau khi xy dng website, doanh nghip cn b sung cc chc nng bo mt, thanh ton, xc tin qung b website, tham gia vo cc sn giao dch in t. Ty tng m hnh kinh doanh ca doanh nghip, h thng cung cp v phn phi c th c xy dng trc, sau hoc song song vi vic xy dng website. Nhn chung, cc bc xy dng website v ng dng thng mi in t vo doanh nghip c th c khi qut ha qua bng sau:Bng 5.3 : Cc bc xy dng website v ng dng thng mi in t trong doanh nghip 1. 2. 3. 4. 5. 6. 7. 8. 9. Phn tch SWOT, lp k hoch, xc nh mc tiu, vn u t SWOT: im mnh im yu C hi Him ha Xy dng m hnh cu trc, chc nng nh gi website Mua tn min, thu my ch Thit k website Cp nht thng tin, qun tr ni dung website nh gi website: thng tin, chc nng, tc , nt ring B sung cc chc nng: bo mt, thanh ton Qung b website, ng k trn Cng c tm kim, tham gia cc Sn giao dch thng mi in t Lin kt website vi khch hng, nh cung cp, i tc, c quan qun l nh nc

10. Xy dng h thng cung cp v phn phi

Tiu ch nh gi cht lng ca website thng mi in t nh gi qua cc yu t nh: Thng tin lin h v gii thiu v ch website; Thng tin m t sn phm, cc quy ch, iu khon s dng; Dch v t vn, h tr khch hng; C ch xc nhn117


giao dch; Chnh sch bo v thng tin c nhn v chnh sch gii quyt tranh chp; Tnh thm m, Kh nng giao tip, c bit ha, lin kt, cng ng v.v

Mt s yu t ct li cho thnh cng trong thng mi in t

M hnh nh gi website thng mi in t - 7C

Cc doanh nghip cn xy dng website ca mnh sao cho c nt ring, chng hn nh thng tin khng l alibaba, quy trnh giao dch hiu qu - amazon, tnh cng ng cao v thu ht c nhiu ngi tham gia eBay. T , website ca doanh nghip mi to c ch ng trn th trng v em li thnh cng cho doanh nghip trong thng mi in t. Nn lu khi trnh by trang web sao cho va vi trang mn hnh, trnh ko di trang mn hnh. Doanh nghip nn nhng mn quan trng nht ca mnh ln trn trang mn hnh. n gin ha cc thao tc ca khch hng, gip h thun tin trong vic xc nh v tr hng ha m h cn mua cng nh cc th tc mua bn.

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TM LC CUI BI

Trong bi ny, chng ta hc v nhng vn sau trong thng mi in t: Mc tiu v c tnh ca qung co trn trang web: Qung co trn Website c dng thu ht s ch ca nhng ngi lt net ti trang web ca nh qung co. Khi vo trang web ca nh qung co, ngi tiu dng c th nhn c thng tin, tng tc vi ngi bn v trong rt nhiu trng hp, t hng ngay lp tc trn mng. Cc qung co trn web c th c bin i thch ng vi nhng nhm ngi hay tng ngi c nhng s thch ging nhau. Bn cnh , qung co trn web do c c tnh tng tc, nn c th c cp nht d dng, c th tip cn hng triu ngi vi chi ph hp l v cha ng nhng hnh nh sinh ng. Nhng cch thc qung co chnh trn mng: Qung co bng cc banner l cch thc qung co trn mng ph bin nht. Nhng cch thc khc thng c dng l qung co pop-up v nhng qung co tng t (bao gm c qung co bng interstitial), e-mail, cc mc rao vt, ng k URL vi cc cng c tm kim v qung co trn cc nhm chat. Nhng chin lc qung co v cc dng xc tin a dng. Cc chin lc qung co chnh l cc qung co c lin kt vi cc kt qu tm kim (lin kt vn bn), marketing lin kt, tng qu cho nhng khn gi xem qung co, marketing lan to, qung co thch ng vi tng ngi, cc s kin v xc tin trn mng. Xc tin trn web tng t nh xc tin thng thng, bao gm tng qu, t chc cc cuc thi, vui, gii tr, phiu gim gi, vvTnh thch ng vi tng khch hng v tnh tng tc chnh l im khc bit gia xc tin trn Internet v xc tin truyn thng. o lng kt qu qung co v qung co gi. Khi nim truyn thng v tng qu cho khch xem qung co cng c s dng trn Internet nhng hin vic ny ang gp kh khn. Mc d nhng nh bn khng gian thch cch tip cn ca phng thc ny nhng nhng nh qung co li thch tnh theo s ln khch nhp chut vo trang web. Hin nay tr hoa hng cho vic gii thiu trn mng ang ph bin. Nhng i l thng minh. Nhng i l thng minh c th thu thp v gii thch nhng thng tin lin quan ti hnh vi ca khch hng. Nhng i l thng minh hn cn c th tm hiu hnh vi v nhu cu ngi tiu dng bng cch quan st h xem trang web nh th no. Cc i l c th h tr mi khia cnh ca qu trnh mua hng, bao gm c mi gii sn phm, mi gii thng mi, so snh sn phm, thng lng gia ngi bn v ngi mua, mua v vn chuyn hng, dch v sau bn. Ngng nhng qung co khng theo yu cu. S lng nhng qung co v pop-up khng theo yu cu ang tng nhanh. Cc ISP (Internet Service Provider: Cng ty chuyn cung cp cc gii php kt ni internet) ang c gng bo v nhng thng th cn c cc phn mm c bit, nhng chnh nhng phn mm ny cng khng phi bin php hon ho. Ch c s thc p bng lut php mi c th gii quyt c vn ny nhng nhiu ngi cng e ngi cch thc ny.

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CU HI THO LUN

1. Nhng loi hng ha no c th bn trn mng? 2. Nhng dch v no c th thc hin trc tuyn m khng th thc hin khi khng trn mng ? 3. Lit k nhng li ch ca dch v du lch qua mng i vi du khch v cc i l cung cp du lch? 4. Cc i l du lch thng minh ng vai tr g trong cc dch v du lch? 5. u l ng lc chnh ca th trng vic lm trn mng? 6. u l nhng li ch chnh ca th trng vic lm trn mng i vi cc ng vin? i vi cc nh tuyn dng? 7. M t vai tr ca trung tm thng tin trn th trng vic lm trn mng? 8. K tn nhng ng dng ch yu ca kinh doanh bt ng sn trn mng? 9. Cc li th ca vic giao dch c phiu trn mng l g? 10. Cc thng tin u t no c th xem c trn mng? 11. Mt s ri ro ca vic mua bn c phiu trn mng l g? 12. Lit k cc kh nng ng dng ca h thng ngn hng in t. ng dng no theo bn l c li nht? 13. Tho lun v mt vi vn ng dng dch v ti chnh? 14. Lit k cc dch v ti chnh c nhn chnh hin c qua mng? 15. Gii thch vic thanh ton ho n qua mng? 16. Trnh by cc bc xy dng website thng mi in t. 17. Nu nhng im cn lu khi xy dng website thng mi in t. 18. Trnh by nhng li ch ca vic khai thc h thng thng tin th trng trn Internet. 19. Trnh by vai tr ca cc website thng tin xc tin thng mi trn Internet. 20. Trnh by hot ng marketing in t m doanh nghip Vit Nam hin nay ang tin hnh ph bin nht.

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