Chuong 1.1 (repaired) (repaired)

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  • 1. i LI CM N Trong sut thi gian thc hin chuyn tt nghip ny, ti gp khng t kh khn v vt v. Nhng nh c c s hng dn, ch dy v gip t nhiu c nhn, t chc gip ti hon thnh chuyn tt nghip mt cch thnh cng, tt p. u tin, ti xin gi li cm n chn thnh n ging vin hng dn Thy Nguyn Vn Trng tn tnh hng dn ti. Ging vin c nhng gp khch quan v thng thng v ni dung cng nh l hnh thc ca bi chuyn tt nghip ny ti kp thi chnh sa. ng thi trong qu trnh lm thy cng cung cp cho ti nhiu ti liu, cng nh nhiu kin thc thc t b ch ti hon thnh bi chuyn ny. Th hai, ti xin c gi li cm n chn thnh nht ti Trung tm Qun tr v An ninh mng Quc t Athena to c hi cho ti c lm vic trong mt mi trng thc t vi nhng kinh nghim qu bu m khi ngi trn gh nh trng ti khng th no c c. c bit, ti gi li cm n ti thy V Thng Gim c Trung tm Athena v Thc s Nguyn Khnh Minh Trng phng Marketing l nhng ngi trc tip hng dn v tn tnh ch dy ti trong qu trnh thc tp sut hai thng ri ti Trung tm Athena. Bn cnh ti cng gi li cm n ti trng i hc Kinh T Thnh Ph H Ch Minh cng ton th qu thy c dy d, gip ti trong qu trnh hc tp v sinh hot trng. Nhng kinh nghim qu bu ca cc thy c truyn dy gip ti rt nhiu trong qu trnh thc tp. Mc d ti rt c gng nhng chuyn bo co thc tp ny vn cn rt nhiu thiu st. Knh mong nhn c nhng gp t qu thy c v cc Anh/Ch. Cui cng ti xin knh chc Qu thy/C, Ban lnh o v ton th Anh/Ch nhn vin ti Trung tm Athena di do sc khe v thnh cng trong cng vic. Xin chn thnh cm n!

2. ii NHN XT CA C QUAN THC TP Thnh Ph H Ch Minh, ngy.. .thng ..nm. Xc nhn ca n v H v tn: 3. iii NHN XT CA GIO VIN HNG DN Thnh Ph H Ch Minh, ngy.. .thng ..nm. Gio vin hng dn H v tn: 4. iv 1. L DO CHN TI S ra i v pht trin ca internet ngy nay dn n vic pht trin mt hnh thc marketing mi l E-Marketing. Vi nhng li ch m n mang li hn hn so vi cc cng c marketing truyn thng. Th nht n rt ngn khong cch gia ngi mua v ngi bn. Cc i tc c th gp nhau qua khng gian my tnh m khng cn bit i tc gn hay xa. iu ny cho php nhiu ngi mua v bn b qua nhng khu trung gian truyn thng. Th hai n gip cc cng ty tip th ton cu.Internet l mt phng tin hu hiu cc nh hot ng marketing tip cn vi cc th trng khch hng trn ton th gii. iu m cc phng tin marketing thng thng khc hu nh khng th. Th ba gim thi gian tip xc gia cc bn vi nhau. Thi gian khng cn l mt yu t quan trng. Nhng ngi lm marketing trc tuyn c th truy cp ly thng tin cng nh giao dch vi khch hng 24/7 . Th t chi ph b ra thp hn.Ch vi 1/10 chi ph thng thng, Marketing trc tuyn c th em li hiu qu gp i. ng thi nhn thy c xu hng ca E-Marketing ang bng n v ngy cng pht trin nc ta .Cng nh xu th hi nhp vo nn kinh t th gii hin nay. Tnh u vit ca n l mang li khng ch cho cc cng ty m cn li ch chung cho ton x hi, thc y gip x hi ngy cng pht trin .Vic nghin cu v nng cao nng lc E- Marketing ca cc doanh nghip l ht sc cn thit khi tham gia vo th trng va mi m va y chng gai kh khn ny i hi cc doanh nghip nc ta phi c chin lc E-Marketing hiu qu v ng hng. cng chnh l l do ti quyt nh thc hin ti: mt s gii php nhm hon thin hot ng E-Marketing ti Trung tm Qun tr mng v An ninh mng Athena (Trung tm Athena). 2. MC TIU CA TI Mc tiu c nhn - Gip hiu c quy trnh, cch thc thc hin mt chin lc E-Marketing c thc hin ti mt doanh nghip. 5. v - Tip cn v thc t hot ng marketing ti doanh ti Vit Nam ang hot marketing nh th no. Mc tiu cng ty - Khi qut tnh hnh chung hot ng kinh doanh ca Trung tm Athena. - Phn tch thc trng hot ng E-Marketing ti trung tm. - Phn tch im mnh ,im yu v cc hot ng E-Marketing ti Trung tm Athena. - a ra c mt vi xut nhm hon thin hot ng E-Marketing ti Trung tm Athena. 3. PHM VI NGHIN CU Khng gian, a im thc hin nghin cu: Chuyn c thc hin ti Trung tm Athena. Thi gian thu thp s liu v thc hin ti nghin cu S liu c thu thp trong qu trnh thc tp ti cng ty t ngy 06/01/2014 n ht ngy 20/03/2014. Chuyn ny c thc hin trong cng khong thi gian thc tp ti trung tm. i tng nghin cu: cc yu t nh hng n hot ng E-Marketing ti trung tm Athena, cc s liu nghin cu thu thp t cng ty. Khch hng nhng ngi hc vin ti trung tm Athena. 4. PHNG PHP NGHIN CU Phng php thu thp d liu: - Thu thp d liu th cp: thu thp t sch, bo, bo co, ti liu ca trung tm, thng tin t bo ch, internet v cc nghin cu trc y. - Thu thp d liu s cp: tm hiu, quan st, kho st khch hng qua bng cu hi ti trung tm. Phng php phn tch d liu: 6. vi - Phng php so snh: so snh cc s liu, chi tiu qua cc nm. Trong phm vi chuyn ny, phng php so snh c s dng so snh cc ch tiu lin qua n ti chnh v c cu nhn lc ca trung tm. - Phng php thng k m t: trong phm vi ti, phng php c s dng tm ra xu hng thng qua cc bng biu, c im ca cc yu t ng thi trnh by thc trng cc chin lc Marketing ti cng ty. - S dng spss 11.5 chy s liu bng cu hi thu c. 5. KT CU CA TI ti gm ba chng: CHNG 1: C S L LUN. CHNG 2: THC TRNG HOT NG E-MARKETING TI TRUNG TM ATHENA. CHNG 3: XUT NHNG GII PHP NHM HON THIN HOT NG E-MARKETING TI TRUNG TM ATHENA. 7. vii MC LC CHNG 1 C S L LUN ....................................................................................1 1.1 KHI NIM E-MARKETING ..............................................................................1 1.2 CC C IM E-MARKETING.......................................................................2 1.2.1 T m hnh truyn thng y n ko .............................................................2 1.2.2 T c thoi n i thoi................................................................................2 1.2.3 T one-to-many n one-to-some v one-to-one.............................................3 1.2.4 Gia tng cc trung gian thng tin .....................................................................3 1.2.5 Tch hp............................................................................................................4 1.3 CC CNG C MARKETING TNG TC....................................................4 1.3.1 Cng c ngoi tuyn.........................................................................................4 1.3.1.1 Qung co ..................................................................................................4 1.3.1.2 Quan h cng chng (PR)..........................................................................9 1.3.1.3 Marketing trc tip...................................................................................11 1.3.1.4 Truyn ming...........................................................................................14 1.3.2 Cng c trc tuyn .........................................................................................15 1.3.2.1 Website.....................................................................................................15 1.3.2.2 Cng c tm kim.....................................................................................17 1.3.2.3 Online PR.................................................................................................19 1.3.2.4 Quan h i tc ........................................................................................20 1.3.2.5 Qung co tng tc ................................................................................22 1.3.2.6 Email Marketing ......................................................................................24 1.3.2.7 Marketing lan truyn................................................................................26 1.3.2.8 Truyn thng mng x hi .......................................................................27 CHNG 2 THC TRNG HOT NG E-MARKETING TI TRUNG TM ATHENA.......................................................................................................................32 2.1 GII THIU TNG QUT V TRUNG TM ATHENA ................................32 8. viii 2.1.1 Lch s hnh thnh v qu trnh pht trin .....................................................32 2.1.1.1 Lch s hnh thnh: ..................................................................................32 2.1.1.2 Cc giai on pht trin: ..........................................................................34 2.1.2 T chc b my qun l.................................................................................35 2.1.2.1 Tr s chnh v chi nhnh:.......................................................................35 2.1.2.2 S t chc: ..........................................................................................36 2.1.3 C s vt cht v i ng ging vin Trung tm Athena...............................36 2.1.3.1 V c s vt cht......................................................................................36 2.1.3.2 V i ng ging dy...............................................................................37 2.1.4 Th trng, sn phm v dch v....................................................................37 2.1.4.1 Th trng mc tiu ca trung tm ..........................................................37 2.1.4.2 Sn phm v dch v ca trung tm.........................................................39 2.1.5 Kt qu hot ng kinh doanh ca Trung tm Athena t nm 2010 n nm 2012.........................................................................................................................40 2.1.5.1 Tnh hnh hot ng kinh doanh ca trung tm t 2010 n 2012..........40 2.1.5.2 Nhn xt v tnh hnh kinh doanh ca trung tm t 2010 n 2012........42 2.2 THC TRNG HOT NG E-MARKETING TI TRUNG TM ATHENA ....................................................................................................................................42 2.2.1 Chin lc Marketing ca Trung tm Athena................................................43 2.2.1.1 Chin lc sn phm................................................................................43 2.2.1.2 Chin lc nh gi..................................................................................45 2.2.1.3 Chin lc phn phi...............................................................................47 2.2.1.4 Chin lc xc tin..................................................................................47 2.2.2 Cc quy trnh E-Marketing ti Trung tm Athena .........................................51 2.2.2.1 Xc nh khch hng mc tiu, chun b ni dung, hnh nh v video ...51 2.2.2.2 C